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Meghan Markle’s ‘As Ever’ Brand Faces Scrutiny Over Outsourced Sales and Customer Complaints
Meghan Markle’s new lifestyle brand, As Ever, has faced criticism regarding its online sales operations. The Duchess of Sussex has delegated the sales of her As Ever range, which includes jam, edible flowers, and crepe mix, to Snow Commerce, an e-commerce firm reportedly criticized by customers. Consumers have alleged the company is “horrible” and sells items they purportedly “don’t have in stock or don’t exist at all.”
As Ever Products ‘Sold Out’ Quickly
The As Ever collection from the Duchess of Sussex debuted in the US and celebrated what was claimed to be a rapid sell-out success. The product line reportedly sold out within 30 minutes of becoming available online. However, this swift sell-out has ignited debate and raised questions about the brand’s sales practices.
Consumer Backlash and Product Availability
Following the launch, a significant backlash arose as consumers eager to buy As Ever products encountered immediate “sold out” notices or found items listed as unavailable. This sparked frustration and accusations of deceptive marketing tactics.
Outsourced Sales to Snow Commerce Under Fire
Meghan Markle’s team has entrusted the sales and distribution of her As Ever products, including $28 honey, $14 “fruit spread,” and $15 flower sprinkles, to Snow Commerce. Based in Cincinnati, Snow Commerce is specified in the fine print on the As Ever website as being “solely responsible for all aspects of your purchase.”
However, MailOnline reports that Snow Commerce has accumulated numerous negative reviews. The company reportedly holds the lowest possible rating from a prominent American consumer rights organization.
- One dissatisfied customer reportedly cautioned: “Do not buy anything from any company that uses this joke of a company.”
- Another critic purportedly stated: “They are ridiculously bad, they’re allegedly selling items that they don’t have in stock or don’t exist at all.”
Marketing Ploy Allegations and Data Collection
Sources within the industry have suggested Meghan’s claims of a 30-minute sell-out are potentially part of a “common marketing ploy” designed to artificially inflate demand. Furthermore, concerns have been raised about data collection from website visitors.
An industry insider reportedly told MailOnline, “Showing that there is a sell out is very common for new brands to fake demand.” The source further suggested that by encouraging customers to sign up for back-in-stock notifications, “Meghan has all their data now.”
Snow Commerce’s Business Reputation and Customer Reviews
Snow Commerce, while expanding its presence in the entertainment sector and recently acquired by Latvian firm Printful, faces scrutiny over its customer service record.
Besides Meghan Markle’s As Ever venture, Snow Commerce has managed online sales for major entertainment companies including Warner Brothers, HBO, Discovery, and NBCUniversal.
Despite these high-profile clients, the company has reportedly received a one-star rating from the Better Business Bureau (BBB), a respected US consumer rights organization established in 1912.
Customer complaints lodged with the BBB and online platforms paint a concerning picture of Snow Commerce’s service:
- One customer reportedly expressed frustration in the past month: “Nobody at Snow Commerce cares at all how it makes you feel when you spend $150, your item never gets shipped and nobody tells you why. Never has a business treated me like that.”
- Another review on the BBB purportedly advises: “Stay away from this company at all costs!”
- A third critical review allegedly states: “Horrible business, items shown on website do not represent what will be received.”
Facebook reviews reportedly echo these sentiments, with many positive reviews seemingly originating from individuals connected to the company, including its founder, Rick Simpson.
Recent negative feedback includes:
- “As all other reviews say – paid my money, been waiting months and months, can barely get a real response. So awful.”
- “A truly awful company with atrocious customer service. They do not return customer service calls at all. It takes them days to return simple customer service requests. They refuse to give refunds for items purchased when not received. Do not give this company one red cent, they are unprofessional.”
- “I have sent numerous emails and have had ZERO communications returned. Do not buy anything from any company that uses this joke of a company.”
Questions Raised Over Rapid Sell-Out and Marketing Tactics
Public relations experts have reportedly expressed skepticism regarding the speed at which As Ever products were claimed to have sold out.
An industry source suggested: “It’s obviously a marketing ploy that people do all the time… Showing that there is a sell out is very common for new brands to fake demand. It also creates demand and limits any risk as well.”
