Meghan’s lifestyle brand and Netflix end partnership

The Duchess of Sussex’s lifestyle brand has ended its partnership with Netflix, it has been announced.

As ever was launched by Meghan last year and supported financially by the streaming giant, in a separate deal to that of her TV content.

On Friday, both As ever and Netflix released statements confirming that the duchess’s brand would become fully independent.

It follows last year’s announcement of a much watered-down relationship between the Duke and Duchess of Sussex and Netflix over producing TV series for the platform.

A spokesperson for As ever said it was grateful for the partnership with Netflix during the brand’s first year, adding: “We have experienced meaningful and rapid growth and As ever is now ready to stand on its own.”

Netflix said in a statement: “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision to life.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.”

As ever, best known for its jam, sells products including rosé wine, teas, shortbread cookies and flower sprinkles.

The Duke and Duchess of Sussex signed a contract with Netflix in 2020 to produce TV and films for the streaming platform, believed to be worth about $100m (£75m).

Meghan’s lifestyle and cookery show – With Love, Meghan – ran for two series and a Christmas special but did not perform well with audiences.

After the contract ended last summer, it was replaced by a “first look deal” which gives Netflix first dibs on any new proposed shows from Meghan and the Duke of Sussex.