Beymen Club opens 77th store at Istanbul Finance Center, should you join a new mall?
On the ground floor of İstanbul AVM, the new mall inside the Istanbul Finance Center, Beymen Club’s new concept store with 262 m² of net sales area began welcoming customers on 24 September (Perakende.org, 30 September 2026). According to a Timeturk report dated 25 September 2026, İstanbul AVM opened its doors the same day, so the store started trading on the mall’s opening day. With this opening, Beymen Club’s store count rose to 77.
For a fashion retailer planning to grow, the question is simple: should you enter a brand-new mall on day one with a compact concept store? The answer depends on how long you can wait in a place where footfall has not settled yet. Investment, rent and sales targets are not in the report; you have location, floor area and timing.
Where is Beymen Club’s Istanbul Finance Center store and what does it offer?
The store sits on the ground floor of İstanbul AVM inside the Istanbul Finance Center, with 262 m² of net sales area. It sells women’s and men’s collections together, and its design uses varied textures, artworks and decorative objects.
Should a fashion brand join a new mall like İstanbul AVM on opening day?
BU BÖLÜMÜN ÖZETİ
- The opening wave brings visitors in the first weeks
- Early tenants get first say on floor and neighbours
- The till may not ring until footfall settles
- An open-air plan needs a walking habit
Sometimes yes, but the price is patience. Being there on opening day gives you the best pick of locations and a shot at the first wave of curious visitors. In return, takings are harder to forecast before visiting habits form.
The opening wave brings visitors in the first weeks
People explore a new mall out of curiosity in its first weeks, and a brand already trading is among the first windows they see. Later arrivals look for space after walking routes settle.
Early tenants get first say on floor and neighbours
While the tenant mix is being assembled, the first brand to sign has more choice of floor and neighbours. We explained how a mix is built using the Park Bulvar example in Baku, and the same logic applies to Istanbul’s new malls.
The till may not ring until footfall settles
The biggest risk in a new mall is whether visitors keep coming once the first curiosity fades. That habit forms over months. Meanwhile rent is due, but sales per square metre may not have reached target yet.
An open-air plan needs a walking habit
According to a 2022 report in Capital, a Turkish business magazine, the shopping area at the Istanbul Finance Center was planned at 100,000 m², spread over two levels across 3.3 km of streets, lanes and squares in an open-air layout. At that scale, which streets visitors actually walk becomes clear only with time. The axis your store sits on matters as much as how busy the first months look.
What can Beymen Club’s 262 m² concept store carry?
BU BÖLÜMÜN ÖZETİ
- A concept store does storytelling as much as selling
- In a small space, SKU selection is half the job
- Taking a concept to other cities needs a repeatable template
A 262 m² concept store shows a curated slice of the brand, not the full range. At this size the goal is to convey the brand’s world quickly and steer the customer toward a second purchase, in store or online.
A concept store does storytelling as much as selling
Textures, artworks and decorative objects put an atmosphere around the product, so customers walk in and spend time. That time is the shortest route to a bigger average basket.
In a small space, SKU selection is half the job
In a large store, stock gathering dust on a rail goes unnoticed; in 262 m², every hanger is visible. So every item has to earn its place with sales data. A short list of fast-moving SKUs is the basic rule of a compact store.
Taking a concept to other cities needs a repeatable template
The report says the brand keeps rolling out its new concept in different parts of Türkiye. Moving a concept from city to city depends on writing down the materials list, product selection and staff training as a template.
What should a fashion store at İstanbul AVM set up online from day one?
BU BÖLÜMÜN ÖZETİ
- Map listings with the right mall and floor
- A store page linked to online stock
- Opening events should be measurable content
In a new mall, visitors search for you on their phone first. If your map listing, store page and opening content are not ready on day one, curious customers walk out before they walk in.
Map listings with the right mall and floor
Correct mall name, floor and opening hours in your business listing bring lost visitors in a new complex to your door. People will search for both “İstanbul AVM” and “Istanbul Finance Center”, so using both in the description helps.
A store page linked to online stock
A compact store cannot hold every size and colour. If the store page on your site links to online stock, an item missing from the rail does not become a lost sale.
Opening events should be measurable content
We walk through how to measure the sales effect of launch-week events in our piece on the Olaplex launch at Beymen Zorlu Center. An event without a campaign code or a dedicated link stays a set of photos.
Which retailers do the openings at the Istanbul Finance Center affect, and how?
BU BÖLÜMÜN ÖZETİ
- Mid-range and premium fashion brands
- Food, beverage and service businesses
- Stores in existing malls
The most directly affected are mid-range and premium fashion brands deciding whether to enter the new mall. Brands with stores in existing malls are affected indirectly, through how customers split their visits. We track this picture on our retail page.
