Meghan Markle’s highly anticipated lifestyle brand, American Riviera Orchard, is facing significant challenges as it struggles to find its footing. Launched with much fanfare in March, the brand has yet to release any products or even set a launch date, reportedly due to difficulties in hiring a CEO.
The delay: CEO search hampers progress
The Duchess of Sussex, 43, unveiled her new venture earlier this year, generating buzz around its upcoming launch. However, six months have passed with no tangible updates, leaving potential customers in the dark about what to expect.
A source close to the situation suggested that the delay stems from Markle’s ongoing struggle to hire a CEO to lead the brand.
“The numbers don’t lie, and to have almost 20 members of staff quitting on them tells its own story,” a source told Closer regarding the setback.
“It’s unprecedented, even for a startup.” The insider added that Markle and Prince Harry’s demanding work style has created a challenging environment, contributing to the brand’s slow progress. “The brutal reality is Harry and Meghan are the toughest of taskmasters; they’re very demanding and difficult to work for, and that puts a lot of people’s backs up,” the source said.
Early moves: Teasing products and building hype
Despite the absence of a formal launch, Markle has made efforts to generate interest in American Riviera Orchard. In April, she sent jars of strawberry jam to a select group of celebrities, a move that insiders described as a “strong start” for the brand’s rollout. Following this, the Duchess sent out dog biscuits to her famous friends and hinted at the possibility of a future rosé wine range.
Rumors also circulated earlier this year that the former “Suits” star was seeking investors to support the brand’s growth. Branding strategist Lucie Greene told The Sun in July that Markle might continue with pop-ups, product seeding, and exclusive dinners until an official launch is ready.
“It could be that she’s still courting investment,” Greene noted. “If the brand is direct to consumer, versus wholesale, there will need to be a substantial marketing budget for consumer acquisition.” Greene also speculated on the leadership challenges facing the brand, stating, “It’s unclear what leadership she has in place at this point, too. It could be that the jams were the precursor and example to show proof of concept to talent and investors.”
Brand vision: A nod to Santa Barbara
According to those close to Markle, the brand’s name, American Riviera Orchard, is a tribute to Santa Barbara, California, where Markle and Prince Harry reside with their two children, Prince Archie and Princess Lilibet.
Santa Barbara has been affectionately known as the “American Riviera” for over a century, reflecting the region’s influence on the brand’s identity. A trademark application filed earlier this year revealed that the brand plans to offer a range of products, including tableware, drinkware, decanters, kitchen linens, and edible treats such as jellies, jams, marmalade, and spreads. Reports suggest that Markle aims to generate a seven-figure sum within the brand’s first year.
Challenges ahead: Leadership turmoil and business woes
The brand’s difficulties have been compounded by recent leadership changes. Just weeks ago, the couple’s chief of staff, Josh Kettler, resigned after only three months on the job, fueling rumors of internal turmoil. As American Riviera Orchard grapples with these setbacks, the question remains whether the Duchess of Sussex can overcome these hurdles and successfully launch her lifestyle brand.