Why Netflix Quietly Walked Away From Meghan Markle’s Brand

Meghan Markle’s lifestyle venture As Ever was meant to signal a new chapter in her business ambitions.

However, behind the scenes, tensions reportedly grew between the Duchess of Sussex and Netflix before the partnership quietly unraveled.

Insiders now claim the collaboration struggled to gain traction, raising questions about why the streaming giant ultimately stepped away.

Reports suggest Netflix executives had reservations about Meghan Markle’s lifestyle brand long before the partnership came to an end.

According to a Los Angeles insider who spoke to the Daily Mail, the company struggled to see how the brand aligned with its broader entertainment empire.

The source claimed the product line, which includes jams, flower sprinkles, wine, and candles, simply did not resonate with the platform’s audience.

“Netflix were not happy,” the insider reportedly said.

The source further explained that executives had initially explored the idea of featuring As Ever products in the company’s physical Netflix House retail locations planned for Philadelphia and Dallas.

However, those plans never moved forward.

“They were not happy with the fact that no one really cared about the brand – so when they were looking to create As Ever areas in Netflix House there was no appetite for it,” the insider claimed.

The same source added that the concept did not align with the streaming giant’s most recognizable entertainment franchises.

“It just didn’t fit with Squid Game or Stranger Things or Bridgerton like they had hoped,” they said.

Despite the reported concerns, Meghan Markle has chosen to move forward with As Ever independently.

Sources close to the duchess say she believed Netflix’s approach to the brand was too cautious and that she wanted the freedom to expand it on her own terms.

By stepping away from the partnership, Meghan reportedly hopes the lifestyle label can reach a wider audience globally.

The decision comes shortly after significant changes to her and Prince Harry’s broader relationship with the streaming service.

Their once highly publicized $100 million agreement with Netflix has since been restructured into a “first look” deal.

Meanwhile, Meghan’s lifestyle brand was always envisioned as an online-first business, according to people close to the duchess.

Earlier reports indicated the products were intended to be sold primarily through the official As Ever website rather than in physical retail spaces.

Not everyone is convinced that the split will work in Meghan’s favor.

Branding expert Eric Schiffer, chairman of Reputation Management Consultants, suggested the separation from Netflix could have wider implications for her business ambitions.

Speaking to Page Six, he said, “Losing Netflix on As Ever is a brutal backlash because the halo just got ripped off, and what’s left looks like another failed Montecito money grab.”

He also raised concerns about how potential partners might interpret the situation.

“The pattern starts looking like lethally unwise brand management. For Meghan, losing Netflix is the kiss of death to the pitch that prestige partners still see unlimited upside,” he said.

While those comments reflect the skepticism surrounding the brand’s future, supporters of the duchess maintain that the project still has significant potential.

The partnership between Netflix and Meghan’s lifestyle brand originally grew out of her television projects with the streaming service.

Last year, Netflix commissioned a new season of her series “With Love, Meghan,” and the platform also took a stake in the As Ever brand as part of the collaboration.

However, the arrangement faced challenges as the show struggled to gain strong critical or audience momentum.

Critics were particularly harsh about the program’s holiday special, which drew attention for what some reviewers described as an out-of-touch tone.

The series ultimately ran for two seasons before Netflix chose not to continue it, a decision that came shortly before the As Ever partnership ended.

Despite those developments, Meghan is still said to maintain a cordial relationship with Netflix co-CEO Ted Sarandos.

Other projects linked to the Duke and Duchess of Sussex have also progressed slowly. The animated concept “Cookie Queens” has not been picked up by the platform, and the film adaptation of the novel “Meet Me at the Lake” has remained in development for more than two years after it was first announced.

Both sides have publicly framed the separation as a natural evolution rather than a conflict.

In a statement, a spokesperson for As Ever acknowledged the company’s early collaboration with the streaming platform.

They said, “As Ever is grateful for Netflix’s partnership through launch and our first year.”

The spokesperson added that the brand believes it is now ready to move forward independently, noting, “We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own.”

They also hinted that the lifestyle venture still has big plans ahead, stating, “We have an exciting year ahead and can’t wait to share more.”

Netflix offered a similarly positive message about the collaboration. A spokesperson said the duchess’s ideas were instrumental in shaping the project.

“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,” they said.

The company also confirmed that Meghan would now guide the brand’s next phase on her own.

They said, “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.”