Meghan Markle’s move to trademark As Ever in Australia ahead of a visit with Prince Harry has sparked questions about the lifestyle brand.. Experts say expansion may reflect slower-than-expected U.S. growth, especially after Netflix stepped back.. Despite strong indications of a global expansion, a spokesperson for Meghan Markle’s lifestyle brand remained while addressing the growing speculations.. Why Filing An Australian Trademark Could Signal Challenges For Meghan Markle’s As Ever. James Whatling / MEGA. After recently filing a trademark for her As Ever brand in Australia, just ahead of an upcoming visit with her husband, Prince Harry, Meghan’s latest business move is sparking fresh questions about the state of her lifestyle venture.. Speaking to Page Six, PR expert Kayley Cornelius described the expansion as both strategic and potentially reactive.. “Meghan Markle filing a trademark for her As Ever lifestyle brand in Australia feels like a very deliberate move, but it also points to a bigger picture when it comes to how the brand is currently performing in the US,” Cornelius said.. According to the expert, entering a new market like Australia could suggest the brand isn’t “delivering the level of success” expected in the United States.. She also pointed to reports that Netflix has stepped back from its involvement, which may limit As Ever’s ability to scale locally, particularly when it comes to launching new products or growing the brand in a meaningful way.. “In that context, branching out into a new market starts to feel less like a choice and more like a necessity to avoid the brand stagnating,” Cornelius added.. Experts Say Australia Holds Big Potential For The Duchess’s As Ever Expansion. MEGA. Despite concerns, Australia presents clear potential for Meghan. Cornelius noted that the country’s lifestyle trends and consumer habits align well with As Ever’s identity.. In addition, the public’s perception of Harry and Meghan is generally more neutral, which could make it easier to build trust and connect with a new audience.. “It is a market where they are already well known, but perhaps not as heavily scrutinized,” Cornelius noted.. Timing, too, she noted, appears to play a role. “Launching or introducing the brand in Australia alongside that kind of high-profile exposure is a smart way to generate interest and momentum,” Cornelis said.. She continued, “It is not just about cracking a new market, it is also about creating an opportunity to bring in new revenue streams and potentially attract further investment at a time when that may be needed.”. Even so, the expert stated that the expansion carries weight. Success in a receptive market like Australia could seemingly open doors for global growth. On the other hand, if the brand struggles to gain traction there, it may raise broader concerns about its long-term direction.. “In that sense, this expansion feels very much like a make-or-break momen
