Experts voice concern over Meghan Markle’s American Riviera Orchard brand – as the company is yet to put a single product on sale five months after glitzy Instagram launch
Meghan Markle’s lifestyle brand has yet to sell a single product, five months after its splashy Instagram launch, leaving experts concerned about the brand’s future.
American Riviera Orchard, which plans to sell kitchenware, jams and jellies, has so far only shared a few of its products with a few celebrity friends.
The brand’s Instagram page and website are still empty and customers cannot yet purchase products there.
Visitors are instead greeted by a logo and brand name appearing in gold on a faded background.
“If I were an investor, I would have major concerns,” PR and brand marketing expert Matt Yanofsky told The Times.
Pictured: Meghan Markle speaks onstage at the Archewell Foundation Parents’ Summit in October
Meghan had been trying to trademark the name of her service, American Riviera Orchard, for international use ahead of a major launch next year
“If I were an investor, I would say to her, ‘You need to find a CEO with an immediate business plan that is profitable, or at least a revenue plan within the next 60 to 90 days.’
“Otherwise I’ll take my money out.”
The new concerns come after the Duchess of Sussex’s brand faced a trademark challenge earlier this month.
Meghan planned to trademark her service’s name for international use ahead of its wide-scale launch next year.
However, documents show that in July – some four months after registration was applied for – there were a number of “irregularities” that needed to be “corrected”.
The U.S. Patent and Trademark Office alerted the Sussexes’ lawyers to several problems, including the incorrect classification of yoga blankets, picnic baskets and cookbooks.
And the agency said fees are due to various bodies around the world to register the trademark – a total of $11,382 (nearly £9,000).
There are also reports that Meghan has so far failed to appoint a permanent CEO for American Orchard Riviera.
Potential candidates were said to have been put off by high staff turnover at Archewell, an organisation Meghan and Prince Harry set up in 2020 to manage their commercial and charity work.
Earlier this month, Josh Kettler became the ninth staff member to leave the Duke and Duchess of Sussex’s office in three years after stepping down as Harry’s chief of staff. Mr Kettler had held the role for just three months.
Pictured: Meghan Markle chats to people in the Drawing Room during a visit to Cardiff Castle in January
American model and TV personality Chrissy Teigen poses with a jar of Meghan Markle’s jam
Meghan, Duchess of Sussex, travels down The Mall in a horse-drawn carriage during Trooping The Colour 2018
Meghan shared a video on Instagram that gave viewers a hint of what to expect from her brand. There’s a clip of Meghan cooking in a kitchen filled with a number of luxury cookware items
However, sources close to Meghan have denied rumours of concerns about the brand.
People Magazine, a publication closely associated with Prince Harry and Meghan, reported on August 28 that the duchess was “preparing to launch her new lifestyle brand.”
The insider said Meghan was “excited about her latest personal adventure” and that it was something she “has wanted to do for a while.”
Meghan launched American Orchard Riviera in March with a teasing ad that showed her arranging floral arrangements and stirring a bowl of something in her cream-colored kitchen, filmed in soft focus.
The video was posted to the brand’s Instagram account and experts initially predicted it would earn her six-figure revenue within weeks.
Pictured: Meghan and Harry at the Royal Salute Polo Challenge in support of Sentebale in April
Meghan helps prepare food during her visit to the Hubb Community Kitchen in 2018
However, sources close to Meghan have denied rumours that there are concerns about the brand.
An insider told US entertainment website Page Six that the brand would focus on “things close to her heart” and would be an extension of her former lifestyle blog, The Tig.
It is expected to sell herbs, spices, nut butters, jams, marmalades and jellies, ‘edible oils and fats’ and spreads made from legumes, garlic and sesame seeds, as well as herbal teas, honey dippers and bird feeders.