Meghan Markle Plans to Add Hotels & Restaurants to As Ever Brand

June 9, 2025: Meghan Markle is reportedly expanding her lifestyle brand, As Ever, to include full-scale hospitality offerings—specifically hotels, restaurants, and temporary accommodations—according to newly filed trademark applications.

Expanding Into Hospitality

On June 8, filings surfaced indicating that As Ever now covers “hospitality services in the nature of provision of food and drink” and “temporary accommodation,” signaling a bold new phase in Meghan’s business venture. This move aligns closely with her Netflix lifestyle series, With Love, Meghan, where she frequently emphasizes her passion for hosting and entertaining.

Lifestyle Brand Evolves

Originally launched in February 2025 (after rebranding from American Riviera Orchard), As Ever debuted in April with products like wildflower honey, tea blends, and crepe mix—all of which sold out swiftly after launch. Now, with hospitality services in sight, Meghan appears to be elevating As Ever into a full-scale lifestyle empire that embraces food, comfort, and curated experiences.

From Kitchen to Restaurant Table

Branding experts note that her trademark filings mirror Meghan’s public persona as a sophisticated hostess. A Page Six source observed, “She is very much positioning herself as a star hostess, Californian royalty who makes her guests feel welcome”.

On With Love, Meghan, she shared: “When I have someone stay, one of my favourite things to do is prep the guest room,” highlighting her intent to translate personal hospitality into a commercial venture.

Strategic Rebranding Path

Since rebranding from the more complicated American Riviera Orchard, Meghan has simplified the identity of her brand. She described the original name as a “word salad” and said As Ever was a return to authenticity. The hospitality expansion further solidifies this shift from boutique food products to a multi-dimensional lifestyle platform.

What’s Next?

Brand rollout: Expect announcements about As Ever retreats, boutique inns, or restaurant pop-ups aligned with seasonal product drops or new Netflix episodes.

Audience focus: Most filings and brand messaging target the U.S. market, reinforcing Meghan’s move to carve out an identity distinct from her royal legacy .

Public response: With a swiftly sold-out product launch and renewed social media presence, the hospitality angle could accelerate interest—though success hinges on execution in an industry vastly different from retail.

Meghan’s trademark filings suggest As Ever is on track to become more than a curated product line—it’s evolving into a hospitality brand rooted in her love of entertaining. Whether that becomes boutique hotels, a restaurant chain, or guest experiences bundled with her homewares, As Ever could reshape Meghan’s entrepreneurial path.