Additional Coverage:
- Meghan Markle’s As Ever brand responds to reports about Australia expansion days after parting ways with Netflix (the-independent.com)
Meghan Markle’s Lifestyle Brand, As Ever, Dismisses Australia Expansion Rumors as “Speculation”
Meghan Markle’s burgeoning lifestyle brand, As Ever, is pushing back against recent reports suggesting an imminent expansion into Australia, rather than the United Kingdom. A spokesperson for the brand has firmly labeled these claims as “speculation.”
The rumors gained traction over the weekend following an ITV News report. The outlet claimed that the Duke and Duchess of Sussex are planning a trip to Australia next month for a series of “private, business, and philanthropic engagements.” Within this, ITV News suggested Meghan’s private business meetings would focus on expanding As Ever’s reach beyond the United States, where its current product line – including jam, tea, and wine – is exclusively available.
However, an As Ever representative promptly refuted these suggestions in a statement to Us Weekly, stating, “This is speculation.”
The spokesperson further elaborated, “No decisions have been made about when or where international expansion might take place.” They added, “Entering new markets is a considered process, but it’s something the brand is excited to explore as it continues to grow in this next phase. Watch this space.”
The Independent has reached out to As Ever for additional comment.
These discussions about potential international growth arrive on the heels of a significant development for the brand: its recent separation from Netflix. The streaming giant, which had initially partnered with As Ever through its April 2025 launch and its first year, surprisingly announced the end of their collaboration. This move came despite having inked a multi-year TV and movie deal with Meghan and Prince Harry just months prior.
A Netflix spokesperson addressed the parting, stating, “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.” The spokesperson continued, “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
In a separate statement, an As Ever spokesperson expressed gratitude for the partnership: “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.”
Last year, prior to the release of season two of Meghan’s cooking series, With Love, Meghan, on Netflix, the streamer had announced its multi-year contract with Meghan and Harry, aiming to produce “thoughtful” content.
Bela Bajaria, Netflix’s Chief Content Officer, commented at the time, “Harry and Meghan are influential voices whose stories resonate with audiences everywhere. The response to their work speaks for itself – Harry & Meghan gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series.”
She added, “More recently, fans have been inspired by With Love, Meghan, with products from the new As Ever line consistently selling out in record time. We’re excited to continue our partnership with Archewell Productions and to entertain our members together.”