English Home opens a store at Florentia Village, should home brands join luxury outlets?
Next to İhsaniye Metro Station in Istanbul, one metro stop from Istanbul Airport, English Home has opened a new store at Florentia Village (Perakende.org, 29 September 2026). The centre is described as “Türkiye’s first luxury designer outlet” and its first phase holds 190 stores on 65,000 square metres of leasable area. The English Home store sits close to the centre’s metro-linked entrance.
If you sell home textiles or home goods, the question is this: is a store in a luxury outlet centre fed by the airport and the metro the right move for your brand and your sales? English Home’s answer is to place its own collections beside global brands and to position the store for home makeovers and trousseau shopping. The store’s size, opening day and pricing policy have not been disclosed.
Where is English Home’s Florentia Village store, and why does the location matter?
The store is at Florentia Village in Istanbul, near İhsaniye Metro Station, close to the centre’s metro-linked entrance. The location matters because of transport: the centre is one metro stop from Istanbul Airport. If the metro brings in the first wave of visitors, a store near that entrance is among the first to greet them.
Which categories and brands does English Home carry at Florentia?
Nine categories and seven global or Turkish brands. The categories are bedroom, bathroom, kitchen, tableware, decoration, rugs, small appliances, personal care and cosmetics. Next to English Home’s own collections, the shelves carry KitchenAid, Rowenta, Philips, Fissler, Nespresso, Victorinox and Kütahya Porselen (Perakende.org). The store is positioned for home makeovers and trousseau preparation.
Does a home brand’s image change if it moves into a luxury outlet like Florentia Village?
It can, and the direction depends on how the store is set up. A luxury outlet puts the brand on the same street as premium neighbours, which can lift perception. On the other hand, the word “outlet” makes shoppers expect a discount. A home brand has to choose one clear message between those two expectations.
Which home textile sellers gain from the Florentia Village openings, and which come under pressure?
Mid-range and upper-range home brands that can build a range suited to outlet shoppers stand to gain. Independent trousseau and home textile shops in the same area come under pressure. Indirectly affected are suppliers of small appliances and tableware, along with workshops that make home goods.
How do shoppers find a home store in a destination outlet like Florentia Village online?
Through a search before the visit. Someone heading to a centre like Florentia Village looks up which brands are there and how to get there before leaving home. If the store’s map listing, opening hours or category details are missing, the visitor won’t add the brand to the list. The digital side of location is local visibility.
What should a home brand weighing a luxury outlet like Florentia Village calculate this week?
Put rent, range and conversion assumptions on paper this week. Don’t count the centre’s visitor target; count the people who will enter your store and buy. A brand deciding on this Istanbul centre in autumn 2026 should talk in terms of its own average basket, not a competitor’s.
Quick Summary
- English Home has opened a new store at Florentia Village, near the metro-linked entrance (Perakende.org, 29 September 2026).
- Florentia Village opened its first phase with 65,000 square metres of leasable area and 190 stores (Perakende.org).
- The EUR 250 million project targets more than 15 million visitors a year (AA).
- The store carries seven global and Turkish brands alongside English Home’s own collections.
- The store’s size, opening day and pricing policy have not been disclosed.
Short Glossary
- Designer outlet
- A designer outlet is the term used for a shopping centre type that brings designer and premium brand stores together.
- Tenant mix
- Tenant mix is the retail term used to describe how stores in a shopping centre are spread across categories and brands.
- Leasable area
- Leasable area is the measure used to describe the total square metres a centre can let to stores.
Frequently Asked Questions
Next Step
If you want to weigh a luxury outlet or a new location against your own numbers, fill in the consult your expert form and let’s talk about the right place for your brand.
Sources: Perakende.org, 29 September 2026 · AA (Foreks), 20 September 2026 · Perakende.org report on Boyner · Foreks report on Beymen · KAP, 21 September 2026 · Türkiye Ministry of Trade, shopping mall regulation · English Home official website
Updated: October 2026
Sık Sorulan Sorular
The sources differ slightly. Perakende.org says the centre opened on 17 September 2026, while the report by AA, Türkiye’s state news agency, dates it 20 September 2026. Beymen announced that its own store opened on 17 September; 20 September may have been the official ceremony, but that is not confirmed.
