Netflix has dabbled with in-person experiences on various occasions, like a moving “Stranger Things” pop-up that both sells branded products and provides visitors with themed photo ops. At the end of 2023, Netflix announced that this component of its business is set to expand significantly upon the introduction of a retail concept called Netflix House, as reported by Bloomberg.
Unlike the various pop-up experiences the company has spearheaded in the past, Netflix House stores will be permanent. The first two Netflix Houses will open in the US, in locations that have yet to be specified, by 2025.
Like the “Stranger Things” pop-up, each Netflix House will include a merch store and themed experiences. For instance, an obstacle course modeled after “Squid Game” is among the plans currently in place for the Netflix House concept upon its debut. Attractions will rotate in and out, presumably depending on what’s new to the streaming service at any given time. Also at each Netflix House, fans can order food and drinks themed after Netflix series. So, while Netflix isn’t exactly new to the world of retail, Netflix Houses will mark a significant change to the company’s business model as its first permanent retail location chain.