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Why Netflix Is Planning to Open Its Own Permanent Retail Outlets
14.10.2023 - 13:25 / variety.com
Todd Spangler NY Digital Editor Do you want a side of fries — or maybe a T-shirt or hoodie — with your next binge-worthy Netflix show? Netflix announced plans to open its first permanent bricks-and-mortar locations, initially targeting two in the U.S. in 2025. (The company has not said where those will be.) The outlets will be kind of mini theme parks: They’ll serve food and drink, sell merchandise and include “immersive” installations based on its hit titles like “Squid Game” or “Stranger Things.” But Netflix’s vision for the permanent retail destinations, as with its other IRL activations to date, is for them to serve primarily as marketing vehicles promoting the core streaming service.
The goal with the Netflix House concept is to drive fan engagement, VP of consumer products Josh Simon told Bloomberg. “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,” he said. The permanent stores represent a logical evolution for Netflix’s steady retail expansion.
Under Simon, the company has launched more than 40 pop-up locations to date, including the “Netflix Bites” restaurant in Los Angeles this summer and ticketed experiences like “The Queen’s Ball: A Bridgerton Experience” and “Stranger Things: The Experience.” Its next immersive experience is “Squid Game: The Trials,” opening in L.A. on Dec. 6.
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