Netflix Launches First Online Store To Buy Merchandise Line

Netflix has launched its own online store to sell products inspired by its most popular shows, The New York Times reported on Friday.

The e-commerce site will serve as “an exciting new destination combining curated products and rich storytelling in a uniquely Netflix shopping experience,” Josh Simon, Netflix’s VP of consumer products, said in a press release. It will also feature exclusive limited editions of items ranging from clothing to lifestyle products. is the streaming giant’s first owned-and-operated retail outlet to sell products directly.

This month’s sales include hoodies, t-shirts, necklaces, and even toys inspired by two of the platform’s anime series, “Yasuke” and “Eden.” The company also teamed up with the Louvre Museum to offer products related to the hit French thriller “Lupine.”

The “Lupin”-inspired item category debuted this month with $60 throw pillows and a $150 side table, the Times said.

Additionally, Netflix has signed license agreements to market hundreds of products based on its original programming, sold by H&M, Amazon, Walmart, Target, Sephora, and other retailers. Future additions to the site will include products linked to other hit shows like “Stranger Things” and “The Witcher.”

“We love it when great stories transcend screens and become part of people’s lives,” Simon said in the press release.

“We’re thrilled to give fans a new way to connect with their favorite stories, and to introduce them to the next wave of artists and designers who embrace the power of storytelling in all its forms,” he added. For the store launch, the company presents a collection of anime-inspired items created by three up-and-coming designers: Jordan Bentley, Kristopher Kites, and Nathalie Nguyen.

Netflix’s goal is to create prestige for its originals among superfans, with the secondary benefit of capitalizing on viewer interest in the merchandise.

The company seeks to make up for a lack of ad revenue after a disappointing quarter that left only under four million new subscribers, down from the six million new subscribers it had forecast for the first quarter of 2021. was developed and launched with Shopify and is first available in the United States before expanding to other countries.