The heat between Nordstrom, Inc.(NYSE: JWN) and the US president, Donald Trump is rising. The president attacked Nordstrom with his tweets which reportedly severed ties with Ivanka trump’s label. Trump blasted department store chain Nordstrom Inc for dropping his daughter Ivanka’s clothing line. Trump’s tweet was highly unusual move to use a White House platform to intervene in a commercial matter involving his daughter.

The move by some retailers to drop her products comes amid an ongoing campaign called #GrabYourWallet, which encourages shoppers to boycott products with ties to President Trump, his family, and his donors.

Nordstrom, however, claims that its decision to reduce its Ivanka stock is due to “brand performance”. Nordstrom said it informed Ivanka Trump about its decision in early January. The company further said that 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 to continue with the line for now. The company said it chooses about 10% of brands to cut each year and replaces them with new ones, It notes that the Ivanka Trump was part of the 10% that got cut this year due to its poor performance. Nordstrom has sent an internal memo to employees offering company support for immigrants in the wake of Trump’s immigration ban. The battle between the president and his opponent in the retail space not only seems destined to continue but also seems destined to continue having an effect on companies.

Further, Nordstrom’s relatively flat revenue figures year on year can be attributed to the online retail issue, which they struggle with specifically Amazon com Inc. The management has also commented that traffic levels for brick-and mortar stores are at the worst levels they have been since 1972.

Trump’s tweet on Wednesday had an impact on Nordstrom’s shares, which quickly fell 0.5% before promptly rebounding during the day. It added almost $450 million of market value.  The company is on pace for its biggest two-day gain since early December.

Meanwhile, Nordstrom, Inc.(NYSE: JWN) would be reporting its fourth quarter 2016 financial results on February 23, 2017. The stock currently has a hold rating. As per NASDAQ.com forecasts, the company is expected to report full year ending January 2017 EPS of $2.92 and quarterly EPS of $1.15.