Analysis: How does the Duchess of Sussex Meghan Markle's AsEver.com compares to others

Data analysis from the Duchess of Sussex Meghan's launch of AsEver.com suggest that despite her very high profile and media coverage, her company is not immune to the teething issues of every startup. There was definitely caution on the stock levels which has so far resulted in three sold outs the last one being the launch of the AsEver Napa Valley Rose on the 1st of July 2025. Those stock levels are still in their thousands. The demand which within the last 28 days is close to 400,000 website visits is far outstripping the availability of the product line which is currently sold out. The logical question is then how does Duchess Meghan's AsEver.com compares to similar websites of high profile personalities who have done it before her.

This analysis takes a look and two very different personalities in the public domain. The first is close to home, despite the noise from the British media, Duchess Meghan is still a part of the British Royal family. King Charles' Highgrovegardens.com has been running for a while although the actual business has been there since 1980. The legal entity whose trading name is highgrovegardens.com is A G Carrick Ltd. A company with a turnover of about £2 million. This gives an indication of how much comes from sales on the highgrovegardens.com website. It is also noted that all the profits of those sales go to the King's Foundation charity. The King's website has a wider range of products which are in stock and could be dispatched to anywhere in the world.

The second analysis looks at a different personality in the public domain who has had a hugh success with her wine business, Kylie Minogue wines. To have a fair comparison it is to be noted that there are two separate legal entities that Duchess Meghan is running on her AsEver.com website namely AsEver.com which does not have an alcohol license and AsEver Wine which does selling on wine.asever.com or AsEverWine.com.

Kylie Minogue wines sold more than 17 million bottles of her rosé globally in the four years after launching in 2020. On average the price of her rosé at Britain's supermarkets cost less than £10. You will notice that despite Kylie Minogue's wine popularity, there is no comparison to the website traffic she gets on Kylieminoguewines.com to that which is received by Duchess Meghan's AsEver.com or more appropriately wine.asever.com. The difference is the channels of distribution chosen to sell the wine. As of date, AsEver Wine is only sold via a website regional operation (US dispatch only) with limited capacity in terms of volumes. It is estimated that there were about 5000 orders at launch on the 1st of July 2025, equivalent to around 30,000 bottles of AsEver Napa Valley Rosé. A monetary value of about $790,000 but the data suggest $1 million sales on that day is a possibility.

Despite the limited stock availability, the engagement level on the AsEver.com website is also higher compared to Kylieminoguewines.com as seen with page views below.

The interesting question now is which path does Duchess Meghan's AsEver follows? What has she taken out as a learning curving from the data so far? She certainly has a multi million dollar startup business in this year alone given that just a few more restocking and possible sell outs will improve the balance sheet. Can she reach the success level of Kylie Minogue wines which averages a turnover of more than £30 million a year selling globally? It is to be noted that AsEver wines has already shown some indication where they may land in terms of price structure. The fact that they only required a few thousands of orders to make a $1 million in sales. Does that mean they will stay in the niche wine market which often translates to higher prices unlike the masses available at supermarkets?