MENDO, Amsterdam: From a 2002 Hotel Niche to a 20-Year Literary Landmark

Located within CoffeeConcepts, MENDO offers an intimate space—its mini MENDO—to discover visually striking books covering art, photography, fashion, and beyond

MENDO, Amsterdam

Rooted in an adoration for paper, MENDO, Amsterdam began its journey in 2002. It was originally located within the extended confines of a hotel in the Nieuwe Doelenstraat area of Amsterdam. Over time, MENDO evolved from a disseminator of books and literature into a publishing entity in its own right. In 2019, MENDO opened a flagship store in the same neighborhood; however, that location has since closed. Now, MENDO operates within coffee salon CoffeeConcepts on Jacob Obrechtstraat 5—referred to as its mini MENDO.

Although Rietstap and Albronda are no longer involved in the company, they oversaw MENDO’s early trajectory. Their shared interest in literary materials grew from a background in graphic design and communication, which inspired the store’s aesthetic and publishing focus. MENDO has since built upon this foundation, maintaining its passion for paper and imagery.

MENDO, Amsterdam’s Beginnings

MENDO’s origins trace back to the founders’ affinity for printed literature and magazines. This enthusiasm led them to collect both domestic and international periodicals, a pastime that blossomed organically. Throughout its early years, MENDO sold literary goods while also delving into design and publishing projects. As the company grew, it began collaborating with creators on book design, tapping into the expertise of its evolving team.

Over two decades, MENDO has produced numerous works—including titles such as Cuisine Carine, L’HOMO. LE Book, and This Time Tomorrow. The synergy between content curation and design fueled MENDO’s rise as a provider of books in Amsterdam and across the Netherlands.

MENDO, Amsterdam’s Identity

After moving on from its original location near Hotel De L’Europe, MENDO further cemented its identity as a bridge connecting different generations and cultures through printed literary goods. While the once-prominent store in Nieuwe Doelenstraat helped cultivate a loyal following, MENDO now thrives as a more intimate space within CoffeeConcepts—its so-called mini MENDO. Visitors can still expect a thoughtful selection of literary materials, continuing the brand’s tradition of blending an English library feel with modern, living-room comfort.

The name “MENDO, Amsterdam” evolved from past design and branding decisions. Initially operating under the name Eleven, the founders felt compelled to change it after the events of 9/11. They arrived at MENDO, focusing on a moniker that conveys progress and is easy for customers across different languages to remember.

MENDO’s Mission

MENDO began with a gallery-like approach to selling literary goods, integrating artwork and high-end publications in its mix. Around its five-year mark, however, it pivoted to focus on books before gradually reincorporating art. Currently, MENDO collaborates with various photographers and creators—like Bastiaan Woudt—showcasing artwork alongside literary offerings. By combining art, design, and printed media in a welcoming environment, MENDO sets itself apart from typical bookstores.

Before the closure of its Nieuwe Doelenstraat flagship, MENDO had become known as a lifestyle destination—a space for visitors to learn, collaborate, and immerse themselves in visual storytelling. Although it now occupies a smaller location, the ethos remains: a curated selection of art, photography, and fashion-based literature, complemented by a sense of community.

The “Friends with Brands” Project and Collaborations

Beyond selling books, MENDO has long curated a selection of items under its “Friends with Brands” category, featuring products developed by local talent and industry peers. These collaborations reflect MENDO’s passion for purposeful design—evident in both the reading materials it offers and the books it publishes. Over time, MENDO has also gained recognition for helping businesses produce their own titles, merging literary craftsmanship with brand storytelling.

In line with a commitment to environmental practices, MENDO recycles its waste according to city regulations and avoids using plastic. It continues to host book signings and events, engaging with the wider creative community. Looking ahead, MENDO plans to maintain its role as a multifaceted purveyor of art and publishing, balancing content and visual appeal while keeping a relatively low profile.

Jacob Obrechtstraat 5, 1071 KC Amsterdam, Netherlands

Located within CoffeeConcepts, MENDO offers an intimate space—its mini MENDO—to discover visually striking books covering art, photography, fashion, and beyond. Once housed in Nieuwe Doelenstraat, the bookstore continues its mission to connect book lovers with creative projects, prioritizing both design and substantive content.