KARDASHIANS ON MELROSE: Helmut Lang, Marc Jacobs and Diane von Furstenberg might want to bring some cookies to the Kardashians — the reality television family will soon become their retail neighbor. After six years in Calabasas, Calif., the Kardashians’ clothing store Dash is moving to a 2,000-square-foot space at 8420 Melrose Avenue in West Hollywood. “We had our store since before we had a TV show. Fashion has always been number one, and we will always continue to focus on our store,” said Kim Kardashian. “If we have a better location, we will have better sales. I don’t think our location was really ideal.” Will the Kardashian incursion turn Melrose Avenue in West Hollywood, a quiet stretch of upscale boutiques, into the new Robertson Boulevard? “I think it will bring more foot traffic to Melrose, which I think will be good for the area,” said Kardashian. “I don’t really know about the paparazzi.”
In addition to the Los Angeles area, Dash has locations in New York’s SoHo and Miami Beach, and the Kardashians also have a celebrity lifestyle boutique called Kardashian Khaos in Las Vegas.
This story first appeared in the March 27, 2012 issue of WWD. Subscribe Today.