Netflix Online store offers limited-edition merchandise

1 min readUpdated May 24, 2025Jun 11, 20217:24 AM

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Netflix will launch an online store to sell limited-edition apparel, lifestyle merchandise, and collectibles based on Stranger Things, Lupin, and other popular shows, the streaming giant said on Thursday.

Netflix.shop will be available in the United States starting on Thursday and expand to other countries in the coming months, Netflix said in a blog post.

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 and Walmart.

Merchandise in the online shop will be “carefully selected high-quality apparel and lifestyle products,” the company said.

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 with the Louvre museum.

In the future, the company plans to introduce products based on hit series “The Witcher” and “Stranger Things” and Netflix logo-wear from Japanese fashion house BEAMS.

Netflix has also created video games based on shows Stranger Things and La casa de Papel (Money Heist).

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What this means

Netflix's direct-to-consumer merchandise store is a strategic pivot, aiming to monetise its intellectual property beyond streaming subscriptions and differentiate itself amidst fierce competition. This move mirrors the brand-building efforts seen with Tiffany & Co.'s expansion into experiential retail in Southeast Asia, using a strong brand identity. By focusing on carefully selected, limited-edition products and collaborating with high-end partners like the Louvre and BEAMS, Netflix positions its retail venture as premium, unlike broader mass-market collaborations. However, the direct sales model could dilute brand exclusivity if not managed carefully, a risk Panpuri navigates with controlled expansion. Success hinges on precise inventory management and strong market reception; monitor initial sales figures and regional expansion plans.

Maria Santos

Questions & Answers

Which countries will have access to the Netflix online store initially?

The Netflix.shop will first be available in the United States starting on Thursday. It will then expand to other countries in the coming months, according to Netflix.

What kind of merchandise will be available through the new online store?

The online store will sell limited-edition apparel, lifestyle merchandise, and collectibles based on popular shows. Items include streetwear, action figures, and decorative products.

Which specific shows will have merchandise available at launch or soon after?

Initial items are based on anime series Yasuke and Eden, and French crime thriller Lupin. Future plans include products for The Witcher, Stranger Things, and Netflix logo-wear.

Has Netflix previously sold merchandise through other channels?

Yes, Netflix has sold products through partners like Target and Walmart before. The new online store expands its product line beyond these existing arrangements.

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