Ivanka Trump’s brand may have been yanked from Nordstrom, but the first daughter is opening a store in the comforts of the lobby of Trump Tower in New York.
Her shop, which opens Thursday in time to capitalize on holiday shopping, will be small, but it is well positioned to draw business from selfie-taking tourists visiting the Fifth Avenue tower, according to Bloomberg. The merchandise selection will include handbags and other accessories more affordable than the fine jewelry line that her business discontinued earlier this year.
The opening marks the brand’s effort to bounce back after being dropped by Nordstrom stores in February.
“In this case, based on the brand’s performance, we’ve decided not to buy it for this season,” Nordstrom said in a statement at the time.
In its decision, the large retailer did not cite the backlash from campaigns such as Grab Your Wallet, which pressured consumers to boycott businesses selling Trump goods in light of the Trump administration's controversial family ties in politics and business.
Ivanka Trump's brand also has been scrutinized for overseas manufacturing, which contradicts President Donald Trump’s “Buy American, hire American" slogan. One factory in China producing her clothes had poor conditions and low pay for employees, giving them only $62 per 60-hour work week, according to an audit report. Inspectors in October 2016 reported that the factory did not have a union for workers and that there was a lack of training on safety procedures.
The Trump Tower lobby shop is not her first brick-and-mortar business in the U.S. She opened a fine jewelry shop on Manhattan’s Upper East Side in 2007 that relocated to the SoHo neighborhood four years later before closing in 2015. A luxury store she opened at a high-end mall in Beijing in 2013 also shut down.
Her brand licenses the name to wholesale companies, including G-III Apparel Group Ltd., which sells to stores such as DSW. Trademarks for the “IT” letters on Ivanka Trump’s shop were recently registered with the U.S. Patent and Trademark Office for jewelry, bedding, technology accessories and baby products, according to Bloomberg.
Apart from the new Fifth Avenue shop, the brand has launched the e-commerce site IvankaTrump.com.
Ivanka Trump has handed daily management of her brand to Abigail Klem and transferred assets to a trust but has not divested from her company. The president's daughter serves as a White House adviser and has increasingly embraced a role in politics since her father was inaugurated.