The Hermès family is in talks to take a stake in D Maris Bay, one of Doğuş Group’s best-known luxury tourism investments, according to reports in Türkiye. The discussions have been under way for about a year and are now said to be in their final stage.
Axel Dumas, chief executive of Hermès, travelled to Türkiye with 19 family members as part of the process, local media reported. If the deal is agreed, the family would become a partner in the resort, which is owned by Ferit Şahenk’s Doğuş Group.
The possible investment highlights how the Aegean coast has become a magnet for global luxury brands. What was once seen mainly as a summer holiday region is increasingly attracting hotel groups, fashion houses and lifestyle brands looking for high-spending customers.
Hermès’ interest in D Maris Bay comes amid a broader shift in southern Türkiye’s luxury market. Bodrum and the Marmaris coastline have become important targets for international companies that want a foothold in one of the region’s most exclusive travel destinations.
The area has already drawn major names from the luxury sector. Italian group Bvlgari is developing an ultra-luxury hotel and residence project in Bodrum, while Four Seasons is planning a new resort and residential investment there.
Other fashion houses have also expanded their presence in resort areas during the summer season. Dior has operated pop-up stores and beach concepts in D Maris Bay and Bodrum, aiming to reach wealthy travellers during the peak months.
Mandarin Oriental Bodrum already hosts boutiques from Hermès, Louis Vuitton, Cartier, Chanel and Van Cleef & Arpels, underlining the growing importance of Türkiye in the global luxury map. The resort market has become more than just a leisure business, with branded residences, marinas and beach clubs also drawing interest.
If the talks end in an agreement, the move would mark a significant step for both D Maris Bay and Türkiye’s position in global luxury tourism. It would also add another high-profile international name to a coastal market that is increasingly shaping up as a premium investment hub.
Hermès’ reported discussions come after the family’s quiet visit to Türkiye, which included a Bosphorus tour in Istanbul before the D Maris Bay leg of the trip. According to the reports, Ferit Şahenk is expected to personally welcome the family at the resort.
