Home Business Shoppers disappointed at how fast Target's Vineyard Vines collection selling out – USA TODAY

Shoppers disappointed at how fast Target's Vineyard Vines collection selling out – USA TODAY

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Some Target shoppers didn’t have a whale of a time trying to shop the retailer’s latest designer collaboration Saturday.

The summer-inspired Vineyard Vines for Target collection went on sale online around 3 a.m. EDT Saturday, with select items selling out within minutes.

The collection also went on sale in stores, and many shoppers reported on social media a lack of merchandise soon after stores opened.

“We definitely understand the disappointment, as many items may have sold quickly,” Target wrote on Twitter Saturday, responding to shoppers’ comments. “We do encourage you to keep checking back for updates as items may be returned both in-store and online.”

By 8 p.m. ET Saturday, there were more than 7,400 items listed on eBay, many for more than double the Target list price.

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The collection includes more than 300 items from clothes for women, men and children as well as accessories and pet and home goods. Prices ranging from $2 to $120, with most under $35.

Target has done similar limited-edition collaborations with well-known companies and designers, including TOMS, Lilly Pulitzer, Hunter, Marimekko and Victoria Beckham.

The Lilly Pulitzer for Target line was released and sold out within minutes in April 2015 and led to fights in stores, with many items landing on eBay.

“Our collaborations tend to be very popular, and it looks like some items went pretty quick. This collection will be available in all Target stores while supplies last,” Target said replying to a question on Twitter. “Items returned or cancelled or not previously used to fulfill orders may become available again.”

Vineyard Vines is best known for its smiling pink whale and was founded by brothers Shep and Ian Murray in 1998 and took inspirations from summers they spent on Martha’s Vineyard in Massachusetts. The company has more than 100 freestanding stores, and its merchandise is also sold in over 600 specialty and department stores.

More about the sale

  • While many items quickly sold out, some may still be in stock while supplies last. Check Target.com for store availability. It’s not possible to order the limited items for in-store pickup.
  • There are no plans to restock the collection but it’s possible some items will become available if shoppers return items.
  • The collection has a 14-day return policy instead of Target’s standard 90-day return policy.
  • REDcard holders get an additional 30 days on top of the collection’s 14-day return policy.
  • There are no purchase limits for shopping in store, but online there’s a limit of five of the same item.

Follow Kelly Tyko on Twitter: @KellyTyko

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