The Duchess of Sussex, Meghan Markle, is expanding her lifestyle brand, As Ever, into the United Kingdom, marking the first time the products will be available outside the United States. The move comes after Meghan and Prince Harry relocated from California to Britain this summer for an extended stay, with their children Archie and Lilibet beginning school in the UK.
Launched approximately 18 months ago, As Ever initially focused exclusively on the US market. Now, British consumers will have access to several of the brand’s offerings, including tins of tea priced at £11 and scented candles costing £50. The range will also include limited edition bookmarks produced in the UK, featuring phrases handwritten by Meghan such as "Fell asleep here," retailing at £15. However, certain products from the original collection will not be available in the UK at this time. British customers will not see the brand’s jam or spread lines immediately, due to import and export regulations, and flower sprinkles featured in Meghan’s Netflix series "With Love" will also be absent from the UK launch.
A source familiar with the brand commented that it is typical for consumer businesses to seek expansion into multiple markets over time. The entrance into the UK market aligns with the Sussexes’ recent move and suggests a longer-term commitment to living in Britain.
The UK Intellectual Property Office (IPO) has been involved in the brand’s establishment process, issuing a partial provisional refusal in June 2025 concerning some aspects of Meghan’s retail application. The IPO criticized the proposed list of goods and services as overly broad and lacking in precision and clarity. Despite this initial setback, her company secured protection in December 2025 for many items from the original list, allowing the brand to move forward with its UK commercial intentions.
The As Ever launch in the UK follows Meghan and Harry’s high-profile transition from their previous life in California and reflects a broader strategy that includes growing Meghan’s lifestyle brand internationally. The Sussexes have not publicly detailed plans for the brand beyond the UK rollout or how it may integrate with their other ventures.