Netflix is getting into the retail business.
The streaming giant has unveiled today Netflix.shop, an online storefront where fans will be able to buy a wide array of products — from apparel to toys to events and games — inspired by their favorite Netflix series and films.
In a blog post, VP of consumer products Josh Simon said the company would “drop exclusive limited editions of carefully selected high-quality apparel and lifestyle products tied to our shows and brand on a regular basis.”
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At launch, the company is introducing streetwear and action figures inspired by two anime series, Eden and Yasuke (pictured above). The company is also releasing limited-edition apparel and decorative items inspired by French spy drama Lupin, in collaboration with the Louvre museum. Netflix says it is working with up-and-coming designers on products, including Nathalie Nguyen, Kristopher Kites, and Jordan Bentley, who created the Eden and Yasuke launches.
Forthcoming launches will surround hit franchises like The Witcher and Stranger Things, as well as new Netflix-branded apparel from the Japanese fashion house BEAMS., the company said.
Netflix.shop is powered by Shopify and currently operates in the U.S. — with select products also available at retail partners, like Walmart, Sephora, Amazon, and Target. It will roll out internationally in coming months.
The New York Times reports that Simon joined Netflix from Nike in March 2020, and has grown the streamer’s consumer products team from 20 to 60 employees. While the company has launched products before — including sweatshirts inspired by Bridgerton and clothing, accessories, and beauty kits inspired by To All The Boys I’ve Loved Before — the new shop marks a full-fledged foray and will enable the company to turn items around with greater consistency and speed, according to the Times.