Lilly Pulitzer Huge Success at Target

Target Corp.’s (Minneapolis) line of Lilly Pulitzer line apparel and home goods sold out nearly as quickly as it debuted in stores and online this weekend.

Long lines of shoppers eager to get their hands on Pulitzer’s “Palm Beach preppy” goods formed at Target stores across the country while heavy online traffic crashed the mass merchant's website twice. Some limited-edition, limited-supply pieces have emerged on eBay already, according to the Minneapolis Star Tribune.

One Target executive likened the line's weekend debut to Black Friday.

Lilly Pulitzer Inc. was launched in 1959 by socialite Lillian “Lilly” McKim Pulitzer. Her signature shift dresses became popular with elites such as Jacqueline Kennedy. The company folded in 1984, but in 1993, rights to the brand were purchased by Sugartown Worldwide Inc. (King of Prussia, Penn.). The company operates about 75 Lilly Pulitzer retail stores.