Retail expert reveals big new ‘challenges’ Meghan Markle faces with lifestyle brand ‘American Riviera Orchard’

Meghan Markle will soon launch a new lifestyle brand, American Riviera Orchard, but retail experts say it could face major “challenges”.

So far, the Duchess of Sussex has teased her new side hustle by sending baskets of branded jam to 50 people, along with fresh lemons. influencer And my friends.

Jam’s winners included Suits co-star Abigail Spencer, fashion designer Tracy Robbins and Delfina Blaquier, wife of Prince Harry’s polo friend Nacho Figueras.

But experts say the Instagram boom doesn’t necessarily mean the royal mother-of-two will have a meteoric rise.

awkward situation

Neil Saunders of GlobalData retail Meghan told the Financial Times that she needed to develop a wider range of products within the brand.

He explained: “The challenge is to come up with a collection of different products that work together very well.

“The name only tells her so far.”

He added that luxury home and kitchenware is a crowded and competitive field, with stars such as Gwyneth Paltrow and her goop. worktook years to build and obtain investment.

Neil added: “People think of Gwyneth as a lifestyle guru and that’s where the Duchess struggles.

The challenge is to come up with a collection of different products that go together very well

neil sandersglobal data retail

“She’s going to have to work very hard to accumulate expertise. The idea that she could be Next Martha Stewart’s statement does not seem plausible at this stage. ”

According to the Chamber of Commerce and Industry, approximately 5% of all new businesses failure Only 35% of businesses survive within the first 5 years and last for more than 10 years.

Pricing dilemma

This follows brand strategists saying the success of the website, which is trademarked to sell jams, linens and creams, will depend on price.

Lucy Green told Grazia that Meghan included a lot of “class references” in her branding, which could suggest a high price point.

Not only did she carry the title Duchess of Sussex on the brand’s Instagram page, but even that name sounds upper class.

She explained: “’American Riviera’ sounds like old money, but ‘Orchard’ gives it a Hamptons Sea, Ina Garten, down-to-earth feel.

“What will be interesting is what price range Meghan will choose, because I think it would be foolish for Meghan to be too expensive.

“She has a real opportunity to make it more accessible than Flamingo Estate.” [a luxury LA-based lifestyle company selling soaps and gifts]And it sells luxury America to aspiring middle-class Americans. ”

Meghan announced last month that she was launching American Riviera Orchard and teased it on Instagram.

What’s interesting is the price Meghan chooses.Because I think it’s stupid to be too expensive.

lucy greenbrand strategist

The inspiration behind the name is thought to have been drawn from Montecito, the A-list region of California where Duchess Meghan and Prince Harry live, known as the “American Riviera”.

According to a report from Page Six, Meghan’s company will focus on home, garden, food and general lifestyle content.

The brand will reportedly sell household items such as cookbooks, food, and kitchenware.

A source said: “She’s been working on this for over a year and it’s all things that are close to her heart – things that she’s passionate about.”

The trademark application for ‘American Riviera Orchard’ shows that Meghan could sell cutlery, decanters, legume spreads and even napkin rings.

This follows Meghan, 42, shutting down her previous lifestyle page The Tig in April 2017, shortly after starting it. date Prince Harry.

Duchess Meghan’s new lifestyle show

We recently shared that the Duchess of Sussex is set to launch a new series about “cooking, gardening, and friendship.”

She and Harry have two untitled nonfiction projects in the works.

The shows form part of a “creative partnership” that Archewell Productions signed with the streaming giant in 2020.

According to Deadline, the first series will focus on Meghan and explore “the joys of cooking, gardening, entertaining and friendship.”

The second series tracks the couple’s love of professional polo.

Mainly shot at US Open Polo Championship Boardwalk Pictures will produce the project in Wellington, Florida.

Prince Harry, 39, is known as an avid polo player.

The couple released a documentary, Harry and Meghan, in 2022, which provided insight into their relationship.