A striking disparity has emerged surrounding the Duchess of Sussex’s lifestyle brand, “As Ever,” as it prepares for sale in Netflix’s new physical retail locations. While the brand aims to capitalize on Meghan Markle’s cultural influence, a concerning revelation indicates that the hourly wages of Netflix staff tasked with selling these very products will often fall short of their prices, raising questions about internal equity and the true value proposition.
Netflix House, the streaming giant’s inaugural venture into physical retail, is slated to open its doors in two key U.S. markets later this year. Employees hired for these establishments are reportedly set to earn a base wage of $20 per hour, a figure that becomes particularly salient when juxtaposed with the cost of the high-end “As Ever” product line.
For instance, consumers interested in Meghan Markle’s “As Ever Rosé wine” must commit to purchasing a minimum of three bottles for $90, or larger quantities like six bottles for $159, with a dozen bottles priced at $300. These figures exclude an additional $20 for shipping and taxes, making the entry-level purchase significantly higher than a single hour’s wage for the frontline staff.
The “As Ever” collection is strategically planned for prominent display within the Philadelphia and Dallas branches of Netflix House. These locations, situated in major retail hubs like the King of Prussia shopping mall and the Galleria mall, are intended to serve as direct touchpoints for fans and consumers to engage with Netflix’s intellectual property and now, the Duchess’s entrepreneurial endeavors.
Despite the reported expiration of the lucrative $100 million deal between Netflix and the Duke and Duchess of Sussex in September, Netflix CEO Ted Sarandos has publicly affirmed the company’s commitment to selling the “As Ever” products. Sarandos has notably lauded Meghan Markle’s “underestimated cultural influence,” citing it as a primary driver behind the strategic partnership and the decision to integrate her brand into their new retail model.
Job descriptions for prospective “Crew Members” at Netflix House outline responsibilities encompassing general information provision, ticket sales, guest flow management, and merchandise sales. Applicants are required to be at least 18 years old, possess “knowledge of the Netflix platform and shows,” and demonstrate willingness to work during weekends and holidays, underscoring the demanding nature of the roles.
Analyzing the financial implications, an employee working a standard eight-hour day would find it challenging to afford even half a case of the “As Ever Rosé wine,” priced at $159, after accounting for tax deductions on their hourly earnings. This stark reality highlights a potential disconnect between the aspirational lifestyle promoted by the brand and the economic realities faced by those facilitating its sales.
This retail strategy comes on the heels of previous Netflix pop-up experiences, some of which garnered mixed reviews. While certain past ventures, like a “Stranger Things” themed pop-up, received praise for their immersive quality, others faced criticism for being overcrowded, overpriced, and offering poor service. The success of “As Ever” within this new retail landscape will depend heavily on overcoming these prior challenges and ensuring a positive customer and employee experience.
Meghan Markle’s transition into a lifestyle entrepreneur, drawing comparisons to figures like Martha Stewart, marks a significant reinvention of her public persona. As her “As Ever” brand launches through Netflix, the focus shifts not only to product reception but also to the broader economic narrative, particularly concerning the compensation of the very individuals instrumental in bringing these luxury items to market.
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