Meghan Markle doesn’t usually do things by chance, and this move confirms that. While preparing for her trip to Australia with Prince Harry, the Duchess of Sussex registered the As Ever trademark with the Australian Intellectual Property Office.
According to The Times, everything points to an international expansion strategy that was planned well in advance. Australia is a new market for the brand, and Meghan is entering it just as her deal with Netflix has come to an end. The show With Love, Meghan was not renewed, and the partnership with the platform never fully took off.
What products and services are covered by As Ever’s registration in Australia
The registration is broad. It covers everything from wellness items like yoga mats and accessories to cosmetics, fragrances, beverages, kitchen utensils, and garden décor.
It also includes digital services related to personalized stationery and events. In other words, As Ever is not just an online store; it represents Meghan’s commitment to building a global lifestyle brand with a presence across multiple categories.
The approach is the same as that taken by other aspirational brands: to create a product universe around a recognizable figure and aesthetic.
Meghan and Harry in Australia
In mid-April, the Duke and Duchess of Sussex will begin an unofficial tour of the region, with no institutional role of any kind. Meghan will be the guest of honor at an exclusive women’s weekend retreat taking place April 17–19 at the Intercontinental Sydney Coogee Beach hotel.
Admission costs up to A$3,200 (approximately US$2,200) and includes a sound healing session, disco music, and the opportunity to have a moment of conversation with Meghan.
The event’s profile aligns with As Ever’s positioning: aspirational, feminine, and aimed at a high-net-worth audience.