Meghan Markle's lifestyle brand, As Ever, has firmly dismissed recent reports suggesting an imminent expansion into Australia, labelling the claims as "speculation" and clarifying that no concrete decisions have been made regarding international growth. This statement comes in response to a report from ITV News, which alleged that the Duke and Duchess of Sussex were planning a visit to Australia next month for various engagements, including business meetings related to As Ever's potential international expansion.
Brand Clarifies Position on International Growth
An As Ever spokesperson emphasised that the brand is taking a "considered process" when it comes to any future international expansion, stating that no determinations have been finalised about when or where such growth might occur. The spokesperson's comments directly counter the earlier media speculation, highlighting the brand's cautious approach to scaling its operations beyond current markets.
Current Product Availability and Recent Developments
As Ever's current product line, which includes items such as jam, tea, and wine, remains exclusively available in the United States, with no immediate plans for distribution in other countries like Australia. This news follows closely on the heels of As Ever's recent separation from Netflix, despite the streaming service having previously entered into a multi-year television and film deal with Meghan Markle and Prince Harry. The brand's decision to part ways with Netflix adds another layer of context to its current strategic focus, which appears to be centred on stabilising its domestic presence before pursuing international ventures.
The dismissal of expansion reports underscores the brand's commitment to a measured and deliberate growth strategy, rather than rushing into new markets based on unverified claims. As Ever continues to navigate its post-Netflix landscape, maintaining its US-centric operations while evaluating future opportunities in a careful and calculated manner.
