Meghan Markle’s The move to the As Ever brand in Australia ahead of a visit with Prince Harry has sparked questions about the lifestyle brand.
Experts say the expansion could reflect slower-than-expected U.S. growth, especially after Netflix’s withdrawal.
Despite strong signs of global expansion, a spokesperson for Meghan Markle’s lifestyle brand has stuck around while responding to growing speculation.
Why filing an Australian trademark could signal more challenges than ever for Meghan Markle
Having recently filed a trademark for her As Ever brand in Australia, just ahead of an upcoming visit with husband Prince Harry, Meghan’s latest business initiative is sparking new questions about the state of her lifestyle.
Talk to Page six, Public relations expert Kayley Cornelius described the expansion as both strategic and potentially reactive.
“Meghan Markle filing a trademark for her lifestyle brand As Ever in Australia appears to be a very deliberate decision, but it also shows a broader view when it comes to the brand’s current performance in the United States,” Cornelius said.
According to the expert, entering a new market like Australia could suggest that the brand “does not offer the level of success” expected in the United States.
She also highlighted reports that Netflix has pulled out of its involvement, which could limit As Ever’s ability to expand locally, particularly when it comes to launching new products or growing the brand significantly.
“In this context, launching into a new market starts to look less like a choice and more like a necessity to prevent the brand from stagnating,” Cornelius added.
Experts say Australia holds great potential for Duchess expansion
Despite concerns, Australia presents clear potential for Meghan. Cornelius noted that the country’s lifestyle trends and consumer habits fit well with As Ever’s identity.
Additionally, public perception of Harry and Meghan is generally more neutral, which could make it easier to build trust and connect with a new audience.
“It’s a market where they’re already well known, but maybe not as scrutinized,” Cornelius noted.
Timing also seems to play a role, she noted. “Launching or introducing the brand to Australia alongside this type of high-profile visibility is a smart way to generate interest and momentum,” Cornelis said.
She continued: “It’s not just about breaking into a new market, it’s also about creating an opportunity to generate new revenue streams and potentially attract new investment at a time when it may be needed. »
The expert nevertheless believes that the expansion has weight. Success in a receptive market like Australia could seemingly open doors to global growth. On the other hand, if the brand struggles to gain a foothold in this country, it could raise broader concerns about its long-term direction.
“In that sense, this expansion feels a lot like a watershed moment,” she added.
As always, he denies reports of international expansion
Last month, an As Ever spokesperson shut down speculation that Meghan was preparing to expand the brand internationally, calling claims of an Australian launch “speculation.”
In a statement to Us every weekthe representative stressed that “no decisions have been made on when and where international expansion could take place.”
They added that while global growth is part of the brand’s long-term vision, entering new markets requires careful planning.
For now, the spokesperson suggested that developments are still ongoing, urging observers to “watch this space.”
Meghan Markle’s brand separates from Netflix
The speculation comes at a pivotal time for As Ever, which is entering a new chapter after ending its partnership with Netflix.
The streaming giant had already financially backed the brand when it launched, in a deal separate from Meghan and Harry’s content deal.
Both parties confirmed the split last month, describing it as a natural progression. An As Ever spokesperson expressed gratitude for the early support, noting that the brand experienced “significant and rapid growth” in its first year and is now ready to stand on its own two feet.
Netflix echoed this sentiment, highlighting Meghan’s vision of celebrating simple, elevated everyday moments, while emphasizing that independence had always been part of the long-term plan.
Why isn’t Meghan Markle landing in the UK anytime soon?
Despite the buzz around its products, from exclusive jams and rosé wines to herbal teas and edible flowers, As Ever remains accessible only in the United States, with shipping limited to the 50 states.
The move raised questions, particularly in the United Kingdom, where Meghan lived during her royal days. However, brand and culture expert Nick Ede believes this strategy could be “deliberate”.
Addressing the Daily ExpressEde explained that public perception and market conditions likely play a role. He suggested that Meghan’s influence in the UK may not be as strong as it once was, making it a less attractive market at the moment.
He also highlighted that the UK retail space is already saturated with celebrity-backed lifestyle products, particularly in categories like rosé wine, where names such as Kylie Minogue and Lady A have established a strong presence.
Beyond competition, he noted that some of As Ever’s offerings, like floral decorations, might not immediately resonate with UK consumers, further complicating potential demand.
