Meghan Markle's lifestyle brand As Ever is facing a significant financial crisis, with insiders fearing bankruptcy could be imminent. The Duchess of Sussex, 44, launched As Ever in April 2025 alongside the debut of her Netflix series, With Love, Meghan. Despite initial hype, the brand has struggled to maintain momentum.
Declining Website Traffic and Expiring Stock
According to reports, the official As Ever website saw a 33% drop in visitors between January and April 2026. Royal expert Alison Boshoff noted in the Daily Mail that the expiration dates of As Ever products—such as jams, teas, and flower sprinkles—are approaching, posing a major challenge. Boshoff remarked that King Charles would be more likely to "take a swim in a pool of Meghan's homemade conserve than see her sell all her stock" before it expires.
Bankruptcy Fears Grow
Sources told Women's Day that bankruptcy could come "by the end of the year." An insider explained, "Meghan just can't move enough product, and she can't expect to sell things at full price with shortened expiration dates." They added that unless Meghan and Prince Harry have a "miracle up their sleeve," the business may not survive.
The insider suggested a sale might help, but Meghan is reportedly reluctant due to potential criticism. "She should hold a sale, but she knows she's going to be wrecked over it. It's kicking the can down the road, though, because it's tick-tock on that As Ever stock."
Claims of Selling Out Debunked
Previous reports claimed As Ever products were selling out, but insiders now dispute this. "The whole thing about her stuff selling out isn't true anymore," one source said. The insider added that neither Meghan nor Harry is happy about the situation.
The brand's struggles highlight the challenges of launching a lifestyle line in a competitive market, even with celebrity backing. With expiration dates looming and sales stagnating, As Ever's future remains uncertain.
