Meghan Markle’s Surprise Move With Her Brand Sparks Buzz It May Be Struggling to Survive in the US

Meghan Markle, the Duchess of Sussex, recently filed a trademark for her lifestyle brand, As Ever, in Australia. The move comes ahead of her upcoming visit with her husband, Prince Harry, to the country. On the other hand, the business decision has also raised eyebrows and questions about the state of her business. Experts believe the expansion may reflect slower-than-expected US growth, especially after Netflix backed out.

According to Page Six, a PR expert, Kayley Cornelius, suggested that it is a “deliberate move” by Meghan Markle. However, the expert added that it points to broader concerns of the brand’s current performance in the US. Cornelius added that the move could hint that America is not “delivering the level of success” the Duke and Duchess of Sussex may have envisioned initially.

Kayley continued, “With 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.”

The expert suggested, “In that context, expanding into a new market may be more of a necessity than a choice to avoid the brand stagnating.” She said that Markle’s move to capture the Aussie audience seems like a smart step. She explained her point, noting that the lifestyle and buying habits there match well with the kind of people the As Ever brand is trying to attract.

The expert also insisted that people in Australia generally have a more neutral view of the Duke and Duchess compared to the US, which could help them connect more easily. Additionally, being well-known in Australia, they don’t face as much scrutiny, the expert stated.

Cornelius also viewed trademark filing as a “strategic” move, considering Meghan and Harry are set to visit Australia in a few days. She said, “Launching or introducing the brand in Australia alongside that kind of high-profile exposure is a smart way to generate interest and momentum.”

The expert further explained, “It 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.” In addition, the PR expert mentioned that the expansion of As Ever will be a defining moment for Markle’s company.

Cornelius mentioned that her brand has the potential to achieve growth, but it comes with a risk as well. She stated that if the brand struggles to thrive in a favorable market like Australia, it can indicate deeper issues within the business model. “In that sense, this expansion feels very much like a make-or-break moment. If 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,” she concluded.

A spokesperson for the royal couple downplayed speculation about a broader expansion. According to US Weekly, the spokesperson offered a brief remark to the reports suggesting otherwise, as he said, “This is speculation.”