MEGHAN Markle will soon launch her new lifestyle brand – American Riviera Orchard – but it could face a big “challenge”, according to a retail expert.
So far, the Duchess of Sussex has teased her new move by sending baskets of branded jams along with fresh lemons to 50 people. influencers and friends.
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Among the jelly’s chosen recipients are Suits co-star Abigail Spencer, fashion designer Tracy Robbins and Delfina Blaquier, wife of Prince Harry’s polo friend Nacho Figueras.
However, experts say the Instagram buzz won’t necessarily translate into rising profits for the royal mother of two.
Complicated situation
Neil Saunders of GlobalData Retail told the Financial Times that Meghan will need to develop a wide range of products within the brand.
He explained: “The challenge will be to create a collection of different products that go together very well.
“The name only gets you so far.”
He added that the home and high-end kitchenware is a crowded and competitive space, including with stars like Gwyneth Paltrow and her Goop businesswhich took years to build and obtain investment.
Neil continued: “People think of Gwyneth as a lifestyle guru, and that’s where the Duchess will struggle.
The challenge will be to create a collection of different products that go together very well.
Neil Saunders
“She will have to work hard to gain experience. The idea that she could be the next Martha Stewart doesn’t seem plausible at this point.”
According to the Chamber of Commerce, about 5% of all new businesses fail in the first five years, and only 35% of companies will survive 10 years or more.
Pricing dilemma
This follows a brand strategist saying the success of the site – which is trademarked to sell jams, sheets and creams – will depend on price.
Lucie Greene said Thank you that Meghan included many “class references” in her brand and this may suggest a high price.
Not only has she included her Duchess of Sussex title on the brand’s Instagram page, but even the name sounds upper class.
She explained: “American Riviera” sounds like old money — and then “Orchard” has a folksy, Hamptonsy, Ina Garten feel.
“What will be interesting is what price Meghan chooses, because I think she would be stupid if she made it too expensive.
“There is a real opportunity for her to make it more affordable than Flamingo Estate [a luxury LA-based lifestyle company selling soaps and gifts]and market upper-class America to an aspiring middle-class American audience.
Meghan announced that she is launching American Riviera Orchard last month and announced it on Instagram.
What’s going to be interesting is what price Meghan chooses, because I think she would be stupid if she made it too expensive.
Lucie Green
The inspiration behind the name is believed to be Montecito – the prime California area where Meghan and Harry live – which is known as the “American Riviera”.
According to a report from Page sixMeghan’s company will focus on content for home, garden, food and general lifestyle.
The brand will sell household products such as cookbooks, food and kitchenware.
What is Meghan Markle’s new business?
Meghan Markle launched a new brand on Instagram called American Riviera Orchard.
Industry experts said the site will focus on home, food, gardening and lifestyle products.
A source told the Mail: “It’s a lifestyle and culinary brand called American Riviera Orchard.
“The brand aims to coincide with the launch of a new cooking show for Netflix.
“Meghan will make and sell products like jams. And at some point there will be a book and a blog, etc.”
A source said: “She’s been working on it for over a year and it’s all the things that are on her heart – all the things she’s passionate about.”
A trademark application by ‘American Riviera Orchard’ showed that Meghan could sell cutlery, decanters, legume spreads and even napkin rings.
This follows Meghan, 42, shutting down her former lifestyle page, The Tig, in April 2017, shortly after she started falling in love Prince Harry.
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Meghan’s new lifestyle show
We recently shared how the Duchess of Sussex is about to launch a new series about “cooking, gardening and friendship”.
She and Harry have two untitled nonfiction projects in production.
The shows are part of the “creative partnership” that Archewell Productions signed with the streaming giant in 2020.
The first series will focus on Meghan and explore “the joys of cooking, gardening, entertaining and friendship,” according to Deadline.
The second series will follow the couple’s love for professional polo.
Filmed mainly at US Open Polo Championship in Wellington, Florida, the project will be produced by Boardwalk Pictures.
Prince Harry, 39, is known as a great polo player.
The couple released their documentary Harry and Meghan in 2022, offering an insight into their relationship.
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What will Meghan Markle’s lifestyle brand sell?
His mysterious lifestyle project, American Riviera Orchard, has listed a full range of products. Here’s a sneak peek of what could come:
Fragrance sachets
Lavender Sachets
Non-medicated skin care preparations
Bath and shower gels and salts…unmediated hair preparations
Bath soap
Bar soap
Non-medicated hand soaps
Body creams
Oil bath
Body lotions
Cosmetics [and] Body oil.
Fragrance oils
Air Fragrance Reed Diffusers
Fragrances
Room fragrances
Incense
Non-medicated, non-veterinary grooming preparations such as pet shampoo and conditioner
Candles
Home clothes
Ben spreads
Bed blankets
Pillowcases
Linen
Bed skirts
Spear
Swimsuit
Fabrics for interior decoration
Picnic Blankets
Fabric or textile tablecloths
Textile coasters
Textile tablecloths
Curtains
Kitchen towels
Kitchen linen
Fabrics
Fabric or woven gift packaging
Knitted fabrics
Textile tapestries
Felt and non-woven textile fabrics
Beach towels
beach blankets
Aprons
Scarves
Stationary sets
Letter openers
Blank note cards
Envelopes
Printed note cards
Printed Holiday Cards
Printed cards
Printed place cards
Printed announcement cards
Printed invitations
Printed Recipe Cards
Stationery engravers
Stamps
printing stamps
Blank diaries
Blank paper notebooks
Personalized Writing Journals
Printed guest books
Stationary type wallets
Paper tape
Printed Daily Planners
Printed calendars
Printed Desk Planners
Printed diaries
Personal organizers
Printed address books
Paper Party Decorations
paper party decorations
Printed Decorative Paper
Gift Bags
Wrapping paper
Gift wrapping with paper ribbons
Gift Boxes
Paper Gift Tags
Fabric or textile gift packaging
cocktail napkins
Calligraphy Pens
Writing instruments
Desktop Organizers
Letter Trays
Event Albums
photo albums
Printed cookbooks and cookbooks
Decorative cords
Textile material ribbons
Ornamental fabric bowls for decoration
Beads for crafts
Floor Mats
Meditation Mats
Decorative tapestries
Bath Mats
Fabric wall coverings
Wallpaper
Yoga supports
Meditation Pillows
Yoga Blankets
Meditation Blankets
Yoga Straps
String bags for shopping
Bags
Pet Leashes
Pet collars
Umbrellas
Wine Carrying Cases
Wine bags with handles for carrying or storing wine
Pillows
Outdoor furniture
Home decoration made mainly of textiles
drawer organizers
Pet pillows
Pet beds
Frames
This story originally appeared on The-sun.com read the full story
