Major new ‘challenge’ Meghan Markle faces with her American Riviera Orchard lifestyle brand revealed by a retail expert 

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.

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.

“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 SaundersGlobalData Retail

“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.” 

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.

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 Greenebrand strategist

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.

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.

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.

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.