Netflix is opening branded retail stores

Netflix, once known for its DVD mailing service, is making a surprising move back into the world of analogue with the launch of brick-and-mortar retail stores known as Netflix House, as reported by Bloomberg.

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These stores will focus on selling merchandise inspired by popular Netflix shows, allowing customers to finally get their hands on items like a Lincoln Lawyer coffee mug. In addition to merchandise, Netflix House locations will offer dining options and curated live experiences. One of the intriguing experiences planned for the first two locations is an obstacle course inspired by the hit series Squid Game, although it may seem to miss the show’s sharp satire of modern capitalism that captivated audiences in 2021.

Netflix House is set to feature rotating art installations based on beloved shows, as well as live performances to engage and excite fans. The in-house restaurant will serve a variety of dishes and drinks showcased in the streamer’s numerous unscripted food-based reality programs, ranging from fast-casual to high-end dining.

The initial two Netflix House locations are expected to open in the United States in 2025, though the exact locations have not been disclosed. The company has plans to expand these retail outlets globally at a later date. Josh Simon, Netflix’s Vice President of Consumer Products, expressed that customers “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 this is not Netflix’s first venture into physical retail, it represents a significant step in a different direction. In the past, Netflix has launched various pop-up experiences around the world to celebrate specific shows like Stranger Things and its reality cooking programs. Netflix House, however, will celebrate the entire range of content available on the platform, though it’s unlikely we’ll see live experiences based on shows like Real Rob, Flaked, or The Ranch anytime soon. Nevertheless, fans might be thrilled to acquire merchandise from shows like BoJack Horseman.

Netflix is still in the process of finalizing details regarding menus, locations, and other aspects of Netflix House. With over a year ahead before the stores open, there’s ample time for preparations and plans to come together.