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Ivanka Trump brand is ringing up some of its biggest sales in history, label's president says

Ivanka Trump shows her new jewelry collection and promotes the opening of The Penthouse Suites at the Trump Taj Mahal October 11, 2007 in Atlantic City, New Jersey.
Nick Valinote | FilmMagic
Ivanka Trump shows her new jewelry collection and promotes the opening of The Penthouse Suites at the Trump Taj Mahal October 11, 2007 in Atlantic City, New Jersey.

Amid a tug-of-war between consumers who either love or loathe the Ivanka Trump brand, the company's president said it has rung up near record sales since Nordstrom dropped the collection from its stores in February.

In an interview with Refinery29, Abigail Klem — who took the reins when Donald Trump was elected president — said the label has recorded "some of the best performing weeks in the history of the brand" since the beginning of February.

That was the month when Nordstrom announced it had ended its relationship with the brand, citing weak sales. The department store's decision fueled a firestorm of controversy among consumers, some of whom applauded the chain, and others who said they would stop shopping there.

The conflict intensified a few days later when Trump tweeted that his daughter had been treated "so unfairly" by Nordstrom.

Other retailers also parted ways with the Ivanka Trump label or limited its profile in their stores. T.J. Maxx and Marshalls, for example, told employees to remove all of the brand's merchandise from featured parts of the store, according to The New York Times. Major chains including Macy's and Hudson's Bay still carry the label.

Though Klem declined to share specific internal sales figures with Refinery29, third-party data provided to CNBC from SimilarWeb indicates there has been a spike in interest postelection. The analytics firm, which tracks digital traffic, said average daily U.S. visits to IvankaTrump.com have increased 121 percent since Inauguration Day, as compared with the average beforehand.

That includes an 814 percent spike on Feb. 9 — the day after Trump sent his Tweet about Nordstrom, and the day top adviser Kellyanne Conway told Fox News viewers that they should buy the brand's products.

Separately, Zappos.com saw a 650 percent increase in "Ivanka Trump" related search traffic over the last month from January, according to SimilarWeb.

An accompanying spike in sales would mark a reversal from recent trends. Slice Intelligence data compiled for CNBC last month said that Ivanka Trump's online sales fell 26 percent in January compared with the prior year.

Separately, an article by The Wall Street Journal citing internal Nordstrom sales data said that sales of Ivanka Trump merchandise had indeed tumbled, including by 26 percent in January.

And on a call detailing its fiscal fourth-quarter earnings last month, Nordstrom Co-President Peter Nordstrom said the impact of Trump's tweet on the company's business was "negligible" and "not really discernible one way or the other."

Data sent to CNBC from the shopping website Lyst, which sells items from various fashion brands, confirmed a February sales spike for the Ivanka Trump brand.

The label was Lyst's 11th most popular last month, spiking from No. 550 in terms of order numbers in January. That momentum, however, has since slowed, with sales in March tracking 60 percent higher than the average month in 2016. That compares with a 557 percent increase in February.

A spokeswoman for the Ivanka Trump brand did not immediately respond to CNBC's request for comment.

—CNBC's Courtney Reagan contributed to this report.