A report from the Daily Mail has claimed that Meghan Markle’s brand, As Ever, could lose millions. It states that the brand allegedly has a lot of unsold stock, and sales are also going down across channels.
Markle started her lifestyle brand, As Ever, in April last year. The brand sells the likes of jams, cookies, flower sprinkles, and teas, among other things. They were sold out quickly when she first launched. This led to the Duchess of Sussex making a big restock order, especially for her jam.
According to Alison Boshof from the Daily Mail, a huge part of that jam allegedly remains unsold. Moreover, it is set to expire next year, which could lead to a loss of around $5 million for Meghan Markle. Moreover, loss of flower sprinkles could take it up to $6 million.
According to Celebrity Net Worth, Meghan Markle’s net worth is $60 million. This includes her earnings from her acting career, brand collaborations, and her brand, As Ever. Moreover, a trust fund was also set up after her marriage to Prince Harry.
Boshof reports that As Ever’s website saw a drop of around 33% between January and April. Meanwhile, a glitch allegedly showed that the brand had around 650,190 units of unsold stock in January this year. Boshof wrote in their report:
“It’s not a large enough sample to be necessarily representative, but it does for the first time give an idea of what is selling and how fast. For example, Meghan’s boxed trio of ‘Fruit Spreads’ which are on sale for $42 (£31) had 137,465 available on January 3. Two days later, there were 137,429 available, giving a sale of around 25 trio boxes a day.”
Boshof also claimed that As Ever also allegedly has unsold stocks of wine, which retail at a higher price.
Meghan Markle’s representatives dismiss Daily Mail’s report about her brand As Ever
Following Alison Boshof’s report about the alleged drop in sales for As Ever, a representative for Meghan Markle put out a statement. They dismissed these reports, telling Page Six:
“The problem with all of these repetitive Alison Boshoff Daily Mail ‘As ever’ doom stories are that they’re like Groundhog Day: the same prediction, the same unnamed sources, the same certainty, and somehow we’re still waiting for the apocalypse they promised in 2024.”
Daily Mail also reported that Markle had allegedly moved away from Snow Commerce for order fulfillment and e-commerce. She has allegedly set up her website on Shopify, which is much cheaper. However, a source reportedly told the outlet:
“Regarding Shopify, would you consider companies like [Kim Kardashian’s] Skims, Kraft Heinz, and Sephora hobby sellers as well? They all use Shopify.”
“The Newsweek story [about her website traffic falling] has a lot of inaccuracy and I think we can all agree that polls have forever been a source of misleading information,” the source added.
They also claimed that As Ever “does not disclose” its financial information, so the report cannot be based on fact.
Edited by Aditya Singh