It all began with a journey into the past. “We actually just wanted to get to know Eckart’s mother’s birthplace in Estonia,” recalls Anita Strecker. “And then it was love at first sight when we traveled to the Baltic States for the first time a few years ago.” A visit with beautiful consequences. Anita Strecker and Eckart Baier not only fell in love with the Baltic region, they also brought it back to life. The couple have now opened an online store for interior design ideas by young designers from the Baltic region. Noor Disain. That’s Estonian and means young design in German. And that’s exactly what it’s all about – well-designed and high-quality manufactured furniture, home and feel-good accessories, textiles and jewelry from Estonia, Latvia and Lithuania. That’s what excites the two of them. Ever since their first visit to the region three years ago.
Photo Ben Kilb
Aesthetic, functional and natural – Baltic design
After many years of working in journalism, public relations and the agency business, Anita Strecker and Eckart Baier are fulfilling a dream with their online concept store. “We present great design products and introduce the creative people behind them,” explains Eckart Baier. “Aesthetic, functional, natural – that’s what noor disain stands for! Our products tell the story of a dream region in the far north with miles of beaches, untouched forests and moors and incredibly friendly people.” The idea of bringing this clear design to Germany came to the pair during their first trip to the region. After all, there was previously only one store for design from the Baltic States. Further trips to Estonia, Latvia and Lithuania encouraged the couple to give artists whose products convinced them a platform.
Products that respect the environment
Above all, it is the interaction with nature that immediately captivates the two Frankfurters. The scene of young creatives who develop Nordic design in a very independent, innovative way and translate it into modernity with simple aesthetics and a high level of craftsmanship, while at the same time showing consideration for the environment. “Nothing is superfluous, nothing can be left out. Perfect like nature,” summarizes Anita Strecker. This is why the barn swallow adorns the noor disain logo. It is the national bird of Estonia and stands for freedom, culture, environmental protection and nature conservation. All things that are important to the creators of Noor Disain.
Getting started with microloans and Instagram Reels
An idea naturally needs the right framework and a professional basis to flourish successfully and sustainably. That’s why Anita Strecker, who works part-time for the city administration, and Eckart Baier, formerly at home in the publishing industry, are looking for support from Kompass Frankfurt to bring their vision of their own concept store to life. After all, it doesn’t work without a business plan and start-up chapter. But the pair immersed themselves in figures, website creation and Instagram reels, secured a microloan from the Hessian development bank Wibank in Offenbach and successfully launched the store at the end of July. They sell furniture via drop shipping, store smaller items in the attic and ship them themselves. Here too: Sustainability is the name of the game and they use sustainable grass paper for packaging.
Stories about the country and people included
The fact that Anita Strecker and Eckart Baier’s holistic approach is important quickly becomes clear when you browse through their concept store digitally. Here you will not only find lovingly selected products from the Baltic States, but also very individual stories about the products and the people behind them – including tips about the country and its people. This not only makes you want to buy design objects from the Baltic States, but also makes you want to discover this region for yourself.
