Duchess Meghan’s recent business pivot may indicate that her lifestyle brand, As Ever, is facing growing pains.
Celebrity PR specialist Kayley Cornelius spoke to Page Six after the Duchess of Sussex applied for a trademark for ‘As Ever’ in Australia – weeks before she and Prince Harry were scheduled to visit the country.
“Meghan’s application for a trademark for her lifestyle brand ‘As Ever’ in Australia feels like a very deliberate move, but it speaks to the bigger picture in terms of how the brand is currently performing in the US,” a Pressbox spokesperson said.
The expert said the move could indicate the United States is not achieving the “level of success” that Markle and her husband, Prince Harry, had originally hoped for.
“Reports of Netflix’s exit as an investor will likely delay plans to expand domestically, especially when it comes to launching new products or expanding the brand in a meaningful way,” Cornelius said, referring to Page Six’s exclusive report that the streaming service ended its relationship with As Ever last month.
“In that context, expanding into new markets starts to feel less like a choice and more like a necessity to avoid brand stagnation,” she added.
Cornelius believes Markle’s efforts to reach an Australian audience “make a lot of sense” on paper.
“When you look at lifestyles, spending habits and overall demographics, there is a strong alignment with the type of audience As Ever is targeting,” Cornelius said. “Additionally, public sentiment towards the Duke and Duchess tends to be more neutral than in the US, providing a better starting point for building trust and driving engagement.
“This market is already well-known, but perhaps not as heavily scrutinized.”
Cornelius said she felt the timing of the trademark application was also “strategic” given that she and Prince Harry are scheduled to visit Australia in the coming days.
“Launch and showcasing your brand in Australia alongside such high-profile exposure is a smart way to generate interest and momentum,” Mr Cornelis said. “This is not just about opening up new markets, it is also about creating opportunities that bring in new revenue streams and the potential to attract further investment when needed.”
Either way, expanding As Ever across the ocean will be a “defining moment” for Markle’s company.
“It has the potential to bring new growth, but it also comes with risks,” Cornelius said. “If a brand is struggling to resonate in a market like Australia, where conditions are perhaps more favorable, that could signal a serious problem with the business model.”
“In that sense, this expansion really feels like a win-win moment,” she continued. “If it’s successful, it opens the door to global growth. If it’s not successful, there are big questions about the long-term viability of the brand.”
Last month, an As Ever spokesperson denied rumors that Ms Markle was expanding into other countries, adding that any idea she would bring products to Australia was “speculation”.
“No decisions have been made regarding when or where international expansion will occur,” a spokesperson told Us Weekly.
“Entering a new market is a well-thought-out process, but one we’re excited to explore as the brand continues its next phase of growth. Keep an eye on this space.”
Markle’s company has faced its fair share of setbacks since launching in 2024 under the name American Riviera Orchards. A year later, she was forced to rebrand to As Ever after facing numerous trademark setbacks.
The brand partnered with Netflix for Markle’s cooking show, “With Love, Meghan,” but the show failed to reach viewership numbers and was canceled after just two seasons.
Earlier this year, Page Six exclusively reported that Netflix’s vaults were full of As Ever products.
“They’re literally just handing it out to their employees. One (employee) took home 10 products for free,” a source told us in February.
The stash included a jar of Markle’s famous jam, wine, and flower petal sprinkles.
Last month, a source said Ms Markle left Netflix with “millions” of dollars in the hole.
“Netflix put millions of dollars into this deal and I don’t think they got anything in return. They just cut their losses,” one company official claimed.
The duchess herself admitted that she had made “mistakes” in growing the company.
“I’m grateful to those who gave me the grace to make mistakes and work through them, and those who forgave themselves through it,” she told People magazine in March, adding, “It’s been a learning curve.”
Markle and Harry will travel to Australia next week.
