Meghan Markle has parted ways with Netflix, taking full control of her lifestyle brand As Ever. The Duchess of Sussex is now the sole decision-maker for the venture, which Netflix partnered in a year ago. The brand sells products including rose wine, jams, flower sprinkles, leather bookmarks, and herbal tea.
According to a source, Meghan is happy to "go it alone" and felt the brand had been "held back" by the streaming giant. The split is said to be amicable, with Meghan remaining on good terms with Netflix co-CEO Ted Sarandos and the team. The decision comes months after her Netflix show, With Love, Meghan, was not renewed after two seasons.
An As Ever spokesperson said: "As Ever is grateful for Netflix's partnership through launch and our first year. We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own." A Netflix spokesperson added: "As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently."
Netflix previously provided staff and development teams for As Ever, but these will now be handled in-house. While products were once only available in the US, there are now plans to ship globally. The brand's website has seen a 36% growth in visitors since October, with 268,200 visits in January, according to SimilarWeb data.
