Meghan Markle cuts ties with Netflix over As Ever brand: ‘Ready to stand on its own’

Meghan Markle’s As ever brand has cut ties with Netflix 12 months after the streaming giant became an investor and partner for the lifestyle brand.

A spokesperson for the Duchess of Sussex’s company said: “As ever is grateful for Netflix’s partnership through launch and our first year. We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”

Netflix similarly praised the brand as they confirmed the split, saying in a statement: “Meghan’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.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”

A report in The Sun indicated that the split came with Meghan fearing that the streaming giant could “hold back” her blossoming business, which sells the likes of jams, sprinkles and wine, among others.

Back in August, it appeared that the relationship between the two was going smoothly, with Meghan saying in a statement: “We’re proud to extend our partnership with Netflix and expand our work together to include the As ever brand.

“My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision.”

Meghan and Netflix’s future

Despite Netflix stepping away from Meghan’s brand, the Duchess of Sussex will continue producing programmes for the streaming service. One of their upcoming projects is an adaptation of Jasmine Guillory’s The Wedding Date.

Girls Trip screenwriter Tracy Oliver will adapt the book, while Meghan and Harry are producing the project for Archewell Productions hub alongside producer Tracy Ryerson, Deadline reported back in December.

© Netflix

Five years ago, Harry and Meghan secured a lucrative contract, thought to be worth more than 100 million dollars (£74 million) with the streaming giant after quitting as senior working royals in 2020.

Meghan said at the time of the announcement: “We’re proud to extend our partnership with Netflix and expand our work together to include the As ever brand. My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision.”

However, the relationship hasn’t always been plain sailing, and back in January, it was confirmed that Meghan’s show, With Love, Meghan, would now only be airing as seasonal specials.

Correction: An earlier version of this article claimed that With Love, Meghan had been cancelled after two seasons, it is due to continue airing as a seasonal special.