Netflix has launched its first ever online store selling limited-edition apparel based on its most popular original shows as it explores new revenue streams.
Netflix opened its online store to US customers on Thursday, and said it plans to expand the shop across more markets in the coming months.
The store will offer a curated rotating stock of items based on fan-favourite shows like Stranger Things, The Witcher, Lupin and its latest popular anime series Yasuke.
While Netflix has partnered with fashion retailers like TopShop previously its new merchandise, which has been created by a host of different fashion designers, will be exclusive to its store.
It debut collection features everything from a Yasuke t-shirt for $30, to a hoodie in the same range selling for $82.
Non-fashion products, such as toys and props are also available, including a Yasuke Haruto clock made by designer Natalie Nguyen for $135.
“We love it when great stories transcend screens and become part of people’s lives. We’re always looking at how we can extend the world of our stories for fans, from apparel and toys to immersive events and games,” Netflix vice president of consumer products Josh Simon said in a blog post.
“And it’s why today we’re launching Netflix.shop as an exciting new destination combining curated products and rich storytelling in a uniquely Netflix shopping experience.”
The unexpected move comes as Netflix faces increasingly intense competition in the streaming sector, seeing rival Amazon Prime Video secure MGM studios last month allowing it to dramatically increase its back catalogue.
Netflix plans to offer limited edition sought after goods in its shop, rather than launch a marketplace for merchandise relating to all its 15,000 shows, creating a viable alternative revenue stream from its well established brand.