A technical error on the official website for Meghan, Duchess of Sussex's lifestyle brand, As Ever, has inadvertently shed light on the venture's impressive sales performance, countering online speculation about its success.
Inventory Glitch Reveals Strong Sales Figures
The incident occurred when savvy social media users discovered they could view the remaining inventory for products by attempting to add abnormally high quantities to their online shopping baskets. This triggered the site to display the maximum available stock.
This glitch revealed that, for her signature strawberry jam, only 130,000 jars remained from an initial order of one million. The simple arithmetic indicates that approximately 870,000 jars have been sold since the brand's launch in March 2025.
A source close to the business confirmed the figures had been misrepresented, telling Newsweek: "People are attempting to paint a negative narrative... they often don't present the whole picture." The source emphasised that the items shown were merely the leftover portion from a much larger, and largely sold, stock order.
"Exceeded Everyone's Expectations"
Despite the unintended data leak, insiders are celebrating the brand's performance. A business source stated that As Ever has "exceeded everybody's expectations", particularly over the recent festive period, which was described as "incredibly successful".
Another industry insider echoed this sentiment to The Sun, stating: "I think it’s fair to say business isn’t just successful, it’s flying off the shelf." They highlighted that selling 87% of the ordered stock is a clear indicator of strong consumer demand.
The duchess had previously spoken about the challenges of inventory planning in an August interview with Bloomberg’s The Circuit, describing sell-outs as a "double-edged sword".
Future Expansion and Glitch Resolution
In response to the inventory viewing method, the As Ever website has now been updated with purchase limits to prevent a repeat. Customers are now restricted to buying 50 spread gift boxes or 20 bottles of wine per transaction.
Looking ahead, the brand is poised for growth. The large stock order was reportedly part of broader international expansion plans. The insider source revealed: "Given how much has gone after a hugely successful festive period, it’s likely they’ll have to beef up the stockroom to meet demand when the product is made available in other international territories."
Furthermore, Meghan is said to be planning to introduce new products to the As Ever range while restocking popular existing items, signalling continued investment and confidence in the brand's future.
