Meghan Markle’s ‘As Ever’ Brand Not Set for Immediate Australia Launch Ahead of Sussex Visit
Trademark filings spark speculation, but representatives say expansion plans remain long-term as Meghan and Prince Harry prepare for April trip
Meghan Markle is not planning an immediate launch of her lifestyle brand in Australia, despite growing speculation ahead of her upcoming visit to the country with Prince Harry.
Recent trademark registrations for her brand, As Ever, in Australia have fuelled expectations that a market debut could coincide with the couple’s scheduled trip in April.
However, representatives for Meghan have clarified that while the brand has secured legal protections in Australia, there are no imminent plans to roll out products in the market.
The trademark approvals, granted in 2025 following earlier filings, cover a wide range of categories, including food products, skincare, stationery, hospitality services, and pet-related goods.
The breadth of these registrations has been interpreted as part of a broader international strategy rather than a signal of an immediate commercial launch.
Meghan’s brand, which debuted in the United States in 2025, has been steadily expanding its offerings, initially focusing on shelf-stable foods and home goods before branching into additional lifestyle categories.
The venture has recently transitioned to independent operation following the conclusion of its initial collaboration with a major streaming platform, allowing for greater control over its global direction.
The Duchess of Sussex and Prince Harry are expected to travel to Australia in mid-April for a series of private, business, and philanthropic engagements.
Meghan is scheduled to appear at a high-profile women’s retreat in Sydney, while Prince Harry will deliver a keynote address at a mental health summit in Melbourne.
Although the visit is likely to generate significant interest in Meghan’s brand, sources close to the development emphasise that Australia is one of several international markets under consideration.
The timing of any commercial expansion is expected to follow a measured, phased approach rather than a rapid rollout tied to a single trip.
The couple’s return to Australia marks their first visit since 2018, when they travelled as working members of the royal family.
This time, they are visiting in a private capacity, reflecting their shift toward independent ventures and global initiatives.
While the presence of trademark protections indicates clear intent to operate in Australia over time, the immediate focus of the trip remains on engagements and partnerships rather than a formal product launch.
Recent trademark registrations for her brand, As Ever, in Australia have fuelled expectations that a market debut could coincide with the couple’s scheduled trip in April.
However, representatives for Meghan have clarified that while the brand has secured legal protections in Australia, there are no imminent plans to roll out products in the market.
The trademark approvals, granted in 2025 following earlier filings, cover a wide range of categories, including food products, skincare, stationery, hospitality services, and pet-related goods.
The breadth of these registrations has been interpreted as part of a broader international strategy rather than a signal of an immediate commercial launch.
Meghan’s brand, which debuted in the United States in 2025, has been steadily expanding its offerings, initially focusing on shelf-stable foods and home goods before branching into additional lifestyle categories.
The venture has recently transitioned to independent operation following the conclusion of its initial collaboration with a major streaming platform, allowing for greater control over its global direction.
The Duchess of Sussex and Prince Harry are expected to travel to Australia in mid-April for a series of private, business, and philanthropic engagements.
Meghan is scheduled to appear at a high-profile women’s retreat in Sydney, while Prince Harry will deliver a keynote address at a mental health summit in Melbourne.
Although the visit is likely to generate significant interest in Meghan’s brand, sources close to the development emphasise that Australia is one of several international markets under consideration.
The timing of any commercial expansion is expected to follow a measured, phased approach rather than a rapid rollout tied to a single trip.
The couple’s return to Australia marks their first visit since 2018, when they travelled as working members of the royal family.
This time, they are visiting in a private capacity, reflecting their shift toward independent ventures and global initiatives.
While the presence of trademark protections indicates clear intent to operate in Australia over time, the immediate focus of the trip remains on engagements and partnerships rather than a formal product launch.
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