Netflix has stepped down as a backer in As ever, the lifestyle brand from Meghan, the Duchess of Sussex.
As Ever was launched 11 months ago, with an inaugural collection of teas, jam, honey and baking mixes. It coincided with the launch of her Netflix series “With Love,,” where the former Meghan Markle welcomed friends and collaborators to cook and gab.
“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life. As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” a Netflix spokesperson told Variety. “We look forward to celebrating how she continues to bring joy to households around the world.”
A spokesperson for the Sussexes told Variety that the brand is “grateful for Netflix’s partnership through launch and our first year. We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
In a roving Variety cover story last March, Netflix Co-CEO Ted Sarandos said the streaming giant was a “passive partner in Meghan’s company, and it’s a big discovery model for us right now.” The executive praised Markle as influential in the commerce space.
I think Meghan is underestimated in terms of her influence on culture. When we dropped the trailer for the “Harry & Meghan” doc series [in 2022], everything on-screen was dissected in the press for days<” Sarandos said at the time. “The shoes she was wearing sold out all over the world. The Hermès blanket that was on the chair behind her sold out everywhere in the world. People are fascinated with Meghan Markle. She and Harry are overly dismissed.”
News of the divestment comes as “With Love” has seemingly ramped down. The project aired in two seasons of eight episodes each, dropping in March and August of 2025. A holiday special aired in December. Netflix has not formally cancelled the project, as the duchess continues to fiddle with the best format for filmed content.
“Part of what we’re testing out now—it’s amazing to be able to sit and watch a show for 30 minutes, but how can I give you a recipe in two minutes?” Markle said at a Fortune magazine summit last year. “Where can I share that with you and how does that continue to grow As Ever? So [I’m] exploring all the options of what it could look like.”
Source: variety.com
