Meghan’s stock includes her now viral flower sprinkles, various jams, wine, biscuit mixes, candles and teas. While specific numbers for As Ever’s sales have not been officially released, in January, it was reported that the website saw a 36% growth since October. But new reports this month claimed that data from the first three months of this year showed traffic on the business’s website had dipped, which correlated with a similar slump in the Duchess’s popularity among Americans.
In January, a glitch on the As Ever website revealed inventory levels of more than 650,000 units.
Meanwhile, traffic from the US, As Ever’s only marketplace, only reached just under 400,000 visitors, giving a glimpse into what is happening between supply and demand and raising questions about the brand’s success
According to Newsweek, which used data from digital intelligence platform Similarweb, As Ever had 392,114 US visitors from January to May, “some way short of the more than 650,000 inventory items in January”.
In total, the website amassed a little over one million visitors coming from various countries, including Britain, Canada, Australia and India.
A person close to As Ever defended the brand’s progress and told the outlet it would “double in size” this year.
“By any measure, for any startup, you can’t deny that it is anything but a success.”
The source said that people are “obsessed with wanting her [Meghan] to fail”.
They added: “The commentariat are clouded by their own prejudice and a need to perpetuate a narrative that her business is a failure, because they pegged her that way from the start and they can’t take being wrong.”
Earlier this year, a source told the Daily Express about the brand’s growth: “It’s still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way.
“We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it.”