As Ever Brand Rejects Australian Expansion Claims as Mere Speculation
Meghan Markle's lifestyle brand, As Ever, has firmly dismissed recent reports suggesting an imminent expansion into Australia as nothing more than "speculation." This denial comes just days after the brand's surprising separation from streaming partner Netflix, despite previously signing a multi-year television and film agreement with the Duke and Duchess of Sussex.
Australian Visit Rumours Prompt Brand Response
Over the weekend, ITV News reported that Prince Harry and Meghan Markle would be visiting Australia next month for what they described as "a number of private, business, and philanthropic engagements." The outlet specifically claimed that Meghan's private business meetings would focus on expanding her As Ever brand's reach beyond the United States, where its products - including jam, tea, and wine - are currently exclusively available.
However, an As Ever spokesperson directly contradicted these claims when speaking to Us Weekly, stating unequivocally: "This is speculation." The representative elaborated further, explaining that "no decisions have been made about when or where international expansion might take place."
The spokesperson added a note of cautious optimism about future growth, saying: "Entering new markets is a considered process, but it's something the brand is excited to explore as it continues to grow in this next phase. Watch this space."
Netflix Partnership Ends After Just One Year
The speculation about international expansion emerges against the backdrop of As Ever's recent separation from Netflix. In a surprising development, the streaming giant announced it was ending its collaboration with the lifestyle brand, despite having signed a multi-year television and movie deal with Meghan and Prince Harry just months earlier.
Netflix had partnered with As Ever through its initial launch in April 2025 and supported the brand throughout its first year of operation. A Netflix spokesperson offered a positive reflection on the partnership in a statement shared with The Independent: "Meghan's passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life."
The spokesperson continued: "As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world."
As Ever Prepares to Stand Independently
In a separate statement responding to the Netflix separation, an As Ever spokesperson expressed gratitude for the streaming platform's support while emphasizing the brand's readiness for independent operation. "As Ever is grateful for Netflix's partnership through launch and our first year," the statement read. "We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own. We have an exciting year ahead and can't wait to share more."
This development represents a significant shift from Netflix's previous enthusiasm for the Sussex partnership. Last year, ahead of the release of season two of Meghan's cooking series "With Love, Meghan," Netflix announced it had signed that multi-year contract with Meghan and Harry to create what they described as "thoughtful" content.
At that time, Bela Bajaria, Netflix's Chief Content Officer, praised the partnership, saying: "Harry and Meghan are influential voices whose stories resonate with audiences everywhere. The response to their work speaks for itself - Harry & Meghan gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series."
Bajaria had specifically noted the commercial success of As Ever products, adding: "More recently, fans have been inspired by With Love, Meghan, with products from the new As Ever line consistently selling out in record time. We're excited to continue our partnership with Archewell Productions and to entertain our members together."
The brand's future direction now appears firmly in Meghan Markle's hands as As Ever navigates its post-Netflix chapter while managing speculation about potential international expansion.
