Netflix has issued a statement after Meghan Markle’s lifestyle brand, As Ever, cut ties with the streaming giant over fears they were too cautious.
Prince Harry and Meghan have had a long-standing relationship with the streamer, with the couple producing content for the platform in a “first-look” deal.
After a year of operation, Meghan has now taken complete control of the brand and is aiming to take it global.
In a statement concerning the split, Netflix said: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life.
Netflix have issued a statement following the split of As Ever from the streamer
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“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
The brand launch coincided with Meghan’s Netflix show, With Love, Meghan, but the duchess recieved a blow when it was revealed the show would not recieve new episodes after two series and a festive special.
A source told the Sun: “Meghan is still on good terms with the Netflix team and close personal friends with Ted (Sarandos) so hasn’t wanted to upset him, but is very happy to have full control of the company.
“It’s a good time for Meghan to have complete control, given recent successes.
“Netflix have been a good partner, but she’s wanted to go global with the brand for some time, but has been held back by the more cautious Netflix team.”
A spokesman for As Ever told GB News: “As ever is grateful for Netflix’s partnership through launch and our first year.
Meghan Markle is said to want to take her lifestyle brand global
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"We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more."
In its year of operation, sources believe that the lifestyle brand has a longterm future given it’s current success.
Her product range encompasses jams, baking kits, tea, wine, candles and edible flower sprinkles.
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A source connected to As Ever told the Express: "It's still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way.
"We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it."
The venture has acknowledged experiencing initial difficulties during its early development phase.
As Ever sources are reportedly happy with the trajectory of the company after it's first year
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However, the duchess is reportedly keen to continue refining operations and sustaining the brand's forward momentum.
Data compiled by SimilarWeb and reported by Newsweek indicates the brand's online presence expanded by 36 per cent between October and January.
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