Khloé Kardashian reveals how credit card funded DASH’s unlikely beginning

Khloé Kardashian is looking back at the humble and chaotic beginnings of DASH, the boutique she launched with sisters Kim Kardashian and Kourtney Kardashian, revealing the trio had little idea what they were doing when they first stepped into business.

Speaking on The Morgan Stewart Show on SiriusXM, the reality star candidly recalled the early days of the brand, which debuted its first store in Calabasas, California, in 2006.

“We didn’t know what the f--- we were doing,” Khloé admitted, describing how the sisters navigated retail with no prior experience.

According to Khloé, DASH started as a hands-on operation run almost entirely by her and Kourtney.

With no employees in the beginning, the sisters handled everything themselves — from cleaning and steaming clothes to managing finances. “We did everything,” she said, underscoring just how unpolished the launch was.

The idea of stepping into reality television came shortly after the store’s opening, when their mother, Kris Jenner, pitched the concept. Initially hesitant, the sisters were eventually convinced after Kris framed the show as a way to promote their boutique.

“Think of it as a commercial for the store,” Khloé recalled her mother saying — a strategy that ultimately led to their breakthrough with reality TV.

Funding for DASH also came from an unconventional source. Khloé shared that the sisters used a credit card originally tied to their late father, Robert Kardashian, who died in 2003.

With a $50,000 limit, the card became their initial investment. “We thought that was insane,” Khloé said, noting they spent it on inventory despite lacking knowledge about buying or location strategy.

Despite the uncertain start, DASH expanded over the years, opening additional locations in Los Angeles, New York City, and Miami Beach.

The brand became a defining part of the Kardashian empire, even inspiring the short-lived spin-off series Dash Dolls.

After more than a decade in business, the sisters decided to close all DASH locations in April 2018.

Announcing the decision at the time, Kim reflected on the emotional significance of the venture, calling it “such a huge part of our lives” while acknowledging the family’s shift toward individual careers and growing responsibilities.