No big frenzy for Target’s newest designer collection

Target Corp.’s latest limited-edition collaboration, with the Finnish brand Marimekko, was not a bust, but it also didn’t spark the excitement and shopping frenzy that marked the launch of the retailer’s previous exclusive collections — particularly its past partnerships with Missoni and Lily Putlizer.

According to the Wall Street Journal, the lines were thin at three New York area stores on Sunday morning when Marimekko launched. That’s a dramatic contrast from last year, when shoppers lined up overnight at many Target stores so they could fill their carts with Lily Pulitzer-branded goods.

The online response was also less frenzied. As of Sunday afternoon, just under 50 of the 200 styles in the Marimekko collection had sold out online, the Associated Press reported.

Last year, the online demand for Lily Pulitzer was so heavy that the retailer took its site offline for some 20 minutes.

The muted reaction to Marimekko is probably not a bad thing. Target came under heavy criticism last year when many of its stores were cleared out of nearly all Lily Pulitzer goods within hours, and the items sold out online in hours.

For its part, Target stroke a positive note about the launch, and also said the collaborations are not intended to sell out in one day, according to the Journal.

“We’re pleased with how the collection came to life in the very early hours,” a Target spokesman told the Journal. “What’s most noticeable about this collection is how seamless the roll out was online.”