Boyner
Boyner is a privately-held Turkish multi-category department store retailer founded in 1981 and headquartered in Istanbul, operating an omnichannel business across physical stores, the boyner.com.tr e-commerce platform, same-day delivery (Boyner NOW), a loyalty program, and wholesale brand distribution via its Horizon subsidiary.
- Company typePrivate
- Founded1981
- HeadquartersIstanbul
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Boyner does
Boyner is a privately-held Turkish multi-category department store retailer founded in 1981 and headquartered in Istanbul, operating an omnichannel model that combines physical department stores across Turkey with a flagship e-commerce platform at boyner.com.tr. It serves mass-market Turkish consumers across three primary personas (women, men, children) and two secondary verticals (sports & outdoor, home & living), offering apparel, footwear, bags, cosmetics, watches, accessories, and lifestyle products sourced from a portfolio of domestic and international brands. The platform integrates technology features including Virtual Makeup (Sanal Makyaj) try-on, Skin Analysis (Cilt Analizi), same-day delivery (Boyner NOW), gift cards, and the Boyner Ayırcalıkları loyalty program, supported by a mobile-first delivery strategy.
The company's technology stack centers on a full-featured e-commerce platform with omnichannel retail capabilities, augmented by AI-driven customer service and clienteling positioned as part of a customer-continuity transformation initiative under its IADS (International Association of Department Stores) membership. Headcount is reported in the 5,001–10,000 range, consistent with a national-scale retailer. Boyner maintains a subsidiary named Horizon, through which it operates wholesale brand distribution partnerships, including an initial 2025 pilot with Italian footwear brand Velasca, and it acquired Morhipo in March 2020 to consolidate digital retail assets.
Revenue mechanics are anchored in direct retail merchandise sales of apparel, footwear, accessories, cosmetics, and home goods through owned physical stores and the e-commerce platform, supplemented by wholesale/consignment revenue where Boyner (via Horizon) serves as the Turkish retail distribution partner for international brands. Pricing operates at the unit level across multiple tiers from mass-market to premium, with product-level prices disclosed in Turkish Lira on the website and overall pricing details not publicly disclosed.
Boyner firmographics
Firmographics- Name
- Boyner
- Legal name
- Boyner
- Website
- https://boyner.com.tr
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Boyner is a privately-held Turkish multi-category department store retailer founded in 1981 and headquartered in Istanbul, operating an omnichannel business across physical stores, the boyner.com.tr e-commerce platform, same-day delivery (Boyner NOW), a loyalty program, and wholesale brand distribution via its Horizon subsidiary.
- Ownership category
- akta.pro rank
Boyner industry classification
Industry- Product category
- Department Store Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110), Health and Personal Care Retailers (456), Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Toys, Games & Kids Store-in-Store (CRAGAHAI)
- akta.pro secondary industries
- Kids & Baby Specialty Department Stores (CRAGAGAD), Kids’ & Baby Apparel Retail (CRAAABAD), Teen/Youth Apparel (13–18) (CRAAAHAD)
Keywords
Where Boyner is headquartered
LocationHeadquarters
- HQ city
- Istanbul
Offices1 record
Markets served
Boyner business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Retail merchandise sales: Traditional retail revenue from selling apparel, footwear, accessories, cosmetics, and home products through department stores and e-commerce platform
- Wholesale/Consignment: Wholesale distribution partnerships with brands like Velasca, where Boyner acts as a retailer for third-party merchandise
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various price points across product categories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Boyner product offering
Product offeringCore offering
Boyner is a Turkish multi-category department store chain operating physical department stores and the e-commerce platform boyner.com.tr. It retails women's, men's, and children's fashion; shoes and bags; cosmetics and beauty; watches and accessories; sports and outdoor gear; and home and living products (including electronics and kitchenware), sold across multiple price tiers and supported by value-added services such as same-day delivery (Boyner NOW), gift cards, and a loyalty program (Boyner Ayrıcalıkları).
Product overview
Boyner is a major Turkish department store chain with a comprehensive e-commerce platform (boyner.com.tr). The company operates a multi-category retail model offering women's fashion, men's fashion, shoes and bags, cosmetics and beauty products, watches and accessories, sports and outdoor gear, children's products, home and living items, and an outlet section. The platform integrates technology features including Virtual Makeup and Skin Analysis tools for the cosmetics category, same-day delivery service (Boyner NOW), gift cards, and a member loyalty program (Boyner Ayrıcalıkları). The product portfolio spans both physical retail operations and digital services, featuring hundreds of international and domestic brands.
