Meghan Markle’s ‘As Ever’ Lifestyle Brand Faces Trademark Challenges

Meghan Markle’s lifestyle brand, As Ever, is facing unexpected legal complications as it navigates trademark disputes in the competitive world of luxury goods and wellness. Initially launched under the name American Riviera Orchard, the brand was rebranded as As Ever earlier this year, but the change has not been without challenges.

The Duchess of Sussex's new venture encompasses a range of lifestyle products, including home décor, kitchenware, wellness items, and curated experiences. However, trademark filings for the As Ever brand have been met with pushback from existing businesses that claim the name is too similar to their own. Additionally, legal concerns have emerged over the brand’s logo, which closely resembles the coat of arms of a small town in Spain, sparking potential intellectual property conflicts.

Trademark disputes are not uncommon in the business world, especially for high-profile figures entering competitive industries. Experts note that while As Ever may ultimately secure its trademark rights, the process could delay product launches or require branding modifications.

Beyond legal hurdles, Markle’s brand is being scrutinized for its positioning within the saturated lifestyle market. With competitors such as Goop, owned by Gwyneth Paltrow, and Martha Stewart’s empire, As Ever faces significant challenges in distinguishing itself and establishing credibility.

Despite the setbacks, industry insiders believe Markle’s brand will generate interest due to her global influence. “Even with trademark issues, As Ever has the potential to succeed if it carves out a unique niche,” said a branding strategist. “The key will be differentiating itself beyond the celebrity association.”

As the legal disputes unfold, the future of As Ever remains uncertain. Whether Markle’s team will fight for the original branding or opt for another rebrand remains to be seen. One thing is clear: the journey to establishing a successful lifestyle brand is proving to be more complicated than expected.