According to AA, the project is a EUR 250 million investment and targets more than 15 million visitors a year. It is a partnership between Kalyon İnşaat and RDM-Fingen Group. The target is an expectation, not an actual count; data from the first months is not yet available.
Florentia Village is not an enclosed mall; it is built as an open-air centre. Visitors stroll as if on a street and stop in front of windows. In this layout, the shopfront and nearness to the entrance can matter more than a corridor spot inside an enclosed mall.
Luxury outlet visitors look for brands they know. Names like KitchenAid or Fissler give people a reason to walk through the door. Once inside, they also meet English Home’s collections; it is the tenant mix of a mall in miniature, inside one store.
In Türkiye, the trousseau, or çeyiz, is the set of home goods a couple gathers before marriage. It is a planned purchase made with a large basket rather than a quick pick-up. A destination centre that people visit on purpose fits that kind of shopping trip.
No. The report does not say whether the store sells at outlet or full price, or what discount applies. You can browse the brand’s general range on English Home’s official website, though store-specific pricing is not published there either.
In the same centre, Boyner opened a two-floor store of 2,400 square metres, and Beymen opened a store of about 2,000 square metres plus a Beauty Studio of about 300 square metres. Saat ve Saat also notified KAP, Türkiye’s public disclosure platform, on 21 September 2026 that its stores here had started trading. These neighbours place a home brand next to fashion and accessories shopping.
There is a risk. Shoppers compare the outlet price with the city store. If that comparison works against the brand, the city store gets labelled “expensive” and customers turn away at the door. That is why separating the outlet range from the main store range is a common approach.
Signing a lease based only on the centre’s visitor target. The 15 million figure is the centre’s goal. What sets your sales per square metre is how many of those visitors walk into your store and reach the till.
Trousseau shopping is planned and comes with a big basket. If that basket moves to a day trip to an outlet, the neighbourhood shop’s till stops ringing. The independent shop’s strengths are personal attention, made-to-measure products and flexible instalments.
A new point of sale means demand for new SKUs. A producer that prepares a series or a bundle made for the outlet channel can carve out space. We look at ways to meet new buyers for home goods in our article on the ZUCHEX trade fair.
Shopping malls, or AVMs as they are called in Türkiye, are regulated under Law No. 6585 and the Regulation on Shopping Malls. Before you sign a lease, check your own case against the official source. Verify with the official source; this is not legal or financial advice.
The store name, its position inside the centre, opening hours, categories and photos. A direction note such as “near the metro entrance” saves time for a shopper finding the way in an open-air centre.
Travellers decide fast and search on their phones. Showing up for category searches such as “home textiles” or “kitchenware” combined with the centre’s name puts the store on their route. A location-targeted ad can carry the campaign message to that person.
Your existing stores’ sales per square metre, average basket and conversion rate. With these three numbers you can work out how many receipts it takes to cover the outlet rent offer.
List the products that overlap with your main store and your off-season stock separately. Moving slow stock that sits on the shelf to the outlet can make sense, but if the window shows nothing but discounts, the brand suffers. Building the range and the message together is what we do in brand consultancy.
A new store means a new till, network and payment terminal. A security setting skipped in the opening rush can cost dearly later. We have gathered small business safeguards in our article on the WatchGuard threat report, and we interpret the Turkish retail agenda for you on our retail page.
Florentia Village is near İhsaniye Metro Station, one metro stop from Istanbul Airport. The English Home store sits close to the centre’s metro-linked entrance.
The report does not say. To learn the pricing and discount policy, contact the brand’s official channels.
Don’t decide without running the numbers on your own sales per square metre, average basket and the rent offer. If you can set your range apart from your main store, the option is worth weighing.