Earlier this month Seattle-based department store chain Nordstrom has announced that it will be completely dropping Ivanka Trump brand. While many have speculated if this was caused by the influence of #GrabYourWallet movement, which discouraged shoppers from buying any Trump-affiliated products, Nordstrom has firmly denied these rumors.

“We’ve said all along we make buying decisions based on performance. We’ve got thousands of brands — more than 2,000 offered on the site alone. Reviewing their merit and making edits is part of the regular rhythm of our business. Each year we cut about 10 percent and refresh our assortment with about the same amount. In this case, based on the brand’s performance we’ve decided not to buy it for this season.” stated a Nordstrom spokesperson.

After the announcement Donald Trump quickly took it to twitter to voice his displeasure with Nordstrom’s decision. Trump’s tweet was followed by a statement from White House Press Secretary Sean Spicer saying that: “This is a direct attack on his policies and her name”.

Ivanka Trump spokesperson told NBC News that the brand had been selling well and that the move was in response to pressure from anti-Trump activists.

According to the data analyzed by The Wall Street Journal, the sales of Ivanka Trump brand have dropped by 32%, mostly during the final weeks of the 2016 presidential election, which strongly suggests that Nordstrom’s decision wasn’t politically motivated at all.

Nordstrom isn’t the first retailer to drop Ivanka’s brand. Earlier this year Neimann Marucs has stopped selling her jewelry, and TJ Maxx employees were instructed to remove her brand symbol from the store and throw her clothes into sales racks.