In January 2025 “sources” announced that the launch of Meghan’s lifestyle brand (at the time still trailed by her as “American Riviera Orchard”) would coincide with Netflix's launch of bricks and mortar stores in shopping malls in Dallas and Philadelphia. They specifically said: "Netflix is expanding and growing all the time and Netflix House is a natural progression. Meghan's products will be in there alongside shirts and merchandise from some of the biggest shows on the planet."
When Meghan announced the demise of American Riviera Orchard and the pivot to As Ever in February, she released a video on Instagram announcing the joint launch of “With Love, Meghan” and “As Ever”. She said:“Cat’s out of the bag. I’m shocked we’ve kept this a secret for so long,..Then Netflix came on, not just as my partner in the show [With Love, Meghan] but as my partner in business. It was huge.”
So initially it was very much mass market. This has very much been downplayed now however.
In her Bloomberg interview in Netflix is still front and centre as her only “partner and investor” but she was no longer talking about Netflix stores: in her* *path to profitability she explained that scaling would be be key “certainly shifting out of [direct to consumer], not necessarily into brick and mortar of our own, but in finding the right retail partners that make sense to be on the shelves… I think a, a key retail partner is going to be very valuable. And also look, if you look at the categories, it might not just be one. We might have exclusivity in certain ones that make sense for the consumables, but as you expand into candles or things throughout the home, where do those live? That it makes sense”