Many are asking, “how is Meghan Markle’s brand doing” amidst swirling speculation about her business ventures and a potential return to the UK. The Duchess of Sussex’s lifestyle brand, now known as As Ever, has certainly generated significant buzz, but its journey has been far from straightforward. From rapid product sell-outs to questions about its long-term viability, understanding the true state of Meghan Markle’s brand requires a deep dive into its unique challenges and successes.
Initially launched as American Riviera Orchard in 2024, the brand swiftly rebranded to As Ever within a year. This shift, according to the Duchess, was to overcome geographical limitations imposed by the original name. Despite this early identity crisis, products like flower sprinkles and artisanal honey, priced at premium points, flew off digital shelves. Reports indicate that initial inventory was depleted within 45 minutes, a testament to the strong initial demand driven by Meghan Markle’s considerable influence.
However, the rapid success was quickly followed by confusion. Markle announced a halt to restocking, citing the toll the business had taken on her, only to re-release products and seemingly express disbelief at their continued sell-out. The true scale of As Ever’s sales remained opaque until a significant tech snafu emerged. This glitch reportedly exposed real-time inventory numbers on the brand’s website, inadvertently revealing sales figures.
Journalists quickly crunched the numbers, suggesting that As Ever had sold an astonishing 862,535 boxes of its signature fruit spread. At £31 per box, this translates to a remarkable £26.7 million in revenue. While the Duchess and her company have never officially confirmed these figures, the reported data offers a rare glimpse into the commercial traction of Meghan Markle’s brand.
Of course, revenue doesn’t equate to profit. When considering standard overheads, operating costs, production, packaging, marketing, and shipping for similar celebrity business models, experts estimate expenditures could range between £12-£16 million. This calculation suggests that Meghan Markle’s profits from these initial sales could be substantial, potentially sitting somewhere between £10-£14 million, highlighting a significant financial success for the brand.
What is the core issue with Meghan Markle’s brand? The primary challenge facing Meghan Markle’s brand, As Ever, is a consistent lack of clear identity and strategic focus. Experts point to a confusing rollout of products, shifting messaging, and a failure to commit to a specific niche, leading to skepticism despite initial sales success.
Renae Smith, founder of PR and branding firm The Atticism, diagnoses the situation as profound “brand confusion.” She notes a pattern of inconsistent messaging, such as selling out, announcing no more stock, then releasing more, followed by a website glitch showing thousands of unsold items. Smith acknowledges that Meghan Markle has strong brand potential but suggests a lack of understanding of the brand’s desired direction or poor advisory.
The comparison between Meghan Markle vs Gwyneth Paltrow brand strategies is particularly insightful for understanding longevity. Gwyneth Paltrow’s Goop, launched in 2008 and valued at around $250 million, had a clear, structured plan from its inception. In contrast, Smith argues that As Ever vs Goop highlights a key difference: Meghan Markle doesn’t “stick to a lane,” frequently pivoting between roles as an influencer, TV personality, and podcaster, which can dilute a brand’s focus.
Further compounding these challenges is the reported turnover in public relations staff; the Sussexes have reportedly lost eleven publicists in five years. This instability in managing public perception underscores the difficulties in maintaining a cohesive and positive brand image, crucial for any celebrity-backed enterprise looking for sustained success.
Amidst these business considerations, there’s growing speculation: is Meghan Markle returning to UK shores for the first time in four years? Reports suggest she may join her husband at an Invictus Games event in Birmingham this July. Such a move could be a strategic attempt to recover some of her “aspirational Princess energy” and potentially streamline her brand image, though experts caution about the deeply divided public opinion in the UK regarding her.
Looking ahead, developing a clear Meghan Markle business strategy explained with long-term vision is paramount. Experts advise a focused approach, urging the Duchess to commit to a singular brand identity rather than diversifying too broadly. This strategic clarity could be pivotal for the future of As Ever, as it navigates the competitive landscape of celebrity-driven businesses.
For those interested in a comprehensive Meghan Markle brand analysis, the current landscape reveals a complex interplay of high demand, significant revenue, and persistent strategic challenges. As we consider Meghan Markle brand strategy 2026, the emphasis will undoubtedly be on consistency and a well-defined market position to ensure enduring success.
The question of how is Meghan Markle’s brand doing ultimately hinges on its ability to evolve beyond initial hype. While financially successful in its early phase, the journey of As Ever underscores the critical importance of a clear and consistent brand narrative in the volatile world of celebrity entrepreneurship, especially for those considering a Meghan Markle net worth forecast 2026.
