Netflix opened its first multi-title pop-up store at LA's The Grove

Give fans of all ages the chance to get limited edition merchandise while becoming immersed in Netflix's most popular titles.

Opened October 13 at The Grove in Los Angeles: the Hellfire Club raglan shirt and Palace Arcade hoodie from Stranger Things, the upcoming Inside Bridgerton book, Funko collectible figures, and a curated children's line including the iconic dollhouse from Gabby's Dollhouse and activity books from Ada Twist, Scientist and Cocomelon.

No sales figures in the source; the store marked Netflix's first multi-title retail activation, extending its titles into physical, shoppable fan experiences.

On October 13, 2022, Netflix launched 'Netflix at The Grove', a shoppable experience in Los Angeles that the streamer described as its first multi-title, immersive retail activation — a self-declared mission to 'turn retail pop-ups upside down'. Located at The Grove, the store gave fans of all ages access to limited edition items from Netflix's most popular shows.

The merch mix mapped the catalogue's breadth: the famous Hellfire Club raglan shirt and Palace Arcade hoodie from Stranger Things, the upcoming Inside Bridgerton book, Funko collectible figures, and a curated series of children's products including the iconic dollhouse from Gabby's Dollhouse and activity books from Ada Twist, Scientist and Cocomelon.

The activation's wager was that immersion and commerce could share one address: rather than a single-title stunt, fans moved between the worlds of Stranger Things, Bridgerton and Squid Game — and left with a piece of whichever one they loved.

Single-title pop-ups live and die by one show's hype cycle; a multi-title store spreads that risk across a catalogue.

Physical retail gave Netflix something streaming can't ship: objects fans already wanted, like the Hellfire Club shirt, in a place to try and buy them.

Locating at The Grove put the store where LA tourism and fandom overlap, maximising foot traffic across age groups.

Multi-brand retail solves what single-show pop-ups can't: one roof, many fandoms, and merch that outlives any single title's moment.

The store opened on October 13, 2022 as Netflix's first multi-title retail activation; no sales or footfall figures were disclosed in the launch coverage.