FLO Turkey: The Insider’s Guide to Buying Brand Name Shoes for Less
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Walk through any mall in Istanbul, Antalya, or Izmir, and you are guaranteed to see three giant orange letters: FLO. With over 850 stores spanning more than 30 countries, FLO isn’t just a shoe shopit is the retail backbone of the Turkish footwear market.
For tourists and expats, FLO often feels like a mirage: shelves stocked with Lumberjack, Reebok, and U. S. Polo Assn. at prices that seem too good to be true compared to Europe or the US. But here is the catchare they real? Is the quality the same?
In this guide, we strip away the marketing fluff to give you the street smart analysis of FLO’s inventory, the truth about their licensing deals, and the specific logistics of shopping there (including why their online store might reject your credit card).
What Exactly is FLO?
Think of FLO as the Turkish equivalent of DSW (Designer Shoe Warehouse) or Germany’s Deichmann, but with a much more aggressive manufacturing strategy. The story began in a small workshop in Gaziantep in 1960. Today, it is a retail titan selling over 55 million pairs of shoes annually.
The secret to their pricing isn’t just volume; it’s ownership. FLO doesn’t just buy brands; they buy the rights to them. This vertical integration allows them to control production costs locally, shielding them slightly from the currency fluctuations that send prices of imported electronics, like the iPhone 16, skyrocketing.
The Brand Portfolio: The “Hidden” Value
This is where the “Connector Lens” comes in. Many shoppers assume they are buying imported Italian or American goods. In reality, FLO owns or licenses these brands for the region, meaning the shoes are often manufactured in Turkey or neighboring hubs to strict specs.
- Lumberjack: Once an iconic Italian brand, FLO acquired it entirely in 2012. You get Italian design heritage with Turkish manufacturing pricing. It’s arguably the best value for-money leather boot in the store.
- Nine West: FLO holds the licensing rights for this massive US brand in Turkey. If you see Nine West in a Turkish mall, it’s likely managed by the FLO group.
- Reebok: In a major strategic move, FLO took over Reebok’s operations in the region (including Russia formerly). This ensures a steady supply of legit sportswear despite supply chain global volatility.
- Kinetix & Polaris: These are the house brands. Kinetix is the go-to for budget sneakers (think gym shoes for $15-$20), while Polaris focuses on orthopedic comfort.
- U. S. Polo Assn.: Much like Lumberjack, FLO manages a massive inventory of this brand. While it positions itself as premium in some markets, in Turkey, it is accessible everyday wear.
Shopping Tactics: Online vs. In Store
In the Store (The Tourist’s Best Bet)
Finding a FLO store is harder to avoid than to find. They anchor almost every shopping mall (AVM) and major avenues like İstiklal Caddesi. Use the official Store Locator to find the nearest one.
Insider Tip: Watch for the “3 Al 2 Öde” (Buy 3 Pay 2) campaigns. These are most common during national festivities. Check our guide to Turkey’s 2026 Public Holidays to time your shopping spree perfectly.
The Online Store (The Hurdles)
The website flo.com.tr has massive inventory, but it is notoriously difficult for foreigners to navigate due to logistical firewalls:
- No International Shipping: They generally do not ship to the UK, EU, or USA directly.
- The Data Requirement: Checkout often requires a Turkish mobile number for SMS verification and sometimes a Turkish ID number (TC Kimlik) for invoicing.
The Workaround: If you are on vacation, use the “Click & Collect” feature (Mağazadan Teslimat). You can browse the wider online stock and have it sent to a local mall for pickup, bypassing the residential delivery address issue.
Global Reach: Where is FLO outside Turkey?
FLO isn’t limited to Anatolia. If you are traveling through the region, you might spot them in over 100 locations across:
- The Balkans: Albania, Kosovo, North Macedonia.
- CIS & Central Asia: Azerbaijan, Georgia, Kazakhstan, Uzbekistan.
- MENA Region: Iraq, Saudi Arabia, Jordan, Morocco.
Sizing Guide & Fit
Because FLO acts as a marketplace for different brands, sizing is inconsistent. A pair of Kinetix sneakers will fit differently than Lumberjack boots. While you should always try them on, use this conversion chart as a baseline.
| EU Size | UK | US (Men) | US (Women) | Foot Length (approx. cm) |
|---|---|---|---|---|
| 36 | 3.5 | 4 | 5 | 22.1 |
| 37 | 4 | 4.5 | 5.5 | 22.9 |
| 38 | 5 | 5.5 | 6.5 | 23.7 |
| 39 | 6 | 6.5 | 7.5 | 24.6 |
| 40 | 6.5 | 7 | 8 | 25.4 |
| 41 | 7.5 | 8 | 9 | 26.2 |
| 42 | 8 | 8.5 | 9.5 | 27.1 |
| 43 | 9 | 9.5 | 10.5 | 27.9 |
| 44 | 9.5 | 10 | 11 | 28.8 |
| 45 | 10.5 | 11 | 12 | 29.6 |
Returns & Exchanges
FLO’s return policy is surprisingly rigid compared to Western standards but fair for Turkey. Unworn shoes can typically be exchanged or returned within 30 days with a receipt.
Crucial Warning: If you buy items during a heavy clearance sale (outlet pricing), verify the return policy at the register. Sometimes “Final Sale” rules apply.
Verdict: Is FLO Worth It?
Absolutely. For families needing durable school shoes or travelers who forgot their walking sneakers, FLO is a lifesaver. You can score high-quality leather from Lumberjack for a fraction of EU prices.
Once you’ve sorted out your footwear, you might want to explore other Turkish retail gems. Check out our guide to the Top Turkish Towel Brands for more high-quality local textiles.
