Lead
Meghan Markle’s Return to the U.K. Isn’t the Biggest Risk for Her <a href="https://healthylife7.com/atour-lifestyle-nasdaqatat-shares-gap-down/” title=”Atour Lifestyle (NASDAQ:ATAT) Shares Gap Down”>Lifestyle Company. Brand Confusion Is
Experts say the founder’s relocation could reshape As Ever’s products, positioning, and consumer appeal
Aug 20, 2026
Meghan Markle. Illustration: Inc.; Photos: Courtesy As Ever; Adobe Stock;
Listen to this ArticleMore info
0:00 / 0:00
Meghan Markle’s lifestyle brand, As Ever, is expected to continue operating—even as she relocates to the United Kingdom
Following Prince Harry and Markle’s surprise announcement that their family will move back to the U.K. after six years in the United States, Markle’s return could also bring a new geographic influence to her company
Launched in 2024 as American Riviera Orchard and rebranded in 2025 as As Ever, Markle’s brand sells products ranging from honey and spreads to tea blends and scented candles. According to its website, the collection is inspired by Markle’s longtime interest in cooking, entertaining, and effortless hosting
Experts say the move could create new opportunities for the brand to evolve its products, marketing, and identity
Refreshed leadership advice from CEO Stephanie Mehta
Featured Video
An Inc.com Featured Presentation
“If Meghan becomes more closely associated with the UK, that could change how consumers interpret As Ever,” Gillian Brooks, PhD, an associate professor of marketing at King’s College London, told Inc
Location can heavily influence founder-led lifestyle brands
For founder-led lifestyle companies, experts say where the founder lives can become inseparable from the story the brand tells
Eleri Rosier, a professor of marketing and strategy at Cardiff Business School, told Inc. that location often becomes part of a founder-led brand’s identity
