Meghan Markle’s As Ever Website Shows 650,000 Units in Inventory, U.S. Visits Lag Behind
Meghan, Duchess of Sussex, is facing renewed scrutiny over the performance of her lifestyle brand, As Ever, after a website flaw inadvertently revealed inventory levels of more than 650,000 units—worth an estimated $21.8 million at sale price. According to data from digital intelligence platform Similarweb, the site has attracted fewer than 400,000 U.S. visitors since January, raising questions about the balance between supply and demand for her products.
The inventory leak, which occurred in January 2026, showed that Meghan had stocked nearly 90,000 candles (worth around $5.7 million) and 80,000 tubs of edible flower sprinkles (worth about $1.2 million). While her raspberry jam had sold out at the time, the sheer volume of unsold stock has led critics to question the brand’s traction. A person with knowledge of As Ever told Newsweek they anticipated the company would “double in size this year,” insisting that “by any measure, for any startup, you can’t deny that is anything but a success.” The source also blamed “prejudice” and a “need to perpetuate a narrative that her business is a failure.”
No official sales data has been published, and supporters argue that inventory figures alone do not reflect actual sales or subscription metrics. Meghan launched As Ever in 2025, cross-promoting it with her Netflix series With Love, Meghan, which has not been renewed for a new season.
Why It Matters: Relevance, Revenue, and Real Estate
The business’s performance comes at a critical time for the Duke and Duchess of Sussex. Since the release of their Netflix documentary Harry & Meghan and Prince Harry’s memoir Spare in early 2023, their popularity among Americans has declined sharply. Both projects generated intense media coverage but also contributed to a backlash that has eroded public sympathy in the U.S.
As Ever is a central part of Meghan’s post-royal entrepreneurial identity. The brand—a line of jams, candles, edible flowers, and home goods—was intended to capitalize on her lifestyle appeal, akin to Gwyneth Paltrow’s Goop. However, the inventory-to-visitor ratio suggests that reaching paying customers remains a challenge. The company has not disclosed whether it is profitable.
Meanwhile, the couple continues to expand their real estate footprint. Reports confirm that their £6.3 million holiday home in Portugal—purchased in 2023 near Princess Eugenie—is undergoing a designer transformation. Soho House, the exclusive members’ club where Harry and Meghan had their first date, has been brought in to spearhead the redesign. The choice of location is strategic: Portugal offers a temperate climate and proximity to Eugenie, who spends half the year there. The Sussexes also maintain a primary residence in Montecito, California.
This European bolthole gives the couple a private base in the U.K. time zone, especially after they gave back the keys to Frogmore Cottage in 2023. It also signals that despite business challenges in the U.S., they are investing in long-term assets abroad. As Ever had a previous collaboration with Soho House in 2025, which Meghan described as a “full circle” moment, referencing her first date with Harry at a Soho House restaurant.
A Rare Glimpse of Family Life Amid Business Challenges
Balancing the business headlines, Meghan posted a rare Instagram carousel on June 9 showing her family life in Montecito. The post included Prince Harry playing soccer with Prince Archie, Princess Lilibet wearing a Beyoncé T-shirt, and a shot of freshly laid speckled eggs from the family’s garden—a sign that the couple has added hatchlings to their menagerie.
Other images showed Meghan preparing meals in the kitchen, donning a full denim outfit, and posing with their beagle, Mia. A throwback from March 2017, months before their engagement, was also included. The carousel’s caption read: “Springing into summer 🏵️.”
The post also featured a handwritten card from Harry marking their eighth wedding anniversary, addressed to “the one and only.” This public display of domestic bliss comes as Harry was named to Time magazine’s inaugural 100 most influential people in sports list, recognized for founding the Invictus Games. It marks his third appearance on a Time list, following his inclusion in 2018 (leaders) and 2021 (icons, alongside Meghan).
The contrast between the polished family imagery and the business headwinds is striking. While Meghan’s Instagram offers a curated version of their private life, her brand’s financial picture remains opaque. Her supporters argue that inventory figures are being weaponized by critics who will never be satisfied. Others note that a startup with unsold stock worth $21.8 million is not unusual in its early years—but the lack of transparency around actual sales invites skepticism.
Broader Implications: Brand Building in an Era of Scrutiny
The dual narrative of Meghan Markle in mid-2026—simultaneously a lifestyle entrepreneur, a mother sharing family moments, and a property investor—reflects the challenge of maintaining relevance without the platform of the monarchy. The Sussexes have built a media ecosystem around themselves: the Archewell Foundation, a Netflix deal, a Spotify partnership that ended early, and now direct-to-consumer commerce.
But the As Ever data leak, combined with the collapse of their Spotify deal and the non-renewal of the Netflix series, suggests that audience fatigue may be setting in. The couple remains polarizing, with a dedicated fan base but a shrinking middle ground of neutral observers.
Prince Harry’s inclusion in Time’s sports list for the Invictus Games shows that his humanitarian work still commands respect, even as his wife’s commercial ventures face questions. However, the couple’s ability to pivot from royalty to self-made influence is still unproven.
In today’s media landscape, where every product launch is scrutinized and every social media post is dissected, Meghan and Harry are navigating a terrain that is both familiar and treacherous. Their fans cheer the photos of Lilibet and Archie; their detractors highlight unsold sprinkles. The truth is more nuanced: a startup struggling to find its footing, a family enjoying their children, and a couple betting big on Europe again.
As the summer of 2026 begins, the Sussexes are playing a long game. Whether that game will yield a financial return—or simply more headlines—remains to be seen.
Comments