Meghan Markle's lifestyle brand As Ever is facing renewed scrutiny after reports claimed the business could be heading toward financial trouble, with declining website traffic and concerns about unsold inventory fueling speculation about the company's future.
The latest reports, published in the United Kingdom, suggest traffic to the As Ever website fell sharply during the first months of 2026. According to figures cited by Express, online visits declined by roughly 33% between January and April, raising questions about whether the Duchess of Sussex's early commercial momentum can be sustained.
The concerns arrive more than a year after As Ever launched alongside Meghan's Netflix series, With Love, Meghan. The brand debuted with significant publicity and initially benefited from strong consumer curiosity, drawing attention to its selection of jams, teas, baking products and lifestyle merchandise.
Industry observers note that attracting initial traffic is often easier than maintaining long-term customer demand. For consumer brands, repeat purchases and inventory management typically determine whether early buzz can be converted into a sustainable business.
Recent reports suggest that challenge may be emerging for As Ever. UK coverage cited concerns that some products have limited shelf lives, creating pressure to move inventory before expiration dates approach.
Royal commentator Alison Boshoff, quoted in British media reports, argued that products including jams, teas and flower sprinkles face practical sales challenges if demand slows. While neither As Ever nor Meghan Markle has publicly disclosed inventory levels, the discussion has intensified speculation surrounding the brand's performance.
The most dramatic claims came from Women's Day, which cited unnamed sources suggesting the company could face significant difficulties if sales fail to improve. One source told the publication: "Meghan just can't move enough product and she can't expect to sell things at full price with shortened expiration dates."
The same source added, "Unless she and Harry have some miracle up their sleeve, there might be no saving this business."
Another unnamed source quoted by the publication suggested discounting inventory may become unavoidable, saying: "She should hold a sale but she knows she's going to be wrecked over it. It's kicking the can down the road, though, because it's tick-tock on that As Ever stock."
Those claims remain unverified. As Ever has not released financial results, sales figures, inventory data or profitability metrics that would allow an independent assessment of the company's condition. No bankruptcy filing has been reported, and there is no public evidence that the business is currently insolvent.
The reporting marks a notable shift from earlier coverage. At the start of the year, some reports highlighted rising consumer interest, with one account claiming website traffic had increased by 36% compared with October levels. More recent reports, however, have focused on declining visitor numbers and questions about customer retention.
