Netflix is set to open its expansive Dallas flagship store, Netflix House, on December 11, 2025, at Galleria Dallas. The venue promises an immersive experience for fans, but notably, Meghan Markle’s “As Ever” lifestyle brand will not be featured, despite Netflix’s previous investment in the product line. This decision follows a series of setbacks for Markle, including underwhelming viewership for her cooking series, “With Love, Meghan.”
A New Retail Destination for Streaming Fans
Spanning over 100,000 square feet, Netflix House Dallas is designed as a premium entertainment hub, offering interactive experiences, themed dining, exclusive merchandise, and arcade-style games inspired by the streaming giant’s most popular shows. Visitors can expect attractions based on hits like “Stranger Things,” “Squid Game,” and “Bridgerton.” The Dallas store follows the successful launch of Netflix House Philadelphia at King of Prussia Mall in November 2025, which also excluded As Ever products from its offerings.
Netflix’s merchandise strategy for these flagship stores centers on established series with proven fan bases and cultural impact. Representatives confirmed that only content with demonstrated popularity will be featured, reflecting a retail approach that prioritizes successful franchises over newer or less popular ventures.
Disappointing Performance for “With Love, Meghan”
Netflix’s July 2025 engagement report revealed that “With Love, Meghan” ranked 383rd among all titles, with 5.3 million global views since its March 4 premiere. The show’s initial debut was promising, entering Netflix’s global Top 10 in its first week. However, viewership declined sharply after the premiere, and the series failed to regain momentum. The second season, released in August 2025, did not improve performance, maintaining weak numbers throughout its run.
Compared to other Netflix originals, “With Love, Meghan” fell short of expectations, especially given the couple’s high-profile streaming deal. The show’s rankings were lower than reruns of Markle’s former drama series “Suits” and even below canceled series like “The Residence,” which garnered 33 million views in a single season before cancellation.
Brand Partnership Remains Active Despite Exclusion
Although As Ever products will not be available at Netflix House, the partnership between Markle’s brand and Netflix continues under a restructured multi-year production deal. As Ever has launched several product lines, including artisanal jams, honey, baking supplies, and seasonal collections. The 2025 holiday collection, featuring mulling spice kits, herbal teas, and scented candles, is available exclusively on AsEver.com.
Sources close to Markle have downplayed the exclusion, stating that As Ever was always intended for online sales rather than physical retail channels. This position contrasts with earlier announcements that suggested broader retail integration as part of the Netflix partnership.
Restructured Deal and Future Content Plans
In August 2025, Netflix and the Duke and Duchess of Sussex replaced their original $100 million overall production agreement with a multi-year first-look arrangement. Under the new terms, Netflix retains the option to acquire Archewell Productions projects before they are offered elsewhere, marking a significant shift from the previous comprehensive partnership.
Netflix has confirmed the release of “With Love, Meghan: Holiday Celebration,” a standalone special premiering December 3, 2025. This holiday episode will conclude the series, which delivered two seasons of eight episodes each, featuring Markle cooking with celebrity guests. At the Fortune’s Most Powerful Women Summit in October, Markle indicated a shift away from full-season formats, citing the demands of producing eight-episode runs and expressing interest in shorter, more digestible content.
Industry Reaction and Expansion Plans
Entertainment analysts attribute the exclusion of As Ever products from Netflix House to the cooking show’s lackluster ratings and limited commercial impact. The show’s 5.3 million views and low ranking were deemed insufficient to justify shelf space in a venue dedicated to Netflix’s most successful properties.
Netflix House Dallas follows the Philadelphia location’s proof-of-concept, with both venues offering themed restaurants called “Netflix Bites,” craft cocktails, and food inspired by original series. Merchandise shops will be regularly updated to reflect current hits. Looking ahead, Netflix has announced plans for a third flagship store on the Las Vegas Strip at BLVD Las Vegas, scheduled to open in 2027. The company is also exploring additional global locations, signaling a commitment to expanding its experiential retail strategy.
As Netflix continues to refine its approach to branded experiences and partnerships, the Dallas flagship’s launch underscores the company’s focus on proven content and fan engagement. The evolving relationship with the Duke and Duchess of Sussex, and the fate of their lifestyle brand within Netflix’s ecosystem, will remain a point of interest as the streaming giant expands its retail footprint.