Meghan Markle's 'lack of confidence' in As Ever products laid bare

Meghan Markle and her team seem to lack confidence about their own product, says an expert.

Meghan launched her lifestyle brand, As Ever, in March and the products sold out within an hour. She restocked the brand months later in mid June, and the same thing happened.

Now, PR expert Mark Borkowski says it seems the brand doesn’t hold a large enough inventory of products and that signifies that they’re surprised by their products.

He told Newsweek, "Nobody wants to be left with a load of stock you can't shift. So it shows to a certain extent a lack of confidence in their own product because if they believed in it, they would go into overproduction or a greater production line."

"It shows they're still unsure about the very thing that would seem to be quite successful. Anyone with a rudimentary understanding of supply and demand would think they are surprised by their success," he added.

Nick Ede, a UK-based brand and culture expert echoed Mark, saying, "Obviously they've said they increased the inventory 10 times, but you wonder how large that inventory actually was."

"You actually want to, as a customer, go onto a website and feel you can buy the product," he added.

In the June 20 restock of the brand, two new products were included, apricot spread with and without keepsake packaging, and an orange blossom honey. The rest of products were the same as the first launch, including, a crepe mix, herbal teas, organic honey, flower sprinkles and more.

As Ever’s second fast sellout comes just days after Meghan Markle told businesswoman Emma Grede that another fats sellout would leave customers "fatigued."