Nishane

Two brothers opened a perfume boutique in Istanbul in 2012 with a very deliberate commercial thesis. Turkish niche perfumery had never been a globally recognized category. They intended to create it. Mert and Muraguzel founded Nishane in Istanbul in 2012, positioning the brand as the first genuinely Turkish entry in the global niche fragrance market. The brothers had spent years sourcing and curating niche fragrances across Europe and the Middle East before deciding to launch their own compositions. The hero fragrances drew on specifically Turkish cultural references with scents like Nanshi, Ani and Hasivat referencing Turkish literary, musical and historical traditions that no European or American fragrance house had ever engaged with. The Turkish cultural sourcing was a defensible differentiator in a crowded niche fragrance market.