Meghan Markle announces new brand As Ever
Meghan Markle officially announced her new lifestyle brand with a different name after nearly a year teasing it, but royal fans have already spotted a “glaring problem” and dubbed the duchess’s latest update a “mess”.
The Duchess of Sussex took to her official Instagram account to post a new video and announce that she has renamed her brand, first called American Riviera Orchard (ARO), to As Ever and added it will be handled by Netflix.
She also launched a website featuring a photo of her running with her daughter, Princess Lilibet. It is not known when As Ever will launch. ARO’s previous website still exists, but it no longer collects emails.
Meghan wrote on her Instagram: “This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday. “
The duchess first soft-launched American Riviera Orchard last March but after a short promotion period, there were no significant updates regarding its release.
READ MORE: Meghan Markle issues major update and announces new brand ‘As Ever’
Meghan Markle’s new brand has received mixed reaction (Image: Getty, asever.com)
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According to various reports, ARO had been hit with various setbacks regarding its trademark.
Following the duchess’s announcement, royal fans took to social media to express their views, with several of them pointing out a “glaring problem” regarding her new brand.
One user called Royal News Network, who regularly comments on the royals, made a series of posts on X about Meghan’s new brand, with several fans agreeing over the “mess”.
They said: “But here’s the massive, glaring problem. This is the THIRD, yes THIRD, name she’s using. She hasn’t sold a single product yet and her brand is already massively fractured. She’s used ARO, “With Love, Meghan” and now “As Ever.” Will the real Meghan Markle brand please stand up!”
With Love, Meghan is the name of the duchess’s upcoming Netflix show.
Meghan Markle launched a new website for her brand (Image: asever.com)
American Riviera Orchard’s website is still up (Image: americanrivieraorchard.com)
“A company or brand name can change during the creation of a brand. Meghan essentially launched her brand with products under a totally different name and logo, that she now has to change.
“This is a mess, as disaster, but of Meghan’s own making.”
They also pointed out that the duchess’s new brand had a Shopify account – an e-commerce website – already set up, which has not been taken down.
Several people appeared to agree to the original post, with one writing: “From ARO to With Love, Meghan to As Ever, Meghan.
“The rolling out without substantial product stock, trademark secured, domain secured, etc with generic names & confusing logos shows immaturity.
“In today’s world everyone has ideas, it’s execution that gets you on top. Huge Mess.”
Another one added: “This isn’t a great start for her rebrand.”
A third one said: “Netflix ARO and As-ever-store?! Never seen anything like this, marketing wise.”
Meanwhile, others pointed out that another brand in New York sells vintage clothing, with one user writing: “There’s also a NY shop with the same name. Oops.”
Another one wrote: “It’s already a trade mark vintage clothing store. Has been for a a few years.”
Meghan Markle looked excited as she announced her new brand (Image: Instagram/@meghan)
However, others expressed their excitement about Meghan’s new announcement and praised her for her move.
One user wrote on Instagram: “I love this so much for Meghan. She deserves nothing but goodness in her life.”
Another one commented: “Stay happy, Meg!!”
A third one added: “Rooting for you!”
A fourth one said: “Meghan looks so young and relaxed. I hope this venture goes well for her. Always.”
The Duchess of Sussex has been contacted for comment.
