Ivanka Trump store opens in Trump Tower

After being dropped by Nordstrom and other retailers, Ivanka Trump's brand has opened its new Trump Tower boutique, signaling the brand's pivot towards a direct-to-consumer retail model.


The store opening demonstrates the brand's increasing focus on a direct-to-consumer model - Jeenah Moon for Bloomberg

The new Ivanka Trump store is in the lobby of Trump Tower in Midtown Manhattan and sells handbags, jewelry, and candles. It is the only brick-and-mortar location for the brand which was dropped by Nordstrom, Neiman Marcus, Belk, Jet, Gilt and Shopstyle earlier this year after poor sales and consumer activism against the Trump Administration.

A company spokesperson said of the store opening, “In the ever changing retail landscape, the Ivanka Trump brand is committed to engaging with the customers directly."

Previously, Ivanka Trump had a fine jewelry boutique in New York City that was open for eight years and closed in 2015. Her brand also sold fine jewelry at Trump Tower at one time, but has since stopped in response to consumers seeking lower price points

Ivanka Trump herself stepped down from her role leading the brand when her father appointed her as a White House Advisor. Before becoming a federal employee, she reportedly made $5 million from her namesake brand from January 2016 through March 2017. When the Ivanka Trump brand was discontinued by Nordstrom, President Trump tweeted that she had been treated "so unfairly."

The Ivanka Trump brand is currently being led by Abigail Klem, who has had to guide the brand as it has come under fire for intellectual property infringement multiple times during her tenure. The brand quietly settled a trademark suit brought by textile manufacturer Unicolors earlier this fall and still has ongoing litigation with Altazzura over copying the label's shoe design.

The new Ivanka Trump boutique is at Trump Tower on Fifth Ave in New York City. It is open to the public seven days a week. Ivanka Trump product is also now sold direct to consumer through the company's website.

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