In recent years, Netflix has allowed fans to shop for merch from their favorite shows in small doses, but now the company is going all in on IRL shopping, dining, and entertainment.
Netflix is planning to open retail storefronts where customers can buy clothing, eat, and interact with immersive fan experiences.
“Netflix House” will debut with two US locations in 2025 before a global expansion. “Netflix has been experimenting with pop-up fan experiences for a few years, and has introduced 40 in 20 cities around the world,” according to Bloomberg, whose reporter spoke with Netflix’s VP of consumer products, Josh Simon.
- Netflix House, for now, is more of a marketing tool to promote its on-screen products than a reliable revenue stream, Bloomberg reported.
- It’ll feature themed installations including shops, shows, and restaurants offering a range of fast food and fine dining.
“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,” Simon told Bloomberg.
Zoom out: In 2022, Netflix teamed up with Walmart to create an online storefront and pop-ups within 2,400 Walmart locations across the country. “We want to reach our consumers and members where they are,” Simon previously told Marketing Brew. “Whether that’s online or in stores, we want to make it easier for them to engage with the films and series that they love.”
In 2021, Netflix also partnered with brands including Hypland and Beams to create Netflix-branded merch, and linked up with Shopify to sell limited edition products.
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