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Home / Entertainment / The end of a Kardashian era: In the decision to end DASH and the expansion of the family brand

The end of a Kardashian era: In the decision to end DASH and the expansion of the family brand



  Kim Kardashian, Khloe Kardashian, Kourtney Kardashian, Dash Store, Calabasas

Jean Baptiste Lacroix / WireImage

It had been in the Kards for a while, but the decision, DASH, the business that was laid first, closing the family on the retail card could not be easy.

Well, not for all Kardashian sisters.

In September 201

6, on a tour in New York with son Mason daughter Penelope and niece North West and with buddy Jonathan Cheban [19459011 Kourtney Kardashian visited DASH's SoHo location, which opened in 2010 and promptly retired for 2009.

Kourtney simply did not see the style of her sister and her sisters in DASH anymore and thought that a major update would be needed. But the idea of ​​not having DASH did not come to her mind.

A few days later and all together in Miami, Kim Kardashian told Kourtney and Khloe Kardashian that they could have a potential buyer for their DASH stores at the time West Hollywood, Miami Beach, and New York worked, and had produced their own show, DASH Dolls Khloe found the perfect opportunity for redemption.

Kourtney hesitated, however, protesting that they had "just started."

"Let's go!" We have been literally the f-King business for 4 million years! " Khloe, with characteristic subtlety, fired back. "Do you do drugs?"

Kourtney did not need drugs. However, she felt a wave of nostalgia and proprietary protection from the business that the sisters launched in 2006 – one year earlier Keeping Up with the Kardashians forever changed their lives and the rest of pop culture in their own local pounding of Calabasas, Calif. (At the time, Kourtney also ran a children's clothing store with Mother Kris Jenner called Smooch, whom she closed in 2009 after six years in 2009, when Kourt was a new mother.)

The Calabasas store was long closed, the Sisters moved their flagship facility to Melrose Avenue properties in WeHo in 2012, and they presided over multi-million dollar retail brands that included clothing, makeup, and social media-influencing and highly successful apps.

Earlier this year, Khloe wondered about the origin of DASH (of course on their app) and wrote, "We started DASH in 2006 and really had a long struggle to make it a successful business We paid our bills and the store did not make a profit for years, after my dad died in [Robert Kardashian] in 2003, I was celebrating all the time, drinking a lot and sleeping every morning. "

Fast forward to 2016 and the lives of all three sisters could not have looked any different than those troubled early days.

To appease Kourtney, Kim and Khloe agreed to drop in at DASH Miami to check the state of affairs. Khloe, who had legislated with the Dash Dolls barely a year before, when they believed they were going to do WeHo business justice, actually declared the store noncallable. Kourtney later explained why she was so attached to DASH, including her memory of her first business as a fresh start after her father, Robert Kardashian died in 2003. Kim promised to give it a good, Think long before making any moves.

None of this unfolded for fans to witness, however, until March 2017, when [[[[ Keeping Up with the Kardashian's ] 13th season premiered. In the past six months, a great deal of life has been put in place to make a postponementable business decision.

A few weeks after checking out in Miami, Kim was robbed at gunpoint in Paris and disappeared from public eye for two months. Kanye West was hospitalized for exhaustion. Then Kim's surrogate mother became pregnant, Kylie Jenner became pregnant and Khloe became pregnant

So, in the end, it was a very busy and blessed life-affirming year of 2017.

But now, with everyone Babys Born (Welcome Chicago West Stormi Webster and True Thompson ) and the Kardashian stores just get bigger-Kourtney was only nominated for a Webby in the Celebrity / Fan category (websites ) – It was time to let DASH go.

"We loved running DASH, but in recent years we've all grown so individual," Kim explained in a statement posted on her app. "We've been busy managing our own brands, being mothers and balancing work with our families, and we know in our hearts that it's time to move on."

It really started all But with DASH

"When the opportunity came for our TV show, I wanted to do it to draw attention to our business," said Kim Variety in 2015 about the burgeoning stages of the family's later empire. "I thought that would not take a long time, but we will be developing a great business and expanding online, I thought it would be a great press, I did not think that would turn out to be something."

"Kourtney and I did not care," Khloe said to E! News in September, referring to the show which marked 10 years on television. "Kourtney and I were, like, fully in the store, she was in Smooch, I was in DASH and we were literally told to film in the shops to make you feel good, we did not care."


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