Meghan Markle’s latest business pivot could signal that her As Ever lifestyle brand is facing growing pains.
Celebrity PR specialist Kayley Cornelius spoke with Page Six after the Duchess of Sussex filed an As Ever trademark in Australia — just weeks before she and Prince Harry are set to visit the land down under.
“Meghan Markle filing a trademark for her As Ever lifestyle brand in Australia feels like a very deliberate move, but it also points to a bigger picture when it comes to how the brand is currently performing in the US,” the PressBox publicist said.
The expert expressed that the move could indicate that America is not “delivering the level of success” that Markle and her husband, Prince Harry, initially expected.
“With reports that Netflix has pulled back as an investor, that will likely slow down any plans to scale the business domestically, particularly when it comes to launching new products or expanding the brand in a meaningful way,” Cornelius said, referring to Page Six’s exclusive report that the streaming service cut ties with As Ever last month.
“In that context, branching out into a new market starts to feel less like a choice and more like a necessity to avoid the brand stagnating,” she added.
Cornelius believes Markle’s push to capture an Aussie audience “makes a lot of sense” on paper.
“When you look at the lifestyle, consumer habits and overall demographics, there is a strong alignment with the kind of audience As Ever is targeting,” Cornelius said. “On top of that, public sentiment towards the Duke and Duchess tends to be more neutral compared to the US, which gives them a better starting point when it comes to building trust and driving engagement.
“It is a market where they are already well known, but perhaps not as heavily scrutinized.”
The timing of the trademark filing also feels “strategic” considering she and Harry are set to visit Australia in a few days, Cornelius said.
“Launching or introducing the brand in Australia alongside that kind of high-profile exposure is a smart way to generate interest and momentum,” Cornelis said. “It is not just about cracking a new market, it is also about creating an opportunity to bring in new revenue streams and potentially attract further investment at a time when that may be needed.”
Either way, expanding As Ever across seas will be a “defining moment” for Markle’s company.
“It has the potential to unlock new growth, but it also comes with risk,” Cornelius said. “If the brand struggles to resonate in a market like Australia, where the conditions are arguably more favorable, it could signal deeper issues with the business model.”
“In that sense, this expansion feels very much like a make-or-break moment,” she continued. “If it lands, it opens the door to global growth. If it does not, it raises real questions about the long term viability of the brand.”
Last month, a spokesperson for As Ever denied rumors that Markle would be expanding into other countries, adding that the idea she is bringing her products to Australia is all “speculation.”
“No decisions have been made about when or where international expansion might take place,” the spokesperson told Us Weekly.
“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. Watch this space.”
Markle’s company has faced its fair share of setbacks since she launched the endeavour in 2024 under the name American Riviera Orchard. A year later, she was forced to rebrand to As Ever after facing a slew of trademark setbacks.
The brand partnered with Netflix for Markle’s “With Love, Meghan” cooking show — which was canned after just two seasons after failing to meet viewership numbers.
Earlier this year, Page Six exclusively reported that Netflix had storage closets overflowing with As Ever products.
“They’re literally just giving it away to employees — one (staffer) walked out with 10 products for free,” a source told us in February.
The stash included jars of Markle’s famous jam, wine and flower petal sprinkles.
Last month, a source told us that Markle left Netflix “millions” of dollars in the hole.
“Netflix put millions behind this deal and I don’t think they saw a return whatsoever. They just cut a loss,” claimed one company insider.
The duchess herself admitted to making “mistakes” while growing the company.
“I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that,” she told People in March, adding, “It’s a learning curve.”
Markle and Harry are traveling to Australia next week.