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Netflix online store selling products related to exhibitions such as “Lupine”

There will be Lupine pillows and Netflix boxing shorts.

There will be caps, necklaces, charms and hoods, all for sale at Netflix.shop, a site that launches on Thursday when the largest streaming company places a flag in e-commerce.

The shopping site gives Netflix a new way to raise money after a quarter in which its explosive growth showed signs of slowing in the increasingly crowded field of streaming entertainment, which now includes a great rival at Disney +.

Unlike some of its competitors, including Hulu and HBO Max, Netflix, the home of Bridgerton, the Witch and the Crown, there are no ads, relying on monthly fees paid by more than 200 million subscribers around the world. This is where Netflix.shop comes in.

The site is the next logical step for a company that has taken the retail business seriously in the past year, an effort led by CEO Josh Simon, who heads Netflix’s consumer products division.

Mr. Simon joined the company in March 2020 after working in a similar role at Nike. On his watch, the consumer product team has grown to 60 people, from 20, and Netflix has struck deals with Walmart, Sephora, Amazon and Target to sell clothing, toys, beauty kits and household items, among other items related to its series and movies.

Netflix has created an online store with technology company Shopify. Mr Simon described it as a “boutique”, adding that products linked to just a few Netflix shows would be included in the first few weeks.

Lupine, the noisy French crime show for expert thief, will be at the front and in the center of Netflix.shop later this month. In addition to baseball caps, T-shirts, hoods and sweaters, Lupine-related merchandise will include throw pillows ($ 60 each) and a side table ($ 150), all designed and manufactured in collaboration with the Louvre Museum.

Two Netflix anime series, “Eden” and “Yasuke”, will be presented in the store on its first day. A watch based on the character “Yasuke” Haruto, created in collaboration with artist and designer Natalie Nguyen, is priced at $ 135.

There is also the Yasuke clothing line, which was created in collaboration with the Hypland streetwear label and its founder, Jordan Bentley. “It’s part of that drop-out culture where kids line up on Fairfax Avenue in Los Angeles to buy his products,” Mr. Simon said.

Products related to other Netflix shows, including “Stranger Things” and “Money Heist,” will hit online shelves in the coming months.

The demand seems to be there: Thousands of products made by fans related to the Netflix documentary series “Tiger King,” including candles, face masks and greeting cards, are sold on Etsy and similar sites without the company’s blessing.

Netflix is ​​taking advantage of hits such as “Bridgerton”, a romance period by producer Shonda Rhimes, which debuted in December. Working with clothing company Phenomenal, Netflix began selling sweatshirts for $ 59, inspired by the show. The line includes a lavender hood labeled “I want to have fun” on the front, as well as a crew neck with the message “I’m burning for you.”

“To All the Boys I’ve Loved Before,” a Netflix romantic comedy film franchise, has created a line of clothing and accessories at H&M, as well as beauty kits at Sephora. There are also Mattel dolls and a Walmart plush toy tied to Netflix’s animated hit “Above the Moon.”

Netflix.shop will allow the company to move faster to meet the demand for Netflix-related items, showing this trend on social media. “We did it pretty quickly,” Mr. Simon told the Bridgerton sweatshirts, “but I think we’re talking about a few days when we have our next unexpected hit.”

The desire for quick turnaround times influenced the company’s decision to run its store through Shopify, whose technology supports multiple vendors, including Kim Kardashian’s Allbirds, Kith, The New York Times and Skims.

Harley Finkelstein, the company’s president, said Shopify had experience dealing with “big drops,” from Taylor Swift’s albums to sneaker releases, and could manage tens of thousands of payments per minute. “We were hardened around some of the biggest flash sales on the planet,” he said.

Products based on entertainment hits go back to the early days of Hollywood. Disney has been selling plates, puzzles, tin cans and other goods featuring Mickey Mouse, Pinocchio, Snow White and other characters since the 1920s. Decades later, George Lucas made a fortune through a chance deal with Fox that allowed him to hold on to Star Wars product rights in exchange for a discount on his director’s fee, an agreement he made before the first film. in the series came out.

Technical companies are now starting to operate as they look for new revenue streams. Google recently announced plans to open a store in New York, and Instagram has expanded its app shopping features.

Sales of licensed products related to shows, movies and characters were about $ 49 billion in the United States in 2019 and $ 128 billion worldwide, according to the latest industry study by Licensing International, a trading group. The biggest player, of the order of magnitude, is Disney.

Mr Simon, CEO of Netflix, said the money generated by the shopping site was not expected to match the amount Netflix was making through its deals with chain stores and fashion brands. “Practically, the revenue will come more from these partners around the world in terms of huge footprint, number of locations and size,” he said.

Unlike Disney, which is expected to generate tens of billions of dollars in sales each year as merchandise, Netflix has no plans to shop for bricks and mortar in malls or Times Square.

Mark A. Cohen, director of retail research and an additional professor at Columbia University School of Business, said he was skeptical about the longevity of the Netflix store after the excitement surrounding its opening subsided, in part because of the cycle of coming and going from Netflix hits .

“Most of them have a short shelf life, unlike Disney’s property, which is a long generation,” he said.

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