Online retailer apologizes for offensive tweets related to theater shooting

3:49 PM, Jul 20, 2012   |    comments
A Tweet from online retailer CelebBoutique.com that caught the ire of many in the wake of Friday morning's theater shooting.
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(WXIA) - Online retailer CelebBoutique.com apologized Friday afternoon for a Tweet posted to their account earlier in the day that sparked outrage in the wake of the mass theater shooting in Colorado that killed 12 people and left at least 59 others hurt.

The Tweet from the UK-based retailer, referred to the fact that the term "#Aurora" was trending on Twitter in response to the shooting in Aurora, Colo. overnight.

"#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;)"

The statement was followed by a link to a sales page for the store's Aurora dress, which they said was inspired by Kim Kardashian.

After a firestorm of negative Tweets, CelebBoutique pulled the offending Tweet from their account, apologizing for the quip.

Shortly after the first apology Tweet, a series of Tweets were sent to clarify their situation:

"We didn't check what the trend was about hence the confusion, again we do apologise. We are incredibly sorry for our tweet about Aurora - Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic - we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused. This was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. - CB"

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