Online claims framed high inventory as slow sales, but sources say the figures reflect strong demand and plans for global expansion

Janine Henni is a Royals Staff Writer for PEOPLE Digital, covering modern monarchies and the world’s most famous families. Like Queen Elizabeth, she loves horses and a great tiara moment.

Meghan Markle at Fortune’s Most Powerful Women Summit 2025 in Washington, D.C. on Oct. 14, 2025.Credit : Leigh Vogel/Getty for Fortune Media

Meghan Markle’s As ever lifestyle brand became the subject of online scrutiny after a website glitch briefly revealed inventory figures for individual products — prompting claims that large stock numbers signaled slow sales.

On Jan. 6, the Daily Mail reported that Reddit users discovered a workaround that appeared to show how many units were available to purchase for items from the Duchess of Sussex’s lifestyle line, which launched in 2025. Some online commentators seized on the figures as evidence the products weren’t selling.

According to posts shared on Reddit, users alleged they could uncover total stock counts by adding large quantities of individual items to their shopping carts, with the As ever website then displaying a maximum available number.

But sources with knowledge of the business tell PEOPLE that the interpretation misses critical context — and that the data instead points to a brand experiencing strong demand and preparing for international expansion.

While the technical glitch has since been resolved, it briefly displayed inventory totals that included approximately 220,000 jars of jam, 30,000 jars of honey, 90,000 candles, 80,000 tins of flower sprinkles and roughly 70,000 bottles of wine across several varietals, including brut, sauvignon blanc and rosé. As Ever sells shelf-stable food products such as jam, tea and honey, alongside candles and wines.

A source with inside knowledge of the business says the inventory figures point to the brand’s momentum, not a slowdown.

“While it’s normal for a business not to talk about sales data, I think it’s fair to say that the glitch that led to this data being revealed points to a business that isn’t just successful — it’s flying, literally off the shelf,” the source says.

In a recent interview, Meghan inadvertently referenced a purchase order of one million units for a single product.

“It doesn’t take a genius to work out that what is left points to a company doing extremely well,” the source continues. “That large stock order was obviously part of the international expansion plans the Duchess has spoken about for the brand.”

The source says that given how the products are tracking, it’s likely the company will need to increase stock further to meet demand As ever becomes available in additional international markets.

The one-million-unit purchase order referenced comments Meghan, 44, made during an appearance on The Circuit with Emily Chang last year, in a Bloomberg Originals interview about launching As ever. While the Duchess of Sussex declined to share sales figures in the episode, she acknowledged that much of the brand’s inventory has sold out quickly — including its debut rosé, which sold out in under an hour.

“When you sell out that quickly, actually, it’s a double-edged sword, because it’s an incredible thing to happen for any small business and any startup, and at the same time, you don’t get the same metrics and learnings about which SKUs and products are the most coveted, because it’s all gone immediately,” Meghan said.

She added that after the initial launch, the brand significantly increased inventory for a second seasonal drop.

“[We] thought for sure that would at least last for a couple weeks. That sold out in a couple hours. And suddenly the conversation goes from at the start of this year, talking about a few thousands jars and lids to, ‘We need to do a purchase order of a million.’ And that’s a huge jump in just a few months of starting a business,” she explained.

When Chang asked whether the plan was to expand globally, Meghan replied, “Yes, absolutely.”

Exclusively speaking to PEOPLE in March 2025, the Duchess of Sussex reflected on the launch of her brand and how she views her role in shaping it.

“I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great,” she said.