Netflix, known for its dominant presence in the world of streaming, is making a surprising move into brick-and-mortar retail. The company’s Vice President of Consumer Products, Josh Simon, revealed plans to establish a network of stores, dubbed “Netflix House,” that will offer a blend of retail, dining, and live entertainment experiences centered around their popular TV shows and movies. The concept will leverage the immersive appeal of their content to engage fans.
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The initial launch of the “Netflix House” will see two locations springing up in undisclosed U.S. cities in 2025. Netflix has not yet disclosed the specific merchandise or offerings that will be available at these locations, leaving questions about the inclusion of DVDs or physical media in their inventory unanswered.
This move marks a significant departure from Netflix’s core brand, which has been primarily digital. However, the company has recently ventured into similar real-world experiences, such as a pop-up restaurant in Los Angeles featuring dishes inspired by Netflix cooking shows and pop-up stores in various cities, offering merchandise related to their hit series, including “Stranger Things.” Additionally, Netflix participated in “The Queen’s Ball: A Bridgerton Experience,” a traveling production that recreated sets from the popular Netflix series “Bridgerton,” complete with actors, live music, and dancing.
Netflix’s approach to physical retail is not uncommon for online giants. Amazon, for example, has ventured into brick-and-mortar stores and acquired Whole Foods Market. However, opinions on Netflix’s expansion into the real world differ. While some experts see it as a logical step for a company that has established itself as a tastemaker, others are skeptical about the company’s ability to compete with established players like Disney, which has a long history in the retail, dining, and live entertainment spaces.
Netflix’s move into physical retail aligns with a broader strategy of diversification. Beyond streaming, the company has entered the realm of mobile games and merchandise sales in recent years, expanding its ecosystem. While the success of this new venture remains uncertain, it signifies Netflix’s willingness to explore new avenues to engage its audience beyond the digital screen.