The launch of Donatella Versace’s eagerly anticipated collection for H&M caused the company’s website to crash this morning.
When the collection launched at 9am thousands of customers tried to log onto the site simultaneously crashing the site.
A spokesman for H&M apologised for the problems on Twitter. The H&M Twitter account said: “Followers, we’re sorry about the technical problems in our shop online markets – we’re working hard to solve them.”
Commenting on the website crash Damian Saunders director of Citrix Systems said: “Exclusive designer ranges at low prices are a sweet spot for high street retailers as they draw vast numbers of consumers through the door.
“But launching a range like this successfully requires preparation as retailers must be ready to handle the surge of consumer traffic, both in-store and online, as bargain hunters and fashionistas alike fight over the most desirable items.”
Meanwhile, at H&M’s store on Regent Street in London, where Donatella launched the collection earlier today, there are still reported to be long queues.
H&M’s website is back up and running again now.