UK-Based Clothing Boutique Tries To Capitalize On Aurora Trending Topic

LOS ANGELES (CBS) — The Twitterverse was outraged Friday when a UK-based clothing boutique tried to capitalize on the mass shooting in Aurora, Colo. to sell a Kim Kardashian-inspired dress.

Thousands of Twitter users already mourning the mass shooting at a midnight screening of "The Dark Knight Rises" were stunned to see this cheery tweet from @celebboutique, which describes itself as "the online boutique loved by your fave celebs and your new addition."

"#Aurora is trending, clearly about our Kim K Inspired #Aurora dress ;)" the store tweeted Friday morning. The tweet includes a link to the dress.

Aurora was in fact trending because of the shooting that killed up to a dozen people and injured dozens more in Colorado.

Twitter users responded angrily, calling the tweet "classless," "the worst tweet of the day" and calling the store "the worst people on earth."

The tweet was up for several hours, then was deleted. Celeb Boutique later apologized and blamed the oversight on a PR company outside the U.S.

"We didn't check what the trend was about hence the confusion, again we do apologise," a tweet from Celeb Boutique read immediately after the offending tweet was deleted. They expanded on their apology in another series of tweets.

"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 the 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"