Amidst intensifying speculation regarding the future of her lifestyle brand, As Ever, the Duchess of Sussex’s team has officially stepped forward to quell growing skepticism surrounding the business’s financial health.

Accusations of a Fading Footprint

Launched by Meghan Markle in 2025, As Ever initially garnered significant attention, bolstered by its strategic alignment with her Netflix cooking show, With Love, Meghan. Although the brand boasted an impressive 36% growth in early 2026, the tide appears to have turned in the last three months. Data analysis indicates a notable decline in traffic to the brand’s official website.

This downturn appears to correlate with a cooling in Meghan Markle’s popularity within the United States. Against this backdrop, numerous industry reports have raised alarms about a worst-case scenario, with some suggesting that the brand may struggle to survive until the end of the year.

A Firm Rebuttal from the Duchess’s Camp

Faced with a wave of headlines predicting financial ruin, a spokesperson for Meghan Markle has categorically dismissed these reports. In a statement provided to the Daily Express, the representative asserted: “Recent claims suggesting that As Ever is facing financial difficulties or bankruptcy are entirely false and based on speculation rather than fact.”

They further emphasized a focus on long-term strategy over short-term fluctuations: “As Ever continues to grow as an independent business, supported by a strong customer community and an exciting pipeline of future products. As with any growing brand, we make decisions based on long-term planning and customer demand, not tabloid conjecture.” In closing, the spokesperson underscored a steadfast commitment to the brand’s core value: “The continued appetite for As ever products speaks for itself, and we remain focused on what matters most: delivering quality products and building a brand that our customers love.”

Critical Perspectives from Industry Observers

Despite the official denial, royal commentators remain skeptical. Jack Royston, the Royal Editor for Newsweek, offered a balanced perspective based on data from YouGov: “There appears to have been a decline in her US popularity at broadly the same time as a significant drop in US visitors to her website.” While he acknowledged that “Correlation does not imply causation, and the overlap may be coincidental,” he warned that this is a trend Meghan’s team should carefully consider in their future marketing strategies.

More sharply, Daily Mail columnist Alison Boshoff expressed grave doubts regarding the brand’s ability to move its current inventory. She posed a cynical hypothesis about whether items like jams and teas could realistically sell out before their expiration dates. Echoing these concerns, sources from Women’s Day painted a grim picture of the brand’s outlook: “Meghan just can’t move enough product and she can’t expect to sell things at full price with shortened expiration dates. Unless she and Harry have some miracle up their sleeve, there might be no saving this business.”

As the warnings continue to mount, the clash between real-time data and the official stance from the Duchess’s inner circle remains a central point of contention, marking a high-stakes chapter in the business trajectory of the Duchess of Sussex.