Meghan Markle’s As Ever Brand Went Viral for a Glitch – But It’s Not What People Think
Meghan Markle’s As Ever brand found itself under the internet microscope this week. All because of a website glitch.
For a brief moment, people online believed they had cracked the code on As Ever’s sales numbers. Reddit users claimed they discovered a workaround on the site that showed how many products were available by adding large quantities to their shopping carts. Screenshots spread fast. So did the takes.
Some critics jumped to the conclusion that high inventory numbers meant the brand wasn’t selling well.
That assumption doesn’t really hold up.
The glitch, which has since been fixed, briefly showed inventory totals across different products. We’re talking about roughly 220,000 jars of jam, 30,000 jars of honey, close to 90,000 candles, 80,000 tins of flower sprinkles, and around 70,000 bottles of wine across multiple varieties.
At first glance, those numbers sound big. But people familiar with the business say that’s exactly the point.
According to sources close to the brand, those figures don’t reflect slow sales. They reflect preparation. As Ever sells shelf-stable products like jam, tea, and honey, plus candles and wine. This is the kind of inventory you stock up on when demand is strong and expansion is coming.
One source put it bluntly. The data points to a brand that’s “flying off the shelf,” not sitting there collecting dust.
There’s also context people seem to be ignoring. Meghan herself has talked about placing a purchase order of one million units for a single product. She mentioned it during a Bloomberg Originals interview last year while discussing the launch of As Ever.
She didn’t share exact sales numbers, but she did say multiple products sold out fast. Her debut rosé? Gone in under an hour.
And when the team restocked for a second seasonal drop, expecting it to last weeks, it sold out in hours instead.
That’s when conversations shifted from ordering a few thousand jars to ordering a million units. A massive leap for a brand that was still finding its footing.
When asked about global expansion, Meghan didn’t hesitate. Yes, that’s the plan.
So while the internet tried to spin a glitch into a failure narrative, the reality looks different. Large inventory doesn’t mean weak demand. Sometimes it means a company is gearing up for what’s next.
And in this case, what’s next looks pretty big.
