As Prince Harry and Meghan, the Duchess of Sussex, prepare for their upcoming visit to Australia in August, attention is focusing not only on the royal engagements but also on the Duchess’s business ventures Down Under. Recent filings suggest a strategic move to expand her lifestyle brand, American Riviera Orchard, into the Australian market, signaling a potentially significant commercial undertaking alongside the couple’s charitable work.
The trip, announced earlier this month, will see the couple travel to Nigeria as well, as part of the Invictus Games. However, it’s the quiet groundwork being laid for American Riviera Orchard in Australia that’s piqued the interest of business observers. The Duchess has been steadily building anticipation for the brand, launching an Instagram account in March that quickly amassed a substantial following. Now, it appears she’s taking concrete steps to establish a formal presence in a key international market.
Trademarking for Expansion: A Clear Indication of Intent
According to documents filed with the Australian Intellectual Property Office, Meghan Markle has trademarked the “As Ever” brand name in Australia, covering a wide range of goods and services. The Times reports the trademark encompasses clothing, accessories, and even charitable services. This move, filed on May 9th, precedes the August visit and strongly suggests plans to launch or expand the brand’s availability to Australian consumers. While “As Ever” was initially a blog and newsletter focused on lifestyle and wellness, it has now evolved into a distinct brand identity under the American Riviera Orchard umbrella.
The trademark filing details a broad scope, including categories like “printed matter, namely postcards and stationery,” “clothing for men, women and children,” and “retail services connected with the sale of apparel.” It also extends to charitable services, potentially aligning with the couple’s philanthropic endeavors. This comprehensive approach indicates a desire to establish a multifaceted brand presence, going beyond a single product line.
American Riviera Orchard: From Instagram to Retail?
American Riviera Orchard, inspired by the Californian lifestyle, has been slowly unveiled through curated posts on its Instagram account. The aesthetic emphasizes fresh produce, home cooking, and a relaxed, elegant lifestyle. Mamamia notes the brand’s initial focus appears to be on artisanal food products, with early teasers featuring homemade jams and preserves. The Australian trademark filing suggests a wider range of products could soon follow.
The timing of these developments is significant. Australia represents a lucrative market for premium lifestyle brands, and the Duchess’s existing profile and popularity could provide a strong foundation for success. News.com.au highlights the strategic nature of this move, suggesting the visit isn’t solely focused on official engagements but also on laying the groundwork for a commercial expansion.
Beyond Jam: A Broader Business Strategy
While the initial glimpses of American Riviera Orchard centered around culinary offerings, the trademark filings reveal a much broader ambition. The inclusion of clothing and accessories suggests a potential expansion into fashion and lifestyle goods. This aligns with Meghan Markle’s previous experience in fashion and her established sense of style. NT News describes the move as “fancy,” underscoring the brand’s positioning within the premium market segment.
The trademark also covers charitable services, hinting at a potential philanthropic component linked to the brand. This could involve donating a portion of proceeds to charitable organizations or launching specific initiatives aligned with the brand’s values. Such a strategy would resonate with the couple’s existing commitment to social causes.
What to Expect During the Visit
While details of the Sussexes’ itinerary remain largely under wraps, the Australian leg of the trip is expected to include both official engagements and opportunities to scout potential locations and partners for American Riviera Orchard. Industry analysts anticipate the Duchess may utilize the visit to meet with local suppliers, retailers, and distributors. The couple’s visit to Australia is scheduled for August, coinciding with the Invictus Games, which Prince Harry founded. The Games will be held in Vancouver, Canada, but the Australian stopover provides a dedicated window for business exploration.
The Australian visit will be closely watched by both royal watchers and business observers. The success of American Riviera Orchard in Australia could serve as a blueprint for expansion into other international markets. The brand’s emphasis on quality, sustainability, and a relaxed lifestyle could appeal to Australian consumers, but navigating the competitive retail landscape will be crucial.
The next key development will be the official launch of American Riviera Orchard products in Australia, and any announcements regarding partnerships or retail locations. Consumers and industry professionals alike will be looking for concrete details on how the brand will translate its online aesthetic into a tangible retail experience.
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