Meghan Markle\u2019s latest business pivot could signal that her As Ever lifestyle brand is facing growing pains.<\/p>\n
Celebrity PR specialist Kayley Cornelius spoke with Page Six after the Duchess of Sussex filed an As Ever trademark in Australia \u2014 just weeks before she and Prince Harry are set to visit the land down under.<\/p>\n
\u201cMeghan Markle filing a trademark for her As Ever lifestyle brand in Australia feels like a very deliberate move, but it also points to a bigger picture when it comes to how the brand is currently performing in the US,\u201d the PressBox publicist said. <\/p>\n
Meghan Markle (seen here in her Netflix Show \u201cWith Love, Meghan\u201d) made a business move that could signal As Ever is struggling, according to an expert. JAKE ROSENBERG\/NETFLIX<\/p>\n
The Duchess of Sussex (seen here in 2024) filed As Ever trademarks in Australia just weeks before she and Prince Harry are set to visit the country. Getty Images<\/p>\n
The expert expressed that the move could indicate that America is not \u201cdelivering the level of success\u201d that Markle and her husband, Prince Harry, initially expected. <\/p>\n
\u201cWith reports that Netflix has pulled back as an investor, that will likely slow down any plans to scale the business domestically, particularly when it comes to launching new products or expanding the brand in a meaningful way,\u201d Cornelius said, referring to Page Six\u2019s exclusive report that the streaming service cut ties with As Ever <\/a>last month.<\/p>\n \u201cIn that context, branching out into a new market starts to feel less like a choice and more like a necessity to avoid the brand stagnating,\u201d she added.<\/p>\n Celebrity PR specialist Kayley Cornelius weighed in on the latest business pivot of the former \u201cSuits\u201d actress (seen here in 2024). AFP via Getty Images<\/p>\n The expert believes the move could indicate that America is not \u201cdelivering the level of success\u201d that Markle (seen here in 2025) expected. Getty Images for Fortune Media<\/p>\n Cornelius believes Markle\u2019s push to capture an Aussie audience \u201cmakes a lot of sense\u201d on paper. <\/p>\n \u201cWhen you look at the lifestyle, consumer habits and overall demographics, there is a strong alignment with the kind of audience As Ever is targeting,\u201d Cornelius said. \u201cOn top of that, public sentiment towards the Duke and Duchess tends to be more neutral compared to the US, which gives them a better starting point when it comes to building trust and driving engagement.<\/p>\n \u201cIt is a market where they are already well known, but perhaps not as heavily scrutinized.\u201d<\/p>\n The timing of the trademark filing also feels \u201cstrategic\u201d considering she and Harry are set to visit Australia in a few days, Cornelius said. <\/p>\n Markle (seen here in her cooking show) and Netflix cut ties last month. JAKE ROSENBERG\/NETFLIX<\/p>\n Her lifestyle brand has been hit with a number of setbacks since it launched in 2024. meghan\/Instagram<\/p>\n \u201cLaunching or introducing the brand in Australia alongside that kind of high-profile exposure is a smart way to generate interest and momentum,\u201d Cornelis said. \u201cIt is not just about cracking a new market, it is also about creating an opportunity to bring in new revenue streams and potentially attract further investment at a time when that may be needed.\u201d<\/p>\n Either way, expanding As Ever across seas will be a \u201cdefining moment\u201d for Markle\u2019s company.<\/p>\n \u201cIt has the potential to unlock new growth, but it also comes with risk,\u201d Cornelius said. \u201cIf the brand struggles to resonate in a market like Australia, where the conditions are arguably more favorable, it could signal deeper issues with the business model.\u201d<\/p>\n \u201cIn that sense, this expansion feels very much like a make-or-break moment,\u201d she continued. \u201cIf it lands, it opens the door to global growth. If it does not, it raises real questions about the long term viability of the brand.\u201d<\/p>\n A source told Page Six that Netflix\u2019s offices have storage closets filled with As Ever products. <\/p>\n Markle (seen here in 2023) cornering the Australian market could be a \u201cmake-or-break moment,\u201d the expert said. FilmMagic<\/p>\n Last month, a spokesperson for As Ever denied rumors <\/a>that Markle would be expanding into other countries, adding that the idea she is bringing her products to Australia is all \u201cspeculation.\u201d <\/p>\n \u201cNo decisions have been made about when or where international expansion might take place,\u201d the spokesperson\u00a0told\u00a0Us Weekly<\/a>. <\/p>\n \u201cEntering new markets is a considered process, but it\u2019s something the brand is excited to explore as it continues to grow in this next phase. Watch this space.\u201d<\/p>\n Markle\u2019s company has faced its fair share of setbacks since she launched the endeavour in 2024 under the name American Riviera Orchard. A year later, she was forced to rebrand<\/a> to As Ever after facing a slew of trademark setbacks. <\/a><\/p>\n The brand partnered with Netflix for Markle\u2019s \u201cWith Love, Meghan\u201d cooking show \u2014 which was canned after just two seasons<\/a> after failing to meet viewership numbers.<\/p>\n Earlier this year, Page Six exclusively reported that Netflix had storage closets overflowing with As Ever products. <\/p>\n A rep for the Duchess\u2019 (seen here in 2025) company said that it is just \u201cspeculation\u201d that she is expanding into other countries. Getty Images for Fortune Media<\/p>\n Another source told Page Six that Markle (seen here in 2023) left Netflix millions of dollars in the hole. Getty Images for Project Healthy Minds<\/p>\n \t\t\t\t\t\t\tWant more celebrity and pop culture news?\t\t\t\t\t\t<\/p>\n \n\t\t\t\t\t\t\tStart your day with Page Six Daily.\t\t\t\t\t\t<\/p>\n \t\t\t\t\t\tThanks for signing up!\n\t\t\t\t<\/p>\n \u201cThey\u2019re literally just giving it away to employees \u2014 one (staffer) walked out with 10 products for free,\u201d a source told us in February. <\/p>\n The stash included jars of Markle\u2019s famous jam, wine and flower petal sprinkles.<\/p>\n