Netflix Plans Permanent Brick-and-Mortar Locations Beginning in 2025

Netflix is reportedly planning to open permanent brick-and-mortar stores, beginning in 2025 with two in the U.S. followed by a global rollout, according to Bloomberg.

Dubbed “Netflix House,” the stores will offer dining, live experiences and retail options related to the streaming service’s shows, including a Squid Game-themed obstacle course. The stores will have rotating installations, including ticketed shows inspired by popular series, and restaurants featuring food from its unscripted shows.

Netflix has operated multiple pop-up stores around the world, including a multi-title location in Los Angeles that operated during the 2022 holiday season and a Manhattan location tied to the Bridgerton series. In 2022, the streaming company created Stranger Things Experiences in New York, Paris and London, and has operated stores with merchandise inspired by the show in Paris, Las Vegas and Chicago. The streaming company also has explored wholesale partnerships, with Walmart expanding its in-store Netflix Hubs to 2,400 locations in October 2022.

“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,” said Josh Simon, VP of Consumer Products at Netflix in an interview with Bloomberg.

Netflix has not made final decisions on the stores’ locations or exactly what features they will offer.