FORT LAUDERDALE, Fla. (AP) — Lilly Pulitzer’s own family couldn’t beat the “Pink Sunday” rush for the brightly colored limited edition collection at Target.

The Lilly Pulitzer for Target collection sold out online and in stores shortly after debuting Sunday. The granddaughter of the late Palm Beach fashion trendsetter managed to buy a floral-printed hammock online, but only because she set an alarm.

Pulitzer’s daughter wanted a beach chair but missed out. Palm Beach Realtor Liza Pulitzer tells the Sun Sentinel her mother “would have loved the fact that everybody wanted to get something, a piece of Lilly.”

Granddaughter Lilly Leas says the tropical-print dresses Pulitzer started selling from her Palm Beach juice stand in 1959 still make people smile.

Pulitzer died in 2013 at age 81 at her longtime home in Florida.

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