Hulu has live sports and HBO Max has Mare, but now Netflix has something just as powerful: merch. The streaming service launched Netflix.shop yesterday to sell Lupin throw pillows, a Yasuke clothing line, and products from other Netflix content that may pop off in the future.
- Netflix has done collabs with retailers including Walmart, Sephora, and Target to sell clothes and other branded items from its most bingeable shows, but this is the company’s first step into selling those products itself.
Josh Simon, the head of Netflix’s consumer products division, told the NYT that with its own online storefront the company will be able to ship you your BoJack Horseman Prozac (pending) faster—we’re talking within days of a character trending on Twitter. To launch the store, Netflix partnered with Shopify, the titan of product drops and unwieldy checkout traffic.
Zoom out: When the home of Bridgerton released its earnings report in April, things were about as hot as Season 2 with no Duke. Dipping a toe into e-commerce is one piece of Netflix’s larger plan (like getting into video games) to stand out in the crowded streaming market.
+ For more analysis on Netflix’s merch play and retail news in general, go sign up for Retail Brew.