The Duchess of Sussex has revealed she plans to ‘assess’ new avenues for her lifestyle brand As Ever after it launched in March alongside her Netflix show
Meghan Markle reveals plans to ‘step back’ from As Ever brand before next launch
Meghan Markle has revealed that she is planning to step back from her new lifestyle brand, just months after her products sold out.
The Duchess of Sussex launched her lifestyle brand in March alongside her Netflix show, which has already been commissioned for a second series later this year. Meghan’s lifestyle brand As Ever debuted with artisanal items like strawberry jam, honey, and herbal teas – all of which sold out in under an hour.
The Duchess of Sussex shared on her podcast Confessions of a Female Founder that she intends to “step back, gather data from the launch, and figure out exactly what As Ever could be” before introducing new offerings.
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Meghan Markle has revealed the next launch of products for As Ever won’t be until next year(Image: Getty Images for TIME)
As a result, products for As Ever are planned to be announced during the first quarter of 2026 – making it a whole year since the first release of products came out.
Speaking to Fast Company, she also shared her learnings as Meghan explained: “I want to really focus on the hospitality angle of As Ever, but as we take the learnings, we can understand what the customer’s needs are seasonally.”
She added: “My heart is very deeply in my home. Everything comes from being rooted in the love story of your home and garden, and then you can imagine different verticals coming out of that.”
Whilst Meghan’s current focus has been on the lifestyle and home products angle, she’s potentially got her sights set on a fashion brand in the future. She explained: “The category of fashion is something I will explore at a later date, because I do think that’s an interesting space for me.”
The lifestyle brand launched in March and sold out of all of its products in under an hour(Image: As Ever)
The company debuted with artisanal items like strawberry jam, honey, and herbal teas(Image: As Ever)
In the same interview with Fast Company, she also revealed she’s still struggling over what she should call herself. She told the publication: “If I had to write a résumé, I don’t know what I would call myself.”
One label that she has rejected though is that of being an ‘influencer’, as she clarified: “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great.”
Meghan has also been exploring entrepreneurship in her podcast Confessions of a Female Founder, as she discussed business lessons with Spanx founder Sara Blakely. In the episode, Meghan revealed: “There’s a misconception that you need to go to Harvard Business School and have a lot of money,” before adding that “so many women, especially, we’re taught to not even talk about money.”
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