Meghan Markle continues to expand the lifestyle brand

Although the company hasn’t made its sales figures public, newly compiled web traffic data indicates steady growth in interest. New analytics show that the brand’s website recorded 196,831 visits in October, rising to 245,982 in December and 268,200 in January. The numbers indicate a 36% increase in site traffic since the fall.

Currently, As Ever only ships products to parts of the United States, although the brand is believed to be considering a broader expansion if momentum continues.

Sources close to the company say Meghan is encouraged by the upward trajectory and is keen to develop the project further.

A source familiar with the business strategy said: “Meghan sees the increase in visitors and interest in the products as evidence that the concept behind As Ever is starting to connect with people.

“For her, it reinforces the belief that the brand can develop into something much more substantial if it continues to evolve.”

The insider added that Meghan believes patience and consistency will eventually calm the early critics.

They said: “She knows the rollout attracted a lot of doubters and there was a lot of commentary mocking the concept, but Meghan’s view is that you answer that kind of noise with performance, not arguments.

“Her focus is on quietly strengthening the brand and proving it can succeed on its own.”

The insider also said that Meghan believes that steady development will eventually reshape public perception.

“She thinks that if As Ever continues to grow at a measured pace and offer products that people truly enjoy and come back for, the conversation around the brand will naturally evolve. From her perspective, consistent results over time will speak much louder than any early skepticism,” the insider added.

The same source said the Duchess sees the current phase as part of a longer-term learning process, adding: “Her strategy is to continue adapting and strengthening the brand step by step, ensuring each phase of development is sustainable before moving on to the next.

“Meghan does not want to rush the expansion if it risks undermining the foundations of the business.”

The insider added that Meghan believes patience and careful planning can eventually turn As Ever into a much bigger undertaking.

They said: “She genuinely believes that if the brand is nurtured properly – with consistent quality, thoughtful product development and a clear identity – it has the potential to evolve into a much more substantial lifestyle company over time.”

But the financial demands of scaling the company internationally would weigh heavily on 41-year-old Prince Harry.

Another source said the Duke of Sussex is concerned about the resources needed to transform the business into a global brand.

They added: “Harry wants Meghan to succeed and supports her determination to build something meaningful with As Ever, but when he looks at the scale of what it could cost to push the brand outside the US, it can feel daunting.

‘Behind the scenes, Harry is amazed at how quickly the numbers escalate when you start talking about international production, shipping, marketing and distribution.

“Harry understands that building a global lifestyle brand requires serious investment, and at times the scale of that responsibility has left him feeling overwhelmed.

“When you start looking at what it actually costs to take a company like As Ever from a domestic operation to something truly global, the financial demands are enormous.

“You’re talking about production capacity, international shipping networks, promotional campaigns in multiple markets and a whole infrastructure to support this.”

The insider added that seeing those numbers has weighed heavily on the duke.

“Harry has looked at the numbers involved in trying to transform the brand into a global lifestyle company, and it has been overwhelming at times. The scale of investment required has left him with a sense of despair about the financial pressure such an expansion could bring.”