The decision to finally close down DASH stores, which had put the Kardashian family on the retail map, has been taken by the family after nearly 12 years of its establishment.
In 2016, Kourtney Kardashian had visited the DASH’s SoHo location which had opened in North West and had promptly declared herself transported back to the year 2009. Kourtney could not just see her and her sisters’ style in the DASH brand anymore and had figured a major update was required. However, the idea of not having DASH at all had not clicked her at that time.
A few days later, with the entire family together, Kim Kardashian West told both Kourtney and Khloe Kardashian that they could get a potential buyer for their DASH stores, which at that time were opening in Miami Beach, New York and West Hollywood, had had spawned its own show DASH Dolls, Khloe thought then that sounded like a perfect idea to cash in.
Kourtney was feeling a burst of nostalgia and proprietary protectiveness over her business which her sisters first launched in the year 2006, a year before the show ‘Keeping Up With The Kardashians’ altered their life forever.
Earlier, Khloe had reflected on DASH’s origins by writing on her app, “We started DASH in 2006 and really struggled for a long time to make it a successful business—there were months we couldn’t pay our bills, and the store didn’t turn a profit for years. After my dad [Robert Kardashian] died in 2003, I was partying all the time, drinking a lot and sleeping in every morning.”
On the other hand, Kim also explained her reason for closing the DASH stores on her app where she said that that the family has been so busy running their own brands that they all knew in their hearts that it is time to move on.