Experts say the move could signal a crucial moment for the Duchess’s lifestyle brand
Meghan Markle has taken a notable step toward expanding her lifestyle brand As Ever by filing trademark applications in Australia, a move that has sparked speculation about her plans for the brand’s future.
According to PR expert Kayley Cornelius, the decision appears carefully calculated and may reveal more about how the brand is performing in the United States. Speaking to Page Six, Cornelius suggested the move could be tied to the brand’s current momentum.
In her view, filing a trademark in Australia is not just about entering a new market. Instead, it may point to a broader strategy for growth. She explained that if the brand is not reaching the level of success expected in the US, expanding abroad could become less of an option and more of a necessity to prevent the business from losing momentum.
Cornelius noted that Australia may offer a favourable environment for the brand. Meghan Markle and the Duke of Sussex already have strong public recognition there, but the scrutiny surrounding them is often less intense compared with other regions. That combination could make the country an attractive place to introduce or promote the brand.
Launching As Ever in Australia, especially alongside high-profile appearances, could help build interest and create fresh opportunities for the brand. Cornelius added that such a move could open the door to additional revenue streams and possibly attract new investors.
Because of that, she believes the expansion could become a pivotal moment for the business.
However, a representative for Meghan Markle told Us Weekly that no final decisions have been made regarding any international rollout. The spokesperson said plans are still under consideration and encouraged observers to “watch this space” as developments continue.
The discussion about expansion comes as Meghan Markle prepares for a major appearance in Australia. She is set to host a wellness retreat at the InterContinental Coogee Beach, with packages priced at $2,699 for the standard experience and $3,199 for the VIP option.
The retreat is being organised by Australian media personality Jackie “O” Henderson and her manager Gemma O’Neill.
Around the same time, the Duke of Sussex is scheduled to appear in Melbourne, where he will speak at the InterEdge Psychosocial Safety Summit. The events will take place only a few days apart, drawing further attention to the couple’s upcoming visit to Australia.
