Before Keeping Up With Kardashian, before Kim became a makeup mogul, before Khloé owned her own denim clothing brand, there was DASH.
The Kardashian Holy Trinity opened their first retail store in their hometown Calabasas just a year before the show that would make them international stars debuted in 2007.
But DASH, which had been prominently featured on the first seasons of the iconic reality show, has now come to its inevitable end.
“After nearly 12 years, my sisters and I have decided to close the doors of our DASH stores,” Kim Kardashian West announced Thursday on her website. “We opened our first store as a family in 2006, and since then we have made so many lifelong memories. From opening locations in Los Angeles, Miami and New York, to having our Dash Dolls spin-off show, it’s been such a huge part of our lives.”
Kardashian went on to explain that this failure business move is due to the immense and numerous obligations that she and her sisters have at the time, each with their own companies and in their personal lives, making it impossible for them to have time to devote to DASH.
“We’ve loved running DASH, but in the last few years we’ve all grown so much individually,” Kim explained. “We’ve been busy running our own brands, as well as being moms and balancing work with our families. We know in our hearts that it’s time to move on.”
And while Kim, Kourtney and Khloé claim that they all have better things to do at the moment, several media outlets are citing high rent costs as the reason—that on top of the fact that DASH was never the Zara success the Kardashians expected.
Whatever it is, this feels like the end of an era. And it is.