Netflix Opening Permanent Retail And Dining Experience In U.S.

Netflix plans to open stores that offer retail, dining and live experiences centered on its popular shows.

Called Netflix House, the locations will be the first permanent spots for Netflix, which has already built up a roster of pop-ups for its shows. The establishment of brick-and-mortar spaces is "a sign of its growing investment in marketing its programs and in building communities of fans around them," Bloomberg reported. 

“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,” Netflix Vice President of Consumer Products Josh Simon told Bloomberg in an interview.

These new retail storefronts aren't yet viewed as a meaningful revenue booster by Netflix management, Bloomberg reported. Instead, they are more of a promotional vehicle for Netflix shows. 

The rollout will be slow, and details are still thin. The first two Netflix House locations will open in the U.S. in 2025, with global expansion to follow. It is unclear how many stores Netflix is aiming to open. Bloomberg said many details are still being finalized, including the locations of the first two stores.  

Netflix Houses will feature show-themed art installations, ticketed shows based on Netflix series and restaurants with food ranging from fast-casual to high-end inspired by the streamer's chef and cooking shows, Bloomberg reported. CoStar reported the stores would feature a maze inspired by the immensely popular show Squid Game. 

The concept of a content producer creating stores to sell merchandise isn't totally new. Disney and Warner Bros. have had stores for their merchandise in malls and shopping centers. Netflix's incorporation of dining and experiences expands on that. 

Netflix also has a history of creating pop-ups similar to what these stores will offer. It opened a pop-up at The Grove last year that featured "immersive experiences" from Stranger Things, Money Heist and Bridgerton and also offers a Bridgerton-themed ball where guests dress up and move through a period-styled event space.