STICKY START
Major new ‘challenge’ Meghan Markle faces with her American Riviera Orchard lifestyle brand revealed by a retail expert
Meghan is also to launch a new cooking TV show
MEGHAN Markle will soon be launching her new lifestyle brand - American Riviera Orchard - but could face a major “challenge”, according to a retail expert.
So far, the Duchess of Sussex has teased her new side hustle by sending hampers of branded jams alongside fresh lemons to 50 influencers and pals.
5
5
5
Among the chosen recipients of the jam have been Suits co-star Abigail Spencer, fashion designer Tracy Robbins and Delfina Blaquier, the wife of Prince Harry’s polo friend Nacho Figueras.
However, experts are saying that an Instagram flurry won’t necessarily translate to booming profit for the royal mum-of-two.
Sticky situation
Neil Saunders of GlobalData Retail told the that Meghan will need to develop a wide range of products within the brand.
He explained: “The challenge will be coming up with a collection of different products that sit together really well.
More on the royal family
“The name only carries her so far.”
He added that the high-end home and kitchenware is a crowded and competitive space, including with stars such as Gwyneth Paltrow and her Goop business, which took years to build and get investment.
Neil continued: “People think of Gwyneth as being a lifestyle guru, and that’s where the Duchess is going to struggle.
The challenge will be coming up with a collection of different products that sit together really well
Neil Saunders
“She’s going to have to work very hard to build up expertise. The idea that she could be the next Martha Stewart does not at this stage feel plausible.”
Most read in Royals
According to The Chamber of Commerce, around 5 per cent of all new businesses fail within the first five years, and only 35 per cent of businesses will make it 10 years or more.
Pricing dilemma
This follows a brand strategist saying that the success of the website - which is trademarked to sell jams, linens and creams - will depend on the pricing.
Fans go wild as they spot 'Meghan Markle's new business' as mystery Instagram account appears on day of Diana memorial
Lucie Greene told that Meghan has included a lot of “class references” in her branding and it could hint at a high price point.
Not only did she include her Duchess of Sussex title on the brand’s Instagram page, but even the name sounds upper class.
She explained: "American Riviera’ sounds like old money - and then ‘Orchard’ gives it this folksy, Hamptonsy, Ina Garten feeling.
“What’s going to be interesting is the price point Meghan chooses, because I think she’d be stupid to make it too expensive.
“There’s a real opportunity for her to make it more accessible than Flamingo Estate [a luxury LA-based lifestyle company selling soaps and gifts], and market high-class America to an aspiring middle-class American crowd.”
Meghan announced she is launching American Riviera Orchard last month, and teased it on Instagram.
What’s going to be interesting is the price point Meghan chooses, because I think she’d be stupid to make it too expensive
Lucie Greene
It is thought the inspiration behind the name is Montecito - the A-list area of California where Meghan and Harry live - which is known as the “American Riviera”.
According to a report from , Meghan's company will focus on home, garden, food, and general lifestyle content.
The brand will reportedly sell home goods, such as cookbooks, food and kitchenware.
What is Meghan Markle’s new business?
Meghan Markle has launched a new Instagram brand called American Riviera Orchard.
Industry insiders said the site will focus on home, food, garden and lifestyle goods.
A source told the Mail: "It’s a lifestyle and cooking brand called American Riviera Orchard.
"The brand is meant to coincide with the launch of a new cookery show for Netflix.
"Meghan will be making, and selling, products such as jams. And at some point there will be a book and blog etc."
One source said: "She's been working on this for over a year and it's all the things that are close to her heart — all the things she's passionate about."
A trademark application for 'American Riviera Orchard' showed Meghan could sell cutlery, decanters, legume-based spreads and even napkin rings.
This follows Meghan, 42, closing her former lifestyle page, The Tig, in April 2017, shortly after she started dating Prince Harry.
5
Meghan's new lifestyle show
We recently shared how the Duchess of Sussex is set to launch a new series on "cooking, gardening and friendship".
She and Harry have two untitled non-fiction projects in production.
The shows form part of the "creative partnership" Archewell Productions signed with the streaming giant in 2020.
The first series will focus on Meghan and explore "the joys of cooking, gardening, entertaining, and friendship", according to .
The second series will follow the couple's love of professional polo.
Primarily shot at the US Open Polo Championship in Wellington, Florida, the project will be produced by Boardwalk Pictures.
READ MORE SUN STORIES
Prince Harry, 39, is known as a keen polo player.
The couple launched their documentary Harry and Meghan in 2022, offering an insight into their relationship.
5
What Will Meghan Markle’s Lifestyle Brand Sell?
Her mysterious lifestyle project, American Riviera Orchard, has listed a full range of products. Here's a peak of what could come:
Fragrance sachets
Lavender Sachets
Non-medicated skin care preparations
Bath and shower gels and salts…non-mediated hair preparations
Bath soap
Bar soap
Non-medicated hand soaps
Body creams
Bath oil
Body lotions
Cosmetics [and] Body Oil.
Scented oils
Air fragrance reed diffusers
Fragrances
Room fragrances
Incense
Non-medicated, non-veterinary grooming preparations like pet shampoo and conditioner
Candles
Household linen
Ben spreads
Bed blankets
Pillowcases
Bed sheets
Bed skirts
Throws
Bath linen
Interior decoration fabrics
Picnic blankets
Table linen of fabric or textile
Coasters of textile
Textile tablecloths
Curtains
Kitchen towels
Kitchen linens
Woven fabrics
Gift wrap of textile or fabric
Knitted fabrics
Textile wall hangings
Felt and non-woven textile fabrics
Beach towels
Beach blankets
Aprons
Scarves
Stationary sets
Letter openers
Blank note cards
Envelopes
Printed note cards
Printed holiday cards
Printed greeting cards
Printed place cards
Printed announcement cards
Printed invitations
Printed recipe cards
Embossers for paper stationery
Seals
Impression stamps
Blank journals
Blank paper notebooks
Personalised writing journals
Printed guest books
Stationary-type portfolios
Paper tape
Printed day planners
Printed calendars
Printed desktop planners
Printed diaries
Personal organisers
Printed address books
Paper party decorations
Party ornaments of paper
Printed decorative paper
Gift bags
Wrapping paper
Gift wrappings ribbons of paper
Gift boxes
Paper gift tags
Gift wrap of fabric or textile
Cocktail napkins
Calligraphy pens
Writing instruments
Desktop organisers
Letter trays
Event albums
Photo albums
Printed cookbooks and recipe books
Decorative cords
Ribbons of textile materials
Ornamental bowls of textile for decoration
Beads for crafting
Floor mats
Meditation mats
Decorative wall hangings
Bath mats
Wall coverings of textile
Wallpaper
Yoga bolsters
Meditation cushions
Yoga blankets
Meditation blankets
Yoga straps
String bags for shopping
Tote bags
Leashes for pets
Collars for pets
Beach umbrellas
Wine carrying cases
Wine bags with handles for carrying or holding wine
Pillows
Outdoor furniture
Household decor made primarily of textiles
Drawer organisers
Pillows for household pets
Beds for household pets
Picture frames
Topics