The Kardashian–Jenners, like most entrepreneurs and all celebrities, are better at starting businesses than scaling them. About a year ago, for instance, I reported that Kylie Jenner was launching a fast-fashion brand, which she privately bragged was going to trounce Shein. People associated with the brand, which Jenner named Khy, countered that it was actually high fashion, not fast fashion. I would argue that it’s more like a slicker version of Fashion Nova, another quick-turnaround line forever linked to the Kardashians. However you characterize it, one year later, Khy has not been a phenomenon. I asked two different retail trackers to look up sales data for me—relatively easy when a company generates most of its sales on one URL—and the data sets, while not conclusive, certainly suggested that the brand is still very small.

In the grand scheme of things, of course, it doesn’t really matter if Khy is a success. The Kardashians are already wildly wealthy serial entrepreneurs who think like venture capitalists—dispassionately prioritizing moonshot level outcomes over lesser businesses that struggle to find product-market fit. Often working with Jens and Emma Grede, the couple whose Popular Culture entity holds several of the family’s brands, the Kardashians are constantly creating new companies in search of scaled outcomes. No one will go hungry if Sprinter, Kylie’s canned vodka soda, never takes off. Or if denim label Good American, the family’s first real collaboration with the Gredes, sells at a premium or doesn’t. Or even if Kim Kardashian’s private equity firm, SKKY Partners, which she recently founded with ex-Carlyle consumer lead Jay Sammons, never raises that $1 billion-$2 billion fund they had announced. They raise money, start stuff, and if it doesn’t work, they move on to something else.