Beymen Beauty Studio opens third store at Florentia Village, can beauty sell at an outlet?

Beymen’s statement describes it as Türkiye’s first luxury designer outlet. The centre targets more than 15 million visitors a year, and that is a target, not a result. A second phase is planned to take the total area to 110,000 m².

According to Beymen Beauty Studio’s corporate history page, the brand started operating in October 2025. Today it has three physical stores and an online channel at beymenbeautystudio.com. Beymen itself opened its first store in Şişli, Istanbul, in 1971.

Look, there’s a system idea here. The parent brand draws visitors with a large store, and the beauty concept becomes the second stop for those same visitors in 300 m². Beymen’s store opened on 17 September; the sources do not say clearly whether Beauty Studio opened the same day. Either way, you bring the shopper in once and meet them at two tills.

Let’s say someone drives out on a Saturday with the afternoon set aside and no hurry. Testing a fragrance fits that rhythm.

A fragrance added to a fashion purchase is the classic move that lifts average basket value. Same logic as the small item next to your till.

There is a risk, and store design is how it gets managed. BBS takes its design cues from fashion photography studios, and the brand’s signature yellow is the main architectural element. The store presents itself as a studio, not as a department aisle.

A product you cannot find anywhere else is the product that gets people in the car. The store also carries Yves Saint Laurent, Gucci and Burberry, which shoppers find elsewhere too; the difference is the brands that live only here. At your scale, it starts with a handful of SKUs that nobody else in your area sells; we look at how a Turkish maker positions its own brand in Günsan’s push for a stronger export brand.

Offering Chambre 52 for the first time at BBS Florentia Village gives the store news value. For a small shop, the equivalent is becoming the first point of sale in town for a local maker or a new brand.

Give one corner to a rotating agenda instead of fixed stock. According to Beymen’s statement, BBS has a flexible area like this. In your store, a table, one wall or part of the window is enough; what matters is the calendar for that space. A pop-up corner without a calendar costs as much as stock gathering dust on the shelf.

Fashion tenants can win visitors who stay longer once beauty joins the tenant mix. Niche fragrance and skincare brands gain a new showcase in Türkiye.

Independent perfumeries in the area that carry the same niche brands feel it first. A shop where many customers test in store and then buy online hears “they walked in and walked out” more often. A shop racing on price alone falls behind on experience.

Mall managers have a reason to rethink where cosmetics sit in the tenant mix: a personal care and cosmetics category is being added to the AYD-Akademetre index in 2026 (BloombergHT). Marketplace fragrance sellers see products tested in store, then searched online. We also see how cosmetics retailers build ties with communities in Watsons and L’Oréal’s meeting with women producers in Kuşadası.

I’ve been looking at retail websites for years, and I’ll admit it: the first page I open is still the store locator, not the product page. Here’s what I keep seeing: the store feels like a studio, the website reads like a warehouse list. Inside: advisers, testers, good light; online: a name and a price.

Someone searching for a perfumery in your neighbourhood should see you on the map. Add your store-exclusive brands, your testing service and your pop-up calendar to your business profile. Photos should show the store and testing area, not single products.

A pop-up has a start date and an end date, so it hands you a ready reason to advertise. A short campaign aimed at the area around your store puts that dated agenda in front of the right people. We can’t send a scent through a screen yet, but we can send a reason to come in.

Pull the last three months of sales from your till and set aside the products nobody else in your area sells. Put them in the window, on the home page and on your profile. When the till isn’t ringing, the cause is often a difference nobody can see.

Pick two agendas for the next two months, say a new brand and a seasonal need. Give each a start and end date, and keep the corner for that agenda only on those dates. Let’s say the first one doesn’t land; the second date is already on the calendar, so the space never sits empty.

Let me ask you one thing: is the visitor number on the table a result or a target? Even Florentia Village’s figure of more than 15 million visitors a year is openly stated as a target. Work out sales per square metre from your own customer profile. This is not investment advice; talk to your accountant and legal adviser before you sign.

We are the team that plans the store and its digital visibility together through our digital marketing agency work. My call: beauty can sell at an outlet, as long as shoppers get a reason to go there.

It is worth considering if your customer profile matches the centre’s visitors and you can offer something exclusive. Base the decision on your own sales per square metre and customer profile, not on a target visitor number; this is not investment advice.

Neither the Perakende.org report nor Beymen’s statement says so. What the news highlights is the store-exclusive brands, the first-time offer of Chambre 52 and the flexible pop-up area.

No. A table, one wall or part of the window is enough; what matters is giving the space a calendar with start and end dates.