As Ever goes independent after its first year

as ever has ended its partnership with Netflix, marking a turning point for the duchess’s lifestyle label after its launch last year and a period of rapid growth.

As Ever: Current state and the forces reshaping the move

As ever launched last year and was financially supported by Netflix under a separate arrangement from the couple’s TV content deal. Both As ever and Netflix released statements confirming the brand will now operate fully independently. A spokesperson for As ever said the partnership helped the brand through its first year and that “As ever is now ready to stand on its own. ” Netflix noted the company had helped bring the vision to life and that Meghan will continue to grow the brand independently.

Key facts from the public record shape the immediate landscape:

• Products: As ever is best known for its jam and sells rosé wine, teas, shortbread cookies and flower sprinkles.
• Media background: Meghan filmed two series of With Love, Meghan under a separate deal with Netflix; the show ran for two series and a Christmas special and did not perform well with audiences. Netflix figures showed the first series was not in the streaming service’s top 300 most popular shows in the first half of 2025.
• Rights and deals: The Duke and Duchess signed a contract with Netflix in 2020 to produce TV and films, believed to be worth about $100m. After that contract ended last summer, it was replaced by a “first look deal, ” giving Netflix first consideration on new proposals.

These elements — product diversification, a short media track record on Netflix, and an evolving commercial relationship with the streamer — are the drivers that led to the present inflection. The arrangement moved from a financed brand launch to a pause and now an independent operation, reflecting a shift from backer-supported incubation to standalone commercial management.

What If… ? Three scenarios for the brand

Best case: As ever translates the momentum of its first year into sustainable direct-to-consumer growth. The brand leverages its product mix, retains creative control, and grows revenue without platform financing. Netflix’s role is simply an early supporter rather than a continuing partner.

Most likely: The brand remains independent but continues to collaborate selectively with media partners under new commercial terms. Product sales grow steadily while marketing and distribution challenges constrain rapid expansion. The couple’s remaining first look deal with Netflix ensures occasional media touchpoints without deep financial backing.

Most challenging: Loss of platform support limits the brand’s reach and marketing muscle. With limited audience traction for its TV content to amplify product visibility, growth stalls and As ever must seek new investors or partners to scale beyond its early niche.

Who wins, who loses — what readers should watch and do next

Winners: The brand itself, if it sustains the growth the spokesperson cited and converts early interest into repeat customers; suppliers and small-batch producers featured in the product line; and partners that can offer distribution or retail support on commercial terms.

Losers: Parties that relied on ongoing platform financing for rapid expansion; any stakeholders exposed to heightened marketing costs if Netflix’s promotional reach recedes; and projects that counted on a deep media pipeline driven by the original 2020 deal.

What to watch next: statements and product rollouts from As ever, any new commercial partnerships, and the extent to which the remaining first look deal with Netflix shapes future media exposure. Given the public notes about performance of With Love, Meghan and the replaced contractual framework, the brand’s strategy will likely emphasize product-led growth and independence over media-driven expansion.

For consumers and potential partners, the pragmatic step is to evaluate As ever on the merits of its products and commercial plans rather than its initial backer relationship. The brand exits its incubation phase with clear messaging that it “is now ready to stand on its own, ” and the next chapters will be defined by execution. The reader should expect a leaner, product-first As ever