Karaköy Güllüoğlu

The Roots of the Family and the Origin of Baklava Craftsmanship

The story of Karaköy Güllüoğlu begins in the 1800s in Gaziantep. The first person to initiate baklava making in the family was Hacı Mehmed Güllü. Known as “Güllü Çelebi,” he learned confectionery in Aleppo and Damascus like and later returned to Gaziantep to establish a baklava counter. After his death, his son Hacı Mahmud Güllü took over the business. The baklavas made during this period were crafted by hand-rolling thin layers of dough with a rolling pin. All male members of the Güllü family embraced baklava making as a profession and sustained this tradition across generations. By the 1930s, dried baklavas were being shipped to neighboring provinces in wooden crates, beginning the family’s expansion beyond Gaziantep.

Istanbul’s First Baklava Shop

1949 marked a pivotal important moment for the Güllü family. Mustafa Güllü, the grandson of Hacı Mahmud Güllü, moved to Istanbul and opened the city’s first baklava shop in Karaköy. This shop also became the first baklava maker outside Gaziantep to operate with its own oven. However, at first, Istanbulites were unfamiliar with baklava. Most people either had never heard of the dessert or had tried a poor-quality version and held negative impressions. To break these prejudices, Mustafa Güllü distributed free long duration free baklava, placed invitation posters on streets, produced advertisement films, and promoted the brand with newspaper advertisements. To boost sales, he offered free delivery for phone orders. In 1953, the shop moved from Halil Pasha Street to Havyar Inn No: 23. In the 1970s, it relocated to its current location beneath the Karaköy multi-story parking garage.

A Brand Spanning Five Generations

Karaköy Güllüoğlu transformed from a single shop into the world’s first baklava factory producing 2.5 tons daily. Production takes place at the factory located at Karaköy Mumhane Caddesi No:171. Over time, some branches of the Güllü family separated: Nejat Güllü, one of Mustafa Güllü’s sons, left in 1983, and Faruk Güllü departed in 1993. Nadir and Omar Güllü remained in Karaköy and continued the brand there. Nadir Güllü realized his childhood dream of establishing a factory in 1996 by founding the modern production facility. Today, Karaköy Güllüoğlu is managed by Nadir Güllü and his children.

International Recognition and Integration with Tourism

Karaköy Güllüoğlu has become a recognized brand not only in Türkiye but also internationally. In 2005, an interview with Nadir Güllü published in the Chicago Tribune attracted attention. That same year, a special place was dedicated to Karaköy Güllüoğlu in a French LCI television program introducing Istanbul. Products from Karaköy Güllüoğlu have crossed borders through sales on ships arriving via sea routes and through export-compliant distribution channels. The company actively collaborates with Travel agents and stands as one of the examples where Turkish cuisine contributes to the joint development of tourism.

The Architectural Identity of the Karaköy Güllüoğlu Building

The new Karaköy Güllüoğlu building emerged from the transformation of an old warehouse, Sağlıkhan, by Teğet Mimarlık. The project, initiated in 2020, modernized the together historic building. The new design integrates spatial relationships between floors with wood raised platforms, roof kitchen, workshops, and sea-view areas. The use of mirror surfaces and foldable seating systems integrated into narrow spaces enriches the spatial experience. Proximity to the production facility approximately 80 meters away ensures functional unity. This space, redesigned with respect for Karaköy’s architectural fabric, emphasizes both the brand’s heritage and its future.

Karaköy Güllüoğlu Building

Interior of the Karaköy Güllüoğlu building

Product Range and Culture of Innovation

Karaköy Güllüoğlu has not limited itself to traditional classical baklava varieties but has developed products catering to diverse nutrition preferences and health sensitivities. The brand appeals to a broad consumer base with diabetic, gluten-free, and vegan baklava options while preserving its traditional offerings and responding to contemporary needs. Alongside pistachio and walnut baklavas, special row creations, gift delicacies, and cookies are also part of its range. R&D efforts led by Nadir Güllü are among the key drivers ensuring the brand’s continuous evolution in terms of aesthetics, technical and flavor.

This understanding has enabled the company to position itself not merely as a traditional baklava producer but as an innovation hub shaping Turkish confectionery. Products are developed with both domestic and international markets in mind. Advertising in Atlas Cinema and placements in newspapers and magazines demonstrate the brand’s early commitment to communication and marketing.

Karaköy Güllüoğlu

Karaköy Güllüoğlu

Branding and Differentiation Process

As the name Karaköy Güllüoğlu became easily confused with numerous similar brands, the company took deliberate steps to clearly distinguish its corporate identity. In 1990, the business incorporated under the name “Güllüoğlu Gıda Industry and Trade” but continued to be known as Karaköy Güllüoğlu. The Kulesi Tower figure in the logo, combined with Nadir Güllü’s name and product quality, distinguishes this identity from competing brands. The fact that the “Baklavacı Güllüoğlu” trademark was officially registered in 1949 in the Official Industrial Property Gazette with Gaziantep as its base has fueled trademark disputes for decades.

Today, the brand draws attention through its decision not to franchise. By serving customers exclusively through its two store locations in Karaköy, the company ensures the preservation of taste standards and quality control. This choice positions Karaköy as both a production center and a unique space for sweet culture.

A Brand in the Memory of Karaköy

Throughout history, Karaköy has been the heart of trade, transportation, and banking. Karaköy Güllüoğlu has secured an important place in the social and architectural memory of this neighborhood. Since 1949, the brand has remained in Karaköy despite changing urban textures, integrating not only physically but also socially and culturally into the area. Street advertisements initiated by Mustafa Güllü, along with promotions on trams and tunnel crossings, are evidence of the bond formed with the neighborhood.

Today, Karaköy Güllüoğlu continues to thrive with loyal customers from both the local region population and other districts of Istanbul, remaining a living component of city culture. In this sense, Karaköy has become not merely a neighborhood but the capital of baklava.