The much anticipated website for Essex womenswear indie Minnies Boutique went down within an hour after it launched today.
The store, which is owned by The Only Way is Essex stars Sam and Billie Faiers, has crashed on and off since it went live around midday - thought to be caused by an overwhelming amount of traffic to the site. It is currently up and running.
The site was initially scheduled to launch last Friday with the website receiving 46,000 hits an hour as TOWIE fans flooded the website last week. However due to technical difficulties the date was postponed.
Drapers Independent Retailer Directory
The website previously just showed a holding page up at the web address, http://minnies-boutique.co.uk but the transactional site went live at midday today. The site features sections for different clothing categories plus a tab on “Minnies Love” for the stores favourite pieces.
Minnies Boutique, which stocks brands including Lipsy, Little Mistress and D Brand Denim, opened in April 2011 and the shop has become one of the best known womenswear boutiques in Essex due to the success of the ITV series.
As reported in Drapers this week the Faiers sisters are set to open a second shop next year in northeast England – with possibly another two sites to follow.
Another TOWIE star, Jessica Wright, has also decided to venture into retail, with a lingerie store in Loughton, Essex called With Love Jessica. The ITV show has featured Wright planning to open the store in its latest series and last night she held a launch party for the store.