At ten o'clock on Thursday morning, Kicks opened the doors to this year's calendar sale. The servers couldn't handle the sudden increase in traffic, which led to the site being temporarily down. When visitors finally managed to reach the checkout, the stock was quickly depleted.
The "So Luxe" calendar was completely sold out online in just five minutes, and shortly thereafter another model also sold out.
We knew expectations were high, but the pressure exceeded everything we had anticipated, says Helena Bukowski, Marketing Manager at Kicks.
The technical problems created reactions from visitors who were ready at their screens but missed the chance to shop. The company is aware of the issues but pleased with the customers' great interest in the range.
We sincerely apologize that the site did not work as it should when the sale opened and understand the frustration of our customers, says Helena Bukowski and continues:
At the same time, it is fantastic to see the enormous commitment our calendars generate. They have become a real highlight for many of our customers.
The online sale gained momentum through early discussions and posts on social media. Customers who did not have time to click home a calendar online still have a chance to find remaining copies in the actor's physical stores.
Kicks released three of a total of four calendars for the season on Thursday.