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Netflix insiders say executives grew increasingly frustrated with Meghan Markle’s lifestyle brand As Ever, with one source bluntly claiming that “no one really cared about the brand.”

According to reports, the streaming giant had explored selling As Ever products—including jam, wine, candles and Meghan’s flower sprinkles—inside its new Netflix House retail stores in Philadelphia and Dallas. The idea was to tie the products to Meghan’s lifestyle series With Love, Meghan and capitalize on the exposure.

But the plan reportedly collapsed after internal discussions revealed there was little enthusiasm from customers. A source told the Daily Mail that when Netflix began considering dedicated As Ever sections in the stores, they quickly discovered there was “no appetite” for the brand.

Executives allegedly concluded the products simply didn’t fit alongside Netflix’s biggest franchises like *Stranger Things*, *Bridgerton*, and *Squid Game*—all of which are expected to dominate the company’s retail concept.

The comments suggest growing irritation inside Netflix, especially after Meghan reportedly complained that the company had been “too cautious” with the brand and had held back its potential. Insiders say Netflix saw things very differently, believing consumer interest simply wasn’t there.

The fallout comes as Meghan takes “complete control” of As Ever following the collapse of the partnership. The break also follows the cancellation of her lifestyle series With Love, Meghan after two seasons and a Christmas special that drew harsh reviews from critics.

Brand experts say losing a major corporate partner like Netflix could make future deals with large companies far harder to secure, with one reputation consultant calling the split the “kiss of death” for the brand’s credibility with big business.

In this video we examine the behind-the-scenes fallout at Netflix, why executives reportedly decided Meghan’s brand had no audience, and what the collapse of the As Ever partnership means for her next move.