The Mamm Story

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In 2016 I wanted to study psychology. I was rejected – a slap in the face. 

What I didn’t know at 23 back then: it opened a new door in my life.

One day, while I was washing my BMW 6 Series, I realised: car care is more than just cleanliness.

It’s that moment when you step back, look at your car and feel proud. A shining moment.

Founded with CHF 500

A year later I founded Mamm. No business plan, no big budget.

With CHF 500 and the idea of making good products accessible to car enthusiasts.

Back then there was hardly any choice in Switzerland, so I started building up popular brands from abroad.

What started as a small idea quickly became one of the largest and best-known car care shops in Switzerland.

But I made mistakes.

We grew too fast, lost our focus – and costs spiralled out of control. 

At the end of 2022, we were under massive pressure.

By mid-2023 I had reached a point where I almost gave up.

Not because I wanted to – but because we were in serious financial trouble.

One of the toughest phases – and at the same time the most important lesson.

Then came my turning point.

One Sunday, completely burned out, I drove to the self-service wash bay.

Ironically, I was selling car care products but had neglected my own car for months.

But when I started handling the products myself again, it came back – the passion.

That moment when you step back, see your car shine and feel proud. A shining moment.

That’s when I knew: Mamm must not go under.

We’re not here to be just any shop. We’re here to give car enthusiasts exactly these shining moments.

And at the same time I realised what really annoys me about the market:

Shops that sell everything. Thousands of products, for private customers, dealers, detailers – with no focus.

And we ourselves were on the way to becoming just like that.

I didn’t want that anymore. On the contrary, I wanted to do things radically differently.

So we changed everything.

We reduced our range from 1,500 to 300 products, cut the dead weight and focused on what matters: car enthusiasts.

We built AntiDirt – our own brand that we stand behind 100%, which is why we offer 100 days to try it out.

And we did it.

A special thank you goes to our community:

Even though we stumbled, they kept ordering – some more than 30 times.

People who sometimes believed in us more than we did ourselves.

Today we’re stronger than ever.

We have clarity, focus and a mission.

We know exactly who we’re here for – and we’re growing because more and more car enthusiasts realise:

Here it’s not about quantity, but about quality.

At Mamm you’ll only find handpicked products that really work.

And you can count on this: Mamm is 100% for car enthusiasts – no dealers, no detailers.

But this is only the beginning.

Our vision: By 2030 we want to build the largest car care community in the German-speaking world.

With hundreds of thousands of car enthusiasts who share their passion and celebrate their shining moments.

And this is where you come in.

Every time you order from Mamm, you help us carry this mission forward.

Every time you tell a friend about us, our community grows.

And every time you experience a shining moment, we know it was all worth it.

Thank you for being part of this journey.

Albinot Elezi
Founder of Mamm

P.S.: I’m looking forward to your feedback on our story. Just send me an email at "albinot.elezi@mamm.ch".☺️