More Trump-branded products are flying off shelves for the wrong reasons after a major US department store chain dropped a number of homeware items from its line-up.

Sears and K-Mart have announced they will discontinue online sales of 31 Trump Home products – as new details emerged showing sales of Ivanka Trump's brand falling in the weeks before Nordstrom Inc stopped carrying her products.

Sears and its wholly owned subsidiary, Kmart, said it was part of a push to focus their online business on the most profitable items.

Ivanka Trump's brand took a hit last week when retailer Nordstrom removed some of her items from sale. It prompted a Twitter backlash from Donald Trump, while his adviser Kellyanne Conway was accused of violating ethics laws by promoting the products on television.

President Trump tweeted: "My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person — always pushing me to do the right thing! Terrible!"

The Trump Home brand encompasses furniture and bedding, as well as separate collections for lighting, mirrors and chandeliers.

White House press secretary Sean Spicer called Nordstrom's decision to stop selling some Ivanka Trump merchandise a "direct attack" on the President.

He said: "He ran for president, he won, he’s leading this country, and I think for people to take out their concern on his action or his executive orders, on members of his family, [then] he has every right to stand up for his family and applaud their business activities [and] their success."

A campaign urging people to boycott businesses connected to Mr Trump’s family, kick-started after the emergence of the "grab them by the pussy" comment in October, took credit for Nordstrom’s decision.