Without much love, Netflix just exited as a partner to Meghan Markle in her As Ever lifestyle brand, stylized “As ever.”
“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,” Netflix said in a statement shared with The Hollywood Reporter. “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.”
“As ever is grateful for Netflix’s partnership through launch and our first year,” a spokesperson for the brand shared with THR via statement. “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.”
The $15-fruit-spread split comes about seven months after Netflix downgraded Markle’s production deal from an overall to a first-look. Officially, at the time, the streamer says it had “extended its creative partnership” with Archewell Productions, Prince Harry and Meghan’s — the Duke and Duchess of Sussex — media company. In reality, the new pact was a much lighter arrangement compared with the splashy (and very expensive) one that birthed Harry & Meghan, Polo and With Love, Meghan, among other projects.
Harry & Meghan had its run, Polo has been put down, and though With Love, Meghan has not technically been canceled, you can probably read between the $14 tea leaves here.
The “extended” part of the original arrangement is what brought Netflix in as a partner in Markle’s home goods brand, which sells $64 scented candles and the most expensive honey ever produced by bees. There is also wine and bookmarks.
“We’re proud to extend our partnership with Netflix and expand our work together to include the As ever brand,” Markle said in a statement at the time the collaboration was announced. “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.“
“Harry and Meghan are influential voices whose stories resonate with audiences everywhere. The response to their work speaks for itself — Harry & Meghan gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series,” Netflix chief content officer Bela Bajaria said back then. “More recently, fans have been inspired by With Love, Meghan, with products from the new As ever line consistently selling out in record time. We’re excited to continue our partnership with Archewell Productions and to entertain our members together.”
