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Netflix plans to open brick-and-mortar multipurpose stores by 2025

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Global streaming giant, Netflix, has unveiled plans to step into the physical realm by launching a series of retail destinations known as Netflix House by 2025.

These locations will not only offer a wide range of merchandise for purchase but also provide immersive experiences, entertainment, and food options inspired by the streaming service’s current hits.

Bloomberg reported that the first Netflix House locations are set to make their debut in the United States in 2025.

Netflix’s existing foray into merchandise sales includes an online merch shop featuring items from popular shows like Stranger Things, such as t-shirts and other novelties like red envelope sleeping bags.

Moreover, the company is also experimenting with temporary pop-up retail stores. Notable examples include interactive experiences such as Squid Game: The Trials in Los Angeles and a stage show prequel dedicated to Stranger Things in London. However, the Netflix House concept marks a significant evolution by establishing permanent brick-and-mortar locations for fans to indulge in.

“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,” Josh Simon, Netflix’s VP of consumer products, told Bloomberg.

While specifics regarding the exact locations of Netflix stores remain undisclosed at this stage, the move is perceived as part of Netflix’s broader strategy to diversify its revenue streams. As the company seeks additional sources of income, it has currently implemented a price increase for its existing subscription services.

Earlier this year, Netflix started password-sharing crackdowns in various countries including Canada, New Zealand, Portugal, and Spain.

This move by Netflix can have a spillover effect with other players also joining the brick-and-mortar store bandwagon. The move aims to cater to the growing demand for interactive and tangible forms of engagement with the streaming platform’s vast library of original content.

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Kumar Hemant

Kumar Hemant

Deputy Editor at Candid.Technology. Hemant writes at the intersection of tech and culture and has a keen interest in science, social issues and international relations. You can contact him here: