Jun 18, 2024 - Business

Netflix to launch mega experience stores in two U.S. malls

Hope King

illustrative rendering of a building that looks like a movie theater with a sign on the outside that says Netflix House — Rendering of Netflix House. Courtesy: Netflix

Netflix wants fans to chill together IRL at its "house" — a new 100,000+ square foot retail space that lets shoppers feel like they're inside the worlds of hit shows like "Bridgerton" and "Squid Game."

Why it matters: Like Disney, Netflix has amassed massive fanbases for its original content — intellectual property that can be parlayed into a portfolio of businesses.

Mattel's success with "Barbie" is another example in the opposite direction: Popular physical products made into content.

Driving the news: Netflix announced Tuesday that it's taking over former department stores at malls in Dallas, Texas and King of Prussia, Pennsylvania.

The company said it chose the two locales because they are "part of two of the most popular shopping centers in America, boasting hundreds of retailers, high foot traffic, and proximity to major cities."
"At Netflix House, you can enjoy regularly updated immersive experiences, indulge in retail therapy, and get a taste — literally — of your favorite Netflix series and films through unique food and drink offerings," Marian Lee, Netflix's chief marketing officer, said in a post.

The big picture: Netflix has been ramping up its physical world presence around the world.

There have been more than 50 other "experiences" type launches in 25 cities, the company says.

My thought bubble: The company may be on to a smart strategy that ensures its programming still attracts eyeballs even if those eyeballs are no longer home the way they were during COVID.

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Netflix to launch mega experience stores in two U.S. malls

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