Meghan Sussex Takes Full Control of As Ever as Netflix Steps Back After Successful Launch

Netflix has stepped back as an investor in As Ever, the lifestyle brand created by Meghan, Duchess of Sussex. The move, first reported by Variety, follows the brand’s first year of rapid growth after its launch alongside Meghan’s Netflix series With Love, Meghan.

From the beginning, Netflix described its role as a limited partnership designed to help launch the brand and introduce it to a global audience.

A Netflix spokesperson confirmed the transition 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. We look forward to celebrating how she continues to bring joy to households around the world.”

The company’s early involvement helped support the rollout of As Ever’s first collection, which included teas, jam, honey and baking mixes.

As Ever moves into its next phase

According to representatives for Meghan, the brand is now ready to operate on its own.

“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.”

The transition effectively gives Meghan full ownership and control of the company moving forward.

Netflix executives had previously spoken publicly about their belief in Meghan’s commercial influence. In a 2025 interview, Netflix co-CEO Ted Sarandos described the company as a “passive partner” and praised her cultural impact.

The executive pointed to the intense consumer interest surrounding Meghan’s public appearances as evidence of her reach.

Media narrative versus business reality

Despite the amicable transition, some coverage, like Variety, framed the move as Netflix “backing out” of the brand. Business observers note that corporate partnerships often evolve once a new company reaches stability or prepares for expansion. In this case, both sides describe the shift as part of the original plan rather than a breakdown in the relationship.

Netflix helped provide early infrastructure and global visibility. Now the brand appears positioned to grow independently, potentially expanding into new markets or product categories.

The timing also arrives as discussions continue around the future of filmed projects connected to Meghan’s lifestyle content. While With Love, Meghan has not been formally cancelled, the duchess has previously spoken about experimenting with new formats for short-form recipes and digital content.

A new chapter for Meghan’s business venture

The bigger picture is straightforward. As Ever launched with early backing from Netflix, gained strong momentum in its first year and is now moving into its next chapter under the direction of Meghan Sussex.

Early demand for the brand was immediate. The first As Ever product drop sold out in under an hour, with some items disappearing within minutes. Behind the scenes, inventory scaled rapidly to meet that interest, with internal data showing preparation for large stock levels including around 220,000 jars of jam, 70,000 bottles of wine and tens of thousands of other items. The expansion suggests the brand is positioning itself to meet growing demand as it looks toward international markets.

For a lifestyle brand built around personal vision and storytelling, that independence could prove to be its greatest strength. Netflix helped launch As Ever and introduce the brand to a global audience. With that foundation in place, the next chapter now belongs to Meghan Sussex as the company continues to grow and evolve.

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