As the movie theater shooting in Aurora, Colorado makes headline news and everyone is talking about it on social media sites like Facebook and Twitter, one company seems to have really missed the memo. A UK clothing company wrote an insensitive tweet, advertising their products because Aurora was trending on Twitter., an online retailer based in the UK wrote:

"@CelebBoutiqe #Aurora is trending, clearly about our Kim K inspired #Aurora dress ;) Shop:  "

They included a link to a $157 dress that is based on something Kim Kardashian was caught wearing. However the link to the white pleated V-neck strong shoulder dress caused Twitter followers to believe the company was being insensitive about the shooting that took place in Aurora, Colorado, during the premiere of the long awaited Dark Knight Rises film.

The shooting left 12 innocent people dead and over 50 others injured. James Holmes, 24, was arrested as the suspected shooter. He entered the exit door of the theater where several people were watching the midnight premiere of the new Batman installment. Holmes opened fire on the innocent moviegoers and threw a canister containing a gas.

The marketing department of was not aware of any of this. When they started to receive criticism from the Twitter world, they removed the Tweet which turned out to be an innocent mistake rather than an issue of insensitivity.

Twitter users were outraged at the company, thinking they did it on purpose.

User @Kyle_Lippert wrote "I hope you go bankrupt."

@Kayhanley said "WOW. You are an atrocious, useless waste."

The company wrote several tweets explaining themselves and apologizing. They said:

 "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"

The Twitter world had plenty of feedback. Some believe the company should make a donation to the victims of the Colorado shooting.

User @WhoJedi wrote : "If @celebboutique wants to try & make this right, donate ALL proceeds of their @KimKardashian "Aurora" dress to the victim families."

Others thought the company should consider getting some new staff.

In response to CB's tweet, user @themerchdude wrote "PLEASE FIRE YOUR MARKETING TEAM! THEY ARE IDIOTS!"

Others found the apology inexcusable and couldn't believe that the company didn't know about today's headline making events.

To read more details about the shooting, Click Here.