Meghan Markle is reportedly seeing strong momentum with her lifestyle brand, As Ever. However, its future beyond the United States may be more complicated. While the brand has generated buzz and quick sell-outs since its launch, questions remain about its global expansion. According to insiders, the strategy behind where the products are sold is far from accidental. In fact, a source claims there are specific reasons why the United Kingdom market is not currently part of the plan.
Source reveals why Meghan Markle isn’t selling As Ever’s products to the UK
A source familiar with the brand claims Meghan Markle’s decision to keep As Ever focused on the U.S. market is deliberate. “The decision… isn’t accidental,” the insider told OK Magazine, explaining that it reflects where her “commercial appeal is strongest right now.”
The brand, which launched in 2025, offers a mix of lifestyle products, including wines, jams, teas, and decorative food items. It has reportedly seen high demand in the U.S., with several product releases selling out quickly. That said, despite Meghan’s past ties to Britain, the products are not currently available to U.K. customers.
One source suggested that consumer response plays a major role in this strategy. They claimed that while Meghan has a “highly engaged audience” in the U.S., reactions in the U.K. are “far more mixed.” The insider went further, alleging that this “brutal reaction” has influenced the brand’s reluctance to expand into that market.
Meanwhile, marketing experts have also suggested that brand success often follows audience connection. One expert reportedly noted that recognition in Britain “doesn’t necessarily translate” into strong purchasing behavior. In other words, visibility alone may not be enough to sustain sales.
There are also claims of cultural differences affecting the brand’s potential appeal. Some products, described as niche or heavily tied to American lifestyle trends, may not resonate as strongly with British consumers. Additionally, the U.K. market is said to already be crowded with celebrity-backed brands, making it harder for new entrants to stand out.
Despite this, sources suggest Meghan has not ruled out global expansion entirely. Instead, any move beyond the U.S. is said to be under careful consideration. “It’s not something the company is rushing into.” an insider explained. “Because getting the timing and positioning right will be crucial if they want it to succeed.”
