By Linda Moss CoStar News
A landlord focused on experiential real estate has added the building that's home to a Netflix House, the digital streamer's entertainment-and-shopping venue outside Philadelphia, to its portfolio for $60 million.
EPR Properties, a real estate investment trust based in Kansas City, Missouri, has acquired the 120,000-square-foot building at 180 N. Gulph Road at the King of Prussia Mall, according to public documents. The sale closed in June. Canadian retail holding company Hudson's Bay Co. was the seller, according to CoStar data.
HBC, onetime owner of Saks Fifth Avenue, acquired Neiman Marcus Group in December 2024 for $2.7 billion. Subsequent to that purchase, HBC liquidated its Canadian operations and closed its stores in that nation. The merged Saks-Neiman Marcus company was first renamed Saks Global and is now called Exemplar Luxury Group.
Los Gatos, California-based Netflix leased and opened its first permanent entertainment location, Netflix House, at a former Lord & Taylor store in November last year. The site offers immersive attractions such as games and virtual-reality experiences, a store selling merchandise tied to Netflix shows and a large restaurant. A second location is open in Dallas, while a third is planned for Las Vegas.
Brick-and-mortar retailers have increasingly turned to in-person experiences that cannot be replicated online. EPR describes itself as a diverse REIT that specializes "in select enduring experiential properties in the real estate industry." That includes theaters, fitness, gaming, skiing, and "eat-and-play" locations.
In an investor presentation in July, EPR said it had "added Netflix as new partner through our acquisition of Netflix House Philadelphia; transforming popular digital intellectual property into physical, immersive experiences."
Ben Fox, EPR executive vice president, talked about the acquisition on that second-quarter earnings call.
"On the Netflix House investment, not only is Netflix an A-rated corporate credit, but as one of the leading streaming platforms, our partnership with them further validates the powerful role that physical experiences play in an increasingly digital world," he told Wall Street analysts.
The deal was earlier reported by the Philadelphia Business Journal. The large mall where Netflix House is located is owned by Simon Property Group.
The former Lord & Taylor building was on the block — for a second time — for roughly seven months, put up for sale a few months after Netflix House opened.
"This first-of-its-kind concept is an experiential entertainment venue offering retail, dining and immersive experiences centered around Netflix’s [intellectual property] content," CBRE said in a marketing brochure. "Netflix House’s net lease has nine years of term remaining with 2.5% annual rent escalations and features a corporate guaranty from Netflix."
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