Meet MENDO: meet Roy

When MENDO’s co-owner and founder Roy Rietstap was fifteen years old, he already knew he was going to be an entrepreneur. Not a surprise if you know him. Roy likes to do things his own way and his own way isn’t always the easy way.

After running a successful advertising agency, Roy decided to switch to paper and feed his hunger for books. “We were very comfortable in advertising, so learning to adapt to a retail and publishing world happened step by step. To me, the advertising world became dull. We were good, but we weren’t great. I saw the same trick being used over and over again and that’s not what I wanted. I want the things I do to mean something, or at least being happy with the things I make and do.”

A philosophy that echoes through everything Roy does. During the years in which MENDO transformed, Roy’s main goal has been inspiration. “I have been hooked on magazines since I was ten years old. We don’t sell magazines at MENDO, but paper, photography, fashion and interior have been my interests for nearly all my life. To me, nothing can beat a strong image on paper. I still buy loads of magazines and books every week, purely for visual inspiration, and I think MENDO also provides that inspirational environment.”

“I think that’s what distinguishes us from other bookstores. When concrete built MENDO ten years ago, they made it look like it was literally built with books. It was a way of showing how much we really love these books. Making it more than just a book. We have shown how books can be used differently. Reflecting someones personality through their interior.”

“Same goes for our webshop. Our goal was to translate the essence of what we’re doing here. It’s more than just a book. It tells a visually inspiring story through images and mostly it’s also a story about the person that owns it. It may require a special skill to recognize that, but I believe it’s a skill we all have at MENDO.”

It’s also one of the reasons why Roy still works at the MENDO store (at least) every Saturday. “I know for a fact that when you enter our store, our team can tell you what’s interesting about these books. We’re not just waiting behind the counter for the next customer. It has to be an experience. We want you to smell, feel, sense. Really take it all in. We want to show you why we’re enthusiastic about these books and by doing that, we’ve met a lot of inspiring and likeminded people.”

That same enthusiasm breathes through MENDO’s publishing department. With eleven books and plenty of new titles to come, MENDO is quickly making a name in the publishing world. “Just like the store, we make these books out of love. Because we feel like it should be made. Of course, it would be nice to make money out of it, but that’s not the main goal. We strongly believe a book like Mr. should be made, same goes for Depart. Beforehand no one would have thought a book curated and made by young (social media) photographers from over the world would become a success.”

It shows Roy’s confidence in both MENDO and the product. “In this digital age, the book is more important than ever and I think our books and store show that. I think we have one of the most beautiful bookstores in the world and probably the most beautiful books selling website in the world. That’s something to be proud of. From here we’ll see where it goes, as long as it remains well curated and considered.”

Check Roy’s favorite books.