Hudson’s Bay Company (HBC) pulled all items from the Ivanka Trump fashion line from their website overnight and said they will be “phasing” out the brand, both online and in-store, through the fall.

In an email to Global News, HBC sent the following statement:

“Hudson’s Bay is phasing out this brand through the fall based on its performance. As part of our regular course of business, we review our merchandise offerings and make appropriate changes.”

The move comes 18 months after Nordstrom announced they would no longer carry the Ivanka Trump line, citing poor sales. Nordstom’s decision was announced amid a maelstrom of calls to boycott all stores and websites that carry the Ivanka Trump label and any other Trump brands.

News about HBC’s site was announced on Twitter courtesy of Shannon Coulter, the brand and digital strategist behind the #GrabYourWallet campaign that encouraged people to boycott all Trump-branded products. Coulter started the movement in October 2016 after the infamous “Access Hollywood” tape was leaked where Trump could be heard making crass comments about women.

HBC was one of 24 retailers on Coulter’s boycott list, which also includes heavy-hitters like Amazon and Macy’s.

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The news was met with relief and praise on social media.

In recent months, #GrabYourWallet has gained steam once again in light of the Trump administration’s immigration policy that saw thousands of migrants separated from their children at the border, in addition to tense trade disputes with countries including Canada.

Also pertinent to HBC’s decision is a recent Ipsos poll that showed that 70 per cent of Canadians said they would stop buying American-made products to protest Trump’s trade war against the country.

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Coulter was quick to praise local Canadian women who helped push forth the #Baycott campaign, which sought to pressure HBC to sever all ties with the Ivanka Trump brand.