Meghan Markle Feels ‘Lost’ as Her Brand Faces Major Setbacks Despite Netflix Backing
Meghan Markle launched her lifestyle brand, As Ever, on April 2, with the first product selling out within minutes on the website. The brand was originally known as American Riviera Orchard, which the Duchess said felt too limiting for her broader vision geographically. Despite her wine and jams vanishing from shelves instantaneously, a source claims Markle now feels ‘lost’ as her brand is reportedly struggling. According to the insider, Netflix, the brand’s main investor, allegedly usurps much of her profit, leaving her with little.
In an August Bloomberg interview, Markle confirmed that the streaming giant is the sole backer for As Ever, adding that she is currently not seeking new investors. Commenting on her alleged predicament, the source told the Daily Mail, "At the moment she is literally lost because the whole jam-making business did not work out in the way she thought it would. Nobody has seen any figures, but I don't think they are that good." Explaining Netflix’s role as an investor, they added, "I know they just released a Sauvignon Blanc, but it's not going to make her lots of money because Netflix owns the business."
Shortly after the insider’s claims, Sky News reported that despite Markle’s public boasting of her wine’s selling out, cases of her spirits, including the Sauvignon Blanc released last week, are available for purchase with no indication of shortages. Jars of her orange marmalade and herbal teas also appear to be available for immediate purchase in the US. Meanwhile, As Ever’s website and order fulfillment have been outsourced to a web company called Snow Commerce. A print message reads, "Snow Commerce is the seller of all merchandise and is solely responsible for all aspects of your purchase."
Regarding her partnership with Netflix, Markle has spoken highly of the streaming giant and their constant support. She said, "I thought that it would be great just to build out my own team and really do it purely on my terms, but then I also would say Netflix made a really compelling sell." Last month, she had one more reason to celebrate, as she received major backing from Netflix’s co-chief executive Ted Sarandos. Mr Sarandos had praised Markle and Prince Harry’s record-breaking documentary and highlighted the Duchess's influence in fashion and lifestyle. He gushed on the Aspire with Emma Grede podcast, "One thing we learned early with Meghan... she has remarkable influence—remarkable...And by the way, the documentary itself was also one of the most-watched documentaries we've ever had."
Concerning the outlook of Markle’s lifestyle brand, royal experts Charles Rae and Sarah Hewson predicted its future during their conversation with The Sun in June. Rae said, "I'm not a businessman, but I would have thought that if you were setting up a new company, you would have enough products on the shelves or whatever is kept to satisfy the demand." While the heavy pricing of her jam and honey has drawn a lot of criticism, experts blame Markle for most of the brand's unclear future.