Netflix has officially announced plans to venture into the physical realm and open interactive brick-and-mortar stores. These stores, planned to open in 2025, will feature retail, dining and live entertainment centered around Netflix’s films and shows.
These retail sites will be called “Netflix House” with an initial expansion starting in the US and then growing globally. An official date has not yet been announced.
“We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows,” Josh Simon, the company’s vice president of consumer products. “And we’ve been thinking a lot about how we take that to the next level.”
Over the years, Netflix has opened a variety of pop-up venues and live experiences, including ones that have featured their most popular shows. The company has also created branded food and retail merchandise to promote TV series.
“Netflix is an ecosystem. It opened a merchandise shop a couple of years ago. It’s investing in mobile games. It’s more than just a place for your remote control to gravitate to at the end of a long day. Success in the real world through location-based entertainment is the spoils of victory for a leading tastemaker,” said Rick Munarriz, a senior media analyst at The Motley Fool.
The company’s management is hoping to use these stores as a way to generate excitement around their titles and drive human connection around the Netflix brand.