The source further explained this tactic as a way of managing inventory and gauging actual demand: “It’s basically a way of creating things made to order. They will have set a number in the back end let’s say 1000 units of each product and once they sell out they then know to create 1000 units. It’s saves on waste and allows them to understand the demand. Businesses don’t create limitless stock anymore. There is no warehouse full of jams.”
Additionally, the source highlighted the potential for data harvesting: “it is also a chance for Meghan’s team to ‘scrape’ more personal details from potential customers who registered an interest in buying her jam or edible petals by encouraging them to register an interest and hand over their email address to be informed when products are back in stock.”
As Ever Product Range and Pricing
The As Ever product line features premium priced items, including:
- Wildflower Honey: priced at approximately £21
- Flower Sprinkles: priced at £11.59
- Raspberry Jam: priced at £10.80
- Shortbread and Crepe Mixes: priced at $14 each
- Herbal Tea Mixes: priced at $12 each
The Duchess of Sussex launched the As Ever Lifestyle range, continuing her venture into the lifestyle market. Despite the reported sell-out, accusations of marketing manipulation and questions surrounding the chosen sales fulfillment partner persist.
Initial Product Launch and Marketing Strategy
Meghan Markle’s As Ever line, previously teased under the name American Riviera Orchard, was presented as a personal passion project. However, the initial launch strategy and rapid “sell-out” have drawn criticism.
Industry sources suggest that making only limited quantities available initially is “a common marketing ploy” used to generate perceived popularity.
In a social media post, Meghan Markle reportedly stated, “We’re live! Come shop the As Ever collection I’ve poured so much love into. So excited to share this with you,” while also noting “limited quantities for each seasonal drop.”
Brand Messaging and Vision
Launching the range, Meghan Markle conveyed in a newsletter that As Ever is conceived as a “love language” rather than merely a brand.
In a message to her followers, she reportedly elaborated on the brand’s personal significance: “If you’ve been receiving these newsletters, you’ve been reading my musings about this brand and why it means so much to me – why it’s person, why it brings me joy, and how I hope that it becomes both personal and joyful for you too…You’re now familiar with the line-up of products, and as of today you can order them for yourself to experience at home. I can’t wait to hear what you think!…Welcome to As Ever… this is just the beginning!”
Behind the Scenes Challenges and Rebranding
The As Ever business venture follows the unveiling of Meghan Markle’s new TV show, With Love, Meghan. Netflix, her business partner in the series, intends to feature her lifestyle range within select American mega-malls later in the year.
However, sources suggest the launch has faced internal difficulties. Netflix staff reportedly found the project challenging and expressed fatigue. A source told MailOnline that the Montecito start-up became a “logistical nightmare” particularly after the eleventh-hour name change from American Riviera Orchard.
Individuals involved in the retail project are reportedly weary of “drama” surrounding the Duchess and Prince Harry. Staff were allegedly required to sign NDAs concerning the production location of products, including the “fruit spread.”
The source claimed, “There is so much drama surrounding them once again that internally the team are over it before it’s even launched. It’s been a logistical nightmare and the buying team are having an issue as they can’t work out what the demand will be, if any.” Concerns reportedly persist internally about the brand’s potential success despite social media engagement.
Team Sussex is believed to have engaged influencers to promote sales. A source stated, “People will be posting their jars of jam – they’ve seeded it to lots of influencers to get it out there and to plaster social media with ‘good vibes’ on launch.”
Brand Evolution and Name Change Controversies
Prior to the As Ever collection launch, Meghan Markle discussed her reliance on convenience foods in an interview with The New York Times.
The lifestyle brand was initially introduced as American Riviera Orchard, with jam samples sent to friends as a preliminary launch. The “American Riviera” refers to Santa Barbara, Meghan’s residence. However, trademark issues arose due to geographical restrictions, necessitating the shift to “As Ever.”
The name change, confirmed in an Instagram video, also presented challenges. The name was already in use by an established clothing brand. Additionally, plagiarism accusations emerged concerning the As Ever logo, with a Spanish town alleging logo similarities.
Duchess Defends Brand Amidst Challenges
Amidst these controversies, Meghan Markle defended the As Ever brand. In an interview with Inc., she likened the name change situation to Bumble’s rebranding history, highlighting the normalcy of such issues in entrepreneurship. She asserted support for the other “As Ever” brand and expressed optimism about the shared name benefiting both ventures.
Neither the Duchess of Sussex nor Netflix have provided official comments, though comment requests were reportedly made.