Differentiator
Problem solved
Functional benefit
Brands
- Boyner NOW: Quick delivery service offered by Boyner
Companies that use Boyner
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles3 records
Boyner technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Boyner partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- IADS (International Association of Department Stores)coreBoyner is an active member of IADS, participating in industry research and transformation initiatives. The company is implementing IADS's 'customer continuity' approach - a unified model prioritizing end-to-end customer journeys over channel optimization, with four implementation levers: execution by catchment areas, mobile-first strategy, logistics as growth driver, and AI-powered intelligent assistants.
- VelascaminorItalian footwear brand Velasca conducted initial wholesale pilot with Boyner and its subsidiary Horizon before establishing broader wholesale operations. This partnership served as a testing ground for Velasca's expansion into Turkish retail distribution.
- HorizonminorBoyner subsidiary involved in wholesale distribution partnerships with international brands like Velasca
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Boyner competitors and assessment
Company assessmentDirect peers
- LC Waikiki: Major Turkish-headquartered apparel retailer with extensive multi-brand and own-brand assortment across family, kids, and home. Directly comparable to Boyner as a large-scale Turkish multi-category fashion and lifestyle retailer with both physical and digital channels.
- Beymen: Turkey's leading luxury and premium multi-brand department store. Closely comparable to Boyner's positioning at the higher end of the Turkish department-store spectrum, with similar brand portfolio and concierge-style retail format.
- Koton: Turkish fashion retailer operating family, women, men, and kids apparel with broad physical and e-commerce presence. Comparable to Boyner as a mass-to-premium Turkish multi-category apparel chain competing for similar value-conscious family shoppers.
- DeFacto: Turkish-origin apparel retailer with global footprint spanning family, women, men, and kids categories. Comparable to Boyner on breadth of demographic coverage and price-accessible multi-brand positioning.
- Mavi: Turkish apparel brand with denim-led family, women, men, and kids collections sold through own retail and wholesale. Comparable to Boyner as a Turkish-headquartered multi-category fashion brand-retailer with overlapping customer segments.
- Breuninger: German premium multi-brand department store and e-commerce retailer and IADS peer of Boyner. Comparable on multi-brand premium positioning, omnichannel sophistication, and shared IADS customer-continuity transformation context.
- John Lewis: UK department store chain with strong omnichannel presence and IADS peer. Comparable to Boyner as a multi-category department store implementing the same IADS customer-continuity playbook across fashion, beauty, and home.
- Falabella: Latin American multi-category department store and e-commerce operator and IADS peer of Boyner. Comparable as a department-store anchor with apparel, beauty, and home categories pursuing similar omnichannel transformation.
- The Mall Group: Thai department store group and IADS peer of Boyner. Comparable on multi-format retail (department stores, specialty, e-commerce) and participation in the same IADS customer-continuity initiative.
Broad incumbents
- Macy's: Large US multi-category department store with apparel, beauty, and home assortment and an omnichannel focus. Comparable to Boyner as a broader incumbent in the same department-store category navigating digital and category-killer competition.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Boyner social profiles
Digital presenceBoyner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Boyner leadership team
Management profileNumber of profiles
Boyner subsidiaries and ownership
Company hierarchySubsidiaries1 record
Boyner funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Boyner M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Boyner
What does Boyner do?
Boyner is a Turkish multi-category department store chain operating physical department stores and the e-commerce platform boyner.com.tr. It retails women's, men's, and children's fashion; shoes and bags; cosmetics and beauty; watches and accessories; sports and outdoor gear; and home and living products (including electronics and kitchenware), sold across multiple price tiers and supported by value-added services such as same-day delivery (Boyner NOW), gift cards, and a loyalty program (Boyner Ayrıcalıkları).
Is Boyner a public or private company?
Boyner is a private company. It is classified as unknown and is currently operating.
When was Boyner founded?
Boyner was founded in 1981. It employs 5,001 to 10,000 people.
Where is Boyner based?
Boyner is headquartered in Istanbul.
How does Boyner make money?
Two revenue lines are on record. Retail merchandise sales are the primary driver. The others are wholesale/Consignment.
Who are Boyner's main competitors?
Direct peers on record are LC Waikiki, Beymen, Koton, DeFacto, Mavi, Breuninger, John Lewis, Falabella and The Mall Group. Macy's is listed as a broad incumbent.
Does Boyner have an API?
No public API is recorded for Boyner.
What industry is Boyner in?
Boyner's product category is Department Store Retail. Its primary akta.pro industry code is CRAGAHAI, Toys, Games & Kids Store-in-Store, with a secondary code of CRAGAGAD, Kids & Baby Specialty Department Stores. Its NAICS code is 458 and its SIC code is 5651.