The Duchess of Sussex's lifestyle brand As ever has ended its partnership with Netflix, according to statements released by both parties. The brand will now operate independently after a year of collaboration.
Key Takeaways
The Duchess of Sussex's lifestyle brand 'As ever' has ended its partnership with Netflix, becoming fully independent after a year of collaboration. The brand will continue to sell products like rosé wine and teas independently. o - Brand becomes fully independent after one year o - Products include rosé wine, teas, shortbread cookies, and flower sprinkles o - Duke and Duchess of Sussex signed a $100m contract with Netflix in 2020 for TV content
- Meghan Markle's As Ever brand ends partnership with Netflix
- Meghan's cookery show 'With Love, Meghan' did not perform well
A spokesperson for As ever expressed gratitude for the partnership, stating that the brand experienced 'meaningful and rapid growth' during its first year. Netflix also released a statement praising Meghan's passion and vision behind the brand. As ever, known for its products like rosé wine, teas, shortbread cookies, and flower sprinkles, will continue to sell these items independently.
The Duke and Duchess of Sussex initially signed a contract with Netflix in 2020 to produce TV series and films for the streaming platform. The deal was reportedly worth about $100 million. Meghan's lifestyle and cookery show, With Love, Meghan, ran for two seasons but did not perform well with audiences. Netflix figures showed that the first series was not among the top 300 most popular shows in the first half of 2025.
The partnership between As ever and Netflix followed a much watered-down relationship between the Duke and Duchess of Sussex and Netflix over producing TV content for the platform. After their initial contract ended last summer, it was replaced by a 'first look deal' that gave Netflix first dibs on any new proposed shows from Meghan and Harry.
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