Mid-range and premium fashion brands
Entering a new mall early brings a location advantage, but the fashion numbers are weak. According to Nuri Şapkacı, chairman of AYD (Türkiye’s association of shopping centre investors), fashion sales rose 26% in the first eight months of 2026, below average inflation of 31.68%. Şapkacı expects textiles and fashion to be the hardest-hit area in the first half of 2027.
Food, beverage and service businesses
In an open-air complex, cafes and restaurants are what keep visitors around. So a fashion brand entering a new mall should ask who its food and beverage neighbours will be.
Stores in existing malls
According to the AYD–Akademetre index, mall sales rose 22.9% year on year in nominal terms in August 2026 and shrank 6.5% in real terms, the third straight month of real decline. When a new mall opens, shoppers from older malls nearby may go to try it. An existing store needs a reason for loyal customers to stay.
What should a fashion brand eyeing a new mall like İstanbul AVM do this week?
BU BÖLÜMÜN ÖZETİ
- Walk the candidate mall on different days and times
- Discuss the opening period separately in the rent offer
- Draw up the product list for a compact store
Three things can happen this week: observe the candidate mall’s first-month footfall yourself, negotiate rent with the opening period in mind and draw up a product list for a compact store. We handle building a concept store’s brand story and adapting it to a new location as part of our brand consultancy.
Walk the candidate mall on different days and times
Walk the same axis at weekday lunch, weekday evening and weekend afternoon. Note which streets are busy and which are empty. Compare that with the leasing pitch.
Discuss the opening period separately in the rent offer
Ask separately about rent and service charges for the first months, before footfall settles. Raise turnover-based rent, stepped increases or fit-out contributions. Verify with the official source and your legal adviser; this is not legal or financial advice.
Draw up the product list for a compact store
Pull the fastest-moving items in your current stores from your sales data. Round it out with a few window pieces that tell the concept’s story.
Quick Summary
- Beymen Club’s store at İstanbul AVM in the Istanbul Finance Center opened on 24 September (Perakende.org, 30 September 2026).
- The store is on the mall’s ground floor and has 262 m² of net sales area (Perakende.org).
- With this opening, Beymen Club’s store count rose to 77 (Perakende.org).
- İstanbul AVM also opened on 24 September 2026, so the store began trading on the mall’s opening day (Timeturk).
- Investment, rent and sales targets were not disclosed, and whether this is a relocation or a new opening is unclear.
Short Glossary
- Concept store
- Concept store is the name used for a store type built to present a brand’s products together with a designed atmosphere.
- Net sales area
- Net sales area is the measure used to express the floor space open to customers, excluding stockrooms and back-of-house areas.
- Early tenant
- Early tenant is the retail term used to describe a store that signs before a mall opens or on its opening day.
Frequently Asked Questions
Next Step
If you are weighing a concept store in a new mall, we can assess the location and your brand story together: fill in the consult your expert form.
Sources: Perakende.org, “Beymen Club yeni konsept mağazasını İstanbul Finans Merkezi’ne taşıdı”, 30 September 2026 · Timeturk, 25 September 2026 · Capital, Istanbul Finance Center leasing report, 2022 · Perakende Türkiye, report on AYD chairman Şapkacı · Foreks, AYD–Akademetre August 2026 index · Beymen Club official website
Updated: October 2026
Sık Sorulan Sorular
Yes, they refer to the same complex. AVM is the Turkish term for a shopping mall, and the report’s headline says “Istanbul Finance Center” while its body says “İstanbul AVM”. The Timeturk report confirms that İstanbul AVM sits inside the finance centre, so the short, accurate phrase is “İstanbul AVM at the Istanbul Finance Center”.
It is not clear. The headline uses the verb “moved”, yet the same report says the store count rose to 77, which reads like a new opening. Whether Beymen Club had a store in the area before is not stated, and neither is whether 77 is a domestic or a total figure.
Beymen Group’s “Istanbul Finance Center Beymen Club” sales consultant and store manager listings on kariyer.net, a Turkish job site, confirm the location indirectly. The brand’s current store list is on Beymen Club’s official website.
The store is on the ground floor of İstanbul AVM, which sits inside the Istanbul Finance Center.
Sales are harder to forecast in the first months because visiting habits have not formed yet. Weigh the advantage of choosing your location against that waiting period, together with the rent terms.
It can be, if product selection rests on sales data and is backed by online stock. In a space like 262 m², a list of fast-moving items and a window layout that tells the brand’s story make the difference.