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Novada Outlet Konya, located at Veysel Karani Cad. No:60, Sancak Mahallesi, Selcuklu, Konya, Turkey, opened in June 2015 as the citys first outlet shopping center. It spans 34,000 square meters of gross leasable area across two levels, accommodating 127 stores focused on discounted fashion, accessories, footwear, and lifestyle products from national and international brands such as LC Waikiki, Adidas, and Migros as an anchor tenant, complemented by a cinema and food court.
The tenant mix emphasizes value-oriented retail, appealing to budget-conscious shoppers amid Konyas conservative, family-oriented demographic with a population exceeding 2.3 million and a primary catchment area of 1.5 million residents within a 10 km radius.
Occupancy rates stand at 90-95%, supported by annual footfall of 1.5-2 million visitors, averaging 5,000-7,000 daily, with peaks during sales periods.
Rent levels are competitive at 20-30 USD per square meter annually or approximately 150 TL per square meter monthly, with lease terms typically spanning 5 years including turnover-based percentages of 8-12%. In the context of Konyas retail market, which sees average occupancy of 85-90% across centers and benefits from 5% annual economic growth, Novada positions as a secondary suburban draw leveraging outlet discounts to counter e-commerce penetration at 15% and competition from larger malls like Kulesite and M1 Konya.
Leasing advantages include flexible terms for outlet operators, promotional events driving traffic, and resilience in discount demand despite seasonal winter dips of up to 20% and moderate infrastructure wear since opening. However, challenges encompass car dependency due to limited public transport, potential saturation in apparel categories, and economic pressures from inflation impacting middle-class disposable income, with median household earnings at 70,000 TL yearly.
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Hours of Operation
Hours
| Monday | 10:00 AM — 10:00 PM |
| Tuesday | 10:00 AM — 10:00 PM |
| Wednesday | 10:00 AM — 10:00 PM |
| Thursday | 10:00 AM — 10:00 PM |
| Friday | 10:00 AM — 10:00 PM |
| Saturday | 10:00 AM — 10:00 PM |
| Sunday | 10:00 AM — 10:00 PM |
Hours may vary on public holidays. Check with individual stores for specific holiday schedules.
Insights
Demographics and Footfall
Novada Outlet Konya serves a catchment of 1.5 million in Konya, with median age of 32 years, 60% under 40, household size of 3.3, and tertiary education at 25%. Median income is 70,000 TL annually, supporting value-driven spending on apparel (208 USD per capita) and groceries (1,200 USD). Annual footfall reaches 1.5-2 million, with daily averages of 5,000-7,000, dwell time of 90 minutes, and 25% conversion rate. Growth projects 5% yearly, bolstered by family-oriented middle-class demographics, though unemployment at 9.5% and inflation pose risks to spending power.
Competition and Market Position
The center faces competition from Kulesite Alisveris Merkezi (over 100,000 sqm, 95% occupancy, broader mix) and M1 Konya, with 3 similar malls per 100 km. E-commerce erodes 15% of non-essential sales, particularly apparel, amid Turkeys 8.3% retail CAGR to 2033. Novada holds a niche in outlets with 90-95% occupancy and 5,000 TL sales per sqm, but saturation in fashion categories and higher central mall volumes challenge suburban positioning. Operational quality remains solid with clean facilities, yet aging infrastructure since 2015 may require updates.
Accessibility and Lease Terms
Situated in Selcuklu with direct highway access and 1,600 parking spaces (80%+ utilization on peaks), accessibility relies heavily on cars due to sparse public transport and moderate pedestrian traffic. Rents average 20-30 USD per sqm yearly, with 5-year minimum leases incorporating 8-12% turnover rents for flexibility. Advantages include medium-term options and renewal incentives for outlets, though access issues limit broader appeal compared to central sites. Potential drawbacks involve seasonal footfall drops and competition for traffic in a car-dependent suburb.
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Konya
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City Snapshot
Konya
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