Novelty

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Novum (Latin "new") stands for:

generally a novelty, see innovation
Novum Hotel Group , German hotel group
Novum (company) , a foreign trade company of the GDR
Novum Markt , a retail chain for adult articles
Novum (magazine) , German graphic design magazine

See also:

Wiktionary: Novum - explanations of meanings, word origins, synonyms, translations