Meghan Markle Addresses Lifestyle Brand’s Expansion Claims

Meghan Markle‘s lifestyle brand provides clarity on its expansion plans for the foreseeable future.

Her brand, As Ever, has been in the headlines for its growth and potential expansion beyond the United States. Since their move out of the UK, Prince Harry and his wife have been involved in several businesses and philanthropic causes.

Meghan Markle’s brand recently faced a major setback after Netflix ended its partnership. The end of the collaboration comes after As Ever made waves for its rapid growth in the past year.

Recent speculation has arisen about Meghan’s brand and its possible expansion to other continents. The rumors suggested the lifestyle brand was looking to expand to Australia rather than the U.K., hinting at the estrangement between the royals and the Duke and Duchess of Sussex.

A spokesperson for the brand clarified the rumors, telling US Weekly, “This is speculation.” They further explained that while growth and international expansion are on the table for As Ever, the directions and timeline for said growth remain to be determined.

“No decisions have been made about when or where international expansion might take place. Entering new markets is a considered process, but it’s something the brand is excited to explore as it continues to grow in this next phase,” they said.

The spokesperson also urged the public to “Watch this space” after sharing insights into the lifestyle brand’s upcoming plans. Currently, the brand’s products have been available exclusively in the United States.

The lifestyle brand launched in April 2025 in the United States and has seen a trajectory of growth on U.S soil since its launch. The products dropped in conjunction with the first season of the former actress’s lifestyle series “With Love, Meghan” on Netflix.

As Ever initially offered confectionery and some wellness products, including raspberry jam, honey, flower sprinkles, crepe mix, shortbread cookies, and a variety of herbal teas.

Netflix had a hand in bringing As Ever to life as an initial investor until March 6 this year, when they confirmed their investment in the brand had ended. A spokesperson for Netflix addressed the end of their collaboration, issuing a statement which read:

“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life, as it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”

The partnership dissolution was in good faith, as Meghan’s brand acknowledged and expressed gratitude to Netflix for helping them stand during their first year while confirming that the brand is indeed strong enough to stand on its own.

Whispers that As Ever would be opening a business in Australia rather than the U.K. swirled after Harry and Meghan’s office confirmed the couple will visit Australia in mid-April.

The trip is reported to be a two-to-three-day visit to Sydney and Melbourne for “several private, business, and philanthropic engagements.”

ITV News reported that Meghan has scheduled private meetings to focus on how she might take the big leap to expand her business outside the U.S. for the first time.

Reportedly, the Duchess was looking to venture into business with other English-speaking countries, with Australia at the top of her priority list. There was also speculation that As Ever products would move to New Zealand.

Her husband, Prince Harry, will focus on engagements with his Invictus Games charity, which helps injured and sick military veterans, and plans to spend time with the Australian Defence Force.

The couple’s trip to Australia is scheduled to be kid-free, as their children, Archie and Lilibet, would still be in school in California.

Meghan’s brand has received a great deal of website traffic, indicating an increase in public interest in the product. However, a PR expert chimed in with a warning of futuristic issues for the brand. The experts claim that online interest alone does not translate to long-term success for the brand.

The Blast emphasizes that traffic and clicks should lead to sales conversions and returning customers. As Ever saw a whooping 36% increase in visits to its website between October and January.

Nevertheless, a public relations expert states that the brand may face a notable “strategic issue” in the near future. Branding specialist Renae Smith explained that the increase in visits is, however, a promising sign for a young brand that does not operate through traditional retail channels.

She also added that quick sellouts could mean either high demand for the products or very limited stock. Smith then advised that Meghan and Harry’s ventures align their causes, saying:

“If Harry is doing humanitarian travel and Meghan is scaling a commercial lifestyle brand, those two narratives need to feel complementary, not parallel.”

As previously stated, the streaming platform’s partnership with As Ever ended recently. The news of the end of this professional relationship was confirmed on March 6 with statements from both parties.

An insider shared that the collaboration, which was tied to her series “With Love, Meghan,” had to end as the show had not continued beyond a second season and a Holiday special.

“Her show did not go on, so it did not make sense to continue the partnership,” they explained. The Blast reports that the couple originally signed a $100 million production deal with Netflix, which made headlines in 2020 after stepping back from their roles in the British royal family.

The agreement extended to several projects with the streaming platform, including “Harry & Meghan,” a 2023 documentary that garnered media attention.