Well, this is awkward.

Shopping website Celeb Boutique somehow missed the tweets, text alerts and breaking news headlines on Friday morning regarding the shooting in Aurora, Colorado and decided to troll for customers on Twitter.

(And of course Kim Kardashian was the celeb name they dropped. Of course.)

Following instant outrage from their Twitter followers, they tweeted the following apology:

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.

Damn you, outsourcing.