Despite praise from Netflix’s Ted Sarandos, Meghan’s “As Ever” venture is losing momentum and raising doubts about its future.
Meghan Markle’s lifestyle brand, As Ever, appears to be facing setbacks despite her high-profile partnership with Netflix. The Duchess of Sussex confirmed earlier this year that the streaming giant would back both her lifestyle company and a multi-year deal for film and television projects.
An insider told the Mail, “At the moment she’s completely lost because the jam-making business didn’t go as planned. Nobody’s seen the numbers, but I doubt they’re good. They just launched a Sauvignon Blanc, but it won’t bring in much because Netflix owns the business.”
While As Ever has gained attention through its new wine release, it remains unclear whether the venture will reach the commercial success Meghan envisioned. Netflix’s role goes well beyond investment, taking a share of the profits while steering the brand’s direction.
In an interview with Bloomberg in August, Meghan revealed she has no plans to bring in other investors. “I thought it would be great to build out my own team and do it purely on my terms,” she said. “But Netflix made a really compelling sell.”
Netflix co-CEO Ted Sarandos has publicly praised Meghan’s influence, recalling the massive reaction to her and Harry’s documentary trailer. “We realised early on that Meghan has remarkable influence,” Sarandos said. “People analysed every frame — the $20 shoes she wore sold out instantly, and even the $1,500 blanket on her chair disappeared from stock. She truly has incredible reach.”
Despite the flattering words, the question remains: can As Ever turn Meghan’s influence into long-term success, or will Netflix’s financial support only delay an inevitable downfall?
