TJ Maxx appears to be backing away from Ivanka Trump’s fashion line.
The company sent a memo to stores last week that instructed employees to throw away any signs advertising the first daughter’s brand, The New York Times reports.
The memo also requested that workers mix Ivanka Trump items in with other merchandise in the stores, instead of displaying her brand separately.
“Effective immediately, please remove all Ivanka Trump merchandise from features and mix into the [normal clothing racks],” the note read, according to the Times. “All Ivanka Trump signs should be discarded.”
A TJ Maxx representative declined to say why the signs were thrown away.
“At this time, we continue to offer this line of merchandise,” Erica Tower, a spokeswoman for TJ Maxx owner TJX Companies, told Business Insider. “From time to time, we communicate with our stores about how to handle merchandise. The communication we sent instructed stores to mix this line of merchandise into our racks, not to remove it from the sales floor.”
By tossing Ivanka Trump signage, it appears that TJ Maxx has joined a growing list of retailers that are backing away from or cutting ties entirely with the first daughter’s brand of women’s clothing, shoes, and accessories.
Nordstrom, Neiman Marcus, and Belk have also stopped selling Ivanka’s fashion line. Nordstrom said last week that it is dropping the line because of poor sales.
President Trump hit back at Nordstrom on Wednesday in a tweet saying the retailer treated his daughter unfairly.
“My daughter Ivanka has been treated so unfairly by Nordstrom,” Trump tweeted. “She is a great person – always pushing me to do the right thing! Terrible!”
White House press secretary Sean Spicer backed up Trump’s statement on Wednesday, saying Nordstrom’s decision was a “direct attack on his policies and [Ivanka Trump’s] name.”
A representative from Ivanka’s brand said last week that business is improving.
“The Ivanka Trump brand continues to expand across categories and distribution with increased customer support, leading us to experience significant year-over-year revenue growth in 2016,” Rosemary Young, a senior director of marketing, told Business Insider.