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Target Unveils New Marimekko Clothing Line

MINNEAPOLIS (WCCO) -- Fashion lovers were in a frenzy Sunday morning over a new label now available at Target.

The Marimekko collection officially hit stores on Sunday. The Finnish designer clothing typically retails for hundreds of dollars, but now you can find it for a fraction of the cost.

At the Target store in Edina, people waited several hours Sunday morning to get their hands on this collection. A lot of people were wondering if Target would run into problems like they did for the release of their last big designer inspired collection.

Last year, they released their Lilly Pulitzer collection and their website was slow. This year, no problems on that front.

The Marimekko for Target collection includes more than 200 items, everything from clothing to swimwear --- even home decor and paddle boards. While the original collection out of Finland often sells for hundreds of dollars for a piece of clothing, most of this stuff is less than $50.

We talked to customers Sunday morning about how they prepare for these big brand launches.

"You have to like sugar up, caffeine up and get ready to go," Julie Swenson said. "And then you come in and just dash to the stuff. You have to know beforehand where it is in the store and get there and know what you want. There is no shopping here, this is like take it and go."

Target is hoping this collection will take off just like Lily Pullitzer and Missoni. A target employee at Edina said they expect their Marmekko inventory to sell out by the end of the day.

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