Meghan Markle’s As Ever brand is quietly scaling back its physical footprint, with the Montecito pop-up now noticeably smaller and key items like her signature jams missing — sparking rumors of slow sales. But don’t panic: insiders say it’s just startup growth, and the website’s recent inventory glitch was a red herring. Despite the downsizing, traffic to As Ever’s site has surged — nearly 400K U.S. visitors since January, with global numbers even higher. Meghan’s team is actually preparing for international expansion, ready to ramp up stock to meet demand. The pop-up, curated by Meghan herself and housed in a bookshop owned by close friends of the couple, remains a symbol of royal entrepreneurship — under the spotlight, but moving forward.
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