does the vast majority of its business wholesale, selling its beans -- some of our favorite beans in Denver -- to restaurants and cafes. But for the past five years, the company has also kept one retail location by the Denver Art Museum, where patrons can score a kick-ass cappuccino or one of the many Novo roasts, brewed a variety of ways.
Soon, though, that outpost will pour its last. On January 1, Novo will pull out of the museum location.
"All in all, it's been a wonderful five years at the DAM," says Jake Brodsky, the company's co-founder. "We've introduced our product to thousands of new people, gained some valuable recognition in both the local and national press, and provided a venue for passionate baristas to hone their skills and help raise the bar in terms of what quality coffee is in Colorado. Unfortunately, sales were very unpredictable, and the challenges of operating without our own dedicated space became more evident over the years."
The company did get to use the retail space to introduce Novo to potential customers and do a little wholesale training, though most education takes place in the Novo roasting facility on Larimer Street. That was a challenge at the DAM spot, which "is kind of like a mini-food court," Brodksy says.
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Still, Novo hasn't given up on having a retail spot. "We're looking right now, but we have no news to announce yet," says Brodsky. "We want a retail presence, and it will definitely be centrally located and a place where we control the four walls." And Novo will be looking at leases that allow the company to offer its training sessions there, as well as host more events.
"We're sad to go, but all in all, this is a really good thing for us," says Brodsky.
Once Novo goes, Mad Greens -- which already runs a wine bar in addition to a salad joint in the building -- will take over the operation of the coffee shop.