What: Beymen Group expects 2026 revenue of €1.4bn–€1.5bn, up from €1.3bn in 2025, with growth driven by domestic luxury demand in Turkey, a new stand-alone beauty format and its Tersane store in Istanbul.

Why it is important: Beymen's growth rests on domestic rather than tourist demand, with tourism at 15% of revenue, which executives present as protection against the recurring swings in visitor flows in the region.

Beymen Tersane, the retailer's largest store, opened a year ago in a former naval shipyard on the Golden Horn, after an investment of nearly €20 million. The store relies heavily on VICs, whose tickets are much larger, while footfall to the district is building. International visitors account for 18% of store sales, against 10% across Beymen's other multibrand locations, and the store is expected to beat its first-year sales target by around 15%. Beymen expects Tersane to rival Zorlu Center and İstinyePark; an open-air luxury mall designed by Foster + Partners is due in September 2028, and almost all monobrands have signed up.

The Middle East conflict has had no direct impact on demand or logistics in Turkey, and Çapçı reports some traffic diverted from Dubai and a rise in Russian shoppers. She also points to a young population of more than 86 million, while credit cards offering instalments, used for most transactions, support consumer spending.

Beymen Beauty Studio has three Istanbul stores, with four more planned for next year and a target of 30 in a dozen cities. The July acquisition of Dilasima Group added Max Mara, Boggi Milano and Furla to its monobrand portfolio.

IADS Notes:  At its opening, Beymen Tersane was described as an OMA-designed sequence of galleries in a former Ottoman shipyard, and as an anchor for the redevelopment of the Tersane district into a residential, cultural and shopping area (Superfuture, June 2026). Boyner is investing in the same model. Its Communité concept opened a second store at Galataport, with more than 400 brands across fashion, beauty, wellness, art and design, and an Italian restaurant on site (PAUSE Online, October 2026). The Turkish market's momentum runs against the first-half 2026 trend at global luxury groups: Gucci's comparable revenue fell 5% and LVMH Fashion & Leather Goods declined 1% organically. Over the same period, Macy's and Dillard's grew sales by raising average spend per purchase rather than transaction counts (PYMNTS, September 2026). In beauty, Falabella is moving its Beauty F concept out of the department store into stand-alone units, to reach areas where it has no physical presence, with 12 locations planned in Chile (Perú Retail, July 2026). The stand-alone route carries risk outside core locations. Harrods closed its H Beauty store at Cribbs Causeway four years after launch, as Sephora, Lookfantastic and Boots Beauty reshaped UK beauty retail (Bristol Post, June 2026).

In Turkey, Beymen grows against the global luxury slowdown