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Meghan Markle’s new lifestyle brand, American Riviera Orchard (ARO), has hit a significant roadblock in its launch due to trademark issues, with an industry expert calling it a “multibillion-dollar problem.” Meghan, Duchess of Sussex, introduced her brand with a soft Instagram launch in March, sharing a video of herself in her luxurious kitchen.
Although the brand hasn’t yet officially launched, ARO now faces major complications in securing its trademark rights. According to a report from The Daily Mail, a protest has been filed with the U.S. Patents and Trademarks Office (USPTO) by a longstanding American company, Harry & David, which owns the “Royal Riviera” trademark.
Harry & David, a well-known brand in the premium foods industry, argues that the name American Riviera Orchard could cause confusion with its established trademark, Royal Riviera. The USPTO has accepted their protest as “relevant,” citing the “likelihood of confusion” between the two brand names.
Harry & David is a major player in the American market, reportedly generating annual sales of £1.7 billion and employing 3,300 staff. Known for its high-quality pears and gourmet gift baskets, the company has held the Royal Riviera trademark for years. This legal clash puts Meghan’s brand at risk of being blocked or delayed indefinitely from moving forward with its official branding.
Richard Eden, Diary Editor for The Daily Mail, commented on the challenge, stating, “Her bid to trademark the American Riviera Orchard name has run into what might be described as a multi-billion dollar problem.” Eden noted the potential impact of such a significant opponent, especially as Harry & David has a longstanding history and market presence in the United States.
Eden further highlighted Markle’s ambitious goals for ARO, referencing her friend Kim Kardashian’s comments that Meghan is “intent on changing the world.” However, Eden questioned whether such aspirations may face continued challenges, asking, “But are those dreams destined to be forever foiled?”
Meghan Markle’s venture into the lifestyle and wellness sector with ARO marks her first major business pursuit independent of the royal family’s influence. Despite her determination to carve out a new legacy, this trademark issue could prove a serious obstacle to her plans. With high-profile business names like Kim Kardashian rallying around her, it’s clear that Markle aims to position ARO as a unique brand in the market.
However, facing off with a billion-dollar institution like Harry & David may force the brand to reconsider its strategy or even rebrand if the legal dispute doesn’t resolve in its favor. With the formal launch of American Riviera Orchard still pending, this trademark dispute will likely shape the future of Markle’s brand aspirations.
