Online investigators claim to have allegedly breached the security of Meghan’s As Ever website to uncover the extent of its inventory, yielding unexpected findings.
Enthusiastic amateurs assert that they managed to exploit a technical flaw on her As Ever webpage, unveiling the exact quantities of jams, peppermint teas, and various other items stocked in her storage facility.
The Duchess’ enterprise specializes in offering ‘small-batch spreads, honeys, and pantry essentials for everyday moments of enjoyment,’ yet, if the figures are accurate, the inventory amounts to hundreds of thousands of items. This raises questions about the implications of these numbers on the state of Meghan’s business.
The investigators claim they accessed the inventory details by trying to add an unusually large number of products to their online cart, prompting the website to disclose its maximum available stock.
Purported screenshots of the website circulating on Reddit show over 220,000 jars of spread, 30,000 jars of honey, 30,000 mulling kits, close to 90,000 candles, more than 110,000 tea jars, and 80,000 jars of edible flower sprinkles in stock.
Regarding wine products, it appears there were in excess of 70,000 unsold bottles, comprising nearly 7,000 Bruts, 46,000 Sauvignon Blanc bottles, and almost 24,000 rose bottles.
However, branding and culture expert Nick Ede clarifies that the substantial inventory levels do not necessarily suggest a failing brand but could indicate a sense of ambition. In the consumer goods realm, maintaining significant inventory can be a strategic move to prevent shortages, facilitate wholesale agreements, or prepare for fluctuations in demand.
He stated to The Mirror: “What appears as ‘vast stock’ to the public might be entirely normal internally, especially if a brand is positioning itself for expansion rather than remaining niche. If claims of selling one million jars are valid, it implies genuine consumer interest, yet until official data is released, these claims remain more speculative than definitive evidence.
“The numbers may seem substantial, but As Ever enjoys a large following, as does Meghan, so it’s plausible that her loyal supporters are frequently purchasing the products.”
Shortly after the Reddit incident, the As Ever website imposed restrictions on the quantity of items that can be purchased to prevent further disclosures of actual stock levels due to hacking attempts. Customers are now limited to buying up to 50 spread gift boxes or 20 wine bottles. As Ever has not issued any statements regarding the security vulnerability.
Following the breach, it was reported that the Signature Fruit Spread Box had 137,465 units available. Nonetheless, a source informed The Sun that this figure represented the remaining stock from an initial order of one million jars. If accurate, this implies that sales from this single item alone would have generated approximately £26.7 million for the duchess, as each spread box is priced at £31 ($42).
In defense of the duchess, the source argued: “It’s fair to say that the business isn’t merely successful; it’s thriving. Meghan inadvertently revealed that one million jars were ordered for that specific product, and only 130,000 remain.”
Nick emphasized that inventory levels alone do not provide a complete picture and added: “The true measure of success lies in sales velocity, indicating how rapidly products are moving, not the quantity sitting in a warehouse. Initially, there were challenges when the brand launched, with products selling out immediately and orders not being fulfilled, which might have led to the decision to increase production to match demand and avert such issues.”
This sentiment was echoed by Paul Gillooly, a Financial Specialist and Director of Dot Dot Loans, who suggested that such substantial inventory is commonplace for celebrity brands. He remarked: “Assuming she is indeed selling a million jars, maintaining a large inventory reflects effective forecasting. However, if sales figures are inflated, holding such inventory could indicate overconfidence or a misinterpretation of market demand, posing cash flow risks, especially in high-end product segments.
“On one hand, it’s not uncommon for newly established celebrity brands to front-load production for publicity impact and to meet short-term demand swiftly. On the other hand, it’s not a small-scale strategy either. The critical factor is the rate at which the inventory is moving.”
Paul highlighted that having a substantial inventory is not a definitive win or loss but rather