Netflix is parting ways with Meghan Markle’s lifestyle brand, As Ever. In a surprising new update, spokespeople for As Ever said that the lifestyle brand will continue “independently”. As Ever representatives 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.”
A celebrity PR and branding expert has dubbed the move a “brutal hit”. Eric Schiffer told the Daily Express: “Losing Netflix on As Ever is a brutal hit because the halo just got ripped off, and what’s left looks like another failed Montecito money grab.”
They added: “When Spotify exits and Netflix backs away, the pattern starts looking like terrible brand management.”
Stating their views on Meghan Markle‘s business venture, Eric added: “Meghan’s lifestyle empire is stripper glitter on sourdough, shiny in the promo reel, but lacking substance in the real world.”
Giving advice on As Ever’s future, he added: “If I were advising them, I’d amputate the empire pipe dream and build one excellent repeat purchase business that doesn’t need royal smoke machines.”
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In a separate statement to Meghan, a Netflix spokesperson said: “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, and we look forward to celebrating how she continues to bring joy to households around the world.”
Meghan,who, along with her husband, Prince Harry, stepped down as senior working members of the Royal Family in March 2020 has been busy growing her lifestyle brand since. In connection with her brand, Meghan debuted her Netflix series, With Love, Meghan, which lasted two series.