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3w ago

Meghan Markle Activates As Ever x Soho House Pop-Up as New Data Underscore Gap With Goop

Independent traffic data show the early-stage label still trails Goop by a wide margin.

Meghan Markle is seen preparing a table while a Christmas tree stands behind her in a still from her Netflix holiday special for 'With Love, Meghan,' due out on December 3.
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Overview

  • Similarweb reports Asever.com drew 196,831 visits in October versus 812,462 for Goop.com, highlighting a fourfold traffic gap.
  • Visitors to As Ever were more likely to browse multiple pages than Goop users, though analysts note traffic does not equal sales and Goop is a more mature brand.
  • Markle announced a West Hollywood pop-up with Soho House in a Thanksgiving Instagram Reel, inviting the public to shop the full collection.
  • A Sussex source said As Ever saw a November sales spike supported by a site-wide 20% discount, while Goop ran a 40% promotion.
  • After a USPTO partial refusal on apparel, As Ever removed clothing from its trademark application and has continued a tightly controlled, founder-led rollout on Instagram with comments disabled.