Meghan Markle Renames Her Lifestyle Brand: What You Need to Know
Meghan Markle, the Duchess of Sussex and former actress, made headlines this week by announcing the new name of her lifestyle brand. Previously known as American Riviera Orchard, the brand will now be called As Ever. However, this change has stirred some complications that are worth discussing.
Transition to As Ever
Meghan decided to rebrand her lifestyle business after realizing that the original name, American Riviera Orchard, was too limiting. In her video announcement, she mentioned that this name confined her to products that were only grown in the surrounding area. By selecting the name As Ever, she aims to broaden her brand’s appeal and offerings.
Complications with the New Name
Unfortunately for Meghan, the moment she revealed the new brand name, two existing businesses surfaced that had already been using the name As Ever. One is a clothing brand based in New York, and the other is a wedding photographer located in Arizona. Both businesses had established themselves under the same name well before Meghan’s announcement, which raises potential trademark issues.
Legal Challenges
Last year, Meghan faced a trademark challenge related to her former brand name, American Riviera Orchard. Another company with a similar name filed a lawsuit against her, indicating a trend of legal struggles surrounding her branding efforts. As of now, however, Meghan’s new brand, As Ever, has not received any legal notices from the existing businesses with the same name.
Insights from Legal Experts
To shed some light on Meghan’s situation, intellectual property lawyer Richard Stim shared his insights. He noted that such name clashes are common in the business world, particularly when individuals or companies file broad trademark applications.
Key Points from Richard Stim:
- Trademark Application: Meghan’s application for As Ever doesn’t specifically include Class 25 goods, which covers clothing items. This can create hurdles in securing the trademark.
- Intent to Use: She filed an Intent to Use application, which means she does not obtain trademark rights until the name is actively used in commerce. This adds another layer of complexity as she develops her brand.
What Does the Future Hold for As Ever?
According to Richard Stim, for Meghan to gain the trademark rights for As Ever, she must offer products that fall under the relevant categories. This can be a process, as she has up to two years to establish this.
The recent launch of her brand has already faced delays due to previous trademark issues. The current situation raises questions about whether she will be able to move forward with her plans or if further announcements will be necessary.
Conclusion
Meghan Markle’s rebranding journey from American Riviera Orchard to As Ever has opened up discussions about trademark laws and the importance of securing a unique brand identity. While her intentions to broaden her brand are clear, navigating the existing legal landscape will be crucial for the success of her new venture. It remains to be seen how these developments will unfold and what steps Meghan will take next in her entrepreneurial journey.
