Streaming Giant's Dissatisfaction Rumored as Key Factor in Partnership's Demise
Netflix has officially concluded its partnership with Meghan Markle's lifestyle brand, 'As Ever'. Reports from anonymous insiders suggest the streaming service was "not happy" with the brand's performance, directly contradicting claims that Markle sought greater creative control. An internal source indicated a distinct lack of enthusiasm from Netflix, stating that "no one really cared" about the 'As Ever' brand.
The 'As Ever' venture, which encompassed items such as jams, honey, wine, teas, and candles, was reportedly intended for inclusion in Netflix's physical retail spaces, dubbed "Netflix House." However, the insider accounts paint a picture of Netflix, a company built on "prestige drama, genre-bending thrillers and global franchises," finding the 'As Ever' brand misaligned with its core commercial strategy.
Divergent Accounts Emerge on Partnership's End
While Meghan Markle has publicly stated her departure was motivated by a desire for complete autonomy over her brand, a different narrative is surfacing from within Netflix. This alternative account, primarily circulated through reports citing unnamed Netflix insiders, posits that the streaming service itself was underwhelmed by the commercial viability of 'As Ever'.
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"Netflix were not happy," a source told the Daily Mail, adding that the brand "didn't fit."
These reports further suggest that Netflix retained a stake in the 'As Ever' brand, including its various product lines. The public dissolution of the partnership has drawn commentary, with some observers noting that Netflix's willingness to relinquish its stake might indicate a lack of confidence in the brand's potential. One widely shared sentiment on social media platform X suggested that "if As ever was doing gangbusters, they’d want a stake," inferring that Netflix was eager to "get rid of the dead weight."
A Question of Brand Momentum
The timing of the split is noteworthy. It follows an announcement in August detailing an extended multiyear deal between Netflix and the couple's production company, Archewell Productions, which includes their projects with Netflix. This new development raises questions about the trajectory of Meghan Markle and Prince Harry's overall relationship with the streaming service.
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Netflix itself issued a statement acknowledging the end of the partnership, expressing that Markle'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." However, this official acknowledgment offers little insight into the underlying reasons for the separation.
Context of the 'As Ever' Brand
Launched by Meghan Markle last year, the 'As Ever' brand was positioned as a lifestyle endeavor. The partnership with Netflix was exclusive, with plans that reportedly extended to physical retail presence. However, the recent reports question the brand's performance and its strategic fit with Netflix's established business model, which traditionally thrives on large-scale entertainment productions. Questions linger regarding the brand's future and its ability to expand internationally, as previously reported by The Sun. Brand and culture expert Nick Ede has noted that framing the split as Netflix holding the brand back could be a "sensitive move."
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