Meghan Markle trademarking As Ever brand for ‘hospitality services’
Meghan Markle, the Duchess of Sussex, is expanding her lifestyle brand As Ever into the world of hospitality, with new trademark filings that cover hotels, restaurants, and food and drink services, The Sun reports.
The 43-year-old former actress is positioning As Ever to offer hospitality services, including temporary lodgings, and potentially feature her own culinary creations, some of which were showcased in her Netflix series With Love, Meghan.
The brand extension comes as part of a wider social media charm offensive to connect with new fans, particularly in the US.
Brand experts view the move as part of Meghan’s rebranding strategy—transitioning from a former royal into a modern lifestyle entrepreneur.
“When I have someone stay, one of my favourite things to do is prep the guest room,” she shared in the first episode of her Netflix series, which aired in March. A second season has already been filmed and is expected to launch this autumn.
Her As Ever website describes the brand as: “More than a brand – it’s a love language... Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products inspired by her love of cooking, entertaining, and hostessing.”
On Saturday, Meghan’s official As Ever Instagram account posted a photo of her running through the ocean in a white dress, captioned: “So excited for all the good to come! Running into the weekend like ????.”
Since relaunching her personal Instagram account on New Year’s Day, Meghan has shared several personal moments, including a controversial video of her twerking in hospital while overdue with daughter Lilibet. While the clip attracted criticism in Britain, a source said the video has been well received by American youth audiences: “In the UK the reaction was a bit prudish. But in America, it’s been a huge hit.”
Other posts include snapshots of her family at Disneyland, bee-keeping with Lilibet, and attending a Beyoncé concert with Prince Harry.
Branding expert Jack Izzard of Gallia Communications said Meghan’s hospitality expansion is consistent with her current image.
“She is very much positioning herself as a star hostess—Californian royalty who makes guests feel welcome.”
However, he cautioned that hospitality is a complex business: “A night in an As Ever B&B will be several hundred pounds. That’s really going to blow up if it’s bad.”
He added that while Prince Harry seems focused on the past, Meghan is clearly looking ahead.
“She’s reclaiming her voice. She always hinted that she felt stifled by royal life. Now, she’s forging this brand and moving on.”