Meghan Markle’s ‘As Ever’ Plans in Australia Ahead of $2K Wellness Retreat
Meghan Markle is making notable moves with her brand, and experts suggest these steps could answer some of the biggest questions about its future.
PR strategist Kayley Cornelius told Page Six that Meghan filing a trademark for her As Ever lifestyle brand in Australia seems like a calculated move. She explained, “This action hints at a bigger picture regarding how the brand is performing in the U.S., which may not be reaching its full potential.”
Cornelius added that expanding into a new market can sometimes feel less like a strategic choice and more like a necessity to prevent a brand from stagnating. “If the U.S. market isn’t fully delivering, branching out internationally becomes a critical step,” she noted.
Why Australia Could Be Key for ‘As Ever’
Australia may offer a strategic advantage. According to Cornelius, the market is familiar with Meghan and her ventures but may not scrutinize her brand as intensely. She explained, “Introducing As Ever in Australia with high-profile visibility is a smart way to generate buzz and momentum.”
Beyond exposure, Cornelius emphasized the financial benefits: “This isn’t just about entering a new market. It’s also an opportunity to create additional revenue streams and potentially attract investment when it might be needed. This expansion could be a make-or-break moment for the brand.”
Will Meghan Expand ‘As Ever’ Internationally?
A spokesperson for the Duchess told Us Weekly that no official decisions have been made regarding international expansion. They encouraged followers to “watch this space,” noting that plans are still in progress.
Meghan and Harry’s Australia Plans
Ahead of her Australian trip, Meghan filed trademarks for As Ever just before hosting her wellness retreat at the InterContinental Coogee Beach. The retreat prices are steep, with the standard package at $2,699 per person and a VIP experience costing $3,199 per person.
While Meghan’s retreat is organized by Jackie ‘O’ Henderson and her manager Gemma O’Neill, Prince Harry will speak at the InterEdge Psychosocial Safety Summit in Melbourne a few days later.
This dual presence highlights how the couple is balancing Meghan’s brand ambitions with Harry’s professional engagements during their time in Australia.
