Duchess of Sussex Meghan Markle is reportedly planning to expand her lifestyle brand As Ever beyond the United States, with Australia emerging as a potential first international market.
Sources suggest Meghan is exploring Australia as an early testing ground for the brand, coinciding with an upcoming trip to the country with her husband, Prince Harry. Industry insiders indicate discussions are underway to introduce the lifestyle label to Australian consumers during the visit, marking a possible first step in the brand’s global ambitions.
The move follows the conclusion of Netflix’s collaboration with As Ever. The partnership, launched around the same time Meghan debuted her lifestyle series With Love, Meghan, reportedly ran its course, prompting the duchess to seek greater control over her brand’s direction. A source close to Meghan stated that she is eager to pursue independent growth and is prioritizing international expansion as the next phase.
While the Sussexes’ trip to Australia is expected to focus on both business and personal engagements, Meghan’s international ambitions come amid ongoing controversy in the UK. Excerpts from a new book by royal author Tom Bower claim that the late Queen Elizabeth II once believed Meghan had “brainwashed” Harry.
The remarks arrive at a time when scrutiny continues to swirl around Prince Andrew and his long-standing association with Jeffrey Epstein. Critics argue that Bower’s commentary, which has previously described Meghan in controversial terms, risks distracting from more pressing issues affecting the monarchy. Supporters of the Sussexes contend that such narratives should not overshadow the couple’s professional endeavors and focus on global projects.
As Meghan and Harry prepare for their upcoming travels, all eyes will be on whether As Ever successfully takes its first steps into the international market and how the duchess navigates her growing lifestyle empire.