The Trump brand scores another hit

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The White House pokes the Ivanka Trump brand

The White House pokes the Ivanka Trump brand

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

Sears Holdings, the company that owns the Sears and Kmart retail stores, announced this weekend that it will remove 31 Trump branded items from its website.

The company withdrew the products as part of a plan to focus on its "most profitable products," Sears spokesman Brian Hanover told Reuters.

Hanover informed the news organization that items from the Trump Home facility line were removed from the company's website, although they could be purchased online through third-party vendors. None of the stores had the goods in their physical stores, he said.

Searches on the Sears and KMart websites did not reveal any Trump Home products, other than those sold by third parties.

In a statement on Monday, spokesman Chris Brathwaite distanced himself from any political controversy and reiterated that many Trump branded products are still available through third parties.

"In this case, certain products were removed from our websites, including a very small number of Trump products," he said. "The headlines do not do justice to our business or this special product brand that we offer through our marketplace sellers."

Brathwaite added that the company preferred to focus on its business and "leave politics to others."

See also: Is Ivanka Trump's brand losing its charm?

The move makes Sears the latest product to be called Trump.

Earlier this month, Nordstrom (JWN) The reason for the decision to no longer carry Ivanka Trump's label for clothing and accessories was the "performance" brand, not politics.

President Trump hit the department store on Twitter in retaliation. Nordstrom shares gained 7% in the first two days after the tweet.

Other stores have also tried to distance themselves from Ivanka Trump's brand.

Neiman Marcus removed the brand's landing page from his website and declined to tell CNNMoney whether Ivanka Trump's products should remain in the store or be resold online in the future.

TJX Companies (TJX)The company, which owns TJ Maxx and Marshalls, also said it recently advised workers not to highlight the first daughter's brand in stores.

And retailer Belk announced last week that it plans to remove Ivanka Trump's products from its website, but will continue to offer the line in its flagship stores.

Ivanka Trump's line of clothing and accessories has found its way into the past few months.

According to Slice Intelligence, a retail analytics company, her brand's online sales decreased 26% in January from a year earlier. Slice examined the brand's sales in five online shops: Nordstrom, Amazon, Zappos, Macy’s and Bloomingdale’s.

According to Taylor Stanton, marketing and communications manager at Slice, Ivanka's online sales had skyrocketed in late 2015, and last month's numbers seem more of a "return to reality". According to Jack Beckwythe, a slice analyst, the brand's drop in performance was unusual given an increase in online sales in the apparel and accessories category in 2016.

Related: Kellyanne Conway not repentant for Ivanka Trump plug

The Ivanka Trump brand has defended its performance.

Rosemary Young, Ivanka Trump's senior director of marketing, told CNNMoney last week that the brand was growing and had "significant year-over-year sales growth in 2016".

"We believe that a brand's strength is measured not only by the profits it makes, but also by the integrity that preserves it," said Young.

Retailers like Bloomingdale & # 39; s, Amazon (AMZN)Lord & Taylor Macy & # 39; s (M) and Zappos still carry Ivanka Trump products.

Ivanka Trump has been on leave from her namesake since her father won the presidency. It has no formal administrative function, but should take a stand on issues such as empowering women and childcare.

CNNMoney's Jackie Wattles contributed to this story.

CNNMoney (New York) First published on February 12, 2017: 3:35 PM ET