Meghan Markle’s As Ever faces $5M loss if stock goes unsold

Meghan Markle’s As Ever brand could face a $5 million hit if jars of jam go unsold before their sell-by dates, with flower sprinkle jars potentially adding another $1 million. All of the brand’s jams, teas and sprinkle jars are expected to reach their expiry by the end of next summer.

The overstock traces back to a rapid expansion after an April 2025 launch. Initial assortments sold out quickly, prompting a restock ordered at "10x" the original amounts; a rosé added the following week also sold out in under an hour. In January, a website glitch revealed about 650,190 units of unsold inventory, and at one point excess jam was given away to Netflix staffers.

Now the business faces falling site traffic that aligns with lower U.S. popularity. Visits totaled 246,000 in December, including 180,000 from the U.S., then U.S. visits fell to about 89,000 in January. Monthly totals recorded 213,000 visits in February (83,500 U.S.), 226,000 in March (94,000 U.S.) and 178,000 in April (61,500 U.S.).

United States

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