Meghan Markle’s potential plans for worldwide shipping with her lifestyle brand will likely fail, a PR expert has claimed. The Duchess of Sussex made a cryptic post on As Ever’s official Instagram account this week, hinting that the brand could eventually offer shipping to the UK, Canada, and Australia.
As Ever, released back in April, currently only ships its products within the US. Meghan said in a post featuring a photo showing her shadow raising a glass of wine: “Oh, we see you too! Australia, UK, Canada – love to see how you’re finding a way to get your As ever products. You have good taste…and good friends.”
Now, a PR expert said the post was “a bit eye-roll” and accused the Duchess of being “great at hinting random stuff,” but added such a scenario would be highly unlikely for one simple reason.
Renae Smith, founder of PR agency The Atticism, told the Express: “That cryptic As Ever post was a bit eye-roll, if I’m honest. She’s great at hinting at random stuff, but the reality is worldwide shipping is only exciting if you can actually deliver it well.
“Unless she’s got fulfilment centres in each country, the costs are going to be huge, the shipping times slow, and import tax will add an extra expensive chunk on top for buyers in the UK (for example).”
The expert said that shipping something from the US to the UK is “insanely expensive” and said such a prospect would only work for “die hard fans”.
She added: “I’d be interested to know if she’s announcing it because it’s genuinely ready to go, or if it’s more of a ‘Megan’s manifesting’ moment without a proper plan.”
Ms Smith explained: “I’ve had my own product line before, and I can tell you that trying to run true international shipping without local fulfilment hubs is a total headache and barely worth it from a profit perspective, unless you’re shipping tonnes to a 3PL or your products are worth a fortune and your profit margins are high (assuming not for a jar of jam!).”
However, some fans said they were excited for Meghan’s hints, with one user writing on Instagram: “Now I just wish I could get As Ever products in Belgium.” A second one said: “And in France we’re waiting impatiently.” Several others posted heart emojis.
The Duchess of Sussex so far has not commented on potential shipping to the rest of the world for As Ever.
