Netflix Ends Partnership with Meghan Markle, Impacting ‘As Ever’ Brand
Meghan Markle’s lifestyle brand, As Ever, is navigating a significant transition following the conclusion of its partnership with Netflix as of March 6. This collaboration, which aided in the brand’s launch alongside Markle’s series, *With Love, Meghan*, will no longer continue.
End of Netflix Partnership with As Ever
Insiders reported that Markle felt constrained by Netflix’s cautious business approach. This prompted her decision to pursue independence to fully control the creative direction of As Ever.
- Netflix confirmed the end of its collaboration with As Ever.
- Markle’s brand will move forward without the platform’s involvement.
- The partnership began as part of a $100 million agreement signed in 2020.
Impact of the Split
The decision to part ways follows declining viewership for Markle’s series. *With Love, Meghan* struggled to attract a sustainable audience, significantly underperforming compared to its initial expectations.
Despite these setbacks, a Netflix spokesperson emphasized that the split was part of a long-term plan. They expressed their support for Markle as she steers As Ever into its next chapter.
As Ever: A Product Overview
Launched in 2024, As Ever offers a variety of lifestyle products, including:
- Fruit spreads
- Honey
- Flower sprinkles
- Candles
- Wines
- Bookmarks
The initial product launch saw significant demand, with several items selling out quickly. Analysts report that a substantial amount of the brand’s jam production was sold within months, generating considerable revenue.
Future Aspirations of As Ever
Markle is committed to expanding the brand and is working closely with her team. She suggested that the current focus is on establishing and scaling As Ever. “This year is about creating a brand that reflects the authentic life I want to share,” she stated.
Background on Netflix and Markle’s Collaboration
The partnership began after Markle and Prince Harry transitioned away from their royal duties. While their initial projects, including the *Harry & Meghan* docuseries, garnered substantial viewership, subsequent offerings struggled to maintain similar success. Reports indicated that *With Love, Meghan* achieved around 5.3 million views shortly after its release, while their project on polo attracted merely 500,000 households.
Despite mixed reactions to their content, insiders have noted that the collaboration’s conclusion was amicable, signaling a mutual understanding between the parties involved.
Community Reactions
The announcement of this split has elicited diverse opinions online. Some commenters lauded Markle’s independence with her brand. Others questioned the length of the Netflix deal given the underwhelming performance of later projects.
Markle has voiced the challenges faced while building her business under public scrutiny, emphasizing the importance of learning and growth in this venture. As both Netflix and Markle mutually support each other’s initiatives, new opportunities are on the horizon for As Ever.
