Netflix has concluded its investment in 'As Ever', the lifestyle brand founded by Meghan, the Duchess of Sussex. This decision marks a new chapter for 'As Ever', which will now pursue independent growth after an initial period of partnership that saw the brand launch a range of products and coincide with a Netflix series featuring the Duchess.

The Duchess's brand, 'As Ever', commenced operations nearly a year ago, introducing an initial assortment of specialty teas, artisanal jams, premium honey, and diverse baking mixes. Its debut was strategically aligned with the premiere of her Netflix program, 'With Love, Meghan', where she welcomed friends and collaborators to engage in culinary activities and conversations. This synergistic launch aimed to amplify the brand's visibility and connect with a broad audience through the popular streaming platform.

A representative from Netflix communicated to Variety that the decision for the Duchess to take over the brand's independent management was always part of the long-term vision. They conveyed their enthusiasm for having contributed to the realization of Meghan's concept, which focuses on enriching daily experiences through elegant yet understated means. Netflix expressed its anticipation of celebrating the continued success of 'As Ever' as it endeavors to bring delight to households globally, emphasizing a smooth transition to autonomous operation.

Similarly, a spokesperson for the Duke and Duchess of Sussex acknowledged Netflix's invaluable collaboration during the brand's inception and its inaugural year. They highlighted the significant and rapid expansion experienced by 'As Ever' during this period, affirming its readiness to operate autonomously. The spokesperson conveyed excitement for the forthcoming year, promising new developments and announcements for the brand.

In a comprehensive Variety feature published in March of the previous year, Netflix's Co-CEO, Ted Sarandos, characterized the streaming company's role in Meghan's venture as a 'passive partner' and a significant 'discovery model'. Sarandos lauded the Duchess for her considerable influence in the commercial sector. He further remarked on the underestimation of Meghan's cultural impact, citing the global phenomenon that followed the release of the 'Harry & Meghan' documentary series trailer in 2022, where items she wore or that appeared on screen quickly sold out. Sarandos concluded by noting the widespread fascination with Meghan Markle, asserting that both she and Prince Harry are often unfairly dismissed.

'As Ever' is poised to embark on an exciting journey of self-reliance, building upon the foundations laid during its formative partnership with Netflix. The brand's focus remains on delivering quality lifestyle products, continuing its mission to enhance everyday living. This transition underscores the brand's maturity and its readiness to forge its own path in the competitive market.