Netflix Expressed Dissatisfaction with Meghan Markle's As Ever Brand Before Partnership Dissolved
Netflix executives were reportedly "not happy" with Meghan Markle's As Ever lifestyle brand prior to the termination of their business arrangement, according to sources familiar with the matter. The streaming giant's customers demonstrated "no appetite" for the Duchess of Sussex's jam and flower sprinkles enterprise, which ultimately "didn't fit" with Netflix's established content portfolio.
Brand Mismatch and Customer Disinterest
A Los Angeles insider speaking to the Daily Mail revealed that Netflix had considered incorporating As Ever products into their new physical retail locations across the United States. This initiative would have coincided with the release of Meghan's television program, With Love, Meghan. However, the proposed collaboration never materialized due to significant concerns about brand alignment and consumer reception.
"They were not happy with the fact that no one really cared about the brand," the source explained. "When they were looking to create As Ever areas in Netflix House, there was no appetite for it. It just didn't fit with Squid Game or Stranger Things or Bridgerton like they had hoped."
Meghan's Response and Future Plans
The Duchess of Sussex, 44, has decided to assume "complete control" of her As Ever brand following the separation from Netflix. This development occurs mere months after the streaming platform canceled her television show and downgraded the Sussexes' $100 million contract to a less comprehensive "first look" agreement.
Sources close to Meghan indicate she believed Netflix adopted an excessively "cautious" approach toward her lifestyle company. She reportedly views the partnership's conclusion as an opportunity to expand her jam, wine, flower sprinkles, and candles enterprise on a global scale, confident the brand can "stand on its own."
Expert Analysis and Broader Context
Eric Schiffer, chairman of Reputation Management Consultants in the United States, offered a stark assessment of the situation to Page Six. "Losing Netflix on As Ever is a brutal backlash because the halo just got ripped off, and what's left looks like another failed Montecito money grab," Schiffer remarked. "The pattern starts looking like lethally unwise brand management. For Meghan, losing Netflix is the kiss of death to the pitch that prestige partners still see unlimited upside."
This brand separation follows a series of professional challenges for the Sussexes' media ventures under their Archewell Productions banner. Their $100 million Netflix deal has been described as "up in the air," with several projects experiencing prolonged development phases.
- The film adaptation of Carley Fortune's novel Meet Me at the Lake, for which Netflix purchased rights for $2.9 million approximately three years ago, remains in development without a cast or director attached.
- The television show Cookie Queens has not been picked up by Netflix despite their ongoing "first look" arrangement.
- Meghan's With Love, Meghan program attracted scathing critical reviews, with commentators describing the Christmas special as "tectonically tacky" and accusing the Duchess of being "out of touch."
Official Statements and Relationship Status
Despite the business separation, Meghan reportedly maintains positive personal relations with Netflix leadership, particularly CEO Ted Sarandos. A spokesperson for As Ever confirmed the transition, stating: "As Ever is grateful for Netflix's partnership through launch and our first year. We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own. We have an exciting year ahead and can't wait to share more."
Netflix offered a similarly diplomatic response: "Meghan's passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life. As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world."
The dissolution of the As Ever-Netflix partnership marks a significant pivot for Meghan Markle's entrepreneurial ambitions, occurring against a backdrop of evolving media projects and renegotiated streaming agreements for the Sussexes.
