Meghan Markle's lifestyle brand As Ever has recently been in the headlines, and not for the reasons most founders would hope for.
After an early burst of hype and rapid sell-outs, fresh reporting suggests the business may now be dealing with a far less glamorous reality. Unsold stock is reportedly piling up, with expiry dates edging closer.
According to a recent investigation by the Daily Mail, the brand's expansion into jams, teas and lifestyle goods may have gone a little too far and a little too fast. This celebrity success story is now being questioned for its inventory strategy, with claims that millions of pounds worth of products could be at risk if they do not sell in time.
Is Meghan Markle's Brand Facing Trouble?
At first glance, As Ever looked like a textbook celebrity win. The launch was strong, the buzz was loud, and products reportedly disappeared from shelves within minutes. But recent reporting paints a more complicated picture.
After the initial rush, consumer traffic to the brand's website has reportedly slowed. Some third-party tracking suggested noticeable drops in visits over time.
In particular, Newsweek saw a 33% drop in visitors to the website between January and April. Another analytics firm allegedly recorded a 24% decline in just one month. While website visits do not necessarily translate directly into revenue, lower traffic can often signal weaker sales momentum for an online-first business.
The Daily Mail's report also notes changes behind the scenes, including a shift in fulfilment and e-commerce operations. Markle is said to have moved away from Snow Commerce, a fulfilment provider that reportedly takes around 30% per transaction, and towards Shopify. The latter operates on a lower-cost model starting at around £22 a month.
While such operational adjustments are not unusual for growing businesses, they have fuelled speculation that As Ever may be adapting to softer-than-expected demand.
In simple terms, the early hype was strong, but sustaining it appears to be the challenge.
Where the Potential £3M Loss Comes From
One of the most striking claims from the recent investigation is the potential financial exposure tied to unsold inventory.
The report suggests that As Ever could be facing losses of over £3.7 million, particularly linked to its jam and perishable product lines. The estimate emerged after a reported website glitch in January temporarily exposed inventory numbers to the public for around 48 hours.
One example cited was As Ever's boxed fruit spread trio, priced at £31. The report claimed inventory dropped from 137,465 units to 137,429 over two days.
Using that pace, analysts estimated that by the time products approach expiry next summer, roughly 123,544 trio boxes could still remain unsold. This represents an estimated retail value of around £3.7 million.
Flower sprinkles reportedly showed a similar trend. Stock allegedly fell from 80,391 tins to 80,368 in two days. Based on that projection, the report estimated roughly 74,340 tins could remain unsold.
However, it's crucial to note that these figures reflect projected retail inventory value, not confirmed financial losses. As Ever has not publicly disclosed sales figures, so the true financial position of the business remains unclear.
Still, the timing issue is difficult to ignore. Food products come with limited shelf lives, and the report suggests many of As Ever's products may begin approaching expiry between June and September 2027. This creates a narrowing window to move stock.
The Risk of Scaling Too Quickly
So how did things get here?
According to the report, the issue may come down to a classic business trap, scaling too quickly after early success.
After initial sell-outs, production reportedly increased significantly, with the brand placing much larger orders in anticipation of continued demand. At the time, that might have seemed like a smart move.
But demand didn't necessarily keep pace. The report notes that while early drops were fast-moving, later restocks didn't achieve the same level of urgency. That mismatch between production and sales velocity is where inventory problems begin to build.
Could This End in Bankruptcy?
Despite the headlines, this isn't necessarily the end of the road for As Ever. Many lifestyle brands go through similar growing pains, especially those built around celebrity launches and high initial demand.
Recovery would likely depend on a few key factors, such as tighter inventory planning, more realistic production forecasting, and a clearer understanding of long-term demand. In other words, shifting from 'viral moment' thinking to steady retail growth.
Moreover, the Daily Mail report adds that not all product categories are under the same pressure.
Wines and non-perishable items, for example, have longer shelf lives and could help stabilise revenue if demand holds. Inventory figures reportedly showed more than £2.24 million worth of wine stock that would remain sellable well beyond next summer.
