Meghan Markle's As Ever Brand Launches, Sells Out Quickly

Meghan Markle's lifestyle brand, As Ever, launched on April 2, 2024, and all eight products sold out in less than an hour, surprising many including Markle herself, who expressed her gratitude on Instagram. The collection included items like jams and honey, with some critics labeling the pricing as steep and suggesting the sellout was a strategic marketing tactic. Despite the success, there were reported logistical challenges within the Netflix team managing the launch, complicating demand forecasting. Markle's brand, which was previously named American Riviera, aims to encapsulate her passion for food and gardening, and is tied to her recent culinary series on Netflix. Some consumers expressed skepticism about the limited stock approach, while others look forward to future restocks. The brand's launch faced scrutiny for potential trademark issues, but Markle remains optimistic about expanding its reach globally.