Overview

• She has trademarked the As Ever brand for hospitality services, including temporary accommodations and provision of food and drink.
• The brand’s inaugural product line sold out in under an hour in April, illustrating strong consumer appetite.
• The move aligns with themes of cooking, entertaining and hosting showcased in her Netflix series With Love, Meghan.
• Industry experts warn that entering hospitality poses risks for celebrity entrepreneurs, citing the failure of Gwyneth Paltrow’s Goop cruise as a cautionary example.
• Observers have suggested dropping her Duchess title in business contexts to reinforce her independence as she builds As Ever.