Days after it was reported that department store chain Nordstrom had decided to cut ties with Ivanka Trump’s brand, a tweet sent from President Trump’s personal Twitter account, @realDonaldTrump, expressed that his daughter had been “treated so unfairly” by the company.
Roughly two hours later, the tweet was retweeted from the official @POTUS account. It’s unclear whether the initial tweet was posted by Trump himself, as it was sent from an iPhone, and Trump reportedly usually tweets from an Android phone. It’s also unclear what the purpose of the tweet was—other than to express concern over the company’s treatment of his daughter.
UPDATE: During today’s press briefing, press secretary Sean Spicer explained that the tweet was a response to “an attack on [Trump’s] daughter” and that he had “every right as a father to stand up for them.”
NBC reporter Hallie Jackson followed up with Spicer, noting that Nordstrom had released a statement that its decision was related to sales. Spicer maintained his position, noting that “there’s clearly efforts to undermine that name based on her father’s positions based on particular policies that he’s taken—this is a direct attack on his policies and her name.”
After the initial tweet was sent at 10:51 a.m. Wednesday, Nordstrom’s stock dipped for about 10 minutes, from 42.69 points at 10:45 a.m. to 42.50 at 10:55 a.m. The stock was back up to 42.86 by 11:05 a.m. and as of noon, it was up to 42.99 points.
UPDATE 2: “To reiterate what we’ve already shared when asked, we made this decision based on performance,” said a Nordstrom spokesperson. “Over the past year, and particularly in the last half of 2016, sales of the brand have steadily declined to the point where it didn’t make good business sense for us to continue with the line for now.”
The spokesperson continued: “We’ve had a great relationship with the Ivanka Trump team. We’ve had open conversations with them over the past year to share what we’ve seen and Ivanka was personally informed of our decision in early January.”
“We’ve said all along we make buying decisions based on performance,” explained a rep for Nordstrom in a statement to Fortune on Feb. 2. “In this case, based on the brand’s performance, we’ve decided not to buy it for this season.”
The company elaborated on its decision to Racked on Feb. 3: “We’ve offered the brand in different categories and divisions (Shoes, Apparel, Accessories, full price and off price, online and in-store) … Because of variations of when previous buys were made, when they’re delivered, and how fast they sell through, we’ll continue to have it available for a while.”
Racked also reported that Ivanka Trump’s jewelry brand was missing from the company’s website and some of its stores. Neiman Marcus provided this statement to Racked: “Neiman Marcus has a very small Ivanka Trump precious jewelry business which is comprised 100 percent of consigned merchandise (merchandise owned by the vendor). Based on productivity we continuously assess whether our brands are carried in stores, on our website, or both.”
On Feb. 5 a spokesperson for Ivanka Trump’s brand issued a lengthy statement regarded Nordstrom’s decision to New York magazine’s The Cut: “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. We believe that the strength of a brand is measured not only by the profits it generates, but the integrity it maintains.”
The statement continued: “The women behind the brand represent a diverse group of professionals and we are proud to say that the Ivanka Trump brand continues to embody the principles upon which it was founded. It is a company built to inspire women with solution-oriented offerings, created to celebrate and service the many aspects of their lives.”
On Feb. 7, Buzzfeed reported that Ivanka Trump’s brand was also missing from three other retailers: Belk, Jet, and ShopStyle. And today, the New York Times reported that the TJX Companies brands Marshalls and T.J. Maxx told employees “not to display Ivanka Trump merchandise separately and to throw away Ivanka Trump signs.”
A spokeswoman for Ivanka Trump’s brand declined to comment. Representatives for the Trump administration, Nordstrom and Neiman Marcus did not immediately respond to requests for comment.