Boyner opens a 2,400 m² store at Florentia Village, is an outlet mall worth it?

This store takes Boyner to 137 stores in 47 provinces. Now, look at this: not every store added to a network does the same job. A city store serves the neighbourhood around it, while an outlet centre near the airport also aims at people arriving in Istanbul.

The report does not make that clear. Whether the store runs on outlet pricing or a regular store model, its discount rate and its pricing policy have not been disclosed. The project was promoted in early 2025 with discounts of up to 30% (Ekonomi Gazetesi), but that figure tells us nothing about the Boyner store itself.

Clothing is a familiar outlet category; adding cosmetics widens the basket. In the same centre, Beymen opened a store of about 2,000 m² alongside a Beymen Beauty Studio of about 300 m² (Foreks). We look separately at what cosmetics chains measure and report through Watsons’ third sustainability report.

Florentia Village Istanbul is a partnership between Kalyon İnşaat and Italy’s RDM-Fingen Group. The centre sits near Istanbul Airport; the district is not given in the report. The architecture draws on the Renaissance and ancient Rome. The project’s figures have changed over time, so we use the September 2026 announcement.

A target is not footfall that has already happened. Fifteen million visitors a year is a promise. For a store owner, the real measure is how much of that traffic walks through your door and reaches the till. Look, visitor numbers are not sales per square metre.

A medium-term target of 40% foreign visitors favours brands that are already known internationally. An outlet near the airport also counts on travellers passing through Istanbul. What nobody counts on is the airline’s baggage allowance.

End-of-season stock, broken size runs and lines made just for the outlet each send the shopper a different message. Last season’s stock that sits in the warehouse or on the rail turns back into cash at the outlet. Put new-season product there at a discount, and your city store customers learn to wait.

Let’s say the same jacket sells at one price in your city store and at a lower price in the outlet. The moment shoppers spot the gap, they start thinking “it’ll be on sale sooner or later” in the city store too. That is why you need to decide up front which products, from which season and in which price band, go to the outlet.

I set it up as a four-question filter. First, stock: do you have product that should go to an outlet? Second, price: how will you explain the gap with your city store to the customer? Third and fourth, traffic and rent: does the targeted footfall justify the rent and revenue-share terms?

Brands that want to clear last season’s stock on a steady basis, and large multi-brand retailers. Saat ve Saat told KAP that its Florentia Village and Florentia Village Exclusive stores had started trading, bringing it to 188 stores in 47 provinces (KAP, 21 September 2026). Opening two formats in one centre means not depending on a single channel.

Small multi-brand shops and street outlets that sell the same brands at a discount. When shoppers find those labels in one place with a wider range, the till in the small shop stops ringing. Their answer is probably not price. It is service, convenience and a selection of their own.

An outlet decision is one piece of the growth map. We walk through the decision order of a brand growing abroad through franchising in Jimmy Key’s 17-store network abroad. Both cases share one question: does the new channel feed the existing one, or eat it?

The outlet store needs its own page, its own address and its own description. I’ve been looking at retailers’ store locator pages for years. Here’s what I’ve seen: when the outlet and the city store share one line, customers go to the wrong address and turn around at the door.

Ads for the outlet should not damage your city store’s price image. Keep the “discount” message tied to the outlet location and out of your main brand campaigns. Location targeting in search ads is the simplest way to draw that line.

Directions, opening hours, payment options and, where it applies, tax-free shopping details. If your site lacks them, visitors look on another site and may not find you there. The photos and description on your map listing are the first window a foreign visitor sees.

End-of-season stock value, sales per square metre, average basket value and the share of discounted sales in total sales. Florentia Village’s rent model, expected revenue and discount rate are not in the report, so you will have to learn them at your own negotiating table. Nothing here is financial advice.

Is there turnover rent, how are shared costs split, and where do competing brands sit in the tenant mix? Let me ask you one thing: where is your store on the route visitors actually walk? Turkish shopping malls fall under Law No. 6585 and the Regulation on Shopping Malls; check the framework on the Ministry of Trade’s shopping malls page and with your lawyer, since this is not legal or financial advice.

Don’t leave the outlet decision to the sales team alone; the brand side needs a seat at the table too. This is work we do: through our brand consultancy, we draw the line between outlet and city store together with brands. Our retail page, where we interpret retail news for you, keeps similar decisions in one place.

That has not been disclosed. The report does not give the store’s discount rate, its pricing policy or whether it runs as an outlet format.

The examples in the report are big chains. For smaller brands, rent and space terms become clear in talks with the centre’s leasing team.

The centre is near Istanbul Airport. The district is not given in the report.