Internet investigators 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 discovery has sparked a fierce debate about whether the substantial stock figures point to a thriving business or potential overconfidence.
The Glitch That Revealed All
According to online sleuths, the revelation came when they attempted to add an abnormally high quantity of products to their virtual shopping baskets. This action triggered the site to display the maximum available stock for each item. Alleged screenshots of these figures were subsequently shared on Reddit, providing a rare glimpse into the brand's warehouse operations.
The data indicated remarkably high stock levels. It purportedly showed over 220,000 jars of fruit spread, 30,000 jars of honey, and nearly 90,000 candles. In the beverage category, the figures suggested more than 110,000 jars of tea and over 70,000 bottles of wine remained unsold, including significant quantities of Sauvignon Blanc and rosé.
Ambition or Miscalculation? Experts Weigh In
The eye-watering numbers prompted immediate questions about the health of the venture. However, brand and culture expert Nick Ede offered a counter-narrative, suggesting that large inventory can be a strategic choice rather than a sign of failure.
He explained to The Mirror that holding significant stock 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 noted, particularly for a brand positioning itself for major growth.
This perspective was partly supported by a source speaking to The Sun regarding the Signature Fruit Spread Box, which allegedly had 137,465 units left. The source claimed this was the remainder from an initial production run of one million jars. If accurate, sales of that single product could have generated approximately £26.7 million.
The Business Reality Behind the Buzz
Financial specialist Paul Gillooly, Director of Dot Dot Loans, provided a balanced view. He stated that such inventory levels are not unusual for a celebrity-backed brand making a major market entry. "Provided she is actually selling a million jars, then big inventory is an indication of good forecasting," Gillooly remarked.
However, he issued a note of caution, warning that if sales projections are inflated, carrying vast stock becomes a risky cash flow liability. "The actual issue is the rate at which that inventory is moving," he emphasised, highlighting that velocity of sales is the true metric of success, not warehouse volume.
In the wake of the online investigation, the As Ever website swiftly implemented purchase limits to prevent a repeat of the stock-level exposure. Customers are now restricted to buying a maximum of 50 spread gift boxes or 20 bottles of wine per order. The brand has not issued an official comment on the glitch or the circulating figures.
The incident underscores the intense public scrutiny facing celebrity business ventures. While the stock numbers appear substantial, experts agree they only tell part of the story. The ultimate verdict on As Ever's success will depend on sustained sales velocity and the brand's ability to convert its high-profile launch into long-term consumer loyalty.
