Internet sleuths have reportedly uncovered the true scale of inventory held by Meghan, Duchess of Sussex's lifestyle brand, As Ever, after exploiting a technical glitch on its website. The apparent hack revealed hundreds of thousands of jars and bottles still in stock, prompting questions about the venture's performance.
The Glitch That Revealed All
According to online detectives, the discovery was made by attempting to add an abnormally high quantity of products to a virtual shopping basket. This action triggered the site to display its maximum available stock for each item. Alleged screenshots of these figures were subsequently shared on Reddit, providing a rare glimpse behind the scenes of the royal's business.
The data suggested substantial inventory levels. It included over 220,000 jars of spread, 30,000 jars of honey, and nearly 90,000 candles. For beverages, the figures indicated more than 110,000 jars of tea and in excess of 70,000 bottles of wine, comprising Brut, Sauvignon Blanc, and rosé varieties.
Ambition or Overstock? Expert Analysis
While the numbers appear vast, brand experts caution against interpreting them as a sign of failure. Nick Ede, a culture and brand specialist, explained that holding significant stock can be a strategic move for a growing consumer brand. It can prevent sell-outs, facilitate wholesale partnerships, and prepare for anticipated surges in demand.
"What looks like 'huge stock' to the public can actually be perfectly normal behind the scenes," Ede told The Mirror. He suggested that if claims of selling one million jars are accurate, it points to solid consumer interest, though official confirmation is needed.
Financial specialist Paul Gillooly, Director of Dot Dot Loans, echoed this, noting such inventory levels are not unusual for a celebrity-led brand. "Provided she is actually selling a million jars, then big inventory is an indication of good forecasting," he stated. However, he warned that if sales projections are inflated, carrying high stock poses a cash flow risk.
Brand Response and Sales Claims
In the wake of the Reddit post, the As Ever website swiftly implemented purchase limits to prevent a repeat of the stock revelation. Customers can now buy a maximum of 50 spread gift boxes or 20 bottles of wine per order. The company has not publicly commented on the reported bug.
A source speaking to The Sun provided context for one product, the Signature Fruit Spread Box. They claimed the 137,465 units shown as available were the remainder from an initial order of one million jars. If accurate, sales of that single product line would have generated approximately £26.7 million. The source defended the business, stating, "I think it's fair to say business isn't just successful, it's flying off the shelf."
Experts conclude that inventory size alone is an incomplete metric. The critical measure is sales velocity—how quickly stock turns over. Nick Ede pointed out that early teething problems, where items sold out too fast and orders went unfulfilled, may have led to a deliberate decision to produce larger batches to meet demand reliably.
Ultimately, as Paul Gillooly framed it, holding substantial inventory is a calculated bet. In business, success often "comes down to the magnitude of your inventory that is how large you are prepared to be betting on yourself." The incident has shone an unexpected spotlight on the operational scale of Meghan Markle's entrepreneurial ambitions.
