[1] The show is broadcast on E!, an American cable network which features mostly entertainment-related programming and reality television series.

[3] The network describes the premise of the show as:[4] This new generation of boutique girls take on the glamorous lifestyle that comes with managing one of today's most recognizable franchises, owned by three famous and often demanding bosses, while juggling romances, parties, family drama and other career aspirations.Dash is a chain of retail stores which was founded in 2006 by the Kardashian sisters.

[5] On April 5, 2015, the network aired an episode of Keeping Up with the Kardashians involving a storyline which featured the Dash dolls for whom Khloé Kardashian organized a teambuilding retreat; Molly Mulshine of The New York Observer noted that the episode "conveniently introduced to the future stars of Dash Dolls.

This would make for a really great show.”Haqq and her twin sister Khadijah had served as co-managers of the retail store before the television series occurred.

[9] Haqq also noted that working in the store has always resembled a television show because of its unique environment and famous owners.

[7] According to the press release issued by the network, the cast of the series is characterized as:[4] Now viewers will have the opportunity to follow the lives of the Kardashian sisters' young, fun and hot employees as they navigate the hectic life of a twentysomething in Hollywood while representing the Kardashian brand.Amy Amatangelo, reviewing the show for The Hollywood Reporter, showed very little excitement by saying that "you've seen everything here before," and noticed very much resemblance to other reality television series, including "The Real Housewives, The Real World and the mother ship: Keeping Up with the Kardashians."

[20] Mark Perigard from Boston Herald said that "the franchise may have at last hit bottom," judging the show prior to its premiere.