Meghan Markle’s As Ever brand launch hit a snag when overwhelming demand led to inventory issues, forcing the Duchess to issue apologies and refunds to disappointed customers.
At a Glance
- Meghan Markle’s Limited-Edition Wildflower Honey sold out in less than five minutes during her As Ever brand launch
- A website glitch allowed customers to purchase already sold-out honey, leading to order cancellations
- Markle personally apologized to affected customers, offering full refunds and promising a free gift from future collections
- The As Ever collection includes premium-priced items like $28 honey, $12 herbal teas, and $15 shortbread cookies
- The brand launch coincided with Markle’s Netflix series “With Love, Meghan,” which premiered on March 4
Swift Sellout Creates Fulfillment Chaos
Meghan Markle’s much-anticipated lifestyle brand As Ever launched on April 2, with products flying off virtual shelves faster than the website could process. The Limited-Edition Wildflower Honey with Honeycomb, priced at $28, sold out in less than five minutes according to multiple reports. However, the rapid pace of sales created a significant backend issue that allowed customers to purchase items that were already sold out, leading to disappointment when orders couldn’t be fulfilled.
The company’s customer care team explained the technical glitch in emails to affected customers, stating: “The excitement created a volume of traffic on the site that even we couldn’t have anticipated…the orders were happening so quickly that the backend of the site didn’t have a chance to keep up. The Limited-Edition Honey that you purchased was, unfortunately, already sold out.”
Markle’s Personal Apology to Customers
Following the fulfillment issues, Markle took a hands-on approach by personally addressing disappointed customers. She sent apology emails explaining the situation and offering both refunds and future compensation. The gesture has been viewed by many as excellent customer service despite the launch hiccup. The former royal emphasized her disappointment about the situation while assuring customers they would receive special treatment in future releases.
“I was so sorry to hear about what happened with your order, and that due to overselling we are not able to get you the Limited-Edition Honey. Please know the team worked very hard in every department and felt just as sad when we learned what had happened.”, says Megan Markle.
Markle explained that affected customers would receive a full refund along with a promise that the next limited-edition item would be delivered to them as a gift. The duchess’s personal approach to the situation has garnered praise from fans despite the initial disappointment, with many commending her commitment to customer satisfaction during the brand’s first major challenge.
Premium Pricing and Brand Evolution
As Ever, which was previously known as American Riviera Orchard before its recent name change, offers a curated collection of premium-priced lifestyle products. Beyond the $28 wildflower honey, the brand sells $12 herbal teas, $14 crepe mix, flower sprinkles, $15 shortbread cookies, and raspberry jam. These relatively high price points haven’t deterred enthusiastic customers, as evidenced by how quickly the entire collection sold out despite the technical issues.
The brand’s successful launch, despite the inventory management issues, appears to have bolstered Markle’s business ambitions. As Ever plans to release new collections seasonally and expand into hospitality and home goods, according to statements from the company. The lifestyle brand was launched in partnership with Netflix, coinciding with Markle’s new show “With Love, Meghan,” which premiered on March 4 and features cooking demonstrations and lifestyle content with celebrity appearances.
Markle Celebrates Despite Setbacks
Despite the fulfillment challenges, Markle expressed gratitude on Instagram for the overwhelming support. “Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough… for celebrating, purchasing, sharing, and believing. It’s just the start [of] @aseverofficial. Here we go!” she wrote, emphasizing that she views the launch as a success despite the technical issues that plagued some orders.
The intense customer interest resulted in all products selling out within an hour, indicating strong market appeal for Markle’s lifestyle brand despite the premium pricing. While the inventory management system clearly wasn’t prepared for the volume of traffic and rapid sales, the overall launch demonstrated significant consumer interest in the former royal’s commercial ventures as she continues to build her business portfolio separate from her previous royal duties.
