Trump brand takes another hit: Sears and Kmart

Nordstrom. Neiman Marcus. TJ maxx. And now Sears and Kmart.

Sears Holdings, the company with retail stores Sears and Kmart, would have declared this weekend that it would delete 31 Trump brand articles from its website.

The company pulled the products as part of a plan to focus on its “most profitable articles,” said Sears spokesperson Brian Hanover in Reuters.

Hanover told the press organization that articles in the Trump Home Line furnishings had been withdrawn from the company’s website, although they can always be purchased through online third -party suppliers. None of the two stores wore articles in their physical stores, he said.

Searches on Sears and Kmart websites have not revealed Trump Home products, with the exception of those sold by third -party suppliers.

In a statement on Monday, spokesperson Chris Brathwaite distinguished Sears from any political controversy and reiterated that many Trump brand products are still available through third-party sellers.

“In this case, some products have been deleted from our websites which included a very small number of Trump products,” he said. “The titles do not do justice to our company or to this specific brand of products that we offer through our market sellers.”

Brathwaite added that the company prefers to focus on its activities and “leave politics to others”.

Related: Is the brand of Ivanka Trump losing its bling?

This decision makes Sears the latest products to abandon the products bearing Trump.

Earlier this month, Northern (Jwn)) The “performance” of the brand cited, not politics, like the reason why he decided to stop wearing the label of Ivanka Trump’s clothing and accessories.

President Trump hit the department store on Twitter in retaliation. The Nordstrom action jumped 7% in the first two days of the tweet.

Other stores have also sought to be distant from the brand of Ivanka Trump.

Neiman Marcus deleted the brand’s destination page of his website and refused to tell Cnnoney if he intended to keep Ivanka Trump products in stores or resume online sales in the future.

TJX Companies (Tjx))The company that owns TJ Maxx and Marshalls, also said that it had recently told workers not to highlight the brand of the first girl in stores.

And retailer Belk said last week that he planned to shoot Ivanka Trump’s products on his website, but would continue to offer the line in his flagship stores.

Ivanka Trump’s clothing line has taken a hit in recent months.

The online sales of his brand fell 26% in January compared to a year earlier, according to Slice Intelligence, a retail company. Slice studied brand sales on five online stores: Nordstrom, Amazon, Zappos, Macy’s and Bloomingdale.

The online sales of the brand of Ivanka had jumped at the end of 2015, and the figures of last month seem to be more a “return to reality”, according to Taylor Stanton, director of marketing and communications of Slice. The reduction in brand performance was abnormal in light of an online sales increase in 2016 in the clothing and accessories category, said Jack Beckwythe, Slice Analyst.

Related: Kellyanne Conway Impnity for Ivanka Trump Plug

The Ivanka Trump brand defended its performance.

Rosemary Young, senior marketing director at Ivanka Trump, said last week in Cnnoney that the brand developed and had experienced “significant growth in the year on the other in 2016”.

“We believe that the strength of a brand is measured not only by the benefits it generates, but the integrity it maintains,” said Young.

Retailers like Bloomingdale, Amazon (Amzn))Lord & Taylor, Macy (M)) And Zappos all transports Ivanka Trump products.

Ivanka Trump took a name for her homonymous company since her father won the presidency. It has no formal role in the administration, but should have a voice on issues such as the empowerment of women and child care.

– Jackie Wattles of Cnnoney contributed to this story.

CNNMONEY (New York) First advertising on February 12, 2017: 3.35 p.m.