Meghan Markle’s lifestyle brand, American Riviera Orchard, is facing a hurdle in its journey to launch. While the brand was announced in March 2023 with a promise of exciting products, it has yet to release any information about its offerings or a launch date. The delay is attributed to challenges the Duchess of Sussex is encountering in finding a CEO for the company.
According to a report by Closer, the brand has experienced a significant staff exodus, with nearly 20 employees departing in a short period. Sources cited by the report claim that the high turnover is due to the demanding nature of the Duke and Duchess of Sussex as employers. These sources suggest that Harry and Meghan’s management style is perceived as difficult and demanding, contributing to the growing number of departures.
Despite the staffing issues, Meghan Markle has been actively promoting the brand. She sent jars of strawberry jam to a select group of celebrities in April, highlighting the brand’s initial product focus. She also sent dog biscuits to celebrity friends and showcased her future rose wine range. Earlier this year, reports indicated that Meghan was seeking investors for the brand.
Branding strategist Lucie Greene, commenting on the brand’s current state, suggested that the brand’s pop-up events, celebrity seeding, and private dinners might continue until a formal launch. She speculated that securing investment could be a key factor delaying the launch. Greene also pointed out the need for a substantial marketing budget to attract customers, particularly if the brand adopts a direct-to-consumer model rather than relying on wholesale partnerships. The lack of a clear leadership structure at American Riviera Orchard raises concerns, particularly in light of the reported staff turnover and the ongoing search for a CEO. The future of the brand remains uncertain, but it faces an uphill battle to overcome the challenges it currently encounters.
