Netflix ‘not happy’ with Meghan Markle’s As Ever, report claims
Netflix was reportedly unhappy with Meghan Markle’s lifestyle brand As Ever while exploring whether the products could be sold through the streamer’s planned retail venture, according to a new report citing an unnamed Los Angeles source.
The source claimed the company considered creating dedicated As Ever areas inside its forthcoming Netflix House stores in Philadelphia and Dallas, but concluded there was “no appetite” among subscribers for the products and that the brand “just didn’t fit” alongside shows including Squid Game and Stranger Things, Express reported.
According to the report, As Ever spans items including preserves, floral garnishes, candles and wine, and the insider alleged Netflix was dissatisfied that “no one really cared about the brand” as it weighed how to integrate it into the retail concept.
In an apparent shift in direction, the Duchess of Sussex is said to have opted to take full ownership of As Ever after sources close to her maintained it was always intended to be sold only through its official website. The development follows reports of the Sussexes and Netflix parting ways over the As Ever venture while Meghan is described as remaining on good terms with the streaming giant.
A spokesperson for As Ever, quoted in the report, said the brand was “grateful for Netflix’s partnership” through the launch and first year and added that it had seen “meaningful and rapid growth” and was “now ready to stand on its own”.
