Amend Souvenir
About Us
Amend Souvenir has been an integral part of the German souvenir trade for 25 years. The company supplies customers across Germany at more than 20 locations, with the majority still located in the Rhine-Main region. Of particular note are locations such as Frankfurt (Hesse) and Heidelberg (Baden-Württemberg), which play a central role in business operations.
The company focuses on high-quality souvenir items that delight both tourists and locals. In addition to popular classics such as keychains, magnets, and mugs, Amend Souvenir also offers custom-designed products perfectly tailored to the regional characteristics of each location. To meet the ever-growing and changing customer demands, the product range has been continuously expanded in recent years.
Customer proximity and personalized service are core values of the company. A dedicated team ensures that every customer receives the ideal products for their business or region. Personal on-site visits and the ongoing development of the product range are an integral part of the daily work. By successfully combining tradition and innovation, Amend Souvenir has established itself as one of the leading providers in the German souvenir trade – and this success story will continue.
A key focus for the future is digitalization. With a modern online shop and an intuitive ordering platform, Amend Souvenir aims to make access to its product range even more convenient for its customers. Starting in 2026, the company also plans to completely switch to digital invoicing, so that all customers will receive their receipts electronically. This not only enables a more efficient process but also contributes to sustainability.
With these strategic decisions and a clear vision, Amend Souvenir remains well positioned to continue to be a reliable partner in the souvenir trade. The goal is to create unique souvenirs that connect people and highlight the beauty of their respective regions.
Matthias Amend
150+ customers
Every year, Mr. Amend serves over 150 customers across Germany.
Been there since the beginning!
In 2011, Matthias Amend took over management. Today, he has been with the company for over 20 years and has led it for 13 years.
Own creation
Matthias Amend has designed almost 350 products himself, most of which were only added after the management handed over.
Working method: How we work
Amend Souvenir has established itself as a reliable partner in the souvenir trade, supplying a wide range of products to B2B customers such as retailers, tourist attractions, and hotels throughout Germany. The company's approach is characterized by efficiency, flexibility, and a strong focus on the individual needs of its customers.
Dedicated customer service
Customer proximity is a central component of Amend Souvenir's approach. Matthias Amend maintains regular contact with customers, visits locations on-site, and offers comprehensive advice. This personal interaction enables the development of customized solutions and the responsiveness to individual needs. This service is complemented by a modern and user-friendly online ordering platform that provides customers with easy and convenient access to the product range.
Individual product range development
Amend Souvenir attaches great importance to offering a product range that reflects the regional characteristics of the locations it supplies. In addition to classic souvenirs such as keychains, magnets, and mugs, it also develops custom-designed products that reflect the cultural and geographical characteristics of the respective region.
Digitalization
Amend Souvenir is consistently driving digitalization forward to optimize work processes and further improve customer service. An intuitive online ordering platform facilitates repeat orders, and starting in 2026, the company will switch entirely to digital invoicing, simplifying processing.
Company history: How it all began
The beginning
Trade in souvenirs
Back then, known as Hilde Souvenir, magnets were initially sold in the Rhine-Main region. The products were particularly popular in Heidelberg, Rothenburg, and Frankfurt. Even then, contacts were established in the early years that continue to this day.
The product range quickly expanded to include keychains, beer mugs, and mugs with a variety of motifs. Famous landmarks, coats of arms, and logos were used to create fond memories for customers. One of the most recognizable logos is the heraldic wreath, which was one of the first motifs printed on our products.
first steps of growth
Expansion & relocation
Thanks to its success, the product range continued to grow. Even then, it included 200 different products, covering almost all aspects of souvenirs. In addition to now established motifs such as heraldic wreaths, crossed flags, and the eagle, there were also pocket and cuckoo clocks, patches, and plush items.
In a small 150 sqm warehouse, with the help of two other employees, items were packed, new products were thought of and the company was driven forward.
This effort paid off: The company grew so rapidly that the existing space was soon no longer sufficient. The increasing need for space made a move inevitable, and so, after five years, in 2011, the decision was made to move to larger premises.
Many things at once
From "Hilde" to "Amend Souvenir"
The move brought with it numerous changes: Not only did the company move to a larger warehouse, but the name was also changed to "Amend Souvenir," and there was a change in management. Where Hilde Souvenir left off, Amend Souvenir continued the tradition. With a new name, new management, and a new location, many changes were implemented at once.
The new warehouse, which covered 450 square meters, gave the company the opportunity to streamline its workflows. The additional space enabled more manageable storage of the now greatly expanded product range and provided sufficient capacity to easily handle larger orders.
unwanted restriction
The Corona period
While retail remained largely dormant during the coronavirus pandemic, the company remained so. Matthias Amend used the time to design new products, explore new motifs, and introduce change. In addition to the new items, he also created modern design variations of existing products, which were particularly popular with tourists. However, only a few of these designs ultimately made it into the product range.
During this time, the following new products were created:
• License plates
• Beer mug with metal crest / logo
• Aprons
• Frankfurt Skyline (new motif)
Finally!
Milestone: 500 different products
Amend Souvenir UG now offers a comprehensive range of over 500 different products. From the ever-popular keychains and magnets to beer mugs and car signs, cuckoo clocks and caps, there's everything a tourist's heart could want.
Last year, we not only expanded our product range, but also created a new, attractive catalog. At the same time, we began developing an online store, but its launch had to be postponed due to unexpected challenges. Despite the delays, the online store remains a key goal, and the team is working hard to create a seamless and customer-friendly shopping experience.
Digitalization
Finally an online shop!
After a lot of time and effort, the online shop is now complete and ready to go, alongside the catalog! You can now order from us around the clock!
The online shop also gives us the opportunity to provide further insights for the first time. In addition to insights, we also want to offer you something else:
- You will receive a unique discount code with which you can save 5% off your first purchase with us
- We'll also keep you up to date with our newsletter. We'll always send you an email as soon as sold-out products become available again, new items are added to our range, or we have an announcement.