- Netflix’s first two retail shops will open in the US in 2025
- This marks Netflix’s first permanent physical fixture, with multiple IPs
- Netflix currently sells merch through its online storefront
Netflix is gearing up to take its entertainment empire beyond the screen and into the physical world with the launch of Netflix House, a chain of themed retail stores. These exciting spaces, set to open in the United States in 2025, offer more than just shopping; they will bring the magic of Netflix’s popular movies and shows to life, allowing fans to immerse themselves in their favorite narratives through various experiences, cuisine, and merchandise.
The Netflix House Experience
At Netflix House, visitors can expect an array of exciting offerings, from purchasing themed merchandise to savoring cuisine inspired by beloved shows and participating in activities reminiscent of their favorite characters’ adventures. The concept is akin to how movie studios create theme parks and experiences based on their intellectual properties. Netflix’s ambition to establish these permanent retail destinations marks a significant departure from its primarily digital business model.
Josh Simon, VP of Netflix Consumer Products, told Bloomberg, “We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows, and we’ve been thinking a lot about how we take that to the next level.” While specifics about Netflix House remain limited for now, this innovative project represents Netflix’s first venture into creating a permanent experience hub featuring multiple IPs.
Beyond Streaming: Expanding the Netflix Universe
While Netflix is a streaming giant, it’s clear that the company aims to extend its reach into the realm of tangible, real-world experiences. Beyond streaming content, Netflix recognizes the immense appeal of allowing fans to interact with its beloved franchises in a more immersive way. The decision to open Netflix House reflects this aspiration, allowing fans to step into the world of their favorite shows and movies.
Netflix already has an online storefront where it sells merchandise ranging from popular TV series like Stranger Things to marionettes inspired by Guillermo del Toro’s Pinocchio. The move into physical retail spaces is a natural progression for a company looking to provide fans with a deeper connection to its content.
Netflix’s Pop-Up Success Story
Netflix has experimented with pop-up shops in the past, delivering unique experiences to its fans. For instance, Stranger Things: The Experience was a sensation, inviting visitors into a recreation of the Hawkins Lab, complete with an immersive storyline and special effects. Bridgerton-inspired ballroom dances and Money Heist-themed escape rooms have also offered fans extraordinary experiences.
More Than Just Merchandise
While Netflix House will certainly feature merchandise, it’s much more than a typical retail store. Netflix CEO Ted Sarandos emphasizes that it shouldn’t be thought of as akin to a trip to Disneyland but rather as a place people visit more frequently, perhaps a couple of times a month, to engage with their favorite stories in new and exciting ways. The retail stores will boast of “rotating installations,” ranging from ticketed experiences to diverse dining options, including fast food and fine dining, possibly even featuring alcoholic beverages.
Netflix has already taken steps in this direction with the launch of Netflix Bites, a pop-up eatery in Los Angeles, which served dishes inspired by its original shows. While the restaurant was temporary, it likely served as a testing ground for the Netflix House concept. Importantly, Netflix views these themed retail stores as a means to promote its intellectual properties rather than a primary source of revenue.
Beyond Streaming: A Diversified Approach
Netflix’s foray into themed retail stores is part of a broader strategy to diversify its offerings beyond streaming content. In addition to Netflix House, the company is also reportedly considering raising its subscription prices, positioning itself for a multi-dimensional future in the entertainment industry.
As Netflix continues to expand and evolve its business model, fans can anticipate exciting developments that allow them to connect with their favorite shows and movies in entirely new and immersive ways. With Netflix House, the Netflix universe is set to extend from the screen to the real world, offering fans an unprecedented level of engagement with their beloved content.
