Paris Hilton has business in her blood as the great-granddaughter of hotel magnate Conrad Hilton.
The 40-year-old media personality is attempting to shed her reality TV reputation and focus solely on her roster of booming businesses.
Hilton has created a new, comprehensive company, 11:11 Media, with Bruce Gersh, a former Disney and Time Inc. media executive, to house all her ventures.
"I built a global business and brand over the last two decades," the social media star told the Wall Street Journal. "I wanted to take it to the next level and bring all my companies under one media entity."
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Hilton started the company in 2006 and it's currently comprised of 45 branded stores and 19 product lines, per the WSJ. The companies have reportedly earned more than $4 billion in revenue.