Ivanka Trump’s Opening a Store in Trump Tower

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Less than a year after major retailers started dropping Ivanka Trump’s fashion brand en masse, the label is opening its own brick-and-mortar store.

A Politico reporter spotted the first daughter’s storefront opening in New York’s Trump Tower this fall. Insert nepotism joke here?

The fashion label has been under fire for the better part of 2017. After the Grab Your Wallet boycott galvanized shoppers to stay away from stores that carry Trump family products, Nordstrom dropped the line in February, citing weak sales. Neiman Marcus dropped Trump’s fine jewelry line shortly after, then Burlington and Belk pulled product from their sites (but still carry it in stores). And finally, T.J. Maxx employees were told to hide the label’s merchandise among other products and toss its signage in the trash. There was also that whole ethics controversy after counselor to the president Kellyanne Conway went on Fox & Friends to tell viewers to buy the brand. Oh, and labor activists were detained by Chinese police in May after looking into the factories that make Ivanka Trump products.

In an interview with Refinery29, brand president Abigail Klem said that since landing in the hot seat in February, the company's seen “some of the best performing weeks in the history of the brand.” The New York Times found that despite having stepped down from her daily role in January, Trump herself took home $6 million from the brand over the past year.

Why the label has not sold directly via its site or its own stores has been something of a mystery. In 2011, the company opened a jewelry and accessories store in Soho, but the location quietly shuttered in 2015. The label has, until now, relied on wholesale distribution to stores like Bloomingdale’s, Macy’s, and Lord & Taylor. A brick-and-mortar location won't just propel the company’s visibility (after all, how much more visible can a brand possibly be?), but provide a destination for Ivanka’s diehard fans to show their love via cold hard cash.

When reached for comment by Racked, the Ivanka Trump brand confirmed the store will be opening in New York City but would not add anything further.