Meghan Markle's As Ever Brand Faces 'Strategic Issue,' PR Expert Warns Amid Website Traffic Growth

A PR expert has warned that Meghan Markle's lifestyle brand As Ever may face issues despite growing website traffic.

While visits rose by 36% between October and January, experts claim online interest alone does not guarantee long-term success, stressing the importance of sales conversions, repeat customers, and clear product planning.

Experts have also suggested that the Meghan Markle brand needs a stronger structure and alignment with her husband, Prince Harry's, public image.

A public relations expert has weighed in on the progress of As Ever, warning that the venture may face a significant "strategic issue" despite signs of growing online interest.

The lifestyle brand, launched by the Duchess of Sussex in April 2025, has released several product collections since its debut and has gradually expanded its online presence.

Recent data suggests that traffic to the brand's website has been increasing. According to analytics from SimilarWeb reported by Newsweek, the site recorded around 196,800 visits in October before climbing to roughly 268,200 by January. The rise appeared steady over the months in between, with December bringing in about 246,000 visits.

However, while those numbers indicate "solid growth," PR and branding specialist Renae Smith cautioned that growing website traffic does not necessarily translate into long-term business success.

Speaking to the Daily Express, Smith said that a 36 percent increase in visits is a promising sign for a relatively young brand that does not operate through traditional retail channels.

Smith emphasized that visitor numbers alone are not the most meaningful metric.

According to the expert, factors such as how many visitors actually purchase products, whether customers return for additional orders, and how inventory is managed will ultimately determine the brand's sustainability.

"We've seen items sell out in minutes, including the recent bookmark that reportedly went in under a minute. That can mean high demand, but it can also mean extremely limited stock," Smith said. "Without context, a one-minute sellout is just a headline."

From a branding perspective, she explained that scarcity can sometimes be used intentionally to create excitement around a product launch. But if shortages happen repeatedly, it can begin to look less like a marketing strategy and more like a logistical challenge.

Smith also suggested that the brand still needs a clearer structure to develop into a fully established lifestyle label.

She pointed out that a successful and "serious lifestyle brand needs rhythm," including scheduled product launches, consistent engagement with their audience, and a well-defined identity.

"Right now, it still feels reactive rather than disciplined," the expert noted.

Another potential challenge, Smith added, could be the broader narrative surrounding Meghan and her husband, Prince Harry.

"If Harry is doing humanitarian travel and Meghan is scaling a commercial lifestyle brand, those two narratives need to feel complementary, not parallel," she said.

Despite those observations, sources close to the brand say its team is pleased with how things are developing so far.

According to the Daily Express, those involved with As Ever view the growth as encouraging and believe the brand still has significant room to expand.

Insiders say Meghan remains committed to refining the business as it evolves, learning from early challenges while continuing to build momentum.

The brand's team also believes the steady increase in interest reflects genuine engagement from its audience.

A source connected to As Ever told the news outlet that while the brand is still in its early stages, its trajectory so far has been encouraging.

They added that the focus remains on building the business carefully and sustainably while continuing to listen to the community that has supported it.

Meanwhile, last month, reports suggest the As Ever products have also been circulating within the offices of Netflix in Los Angeles.

According to Page Six, staff at the streaming company were able to take home items from the As Ever range that were stored at the company's headquarters.

One source claimed that two storage rooms at the campus were filled with products from the brand, adding that employees had been allowed to take items home.

"They're literally just giving it away to employees," the source said, alleging that one staff member left with around ten products.

Items reportedly kept at the offices include jars of jam, candles, wine, and Meghan's well-known flower-petal sprinkles.

The products were said to be stored in rooms located in the Icon Tower and Epic buildings on Netflix's Hollywood campus. "There's so much overstock," confirmed a second source.

However, it is understood that the brand's main inventory had already been moved to a separate warehouse some time ago.

According to the report, the remaining items at the Netflix offices are intended primarily for gifting, sampling, and promotional purposes, which is why employees have been able to take some products home.