Netflix To Open Its Own Permanent Retail Outlets in 2025

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If you’re an entertainment buff wanting to experience their beloved Netflix series in real life, then this article is for you! Netflix has announced its strategic decision to venture into the world of brick-and-mortar retail with the launch of a series of physical stores under the banner “Netflix House.” This retail venture will not only provide fans with an opportunity to acquire merchandise inspired by popular Netflix shows but also indulge in dining experiences.

The outlets will be like mini theme parks along with meticulously curated live events including “immersive” installations based on its hit titles like “Squid Game” or “Stranger Things.” Do you want a side of fries or maybe a T-shirt or hoodie with your next binge-worthy Netflix show? Then, Netflix House will be your one-stop-destination. The OTT platform’s foray into the brick-and-mortar realm will kick off with the opening of the first two locations in the US in 2025. Specific details about their locations are yet to be disclosed.

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What To Expect

Netflix House promises even more excitement through rotating art installations that pay homage to their hit shows and live performances designed to captivate fans. Additionally, the in-house restaurant will feature a diverse menu, incorporating delectable dishes and beverages spotlighted in the streaming giant’s popular unscripted food-based reality shows, ranging from fast casual options to high-end dining experiences.

The Goal

The company’s vision for the permanent retail destinations is for them to primarily serve as marketing vehicles promoting the core streaming service, as with its other IRL activations to date. The goal of the Netflix House concept is to drive fan engagement, VP of Consumer Products Josh Simon told Bloomberg. He said, “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.”

Its Immersive Experiences

Under Simon, the company has launched more than 40 pop-up locations to date, including the “Netflix Bites” restaurant in Los Angeles this summer and ticketed experiences like “The Queen’s Ball: A Bridgerton Experience” and “Stranger Things: The Experience.” Its next immersive experience is “Squid Game: The Trials,” opening in L.A. on Dec. 6 where players will compete in six different challenges over the course of 70 minutes. Thus, the permanent stores represent a logical evolution for Netflix’s steady retail expansion.

In addition, Netflix has inked multiple licensing deals for tie-ins with its originals, such as – a line of Scoops Ahoy ice cream available at Walmart based on the fictional shop in the Starcourt Mall that was a centrepiece of “Stranger Things” Season 3. Moreover, the OTT platform recently signed its first consumer-products licensing deal in the gambling sector, with a “Squid Game” slot machine slated to drop into casinos in 2024.

Netflix House is the company’s baby step towards building something resembling Disney’s multibillion-dollar theme park and cruise line segment. It marks a significant shift, as it will encompass the full spectrum of Netflix’s content offerings, making it a prime destination for fans. As the company continues to refine the finer details regarding menus, locations, and other aspects of the project, eager fans have more than a year to anticipate the immersive retail experience.

Riya Shah

She's one in a million, because the name is that common. Writing, hopefully not. Reads to escape the mundane reality and writes to create her own. A keen listener and observer of all things good with a crazy memory. Passionate about travel, books and food. She hopes to author a book someday and catch every sunset across the world.