Netflix has decided to step down as a supporter of As Ever, the lifestyle brand created by Meghan, the Duchess of Sussex. As Ever was launched nearly a year ago, featuring a range of products such as teas, jam, honey, and baking mixes. The brand was introduced alongside Meghan’s Netflix series, “With Love, Meghan,” where she shared cooking and conversation with friends and collaborators.
A spokesperson for Netflix mentioned to Variety that they are proud to have been a part of the creation of the As Ever brand, which aims to elevate everyday moments in a beautiful yet simple way. However, Netflix is now taking a step back to allow Meghan to independently grow and shape the brand as she sees fit. The streaming giant looks forward to witnessing how Meghan continues to bring joy to households worldwide through As Ever.
On the other hand, a representative for the Sussexes expressed gratitude for Netflix’s partnership during the brand’s launch and first year. As Ever has experienced significant growth and is now ready to stand on its own. The upcoming year holds exciting prospects for the brand, and Meghan is eager to share more with the world.
In a previous Variety cover story, Netflix Co-CEO Ted Sarandos praised Meghan’s influence in the commerce space and highlighted her impact on culture. He mentioned that Meghan’s presence alone could drive consumer interest, as seen with the rapid sales of products she showcased during a documentary series about her and Prince Harry.
The decision for Netflix to step back from As Ever comes as Meghan’s “With Love” project appears to be winding down. The show aired two seasons with eight episodes each, along with a holiday special. While Netflix has not officially canceled the series, Meghan is exploring new formats for filmed content to better align with the evolution of As Ever.
During a Fortune magazine summit, Meghan discussed her interest in experimenting with different content formats to showcase recipes and grow As Ever. She emphasized the importance of finding innovative ways to share her passion for simple yet elegant living with her audience. As she continues to explore various options, Meghan remains committed to evolving As Ever and connecting with her supporters in meaningful ways.
