Meghan Markle's As Ever Shop: Growth and Challenges

Meghan Markle's online shop, As Ever, has experienced a gradual increase in website traffic since its launch, although it remains below initial levels. The shop, which offers products such as jams, flower sprinkles, and wine, operates in partnership with Netflix and was promoted through her show, *With Love, Meghan*. Despite the lack of public sales data, reports indicate that website visits rose from 196,831 in October to 268,200 in January 2025, marking a 36% increase. This growth follows a period of steady traffic, with December recording 245,982 visits.

Newsweek

As Ever was initially launched as American Riviera Orchard in March 2024, named after Santa Barbara, California, where Markle and Prince Harry reside. Trademark issues led to a rebranding, and the name As Ever was introduced in early 2025. Markle described the name as a return to her previous success with her lifestyle blog, The Tig. The shop's debut collection, released on April 2, 2025, sold out in under an hour, highlighting initial consumer interest.

Newsweek

Meghan Markle, the Duchess of Sussex, is the primary figure behind As Ever. She has expressed aspirations to expand the brand internationally, although it currently does not ship outside the United States. Markle's team has reportedly been satisfied with the shop's progress, despite criticisms regarding the volume of unsold stock.

Newsweek

Critics have raised concerns about the sustainability of As Ever's inventory, particularly after a glitch revealed that the shop had $21.8 million worth of stock, including over 80,000 tubs of flower sprinkles. Some argue that the amount of stock may exceed consumer demand, potentially leading to challenges in sales. Markle has acknowledged the difficulties of managing rapid demand, stating, “I think scarcity is great if it happens organically at the onset, but at a certain point... I would be fatigued if that kept happening.”

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In a podcast appearance, Markle discussed the challenges of balancing excitement with customer satisfaction, emphasizing her desire to avoid repeated sellouts. She noted that while restocking is possible, it could lead to further customer frustration.

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Looking ahead, Markle has indicated plans to take As Ever global, although no specific timeline has been provided. The brand's growth trajectory and potential international expansion will be closely monitored as it continues to evolve.

Newsweek

• “Compliance is different globally when we get into that market, which we will.” — Meghan Markle, Duchess of Sussex

Newsweek

• “On Grede's podcast, Meghan addressed the difficulty of balancing excitement with customer frustration: “Well, we can restock what we had at those same quantities, but then I'll have another sell out, and I don't want that for people.” — Meghan Markle, Duchess of Sussex

Newsweek