Netflix to expand into physical retail in 2025

Netflix is reportedly set to enter into physical retail with a pair of locations in 2025.

Netflix has previously run pop-ups to coincide with major movie and series launches, but Bloomberg reports that the stores – dubbed Netflix House – will be permanent fixtures when they launch.

Citing Josh Simon, the company's vice president of consumer products, Netflix House venues will feature a mixture of retail, dining and live experiences. The first two are scheduled to launch in the US in 2025, with the company aiming to expand the concept around the world after that.

Retail expansion is of course no stranger to media companies. Disney pioneered this strategy in the late 80s under Michael Eisner as the company heavily invested in its Disney Store retail locations.

While Netflix has created something of a cottage industry for merchandise and entertainment for major series like Bridgerton and Stranger Things, the company’s marketing efforts have been widely criticised as inadequate within the media sphere and have potentially contributed to the streaming service’s unwelcome reputation for brutally cancelling underperforming series that have not been promoted.

Speaking to Bloomberg, Simon said that Netflix House is viewed more as a way to promote its titles than as a meaningful source of revenue. 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.”

The report adds that Netflix House will have rotating installations, ranging from dining experiences inspired by unscripted shows and ticketed shows themed to popular series.

Beyond this, few details have been revealed on Netflix House's features as final decisions are yet to be made – including potential locations for the pair of sites.

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