Meghan Markle's lifestyle brand, As Ever, has dismissed reports that it is planning to expand into Australia, calling the claims “speculation”. The denial comes after ITV News reported that the Duchess of Sussex would visit Australia next month for private business meetings focused on expanding the brand beyond the US.
An As Ever spokesperson told Us Weekly: “This is speculation. No decisions have been made about when or where international expansion might take place.” The spokesperson added that entering new markets is a “considered process” but something the brand is “excited to explore”.
The rumours follow As Ever's recent split from Netflix, which had partnered with the brand since its launch in April 2025. A Netflix spokesperson confirmed the end of the collaboration, stating that Meghan will continue growing the brand independently. An As Ever spokesperson said the brand is “grateful” for Netflix's support and is now “ready to stand on its own”.
Netflix had previously signed a multi-year deal with Meghan and Prince Harry, with chief content officer Bela Bajaria praising the response to their work, including the documentary series Harry & Meghan and the cooking show With Love, Meghan. As Ever currently sells products such as jam, tea and wine exclusively in the US.
