Meghan Markle's As Ever Brand Cuts Ties with Netflix

Meghan Markle's lifestyle brand, As Ever, has officially severed its partnership with Netflix, just one year after the streaming service became an investor and collaborator. Launched 11 months ago, As Ever features a range of products including teas, jams, honey, and baking mixes, coinciding with the debut of Markle's Netflix series, "With Love, Meghan." A spokesperson for the Duchess of Sussex expressed gratitude for Netflix's support during the brand's launch and first year, stating that As Ever is now prepared to operate independently and has an exciting future ahead.

Variety MagazineMeghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

Netflix confirmed the split, emphasizing Markle's vision for the brand. A spokesperson stated, "Meghan's passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand... Meghan will continue growing the brand and take it into its next chapter independently." The spokesperson also highlighted the meaningful growth experienced by As Ever during its partnership with Netflix.

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'Variety Magazine

The partnership between Markle and Netflix began in 2020 when the couple signed a lucrative contract reportedly worth over $100 million after stepping back from royal duties. Initially, the collaboration appeared promising, with Markle expressing pride in extending their partnership to include As Ever. However, reports suggest that concerns arose regarding Netflix potentially hindering the brand's growth, prompting the decision to part ways.

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

Despite the end of the partnership with As Ever, Markle will continue to produce content for Netflix through her production company, Archewell Productions. Upcoming projects include an adaptation of Jasmine Guillory's novel, "The Wedding Date," which will be produced alongside Tracy Oliver and Tracy Ryerson.

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

While the split has been framed positively by both parties, some reports indicate that Markle was apprehensive about Netflix's influence on her brand. A source suggested that she feared the streaming giant could "hold back" her business ambitions, which may have contributed to the decision to move forward independently.

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

There have been discrepancies regarding the status of Markle's show, "With Love, Meghan." While some reports indicated that the series had been canceled after two seasons, it has been clarified that it will continue as seasonal specials.

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

• “As ever is grateful for Netflix's partnership through launch and our first year. We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can't wait to share more.” — Spokesperson for As Ever

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

• “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.” — Netflix Spokesperson

Meghan Markle cuts ties with Netflix over As Ever brand: 'Ready to stand on its own'

This transition marks a significant moment for Markle as she seeks to establish her brand independently while continuing her creative endeavors with Netflix.

Variety Magazine