Earlier this year, the iconic British footwear brand Hunter Boots announced their affordable collaboration with Target and fans went nuts. The official line up of 300 products including menswear, outdoor gear, footwear, womenswear, kids, and accessories was finally released on Saturday, April 14th.
Customers were setting alarms, lining up outside their preferred target stores before they opened and on standby with a computer in hand waiting for the products to finally be on sale. But, much to consumer’s disappointment, the launch did not go quite as planned.
The British brand first launched in 1865 and it has been a celebrity favorite since the beginning due to their ability to take traditional waterproof apparel and make it stylish enough that it can be used during any kind of weather. Their main selling point has always been their tall Wellie boots- rain boots that are too cute not to wear even on the sunniest of days, but they do retail for $150 which to many is a bit of a high price point.
In the collection with Target, the tall Wellie boots were one of the staple pieces that many were anticipating to purchase due to its affordable price of $50 but unknown to consumers the boots were not available on launch date as expected.
Target took to their website to explain the occurrence by placing a statement on the shopping page that read:
“For guests eyeing the women’s tall rain boots, unfortunately, they are delayed and won’t be available in stores or online when the collection launches. We apologize for any disappointment and we’ll share more information when we can.”
Hunter Boots also went on Twitter to share some information on the boots that was unknown to many fans of the collab:
“Target won’t sell Hunter Original boots. Our boots are handcrafted from natural rubber following an intricate process. The ones designed in partnership with Target are not produced the same traditional way. We hope that helps.”
It was also reported that some items from the collection were only available online and in selected stores which made it a messy situation for many consumers that were anxiously waiting for the collab to drop in their preferred Target. As expected customers were unhappy and began using Twitter to share their frustration with the store and the popular label. Target’s social media team did respond back to many, but the damage was already done as it has been reported that customers are unhappy, to say the least.
after a closer inspection I see why the tall women’s hunter x target boots were recalled lolololol what do I do @Target @AskTarget? I’m not risking my life to go back to my target store again when they are actually released!!!! pic.twitter.com/ssazzyJnhH
— Dina Joanna (@dinajoanna) April 14, 2018
Woke up excited to finally shop the #HunterxTarget collection, unavailable in central IL… order online you say? Nothing is in stock. For someone who makes it a sport hiding how much $$ I really spend at Target from my husband, this feels like a slap in the face pic.twitter.com/nX85MPPvsq
— Joella de Vil (@GoJoGoJoGo) April 14, 2018
— Angie Bays Siegers (@BaysSiegers) April 14, 2018
At the moment items from the collection are currently still on the Target website, but the status of when the boots will be fully available for purchase is still unknown. This is not the first time the popular well-loved retail franchise has created such a huge rumble of disappointed customers, but it is the first time Hunter Boots has been involved in a scandal of this magnitude.
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