Meghan Markle’s lifestyle brand, “As Ever,” will now run on its own after splitting from Netflix. The brand launched last year with initial funding from the streaming service and was part of a broader deal to create TV content. Both parties confirmed this change recently.
A spokesperson for “As Ever” expressed gratitude for Netflix’s support, stating that the brand has experienced significant growth and is ready for independence. Netflix acknowledged Meghan’s vision for the brand, indicating that they were proud to have contributed to its journey.
This transition highlights a notable shift in Meghan’s business strategy. The Duke and Duchess of Sussex began their partnership with Netflix in 2020, signing a deal reportedly worth $100 million to produce entertainment content. Meghan’s cooking show, “With Love, Meghan,” aired for two seasons but didn’t resonate well with audiences, failing to break into Netflix’s top viewing lists.
Recently, Netflix altered its deal with the couple, shifting to a “first look” arrangement, giving the platform priority on future projects. This move suggests that while the collaboration is changing, the couple’s influence in Hollywood continues to be significant.
The independent operation of “As Ever” may reflect broader trends in the entertainment industry where brands prioritize unique identities. According to a recent survey, 79% of consumers prefer brands that have a distinct voice, making this move a strategic decision as audiences increasingly seek authenticity.
Overall, Meghan’s journey from a Netflix-backed brand to an independent venture illustrates her evolving approach to business in a competitive marketplace. As she forges ahead, the outcome of “As Ever” could further influence trends in lifestyle branding, especially among celebrities transitioning into entrepreneurship.
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