Critics of Meghan Markle’s new collaboration between her As Ever brand and private members’ club, Soho House, have described the joint venture as “lame”. Meghan Markle announced on Instagram that her brand was selling in Soho Home in West Hollywood – an interior design and homeware brand that is part of the private members’ club, Soho House.
In a video shared by Meghan, the Duchess of Sussex was seen observing her products in store, which included her signature honey and fruit spread. One critic wrote on X: “If she was smart; she would open an As ever store/boutique somewhere. Have a real website and actually work at the store.
“These pop-ups or renting space in a store or in Soho House is lame and a cop out because she has nothing to do with actually selling these products. She ALWAYS takes the easy way, or she cuts corners or cuts out before the fail is flashing in red lights.”
Another fan questioned: “Is this meant to be her mike drop moment she was banging on about? This is so common in the handmade market, you simply rent shelf space. However, it is often the last resort as everything else you’ve tried has failed.”
One social media user questioned the limited store opening hours, which are from 10am to 4pm on weekdays. They wrote: “That’s bizarre. It’s a home design studio mostly by appointment, why the limited hours during the day.”
One wrote: “When your having to sell in Soho, you know it’s not going well…”
Fans of As Ever, however, praised the move. One wrote: “Meghan Sussex, please spare a little thought for your global supporters. Maybe the Soho house in London is going to stock some #AsEver products in time for Christmas?”
Another said: “Meghan’s As Ever products, are now available at Soho House. A special place for her and Prince Harry. Where they had their first date and even their first kiss. I love how intentional she is.”
The Duchess of Sussex famously had her first date with Harry at one of the Soho House London locations, 76 Dean Street.
Harry recounted his first date with Markle in his bestselling 2023 memoir, Spare.
“Red-cheeked, puffing, sweaty, half an hour late, I ran into the restaurant, into the quiet room, and found her sitting at a small area on a low velvet sofa in front of a low coffee table,” Harry recalled in the book.