The American content streaming platform, Netflix has launched an online store ‘Netflix.shop’ to sell limited-edition apparel, lifestyle merchandise and collectibles based on “Stranger Things,” “Lupin” and other popular shows.
The streaming giant has been selling its subscription products direct-to-consumers since it was founded more than two decades ago. However, Netflix.shop will be the company’s first owned-and-operated retail outlet.
According to the blog post of Netflix, the online store has been made available in the US in the first stage and it will expand to other countries in the coming months.
The video streaming pioneer is facing a growing list of competitors offering their own streaming services with new movies and TV shows. In April, Netflix fell short of Wall Street projections for new subscribers.
The online store offers a new source of revenue for Netflix and expands its product line beyond the items it sells through partners such as Target, Amazon, H&M, Sephora and Walmart.
According to Josh Simon, Netflix’s Vice President of consumer products, the online store is “an exciting new destination combining curated products and rich storytelling in a uniquely Netflix shopping experience.” Merchandise on the website will be “carefully selected high-quality apparel and lifestyle products.”
Items debuting this month include streetwear and action figures based on anime series “Yasuke” and “Eden,” and apparel and decorative items inspired by French crime thriller “Lupin,” Netflix said. The “Lupin” products were developed by collaborating with the Louvre museum.
In the future, the company plans to introduce products based on its hit series like “The Witcher” and “Stranger Things” and Netflix logo-wear from Japanese fashion house BEAMS.