Kris and Bruce Jenner don't just share a name—they share a brand name.
The lives of the recently separated duo and their sprawling family are the focus of the hit show Keeping Up With the Kardashians, and at this point all of their kids are household names, with Kim, Kourtney, Khloé and Rob Kardashian leading the charge and teens Kendall and Kylie Jenner not far behind.
But, as seen on TV, the family experienced some upheaval when Bruce started living in rented digs in Malibu, and though the whole lot laughed off the arrangement as nothing more than physical distance, he and Kris confirmed yesterday that they were indeed separated and "far happier living apart."
So what does that mean for the family business, which extends beyond TV and into fashion and beauty, night life, endorsement deals, appearances and more?
For starters, it remains to be seen whether Kris, who is familiarly known as a "momager" for the prominent role she has played in her daughters' careers, continues to manage Bruce as well. (Didn't know she was her husband's manager? True story!)
The parents of a combined 10 children have said that they will "always remain best friends" and family remains their "number one priority," but it's unclear if that includes a continued plan to work together on more than just parenting.
Meanwhile, a source told E! News that Kris has "accepted [the separation] and is very focused on other aspects of her life. Obviously it is very sad for everyone, but it's no surprise and everyone has had time to adapt to this new reality."
And those "other aspects" for Kris, who also hosted her own talk show this year, tend to mean business.
As for the numerous ventures keeping the Kardashian and Jenner girls busy these days, it doesn't seem likely that Bruce and Kris' separation will influence any business decisions moving forward—though you can't predict what sort of advice dad will have for Kendall and Kylie as they continue to expand their own brand.
So that leaves the flagship of the empire, Keeping Up With the Kardashians.
The eighth season of the hit E! show is currently airing and season nine is currently in production, so cameras have been rolling as the news has unfolded in real time.
Last Sunday's emotional episode, featuring Khloé opening up about husband Lamar Odom's issues, scored 2.3 million viewers and ranked No. 1 among cable shows in the 18-49 demo in its time slot—and needless to say, the family's recent revelations are likely only going to add contribute to the interest in seeing how it all plays out on the show.