The Duchess of Sussex has announced a significant change for her lifestyle brand, transitioning from American Riviera Orchard to As Ever. This rebranding allows for a wider range of products beyond those sourced from Santa Barbara, California. The new name also reflects her passion for hosting and living thoughtfully. Products under the new brand are set to debut around March 4th, coinciding with her Netflix show "With Love, Meghan". Additionally, Netflix will partner with As Ever, featuring the Duchess's products at immersive pop-up retail experiences in major malls across America.

Expanding Beyond Regional Roots

In an exciting development, the Duchess of Sussex has introduced a fresh direction for her lifestyle venture. Moving away from its initial focus on regional offerings, the brand now embraces a broader spectrum of items that reflect her personal taste and daily use. This shift not only diversifies the product line but also aligns with her long-standing interests in thoughtful living and entertaining. The transition signifies a return to her earlier platform, where she shared her love for food, gardening, and creating joy in everyday moments.

Originally named as a tribute to Santa Barbara, the previous brand was constrained by its geographical limitations. By adopting the name As Ever, the Duchess opens up opportunities to introduce a wider array of products. This move underscores her commitment to sharing items that resonate with her lifestyle and values. The phrase "As Ever" itself serves as a gentle reminder of her enduring passion for hosting and cultivating meaningful experiences. It marks a significant milestone in her journey, allowing her to reconnect with her audience and share more of her world.

New Ventures and Partnerships

The rebranded venture is poised to launch its first collection in early March, coinciding with the release of the Duchess’s Netflix show. This strategic timing highlights her dual role as both host and entrepreneur. Moreover, the partnership with Netflix extends beyond content creation, venturing into retail through immersive pop-up experiences. These events aim to provide consumers with a unique shopping experience, blending entertainment with commerce.

Netflix’s involvement adds a layer of excitement, as it plans to showcase the Duchess’s products at select locations, including prominent malls like Galleria Dallas and King of Prussia. The pop-ups promise to offer an engaging environment where visitors can explore and purchase items directly linked to the Duchess’s lifestyle. This collaboration not only enhances brand visibility but also introduces her products to a broader audience, marking a pivotal moment in the evolution of As Ever.