Meghan Markle's 'As Ever' Navigates Early Success and Challenges in Economic Uncertainty

The lifestyle brand sold out its debut products while addressing operational issues and leveraging U.S. production to mitigate tariff impacts.

Meghan Markle's lifestyle brand 'As Ever' saw its first product drop sell out within an hour, reflecting strong consumer demand.
The brand faced logistical challenges during its launch, including overselling and refunds, but has taken steps to address these issues with apologies and customer compensations.
Markle highlighted the importance of accessible luxury, positioning her products as affordable 'creature comforts' during potential recessionary times.
With all products made in the U.S., 'As Ever' remains insulated from the direct effects of President Trump's newly imposed tariffs, which have raised broader economic concerns.
Strategic partnerships with Netflix have bolstered the brand’s development and set the stage for planned global expansion in the coming years.