### Khloé Kardashian Reflects on the Early Days of DASH
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In a recent interview on SiriusXM’s The Morgan Stewart Show, Khloé Kardashian opened up about the challenges and uncertainties that accompanied the launch of DASH, the boutique she co-founded with her sisters, Kim and Kourtney Kardashian. The trio established their first store in Calabasas, California, in 2006, a venture that would catapult them into the limelight and become a significant part of their family’s brand.
Khloé, now 41, candidly admitted that when they first embarked on this journey, they were far from prepared. “We didn’t know what the f— we were doing,” she remarked, highlighting the naivety that marked their early business days. The sisters faced the daunting task of managing and operating the store without any prior experience or staff.
Initially, it was just Kourtney and Khloé handling every aspect of the business. They took on responsibilities ranging from cleaning to accounting, with no employees to assist them. “We had no employees. It was just me and Kourt,” Khloé reminisced, recalling just how hands-on they were in those formative times.
The idea of launching DASH coincided with a proposal from their mother, Kris Jenner, to star in a reality television series. They were initially hesitant, with Khloé expressing that the sisters were resistant to the idea. “We were like, ‘We’re not doing this.’” However, Kris managed to convince them by framing the show as an opportunity to promote their newly established store. “Think of it as a commercial for the store,” Khloé recounted, which ultimately led them to embrace the reality show format.
Funding for the Calabasas location came from a surprising source—a credit card linked to their late father, Robert Kardashian, who passed away in 2003. Kourtney had access to a credit card in their father’s name with a limit of $50,000. Khloé reflected on this moment, saying they found the amount astonishing and used it to stock the boutique with clothes. “And we didn’t know what we were doing,” she added, emphasising their lack of knowledge about retail and purchasing decisions.
The sisters’ decision to set up shop in Calabasas was similarly spontaneous. “We didn’t know a thing about locations. Is Calabasas good? We just lived there. And we’re like, ‘Let’s do this,’” Khloé recounted. This impulsive approach proved to be the start of something much larger than they initially anticipated.
Over the years, DASH evolved from its original location into a brand with multiple stores, spanning Los Angeles, New York City, and Miami Beach. However, after more than a decade in business, the sisters announced the closure of DASH in April 2018. Kim Kardashian, now 45, shared the news on her app, reflecting on the journey that had begun in 2006.
In her announcement, she expressed gratitude for the experiences they had shared as a family through the years. “We opened our first store as a family in 2006 and since then we have made so many lifelong memories,” Kim stated. The closure marked the end of an era for the fashion-forward sisters, who had turned DASH into a household name complete with a spin-off show, “Dash Dolls.”
Kim further acknowledged the evolution of their individual lives and careers. “We’ve loved running DASH, but in the last few years we’ve all grown so much individually,” she explained. Family commitments and the growth of their personal brands necessitated a change as the sisters balanced work with motherhood.
Since the closure of DASH, Khloé, Kim, and Kourtney, aged 46, have successfully pursued various entrepreneurial ventures, showcasing their adaptability and business acumen. Through highs and lows, the Kardashian sisters have proven their resilience and have continuously reinvented themselves in the ever-changing landscape of celebrity entrepreneurship.
The early days of DASH may have been filled with uncertainty, but they laid the foundation for a remarkable chapter in the Kardashian family history—one that continues to evolve as they forge ahead in new directions.