Netflix plans to roll out ‘Netflix House’ retail stores globally
Netflix plans to launch ‘Netflix House’ retail stores in 2025, offering a more ‘immersive and connected experience’ for its fans.
The stores will debut in the US initially, with two locations, but a global rollout is on the cards as the streaming giant looks to create new physical experiences where its members can ‘play, shop and eat.’
In a post on Linked In, Josh Simon, vice president for consumer products at Netflix, says: “Netflix House will allow fans to experience their favourite Netflix movies and television shows in new and deeper ways.
“Excited to share the incredible work from our Live Experiences team, as we bring the best of our immersive experiences, food and beverage, retail, and more to life at permanent venues around the world,” he adds.
Bloomberg reports that the new sites will be ‘destinations where fans can immerse themselves in the worlds of their favourite TV shows, shop for clothing, eat themed food and maybe even try a Squid Gameobstacle course.’ The spaces could include rotating installations, ticketed shows and a variety of restaurants, from fast food to high end, as well as bars.
And as more retailers move into the entertainment sphere, immersing their products and brands within virtual world settings, so too are entertainment giants looking to capitalise on their captive audiences with new experiential retail offers.
“Excited to see another consumer touchpoint for the amazing Netflix movies and television shows,” says John T. King, vice president and general manager for global consumer products licensing and commercialisation at The Walt Disney Company
“Experiential retail is an incredible way to both share a deeper connection with fans and the characters and stories they love, and is also a tremendous learning tool to understand what they want (directly),” he adds.
Brandon Rael, a strategy and operations leader based in New York, agrees: “The intersection of commerce, entertainment, content, and merchandising is where all the action is at. This is why the LEGO Group, Marvel Entertainment, and The Walt Disney Company have been so successful with their merchandising strategies.
“The allure of opening a retail store and cross promotion is hard to ignore. Many companies have tried and failed with retail and e-commerce businesses. But, you can’t stop innovating either,” he adds.
However, not everyone has been so positive about the news. “And thus begins the downward fall of Netflix,” warns Seattle-based Natalie C, who works for a large US retailer.
“The scope of running a big box retail store is daunting. It’s not for the faint of heart. The idea may sound great but like Blockbuster and Future Shop, it’s going to drain the revenue from the business.
“They would do better to co-partner with Walmart or Target (or some other retail business) to set-up shop within the store. Lego, Marvel and Walt Disney are on another level vs Netflix. It will be interesting to see if it’s a hit or a flop,” she adds.
Netflix has been dipping its toes in the retail/entertainment/hospitality space for a while. The streaming company teamed up with retail giant Walmart in 2020, to create a line of ‘Stranger Things’ merchandise, which was sold exclusively at Walmart stores.
And the partnership was a success, generating additional revenue for both companies, but also helping to increase brand awareness and reach new audiences. Read more about this and cross-pollination marketing in the latest Matt Haycox Daily post: 7 Halloween Marketing Ideas To Revolutionise Sales>
Netflix has also launched a series of pop-up fan experiences in 20 cities, including Tokyo, New York and Mexico City. And earlier this year, unveiled a temporary restaurant in Los Angeles serving foods created by chefs who have appeared in its cooking shows.
In April last year, George at Asda partnered with Netflix in the UK to sell fashion and lifestyle products for families, reported Retail Insight Network.
But this latest venture will combine all of these and more in Netflix’s most ambitious new concept to date, and all eyes will be on the execution come 2025.
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Emily Seares
Emily Seares has over 15 years of experience as a journalist and editor, specialising in fashion, retail, luxury, and business transformation. She is regularly by-lined in national newspapers and magazines and has an extensive network of industry contacts. Emily has spoken at international conferences, provided live interviews as a fashion expert on the BBC, and delivered regular lectures at a prestigious British university. She has received recognition for her contributions to the industry and was honoured in British VOGUE's Powerlist Top 100.
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Netflix to launch ‘Netflix House’ retail stores
Netflix plans to launch ‘Netflix House’ retail stores in 2025, offering a more ‘immersive and connected experience’ for its fans.
The stores will debut in the US initially, with two locations, but a global rollout is on the cards as the streaming giant looks to create new physical experiences where its members can ‘play, shop and eat.’
In a post on Linked In, Josh Simon, vice president for consumer products at Netflix, says: “Netflix House will allow fans to experience their favourite Netflix movies and television shows in new and deeper ways.
“Excited to share the incredible work from our Live Experiences team, as we bring the best of our immersive experiences, food and beverage, retail, and more to life at permanent venues around the world,” he adds.
Bloomberg reports that the new sites will be ‘destinations where fans can immerse themselves in the worlds of their favourite TV shows, shop for clothing, eat themed food and maybe even try a Squid Gameobstacle course.’ The spaces could include rotating installations, ticketed shows and a variety of restaurants, from fast food to high end, as well as bars.
And as more retailers move into the entertainment sphere, immersing their products and brands within virtual world settings, so too are entertainment giants looking to capitalise on their captive audiences with new experiential retail offers.
“Excited to see another consumer touchpoint for the amazing Netflix movies and television shows,” says John T. King, vice president and general manager for global consumer products licensing and commercialisation at The Walt Disney Company
“Experiential retail is an incredible way to both share a deeper connection with fans and the characters and stories they love, and is also a tremendous learning tool to understand what they want (directly),” he adds.
Brandon Rael, a strategy and operations leader based in New York, agrees: “The intersection of commerce, entertainment, content, and merchandising is where all the action is at. This is why the LEGO Group, Marvel Entertainment, and The Walt Disney Company have been so successful with their merchandising strategies.
“The allure of opening a retail store and cross promotion is hard to ignore. Many companies have tried and failed with retail and e-commerce businesses. But, you can’t stop innovating either,” he adds.
However, not everyone has been so positive about the news. “And thus begins the downward fall of Netflix,” warns Seattle-based Natalie C, who works for a large US retailer.
“The scope of running a big box retail store is daunting. It’s not for the faint of heart. The idea may sound great but like Blockbuster and Future Shop, it’s going to drain the revenue from the business.
“They would do better to co-partner with Walmart or Target (or some other retail business) to set-up shop within the store. Lego, Marvel and Walt Disney are on another level vs Netflix. It will be interesting to see if it’s a hit or a flop,” she adds.
Netflix has been dipping its toes in the retail/entertainment/hospitality space for a while. The streaming company teamed up with retail giant Walmart in 2020, to create a line of ‘Stranger Things’ merchandise, which was sold exclusively at Walmart stores.
And the partnership was a success, generating additional revenue for both companies, but also helping to increase brand awareness and reach new audiences. Read more about this and cross-pollination marketing in the latest Matt Haycox Daily post: 7 Halloween Marketing Ideas To Revolutionise Sales>
Netflix has also launched a series of pop-up fan experiences in 20 cities, including Tokyo, New York and Mexico City. And earlier this year, unveiled a temporary restaurant in Los Angeles serving foods created by chefs who have appeared in its cooking shows.
In April last year, George at Asda partnered with Netflix in the UK to sell fashion and lifestyle products for families, reported Retail Insight Network.
But this latest venture will combine all of these and more in Netflix’s most ambitious new concept to date, and all eyes will be on the execution come 2025.
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