DASH Over to South Beach to Update Your Latest Looks at the Gals’ Updated Boutique
The Kardashian brand has become a household name since their successful reality television show “Keeping Up with the Kardashians” began in 2007. Subsequently, they have become the most talked about family in America, with four spin-off shows and a fifth set to air in 2015 called DASH Dolls, which will follow the Kardashian sisters as they run their three DASH boutique clothing stores.
The eldest sisters, Kourtney, Kim and Khloé, have been working together on their DASH boutique clothing stores since 2006. The first opened in Calabasas, Calif., and received national syndication thanks to the success of the reality show “Keeping up with the Kardashians” the following year. Now they have three locations in the most fashionable cities of the United States: Los Angeles, New York and Miami.
Their Miami store opened in 2009 and was accompanied by the spin-off reality series “Kourtney and Khloé Take Miami.” Kourtney, the oldest Kardashian sister, took to the web in April 2009 to blog about their DASH Miami project. “Khloé and I are so excited about our new adventure! She and I are going to Miami to open up our second DASH store and we are bringing the cameras along! We both are OBSESSED with Miami. The second we get there we always shop for bikinis and coverups, and have been thinking about opening our second DASH there for a while now. DASH Miami will definitely have beach wear and clothes for Miami nightlife, still with our Kardashian sister touch, of course.”
Khloé chatted up Miami fashion blogger Annie Vazquez during the grand opening in 2009. “I am in love with the lifestyle here and the vibe is one I can truly get used to. Bringing our DASH flavor to Miami has (been) an amazing experience, and I have grasped the Miami way. I feel we have justified it well here in the store with tons of sexy clothes for all these sexy Miami ladies.”
Once the store opened, Kim updated her website, giving insight to the store from an owner’s perspective: “The store is our signature DASH black, white and silver with hints of bright colors! Our Miami DASH store has a lot more bikinis than our Calabasas DASH … we are by the beach, after all! We tried to incorporate the Miami vibe, while still representing the DASH Dolls!”
In case you don’t follow all things Kardashian, a DASH Doll is a gal who is passionate about South Beach fashion and charged with managing the DASH storefront and overall franchise. They represent the boutiques and work to make the stores successful.
Due to its success, the original DASH store in Miami on Washington Street had to be relocated to a bigger and better space. This past May, DASH opened its new location on Collins Avenue in Miami Beach.
“Our Miami Beach location has been such a hit and we have been very welcomed by our Collins Avenue neighbors. We absolutely love our new boutique and now we are setting up consistent events to bring more attraction to the area and community. Our new location is a great representation of DASH as a brand. We are working hard to make sure that if you are a client in NYC or LA, you will come to our DASH Miami Beach boutique and feel right at home,” said Dakota DiSanto, Director of Retail for DASH.
DASH boutiques feature a variety of brands including Alice & Olivia, Alvin Valley, Blumarine’s Blugirl, Moschino, MarkWongNark, Serfontaine, Foley & Corinna, Delia, Sass & Bide, Whitney Eve, Beach Bunny and more. The most popular items at DASH Miami have been “bathing suits, rompers, maxi dresses, and cut-off shorts. Some of the most popular brands have been Wildfox, Acacia, Parker, Peace Love World, etc.,” said Dakota.
The Kardashian sisters visit the store as often as they can, she said, adding that the show helps the brand gain recognition. But “it is the hard work of our DASH Dolls that really impacts the business — they are constantly clienteling, trying to gain more loyal clients, and always coming up with ideas to better the business.
“Our goal has been to turn all of the lovely fans into loyal clients — for us to be able to fulfill their wardrobe needs and style them at any time — that is what we strive for. Our Miami boutique is very successful, so we definitely get more clients (than fans) coming in,” Dakota said.
If you don’t live in LA NYC or the MIA, don’t fret; you can get your favorite Kardashian styles at Sears, exclusive carrier of the Kardashian Kollection. This latest summer collection features bright colors, fresh dresses and new statement prints.
With all the little Kardashians padding around, the family has also added a children’s line. Kardashian Kids can also now be found at Babies “R” Us just in time for summer.