Meghan Markle ‘gearing up’ for As Ever expansion as Prince Harry reportedly wary of costs
Meghan Markle is reportedly preparing a major expansion of her As Ever lifestyle brand in 2026, with plans said to include a push into the UK market. The Duchess of Sussex is described as ready to move beyond the brand’s current focus, but Prince Harry is said to have concerns about the financial risk involved as the couple weigh their next business steps.
The Mirror reported that a website glitch briefly appeared to reveal large inventory figures for As Ever products, including roughly 220,000 jars of jam, 30,000 jars of honey and about 70,000 bottles of wine.
The publication said the high numbers prompted speculation about sales, but an unnamed source pushed back and suggested the stock levels pointed to strong demand and preparations to take the brand global. In the same report, a source quoted by Closer claimed Meghan believes she can “dominate” the UK jam market once the range is exposed to a wider audience in Britain, but said the cost of overseas distribution and marketing was making Prince Harry “very wary”.
The discussion around business momentum comes amid scrutiny of the Sussexes’ recent media output, including reports about Netflix performance that has fuelled questions about the couple’s next moves as they pursue new commercial projects.
No timetable or formal launch details have been confirmed by the couple, but the claims underline the financial pressures and reputational stakes attached to any wider rollout. Any expansion into the UK and beyond would require significant investment in supply chains and marketing, and would test whether As Ever can translate its early interest into sustained sales.
