Netflix Adds Physical Retail Locations to Its Roster

The "Netflix Houses" will offer merchandise, food and live entertainment for guests.

October 20, 2023

Media streaming company Netflix has announced plans to open physical locations where customers will be able to shop, play and interact as they immerse themselves into their favorite Netflix shows, reported Forbes. The stores will be called “Netflix Houses.” The company plans to open the first two locations in the United States in 2025.

The announcement comes soon after the company ended its DVD-by-mail service in September.

Josh Simon, vice president of consumer products at Netflix, said to Bloomberg that the company aims to open a network of stores offering retail, dining and live entertainment leveraging its TV shows and movies. Netflix hopes to eventually bring the concept to major cities around the world.

The company has previously tested the Netflix Houses revolving around food and real-life experiences, noted Forbes. In June 2023, the company opened Netflix Bites, a temporary dining pop-up in Los Angeles where visitors were able to taste food from popular shows including “Chef’s Table,” “Is It Cake?” and more. Additionally, Netflix created other temporary pop-ups to celebrate some of its most popular shows, including an “Only on Netflix” event in May, which recreated settings on various shows, including “Stranger Things” and “Emily in Paris,” for visitors to explore.

"We've seen how much fans love to immerse themselves in the world of our movies and TV shows," Simon told Bloomberg. "And we've been thinking a lot about how we take that to the next level."

In the two initial locations, guests will be able to experience a Squid Game-themed obstacle course. The menu at the locations will feature food and drinks from the streamer’s food-based reality shows, ranging from fast casual to high-end dining.