Netflix has ended its partnership with Meghan Markle’s lifestyle brand As Ever, returning full control of the Duchess of Sussex’s growing product range to her just over a year after its launch.
A Netflix spokesperson confirmed the split to Page Six, saying the arrangement had always been intended as a launchpad.
“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 streamer said.
“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,” the statement read.
Meghan Markle. Source: Supplied
Show cancelled, deal done
The exit follows Netflix’s decision not to renew With Love, Meghan beyond two series.
An industry source told Page Six that without the show continuing, it “did not make sense to progress the partnership.”
As Ever launched 12 months ago selling jam, rosé wine and flower sprinkles through the platform. An As Ever spokesperson said the company “is grateful for Netflix’s partnership through launch and our first year,” adding: “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.”
The bigger picture
The brand split marks another step back from the AU$155 million deal Harry and Meghan signed with Netflix in 2020 following their departure from the royal family.
The arrangement produced the 2023 documentary Harry & Meghan and a Polo series, but neither the Polo documentary nor With Love, Meghan drew strong enough ratings to sustain the original terms. The couple extended their Netflix subscription last August at a reduced price.
As Ever’s strawberry spread gift pack, which retails for AU$60.
As Ever’s bestsellers – AU$23 teas, AU$32 flower sprinkles, AU$32 fruit spreads and AU$140 scented candles – continue to sell out.
The brand currently ships within the US only, though launches in Australia, New Zealand and the UK are expected soon.
That Australian expansion may coincide with a personal visit: Harry and Meghan confirmed this week they will return to Australia in mid-April for “a number of private, business and philanthropic engagements” – their first trip back since their hugely popular 2018 newlywed tour.
Main image: Meghan Markle in a still from ‘With Love, Meghan’.