KOLKATA: Streaming giant Netflix has taken its retail ambition a step ahead with the launch of an online store. Netflix.Shop that will offer curated products based on its content.

It will drop limited editions of carefully selected high-quality apparel and lifestyle products tied to its shows and brand on a regular basis. Among the items debuting this month are streetwear and action figures based on anime series Yasuke and Eden; as well as limited-edition apparel and decorative items inspired by Lupin in collaboration with the Musée du Louvre. 

For the launch on Thursday, Netflix.shop has introduced a collection of anime-inspired collectibles from a remarkable group of up-and-coming designers: Nathalie Nguyen, Kristopher Kites, and Jordan Bentley.

Additionally, it has hinted to unveil exclusive products from beloved titles like The Witcher and Stranger Things, as well as new Netflix logo-wear from Japanese fashion house BEAMS soon. The Netflix.shop will first be available in the US before expanding into other countries around the world in the coming months.

Like many major studios, it is a rational move for the streaming giant to add another revenue stream through merchandise sales. It becomes more important at a time when the streaming market is becoming increasingly competitive, and its domestic growth is slowing down.

“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,” Netflix VP consumer products Josh Simon said in a blog post.