The evolving business of Ivanka

Rebranding: Ivanka Trump’s fashion company opened a new retail store in the lobby of Trump Tower to sell directly to consumers and bypass other retailers. — Bloomberg

TO get to Ivanka Trump’s store in Trump Tower, shoppers must first walk past metal barricades and police in body armour toting automatic weapons.

Through the revolving doors is another checkpoint, where security employees check your bags. Then, once you’ve made it through, the now famous lobby and its golden elevators appear.