The Netflix staff helping Meghan Markle launch her brand As Ever say they’ve “had enough” before sales even begin. While the Duchess of Sussex has enlisted her most famous friends to launch her products on social media in the coming hours, a source at the streaming giant told MailOnline that the Montecito startup has turned out to be a “logistical nightmare” after the last-minute name change from American Riviera Orchard to As Ever and because they have no idea how much her products will sell.
Meghan’s As Ever products, including jam, honey, herbal teas, and crepe mixes, launched April 2 in what the duchess herself admits is a “pivotal moment” for her brand. But it seems the people working on the retail project are tired of the “drama” surrounding the Sussexes and Prince Harry, now caught up in the scandal surrounding his charity Sentebale. They have even been asked to sign nondisclosure agreements to keep the locations where the products are made, including the “fruit jam,” secret, the MailOnline source said.
Netflix, producer of the series With Love, Meghan, is a business partner in As Ever and the Duchess of Sussex will begin selling her lifestyle line inside two of America’s largest shopping malls by the end of the year. “There’s so much drama surrounding them that the team is overwhelmed before it even launches,” the source said. “It’s been a logistical nightmare and the buying team can’t figure out what the demand will be, if any.” The source added that, aside from the social media hype, concerns remain about the success of Meghan’s new brand.
The Sussex team is believed to have deployed famous faces and influencers to help boost sales. “These people will be posting their jars of jam: they’ve distributed them to a lot of influencers to get the word out and fill social media with ‘good vibes’ at launch,” the tabloid writes. Speaking to the New York Times ahead of the launch of As Ever, Meghan insisted her freezer was “full of” ready meals and revealed her jams would retail for $12 to $15.
—Adnkronos International, Rome, (TNS)
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