Royal expert Emily Andrews is “flabbergasted” by Netflix ending its partnership with Meghan Markle’s As Ever brand, citing £16.3 million in unsold inventory and a missed opportunity for the Sussexes to establish themselves post-royal life.
In a move that has sent ripples through royal and business circles, Netflix, the entertainment giant, has ended its partnership with Meghan Markle‘s lifestyle brand As Ever. The split, described by both parties as a planned transition, comes amid lingering questions about the brand’s commercial performance and the broader ambitions of the Sussexes nearly six years after they stepped back from royal duties.
The decision was framed amicably: As Ever released a statement expressing gratitude for Netflix’s support during its launch and first year, declaring the brand “now ready to stand on its own.” Netflix concurred, stating that the partnership was always intended as a launchpad and that Markle “will continue growing the brand and take it into its next chapter independently,” The Sun reported.
Royal expert Emily Andrews was notably taken aback. In conversation with woman&home, Andrews revealed she was “flabbergasted” when a WhatsApp message from Team Sussex announced the breakup. She had viewed Netflix as a stabilizing, if cautious, investor—one that had poured substantial resources into the venture. The sudden severing of ties suggested to her that As Ever might be facing deeper struggles than publicly acknowledged.
Those suspicions were amplified by a separate revelation: a website glitch in January exposed unsold inventory worth £16.3 million, including 220,000 jars of jam, as documented in an AOL report. The scale of unsold goods pointed to a significant gap between the brand’s aspirations and market reality. For a venture that leveraged the Duchess of Sussex’s public profile, such a large volume of stagnant inventory is a glaring red flag.
This confluence of events—the high-profile split and the inventory crisis—underscores a pivotal moment for the Sussexes. When they left the royal fold in 2020, they articulated a vision of financial independence and cultural influence, backed by a partnership with Netflix. Yet, as Andrews observes, they remain “a long way from where they wanted to be.” The As Ever venture, meant to be a cornerstone of Meghan’s entrepreneurial ambitions, now appears to be a stumbling block rather than a stepping stone.
The fan community, which has closely tracked every milestone and misstep, had initially rallied behind the Sussexes’ media projects. Many expected their Netflix collaboration to yield groundbreaking documentaries and series that would redefine their public narrative. Instead, the As Ever brand—marketed as a reflection of Meghan’s taste and values—has encountered harsh commercial realities. Online forums and social media are abuzz with debates: some see the breakup as a strategic pivot, allowing the brand to operate with greater agility; others interpret it as a vote of no confidence from a key partner. The £16.3 million in unsold stock has particularly fueled skepticism, with critics questioning whether the brand ever achieved product-market fit.
From a business perspective, the split may actually present an opportunity for As Ever to recalibrate without Netflix’s oversight. However, going it alone also means forfeiting the streaming giant’s distribution muscle and marketing clout. The burden of clearing £16.3 million in inventory now falls entirely on the brand—a daunting prospect for any fledgling company. How Meghan Markle navigates this challenge will be closely scrutinized, not just by business analysts but by a public that remains deeply invested in the Sussexes’ journey.
Ultimately, the Netflix-As Ever separation is more than a corporate footnote; it is a window into the complexities of translating royal fame into sustainable enterprise. The Sussexes’ post-royal experiment continues to evolve, replete with both high hopes and hard lessons. As the brand charts its independent course, the world will be watching to see whether it can transform setbacks into a comeback story worthy of its namesake.
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