About Us

ABOUT NOVeL Concept Store

The NOVeL Store is a concept store with many sustainable, local, and fairly produced products in Berlin's beautiful Prenzlauer Berg. Our neighborhood around Rykestraße is a particularly recommendable spot, as here you'll find not only us, but also many nice cafés and restaurants, as well as the popular market on Kollwitzstraße on Saturdays and an organic market on Thursdays. But back to us: here you won't find what you're already finding everywhere. You'll find a truly special selection with everything your heart desires. Each product is selected with love for design and a passion for beautiful things. Our product range is broad. It includes clothing, accessories, many items suitable as gifts, products for children, stationery, home accessories, sustainable cosmetics and care products, and a bit of gourmet food. All from over 100 brands that are striving to make the world a more sustainable place. In addition, there are the collections of our in-house label, MIO ANIMO. And not to forget, with our extensive range, we also have an online shop where you can find everything, absolutely everything, that you can also find in our store. The online shop reflects our entire range, from which you can conveniently order everything to your home. We lovingly package all your orders in Berlin and ship them throughout Germany and even Europe.

Our store in Berlin
NOVeL Concept Store for sustainable Design
Rykestraße 48 - 10405 Berlin-Prenzlauer Berg
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Opening hours:
Mon - Fri 12-7 p.m.
Sat 11 a.m.-6 p.m.

You can reach us by phone at 0176/55650332, send us a message (WhatsApp, iMessage, SMS) or call us.

Our origins

It all began with our own fashion label, MIO ANIMO, a long time ago, actually. The label was founded in Berlin by Anne-Kristin Krause in 2002. In 2016, we added our own store, which slowly but surely developed into the NOVeL Concept Store for sustainable design. At the same time, we also created our online shop, which gradually grew and now reflects our store's entire product range.

Our intention

"I have set myself the goal of enabling a more sustainable lifestyle with my store, one that focuses on longevity and quality. For the NOVeL Store, 'Sustainable Design' is top priority. And by that, I mean, above all, a style that is sustainable. Because what you love and what lasts a long time is still the best there is." (Anne-Kristin Krause, founder) All of our brands and products are carefully selected by Anne-Kristin with a lot of passion. The focus here is on beautiful, special products made from sustainable materials with fair manufacturing conditions. But good quality and a timeless design also play a major role in the selection of our products. After all, it's just as sustainable to buy a piece that may not be 100% certified, but that can be worn forever thanks to its high quality and timeless, combinable look.

Our Label MIO ANIMO

All MIO ANIMO products are hand-sewn by our sewing team in Berlin. We now even have two production facilities because we were bursting at the seams. One of our workshops has been directly behind our NOVeL Store from the very beginning, and still is, the other is located in Berlin-Friedrichshain. If you've ever been to our Rykestraße store, you can see how the MIO ANIMO team creates the most beautiful things in the confined space at the back of the studio. You can order every MIO ANIMO item from us online. To avoid overproduction, we only produce many items for you after your order has been received (made-to-order). However, we also have a large selection of models and sizes pre-produced for our store, so you can see, try on, and take them home.