Representatives for Meghan Markle's lifestyle brand As Ever have responded to recent speculation regarding the company's international expansion plans, emphasizing that no concrete decisions have been finalized about entering global markets.
An As Ever spokesperson addressed the matter on Monday, March 9, characterizing recent reports as speculative. The statement followed coverage suggesting the Duchess of Sussex, 44, planned to expand her brand into Australia rather than the United Kingdom.
"No decisions have been made about when or where international expansion might take place," the spokesperson stated. "Entering new markets is a considered process, but it is something the brand is excited to explore as it continues to grow in this next phase."
The clarification follows reporting by royal editor Chris Ship on Sunday, March 8, indicating that Meghan would conduct private business meetings in Australia next month to explore launching As Ever internationally. According to that report, Meghan and Prince Harry, 41, are scheduled to visit Australia in mid-April for what their office described as "a number of private, business, and philanthropic engagements."
Since its launch in April 2025, As Ever has operated exclusively within the United States market. The brand's initial product line featured raspberry jam, honey, flower sprinkles, crepe mix, shortbread cookies, and various herbal teas. The launch coincided with the debut of Meghan's Netflix lifestyle series, With Love, Meghan.
The brand recently underwent a significant business transition. Netflix, which served as an initial investor in As Ever, confirmed on Friday, March 6, that it had concluded its financial involvement with the lifestyle company. The streaming service characterized the decision as part of the brand's natural evolution toward independence.
"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," a Netflix spokesperson stated. "As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently."
An As Ever representative expressed appreciation for the partnership, noting the brand had "experienced meaningful and rapid growth" during its first year. The spokesperson indicated that As Ever is "now ready to stand on its own" and teased developments for the coming year.
Despite ending its investment in the lifestyle brand, Netflix maintains its broader relationship with Meghan and Harry through Archewell Productions. In August 2025, the couple's production company signed a new first-look deal with the streaming platform for film and television projects. Meghan's series With Love, Meghan aired for two seasons and a holiday special in 2025.
The brand's measured approach to international expansion reflects the complexities of entering new markets, particularly for celebrity-backed lifestyle ventures. Industry observers note that successful global expansion requires careful consideration of regulatory requirements, distribution networks, and consumer preferences that vary significantly across different regions.
As As Ever transitions to independent operation following its first year in business, the company's leadership appears focused on strategic growth rather than rapid expansion. The spokesperson's closing remark—"Watch this space"—suggests that while immediate plans remain undisclosed, international markets remain a priority for the brand's future development.