Meghan Markle has filed a trademark application to expand her lifestyle brand As Ever into the hospitality sector, signalling possible plans for hotels, restaurants, and lodging services.
According to the filing, the brand could cover services such as “provision of food and drink,” “temporary accommodation,” and broader “hospitality services.”
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The move suggests that the Duchess of Sussex is exploring new business avenues beyond her current focus on lifestyle products and content.
Trademark filing hints at hospitality ambitions
The trademark application, recently lodged in the United States, lists several categories typically associated with the hospitality industry.
While no physical properties or service launches have been confirmed, the filing indicates that Meghan is securing the rights to offer experiences such as overnight stays and curated dining — potentially under the As Ever name.
Industry observers note that trademarking such categories is often a preparatory step, allowing a brand to explore or develop offerings in those areas at a later stage. It does not guarantee that a hotel or restaurant venture will follow, but it does leave the option open.
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By GlobalDataLifestyle branding with a hospitality angle
Meghan has gradually repositioned herself in recent months as a lifestyle figure focused on food, entertaining, and wellness.
Her brand As Ever launched online earlier this year with messaging centred around home life and hosting, and her recent Netflix series With Love, Meghan showcased her cooking and hospitality preferences.
She has also increased her social media activity, sharing behind-the-scenes glimpses of family life, baking, and travel. While some of this content has sparked criticism in the UK, it appears to resonate strongly with audiences in the US — particularly among younger followers.
Future outlook remains uncertain
Although no business launch has been officially announced, public relations experts see the trademark application as part of a broader strategy to diversify Meghan’s brand and create new revenue streams.
However, transitioning from personal lifestyle content to operating hospitality services would represent a significant shift in scale and complexity.
Jack Izzard, a branding expert at Gallia Communications, noted that while the concept aligns with Meghan’s public image, running hotels or restaurants requires a very different skill set.
“She’s positioning herself as a kind of Californian hostess,” he said, “but delivering that experience in a commercial setting will be a major challenge if pursued.”
Representatives for Meghan Markle and Prince Harry declined to comment on the trademark filing.
