Home / Arts and Entertainment / Meghan Markle's As Ever Faces Durability Test
Meghan Markle's As Ever Faces Durability Test
18 Sep
Summary
- As Ever brand traffic surged 44% after UK relocation announcement.
- Netflix partnership ended, impacting brand's marketing visibility.
- As Ever faces challenge to build repeat customers beyond fame.
Meghan Markle's lifestyle brand, As Ever, experienced a significant traffic boost of 44% in August, following the announcement of her family's relocation to the UK. This surge brought website sessions to 182,707, with the week of August 22-28 logging 71,000 visits, the highest since January.
The brand, formerly American Riviera Orchard, rebranded in early 2025 to As Ever, expanding its sourcing beyond California. Its product line now includes spreads, honey, rosé, and limited-edition holiday sets, though shipping remains exclusive to the United States.
Following the mutual separation from Netflix in March, As Ever lost the streaming platform's marketing support. This led to a steady decline in website traffic through spring and summer until the UK move generated renewed interest. The brand's challenge is to demonstrate enduring appeal and repeat purchases without constant entertainment tie-ins.
Reports in August also surfaced regarding potential acting conversations for Meghan Markle in Guy Ritchie's Netflix series "The Gentlemen." This potential pivot raises questions about its impact on As Ever's brand positioning and whether it would serve as a marketing channel or a distraction.
Industry comparisons to established lifestyle brands like Goop and Martha Stewart highlight As Ever's rapid product expansion and current reliance on third-party producers. Analysts note that long-term success for such brands hinges on controlling supply chains and retail relationships, areas where As Ever has yet to demonstrate comparable scale or staying power.
The upcoming holiday season and any developments regarding acting projects will provide further clarity on As Ever's durability. Sustained elevated traffic and sales would bolster credibility, while a subsequent drop could strengthen narratives of a brand reliant on fleeting attention. Announcements regarding retail partnerships or international shipping would signal infrastructure investment, crucial for competing with established players.
