Meghan Markle’s lifestyle brand, As Ever, has insisted that reports about an expansion into Australia rather than the U.K. are merely “speculation.”
Over the weekend, ITV News reported that the Duke and Duchess of Sussex will be visiting Australia next month to partake in a “number of private, business, and philanthropic engagements.” The outlet claimed Meghan’s private business meetings would center on her plans to expand her brand’s reach outside of the U.S. Currently, As Ever products, which include jam, tea and wine, are only available in the U.S.
However, an As Ever spokesperson rejected these rumors, telling Us Weekly: “This is speculation.”
The spokesperson added, “No decisions have been made about when or where international expansion might take place.
“Entering new markets is a considered process, but it’s something the brand is excited to explore as it continues to grow in this next phase,” they said. “Watch this space.”
The Independent has contacted As Ever for comment.
The brand’s potential international expansion plans come just days after it parted ways with Netflix. In a surprising update, the streaming giant — which initially partnered with As Ever through its April 2025 launch and its first year — announced it was ending the collaboration, despite having signed a multi-year TV and movie deal with Meghan and Prince Harry months earlier.
“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,” a Netflix spokesperson said in a statement shared with The Independent.
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world,” they added.
In a separate statement, an As Ever spokesperson said: “As Ever 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.”
Last year, ahead of Netflix’s release of season two of Meghan’s critically panned cooking series, With Love, Meghan, the streamer announced it had signed a multi-year contract with Meghan and Harry to create “thoughtful” content.
“Harry and Meghan are influential voices whose stories resonate with audiences everywhere. The response to their work speaks for itself — Harry & Meghan gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series,” Bela Bajaria, Netflix’s Chief Content Officer, said at the time.
“More recently, fans have been inspired by With Love, Meghan, with products from the new As Ever line consistently selling out in record time. We’re excited to continue our partnership with Archewell Productions and to entertain our members together.”
