Meghan's Business Crossroads: Netflix Split and Stockpile Concerns
The Duchess of Sussex finds herself at a significant business juncture as her partnership with streaming giant Netflix undergoes dramatic changes, raising questions about the future viability of her lifestyle brand As Ever. Industry reports suggest the relationship between the Sussexes and Netflix has reached a critical point, with the streaming service ending its financial backing of Meghan's commercial venture.
Partnership Downgrade and Separation
When the Sussexes' five-year Netflix agreement concluded last summer, their arrangement was downgraded to a less lucrative "first look deal" that gave the platform first refusal on new projects. More recently, Netflix announced it was parting ways with Meghan's As Ever brand entirely, making the lifestyle company fully independent after previously providing financial support. This development has sparked speculation about whether As Ever can survive without Netflix's backing and whether Meghan can successfully take her brand global amid skepticism about sales performance.
Stockpile Revelations and Conflicting Reports
Industry publication Variety claimed in a scathing report that Netflix found itself "sitting on a surplus of As Ever products, including tea and baking mixes, totaling more than $10 million in value" as early as last August. The magazine further alleged that the company began "giving inventory to employees for free, putting the goods on card tables in various office buildings." An Archewell spokesperson countered that giveaways from sample closets represent standard practice within studio operations.
Additional reports from Page Six suggested Netflix's Hollywood offices were "overrun with unsold jam jars," with sources claiming "two storage rooms' worth of stock" including candles, wine, and flower sprinkles. However, other sources maintained that unsold As Ever stock had been moved from Netflix's Los Angeles office to another warehouse "long ago," with any remaining inventory being used for "gifting, sampling, and promotional use."
Website Glitch Reveals Extensive Inventory
Internet investigators discovered what appeared to be substantial unsold inventory when attempting to add abnormally large quantities to their online shopping baskets in January. Screenshots posted to Reddit allegedly revealed more than 220,000 jars of spread, 30,000 jars of honey, 30,000 mulling kits, nearly 90,000 candles, over 110,000 jars of tea, and 80,000 jars of edible flower sprinkles available through the As Ever website. These figures suggested the brand might not be selling as successfully as initially projected.
People magazine offered a contrasting perspective, quoting a "source with inside knowledge" who claimed the website glitch actually "points to a business that isn't just successful – it's flying, literally off the shelf." This conflicting information highlights the uncertainty surrounding As Ever's actual commercial performance.
Divergent Business Visions
Reports indicate Netflix had developed a comprehensive five-phase plan for As Ever's expansion, beginning with wine and progressing through introductions of china and glassware, food products, physical retail spaces, and finally a cookbook. According to sources, Netflix executives struggled to interest Meghan in this structured approach. "Her enthusiasm for business was genuine enough – she and Harry are well aware they need to make money – but she didn't care to take the advice offered by the Netflix head of consumer products, Josh Simon," one source alleged.
PR expert Mayah Riaz analyzed the apparent clash, noting that Netflix's strategy "sounds far more commercially robust" and followed "a truly tried and tested blueprint which is, start with an accessible hero product, build aspiration, then scale into lifestyle." She observed that "Meghan's instinct to take control isn't surprising" but cautioned that "their instinct sometimes clashes with what actually sells."
Instagram Unfollows and Relationship Dynamics
The Daily Mail reported that Netflix CEO Ted Sarandos has unfollowed both Meghan and the As Ever brand on Instagram, with creative chief Bela Bajaria reportedly doing the same. Sources indicated Sarandos and his wife, Nicole Avant, had socialized frequently with the Sussexes, who are also their neighbors in Montecito. Variety claimed Netflix executives felt "blindsided" by both the Sussexes' Oprah interview and Harry's memoir "Spare," given they had signed a multi-million dollar deal with Netflix shortly after leaving royal life. A spokesperson for Meghan and Harry called these allegations "categorically untrue."
Brand Independence and Future Plans
Despite the separation, Netflix released a statement suggesting the parting was always intended: "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."
An As Ever spokesperson echoed this sentiment: "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."
Sources close to Meghan suggested she felt "held back" by Netflix's cautious approach and is "very happy to have full control of the company." They claimed "she's wanted to go global with the brand for some time, but has been held back by the more cautious Netflix team."
Australian Expansion and High-Ticket Events
The Sussexes are preparing for a trip to Australia next month for "private, business and philanthropic engagements," their first visit since October 2018. Meghan is scheduled to appear at a £1,400 per person "girls' weekend" in Sydney organized by Her Best Life podcast founder Gemma O'Neill. The event promises discussions about "life, parenting, relationships, building a global business and navigating a public persona."
PR expert Mayah Riaz criticized the optics of this high-ticket event: "At a time when they're facing criticism around relatability and authenticity, attaching her name to a high-ticket, exclusive event feels totally tone deaf. It plays into the narrative that they are out of touch."
Netflix's Continued Relationship
Despite the separation from As Ever, Netflix chief content officer Bela Bajaria publicly denied claims of a broader dispute with the Sussexes, stating at a recent event: "We still have a relationship with them. We have movies in development with them. We have an amazing doc with them. They have things in development on the TV and film side."
The Sussexes' Netflix documentary series "Harry & Meghan" proved a major success for the platform, but subsequent projects including "Heart of Invictus," "Polo," and Meghan's lifestyle show "With Love, Meghan" failed to achieve similar viewership. The second season and holiday special of "With Love, Meghan" did not make Netflix's top 1,000 shows in 2025, and the series will not return for a third season.
As Meghan forges ahead independently with As Ever, promoting new products including a £200 gift box featuring flowers, tea, and honey, the business world watches closely to see whether her vision can succeed where the Netflix partnership reportedly struggled to gain commercial traction.
