Meghan’s second As Ever product drop sells out

Hours after announcing a new product drop for summer, Meghan‘s lifestyle brand As Ever has once again completely sold out.

After previously selling out within 45 minutes, Meghan announced a second product drop that went live on yesterday.

The new summertime collection featured an apricot spread, herbal teas, honey, cookie and crepe mixes, and edible flower petals branded as “flower sprinkles”.

Watch the video above. 

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The Duchess of Sussex shared a video to Instagram reacting to the collection being “nearly sold out on everything” hours after dropping online.

“We spent so much time making sure we had so much more inventory, that’s why we took the time, and you guys are doing it again,” the royal said.

“We’re nearly sold out on everything, and I can’t believe it.”

She revealed even the “flower sprinkles” were nearly exhausted despite having more inventory as she knew it would be popular again.

“Thank everybody!” Meghan told her 3.8 million followers at the end.

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Hours after her video message, the collection completely sold out. 

“Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out…again!” the brand announced on Instagram.

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As Ever launched it’s first range in March and sold out within an hour, which Meghan spoke about during an episode of her Confessions of a Female Founder earlier this month.

”We planned for a year and then everything sells out in 45 minutes,” she said.

“Then what do you do? And then you say ‘OK, we planned as best as we could’. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?

“I’m looking at it saying ‘just pause’. That happened. Let’s wait until we are completely stable and we have everything we need.”

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