Meghan Markle's Brand Faces Criticism Online — but a Source Calls It 'Incredibly Successful'
A source has now dismissed claims that Meghan's lifestyle brand, As Ever, performed poorly, suggesting that the business thrived during the holiday season
Meghan Markle stays in the spotlight whether she likes it or not. After the recent Archewell shake-up, scrutiny has now shifted to her lifestyle brand, As Ever. Recently, online criticism erupted after a website glitch appeared to reveal product inventory levels, prompting claims that large stock figures pointed to low sales. However, a source has now dismissed such claims, suggesting that the business performed strongly during the holiday season and rejected the narrative that the figures suggested poor planning or overproduction.
Speaking to Newsweek, the source said that the Christmas season had been ‘incredibly successful’ for the Duchess. They also argued that recent criticisms had focused on selective information rather than the full picture of the brand’s performance. Addressing the online reaction directly, the source pushed back against what they described as deliberate framing. “It's exceeded everybody's expectations in terms of how well it's gone, I would say, across the holiday period. That period has been incredibly successful,” they said.
The insider added that scrutiny surrounding the company was being driven by interpretation rather than evidence, noting, “People are attempting to paint a negative narrative and are choosing how they present things…because they often don't present the whole picture.” The comments follow claims making rounds on social media that customers could infer inventory levels by adding unusually large quantities of products to their online baskets. When certain levels were reached, the website reportedly displayed a maximum available quantity, which some netizens started sharing publicly.
The workaround has since been closed, and the As Ever website now restricts bulk orders. Customers have now been limited to 50 spread gift boxes and 20 bottles of wine per transaction to prevent similar issues from happening again. If someone tries to order in excess again, then the message, “The quantity requested exceeds our current stock. Please adjust your order or contact support for bulk inquiries,” pops up on the screen. Sources with knowledge of the business told PEOPLE that the figures are being misunderstood and they instead pointed to a strong demand and preparation for international expansion.
The glitch displayed inventory totals including around 220,000 jars of jam, 80,000 tins of flower sprinkles, 30,000 jars of honey, 90,000 candles, and roughly 70,000 bottles of wine across multiple varieties. The source said, “While it’s normal for a business not to talk about sales data, I think it’s fair to say that the glitch that led to this data being revealed points to a business that isn’t just successful — it’s flying, literally off the shelf.”
The Duchess of Sussex has previously spoken openly about the challenges of scaling the brand. In an interview with Bloomberg’s The Circuit, Markle described sell-outs as a ‘double-edged sword’ and said the company increased stock tenfold ahead of a later release, only for it to sell out within hours. She also said the business moved from ordering “a few thousand jars and lids” to discussions about “a purchase order of a million,” highlighting how fast As Ever has grown. On being asked about global expansion, Markle had previously said, “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great.”
