Meghan Markle’s lifestyle brand As Ever has not struggled because the products themselves were inherently flawed. Early drops of jam, honey, candles, rosé wine, and other items frequently sold out within minutes or hours, generating significant buzz and headlines. Yet, despite these moments of apparent success, the brand now faces serious challenges, and the deeper reasons behind its difficulties are leaving observers stunned.
The hidden truth lies in a series of strategic and operational missteps that extended far beyond product quality. Launched initially as American Riviera Orchard and rebranded to As Ever in early 2025, the company was developed in partnership with Netflix’s consumer products division. Netflix provided substantial financial backing and logistical support during the first year. However, by March 2026, the streaming giant officially cut ties, stepping back from further investment and association with the brand. Both sides framed the split positively — describing it as As Ever being “ready to stand on its own” — but insiders revealed underlying tensions, including Netflix’s dissatisfaction with the venture’s direction and performance.
A major issue surfaced through a website glitch in early 2026 that inadvertently exposed massive remaining inventory levels. Figures showed hundreds of thousands of unsold units, including over 220,000 jars of jam, nearly 90,000 candles, 80,000+ tins of edible flower sprinkles, and tens of thousands of honey jars and wine bottles. The total retail value of the revealed stock reached millions of dollars. While some defended the numbers as preparation for high demand or expansion, the disclosure fueled criticism that sales had slowed dramatically after initial hype. Reports even emerged of excess As Ever products piling up in Netflix storage rooms and being given away for free to employees, painting a picture of significant overstock rather than runaway success.
Conversion rates emerged as another critical problem. Although the As Ever website attracted considerable traffic — boosted by Meghan’s profile and media coverage — a large portion of visitors reportedly left without making purchases. Research indicated that roughly two-thirds of site traffic came from outside the United States. Since As Ever did not offer international shipping at the time, many potential customers were unable to complete transactions, leading to frustration and lost sales. Limited product ranges, repeated sell-outs followed by delayed or inconsistent restocks, and mixed customer feedback on items (such as complaints about texture or value) further complicated momentum.
Strategic decisions also played a role in the brand’s challenges. The heavy reliance on scarcity marketing created excitement but also customer fatigue when restocks proved unpredictable. Broader questions arose about the brand’s identity and long-term vision — whether it was positioned as an exclusive lifestyle statement tied closely to Meghan’s personal image or as an accessible everyday brand. The absence of clear separation between the founder and the products made it vulnerable to external perceptions and controversies surrounding the Sussexes. Additionally, plans for global expansion appeared constrained while under Netflix’s partnership, and post-split efforts to grow independently have faced logistical hurdles.
Meghan has spoken about the difficulties of scaling quickly, noting in interviews that rapid sell-outs prevented the collection of detailed sales data on specific items. She expressed a desire to avoid disappointing customers with constant shortages while still building sustainably. Yet the combination of over-ordering in anticipation of demand, limited distribution channels, and external partnership changes created a perfect storm.
The public narrative around As Ever has shifted from initial curiosity to skepticism, turning the brand’s journey into a high-profile story of ambition meeting harsh business realities. While some loyal supporters continue to purchase and defend the products, the visible gaps between hype and sustained performance have stunned many who expected smoother sailing for a celebrity-backed venture.
Ultimately, As Ever’s setbacks highlight that even strong initial interest and quality products cannot overcome deeper strategic issues such as inventory mismanagement, geographic limitations, partnership dependencies, and conversion challenges. As Meghan takes full control and eyes the brand’s next chapter — potentially including delayed restocks or new directions — the coming months will reveal whether these obstacles can be overcome or if they signal more fundamental problems. The story serves as a cautionary tale in the competitive lifestyle market: visibility and sell-out moments are not the same as sustainable success.
