Netflix is reportedly planning to open physical retail stores in the United States called Netflix Houses as part of the company’s efforts to expand beyond streaming. According to Bloomberg, these fun spaces will allow fans to purchase merchandise, eat themed food, and participate in activities based on their favorite movies and shows, such as obstacle courses reminiscent of Squidward. The streaming platform plans to launch its first two sites in the U.S. in 2025 before expanding to other regions – similar to how studios build theme parks and experiences based on their IP. Not much is known about the stores yet, but the project marks Netflix’s first permanent experiential facility focused on multiple IPs.
“We’ve seen how much fans love immersing themselves in the world of our movies and TV shows, and we’re always thinking about how to take it to the next level,” said Josh Simon, vice president of consumer products at Netflix. Bloomberg. Netflix sells merchandise primarily through its online storefront, ranging from T-shirts based on the hit “Stranger Things” to puppets of the long-nosed puppet boy from the stop-motion animated film “Guillermo del Toro’s Pinocchio.”
Netflix has tried successful pop-up stores before, albeit for a limited time, which may be why the company decided to open a permanent pop-up store. One of the most popular is Stranger Things: The Experience, which takes guests into the entertainment venues of Hawkins Laboratory and offers an immersive story and special effects. There’s also a Bridgerton-style ballroom dancing event and a money heist-themed escape room.
“Don’t think of it like Disneyland,” Netflix CEO Ted Sarandos said at the Bloomberg Screen Time conference. “You might go a few times a month instead of just once every few years.” Netflix House is set to showcase a “rotating installation,” from ticketed experience shoes to restaurants offering quick bites and gourmet dining experiences, including alcohol.
Earlier this year, the company launched Netflix Bites in Los Angeles, a pop-up restaurant serving dishes based on its original shows. The restaurant is now closed, but it’s not far-fetched to think it was a testing ground for the company’s next steps. The report also pointed out that Netflix views this business as a means to promote its IP rather than a source of revenue.
Netflix ended its 25-year-old DVD rental service in September as demand for physical media dwindles with the rise of streaming. Currently, there’s no word on whether Netflix House will sell any DVDs, which would be ironic considering the streaming company was actually involved in the closing of rental stores like Blockbuster.
A report earlier this month suggested that Netflix plans to raise subscription prices after the actors’ strike in Hollywood ends, starting with the United States and Canada.
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