Meghan Markle’s latest business venture, American Riviera Orchard, is facing significant hurdles as the Duchess of Sussex struggles to find a CEO to lead her fledgling lifestyle brand. Despite a high-profile announcement in March and promises of an exciting new line of products, the brand remains stuck in neutral, with no clear launch date in sight.
Markle, 43, had teased the public with glimpses of her new venture earlier this year, stirring anticipation for what was expected to be a lucrative endeavor. Yet, six months later, the brand’s future looks uncertain. According to sources close to the situation, the primary issue is Markle’s difficulty in securing a capable CEO, a problem that has caused considerable delays in the brand’s rollout.
“The numbers don’t lie,” an insider revealed to *Closer* magazine, noting that nearly 20 staff members have quit since the brand’s inception. “It’s unprecedented, even for a startup.” The insider went on to describe Markle and Prince Harry as “the toughest of taskmasters,” suggesting that their demanding nature has created a challenging work environment, leading to high turnover and difficulty in attracting top talent.
The struggles of American Riviera Orchard come as no surprise to those familiar with the couple’s tumultuous track record in business. Despite the Duchess’s celebrity status and her husband’s royal connections, the couple has faced repeated setbacks in their various ventures since stepping down from their royal duties. The apparent chaos within their latest business only adds to the growing narrative that Markle and Harry’s foray into the business world is far from smooth sailing.
While the brand has yet to officially launch, Markle has attempted to generate buzz by sending samples of her products to a select group of celebrities. In April, she sent out jars of strawberry jam, which reportedly received positive feedback. She followed this up with dog biscuits and teased a future rosé wine range. However, these efforts have done little to mask the underlying issues plaguing the company.
Rumors of financial struggles have also surfaced, with reports suggesting that Markle is still courting investors to secure the necessary funds for a successful launch. Branding strategist Lucie Greene speculated that Markle might be relying on these early product seeding efforts to demonstrate proof of concept to potential investors. “If the brand is direct to consumer, versus wholesale, there will need to be a substantial marketing budget for consumer acquisition,” Greene told *The Sun* in July.
Adding to the brand’s woes, the couple’s chief of staff, Josh Kettler, abruptly resigned after just three months on the job. Kettler’s departure, the 18th in a series of high-profile exits from the couple’s staff, further underscores the challenges facing Markle and Harry in their business pursuits.
The Duchess has reportedly chosen the name “American Riviera Orchard” as a nod to Santa Barbara, California, where she and Prince Harry reside with their two children, Prince Archie and Princess Lilibet. The location has long been nicknamed the “American Riviera” due to its picturesque coastal setting, and the brand’s name reflects this connection.
Despite the setbacks, Markle’s trademark application suggests that American Riviera Orchard still has ambitious plans, with products including tableware, drinkware, kitchen linens, and a variety of edible treats like jellies, jams, and marmalades in the works. However, with no leadership in place and mounting challenges, it remains to be seen whether Markle can turn this brand around and achieve the success she envisions.
As Markle and Harry continue to navigate the choppy waters of their post-royal careers, American Riviera Orchard stands as a critical test of their ability to build a brand outside the shadow of the British monarchy. Whether they can overcome these early hurdles and make a name for themselves in the world of business remains to be seen. For now, the Duchess’s grand ambitions are on hold, leaving many to wonder if this is just another chapter in the ongoing saga of unmet expectations.
