Meghan, Duchess of Sussex, has relaunched her lifestyle brand under the nameย As Ever, replacing the short-livedย American Riviera Orchard. The rebrand, announced via Instagram, ties directly to her upcoming Netflix seriesย With Love, Meghanย and signals a shift toward broader product offerings beyond jam. Hereโs what you need to know.
Why the Name Change?
- Original Concept Limits:ย American Riviera Orchardย referenced Meghanโs California home but restricted products to locally made goods.ย As Everย aims for a wider scope, including home, garden, and wellness items.
- Trademark Hurdles: Reports suggest delays due to legal conflicts over the original brand name.
- Personal Branding: Meghan linkedย As Everย to her pre-royal blogย The Tig, emphasizing continuity in her passion for โthoughtful living.โ
Whatโs in the New Lifestyle Range?
- Jam Wars: The lineup includes strawberry jam, positioning Meghan against UK royal brands likeย Highgrove Organic Preserveย (ยฃ6.95) andย Buckingham Palace Strawberry Preserveย (ยฃ7).
- Expanded Offerings: Expect gardening tools, kitchenware, and hosting essentials, described as products Meghan โuses in my home.โ
- Netflix Collaboration:ย As Everย products will tie into her Netflix showย With Love, Meghan, premiering March 4. Netflix plans to sell merchandise linked to its shows, creating a direct sales channel.
Meghan As Ever brand | Netflixโs Role in the Rebrand
- Content-Commerce Strategy: The streaming giant will promoteย As Everย through the show, blending cooking demos, celebrity interviews, and lifestyle tips.
- Delayed Launch: Wildfires in California postponed the series, which films in Meghanโs local area.
- Financial Independence: The venture marks five years since Meghan and Prince Harry left royal duties, relying on deals like their $100M Netflix contract.
Public Reaction: Support and Skepticism
- Fan Base: Supporters praise Meghanโs entrepreneurial spirit, calling the rebrand โauthenticโ and โinspiring.โ
- Critics: Opponents mock the name (โAs Ever? Whatever.โ) and question the timing amid ongoing royal family tensions.
- Market Competition: Analysts note crowded luxury lifestyle markets, but Meghanโs global profile could carve a niche.
Challenges Ahead
- Reputation Risks: Meghanโs polarizing image may affect sales. Social media reactions are already split.
- Quality Concerns: Earlyย American Riviera Orchardย jam samples sent to influencers drew mixed reviews.
- Supply Chain: Sourcing ethically made products at scale could strain the brandโs launch.
Whatโs Next forย As Ever?
- March Launch: The Netflix show debut will drive initial sales. Watch for celebrity endorsements.
- Retail Expansion: Netflix may open pop-up shops or online stores forย As Everย merchandise.
- Long-Term Goals: Success hinges on balancing premium pricing with mass appeal. If jam sales thrive, expect rapid product rollouts.
Final Take
Meghanโs rebrand reflects her desire to control her narrative beyond royal constraints. While theย As Everย launch has buzz, converting curiosity into loyalty requires delivering quality and authenticity. For fans, itโs a chance to buy into her lifestyle vision. For skeptics, itโs another chapter in the Sussexesโ commercial saga.
Stay updated: Followย As Everโs launch and share your thoughts on whether Meghanโs brand can rival royal household names.
