Why did Meghan Markle change the name of her lifestyle company from 'American Riviera Orchard' to 'As Ever'?

Meghan Markle changed the name due to trademark issues with the original name, which was contested by rival brands and found to be too similar to existing trademarks. The new name 'As Ever' aims to provide a broader identity for her brand.

What are the legal concerns surrounding Meghan Markle's 'As Ever' brand?

The brand faces legal concerns due to a potential name conflict with an existing clothing company in New York and New Jersey, and a logo dispute with a Spanish town, Porreres, which claims the logo resembles their historic coat of arms.

What products and services does Meghan Markle's 'As Ever' brand plan to offer?

Meghan Markle's 'As Ever' brand plans to offer a wide range of products, including homeware, crafting items, jam, textiles, skincare, and haircare products. The brand also aims to expand into hospitality services, media content, and lifestyle seminars.

How does the controversy over Meghan Markle's 'As Ever' brand affect her public image?

Experts suggest that while the controversy may attract negative attention, it might not significantly damage Meghan Markle's public image. The situation could even be seen as a publicity strategy, as it keeps her brand in the news.

3 sources·Entertainment

Meghan Markle's Brand Renaming Draws Legal Concerns from Small Business

Meghan Markle's rebranded lifestyle company 'As Ever' faces potential legal challenges from a town in Mallorca and an established clothing brand in New York City.

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The problem, however, is the name already belongs to a small clothing brand based out of New York City.
Meghan Markle slammed for using small business' name for her lifestyle brand
FOX News·1M
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Meghan probably will never say when exactly she decided to dump American Riviera Orchard and go with As Ever, but she said she’s kept the new name “a secret for so long.”
Spanish town wonders if Meghan Markle copied their logo for 11th-hour jam rebrand: report
Boston Herald·1M
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Markle could not get the name America Riviera Orchard trademarked, eventually leading to the shift.
Meghan Markle Renames Lifestyle Brand To Same Name As U.S. Clothing Company
The Daily Wire·1M
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Feb 19th, 2025, 6:21 PM ET

Summary

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Duchess of Sussex Meghan Markle's newly rebranded lifestyle company 'As Ever' is facing scrutiny after similarities to a coat of arms from a Spanish town and a name dispute with a New York clothing brand. The original brand name 'American Riviera Orchard' was changed due to trademark issues. Porreres, Mallorca, is considering legal action over design similarities in Markle's logo. Meanwhile, As Ever NYC founder Mark Kolski highlighted the potential confusion with his established brand, emphasizing there is no affiliation with Markle's company. She plans to launch her products alongside a new Netflix series.

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