Meghan Markle has secured trademark protection for her As Ever lifestyle brand in Australia ahead of a four-day visit to the Commonwealth nation with Prince Harry next month, according to reports.
Documentation filed with the Australian Intellectual Property Office indicates the Duchess of Sussex’s application was approved in June 2025, registered under the category “fancy”.
When questioned about the Australian expansion on March 9, a spokesman for Meghan told GB News: “This is speculation. No decisions have been made about when or where international expansion might take place.”
The representative added: “Entering new markets is a considered process, but it’s something the brand is excited to explore as it continues to grow in this next phase. Watch this space.”
Meghan Markle trademark emerges despite previous denial of ‘international expansion taking place’
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REUTERS
GB News has contacted the duchess’s representatives to ascertain whether a decision has now been made on international expansion following reports of a trademark.
The trademark filing encompasses an extensive array of product categories, positioning the brand for significant diversification beyond its current offerings.
According to reports in the Telegraph, the registration covers yoga straps, pet feeding mats, gardening equipment, bath and shower gels, jewellery and furniture.
Specific gardening items listed include “gardening trowels, gardening shears. gardening wedding forks (and a) garden tool gift set”.
Meghan Markle pictured at The Alliance for Children’s Rights 34th Annual Champions for Children last week
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GETTY
The trademark protection also extends to skincare products, self-care items, podcasts and “educational seminars”.
This broad scope would enable the duchess to substantially expand her retail portfolio, which currently features products such as flower sprinkles, fruit spreads and candles.
The brand, which launched in April 2025, has already achieved considerable commercial success, with Meghan reportedly generating millions of dollars from jam sales alone.
Current As Ever products include Napa Valley champagne at $89 (£66) and a Garden Tea Bloom Box containing flowers, tea and honey for $255 (£190).
The As Ever platform holds more than 572,000 lifestyle products
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AS EVERThe trademark registration follows Meghan’s decision earlier this month to end her partnership with Netflix, which had been distributing As Ever products in the United States.
The duchess was reportedly frustrated by what she perceived as a “cautious” approach from the streaming giant and is now eager to pursue global sales independently.
A spokesman for As Ever stated at the time of the split: “As ever is grateful for Netflix’s partnership through launch and our first year.
“We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
Meghan Markle’s brand and Netflix have parted ways
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NETFLIX
Netflix responded: “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.”
The streaming giant also stated: “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
One source previously told The Telegraph that they “have to earn a living”, noting that “they are private citizens and have to pay the bills like anyone else”.
The couple’s Australian itinerary in April will feature a series of private meetings with prospective partners, buyers and marketing executives.
The duchess will also appear as a guest of honour at a women-only weekend retreat at the Intercontinental Sydney Coogee Beach hotel, where tickets are priced at up to AU$3,200 (approximately £1,700).