Ivanka Trump Brand To Open Store In Trump Tower

The first daughter has expanded her fashion empire, opening a new Ivanka Trump-branded store in the lobby of New York City's Trump Tower.

"In the ever-changing retail landscape, the Ivanka Trump brand is committed to engaging with the customers directly,” her company said in an statement to Bloomberg of the shop, which opened Thursday. "Today, the Ivanka Trump brand is evolving in big ways, but the mission remains the same."

PHOTO: Ivanka Trump, daughter and advisor of the U.S. president Donald Trump, is seen on arrival at Narita International Airport on November 2, 2017 in Narita, Chiba, Japan.The Asahi Shimbun via Getty Imag
Ivanka Trump, daughter and advisor of the U.S. president Donald Trump, is seen on arrival at Narita International Airport on November 2, 2017 in Narita, Chiba, Japan.

The shop carries handbags, jewelry and gifts, such as scented candles and Christmas ornaments. Shoes and clothing will be added to the store's stock next year, Bloomberg reported. The line dropped its fine jewelry collection, and has been offering more affordable items. The entire collection is sold online.

Various styles of tote bags are $298, for example, while there are several jewelry pieces priced under $100.

PHOTO: Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City. Drew Angerer/Getty Images
Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City.

PHOTO: Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City.Drew Angerer/Getty Images
Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City.

Nordstrom, Neiman Marcus drop Ivanka Trump's fashion collection, citing brand's performance

Sears, Kmart join other retailers in dropping Trump-branded merchandise

Trump: Nordstrom Treated Ivanka 'So Unfairly'

The Ivanka Trump store is just one of several Trump-branded business in Trump Tower. Others include Trump Grill, Trump Cafe, and Trump Bar.

While the building is open to the public, visitors first walk past automatic-weapon-toting NYPD officers stationed at the building's entrance, followed by a metal detector screening.

PHOTO: Police stand guard outside of Trump Tower, Aug. 4, 2017 in New York City. Spencer Platt/Getty Images
Police stand guard outside of Trump Tower, Aug. 4, 2017 in New York City.

Trump, who officially serves as her father's assistant, did not divest from her business upon joining the president's administration. She instead placed her assets in a trust. She also have up day-to-day management of the company. And while she does not tweet about the business from her personal social media accounts, the @IvankaTrumpHQ twitter handle often posts photos of the collection.

PHOTO: Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City. Drew Angerer/Getty Images
Customers shop at a new Ivanka Trump brand store in the lobby of Trump Tower, December 15, 2017 in New York City.

Opening up her own store bypasses relying on department store accounts, some of which balked at carrying Trump's collection following her father's victory.

First, Nordstrom stopped carrying Ivanka Trump-branded clothing, citing declining sales, which caused shopper boycotts. Then Neiman Marcus followed suit, saying it was also dropping the line.

After Nordstrom dropped the line, President Trump jumped to his daughter's defense.

"My daughter Ivanka has been treated so unfairly by @Nordstrom," the president tweeted February. "She is a great person -- always pushing me to do the right thing! Terrible!"

Source : http://abcnews.go.com/Politics/ivanka-trumps-fashion-collection-opens-store-trump-tower/story?id=51829169

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