Our history
"Can you bring me a shisha from holiday, please?"
With these words the success story of the AMY Group began. When company founder Ibrahim Dabes returned from his holiday in Egypt with a shisha for his neighbour in his luggage, he could not have imagined how this fortunate coincidence would affect his career.
What began as a shisha import in his own cellar premises had developed into a flourishing company with numerous employees just a few years later.
The company's best-known brand "AMY Deluxe", named after the daughter of the company founder, was established in 2007 and is still one of the most well-known and popular shisha brands today. The brand stands for high quality and innovative shishas and revolutionised the shisha market. Numerous technical innovations helped the company and the brand to further growth.
Already the first AMY Deluxe Shishas developed into real bestsellers. In the meantime, over 200 different shisha models of our own brands are sold in over 30 countries. In 2015, company founder Mr. Dabes once again demonstrated the family orientation of the company by establishing the luxury brand Amir's, named after his son of the same name.
The success story of the AMY Group, which is still owner-managed today, is reflected in its lively growth. The AMY Group is responding to the steadily increasing demand by pursuing a continuous course of national and international expansion. With the concept of brand shops, AMY is focusing on even closer proximity to its customers.
Between 2017 and 2020, 16 of its own flagship stores were opened in just 4 years, mainly in southern Germany. The range is supplemented by dedicated franchise partners and distributors in Germany and abroad, who further enhance brand awareness.
2021 should become the year of the AMY Group. An ambitious construction project in the east of Augsburg will not only bring together the various company locations in the east of Augsburg, but will also house the company's own production facilities in the future. The 15,000 square metre site at the Augsburg headquarters will provide space for numerous new employees, thus ensuring that the AMY Group remains on course for success in the future.
