Meet the Founder: Anne-Helena of MAD ABOUT MATS

Based in Belgium, Anne-Helena has spent more than a decade turning an everyday necessity into something playful, colourful and unexpected. Today, she is 33, a mother of three, and, as she puts it, also a mother to her “fourth — and in fact first — baby”: MAD ABOUT MATS.

The brand is proudly made in Belgium, but its story began when Anne-Helena was just 21.

Building a brand from scratch

After graduating and beginning to apply for jobs, Anne-Helena quickly realised something was missing from many of the opportunities she encountered: creativity.

Through her eldest brother, who was already working in the textile industry, she was given the opportunity to create a mat brand from the ground up.

She took it.

“I was only 21 at the time and had absolutely no idea what was coming my way.”

Rather than being held back by her lack of textile experience, Anne-Helena believes it became an advantage. Without preconceived ideas about how things were supposed to be done, she could approach the industry on her own terms.

There have been plenty of ups and downs since, but that independent mindset has remained at the centre of MAD ABOUT MATS.

Never the typical choice

Anne-Helena doesn't particularly like doing things the conventional way. She is drawn towards choices that feel individual rather than expected.

The same philosophy defines the brand.

“People don’t know MAD ABOUT MATS for typical doormats, but for mats with a little twist — something unexpected, a little different.”

That desire to surprise has helped establish a distinctive visual identity for something that traditionally receives very little design attention. Anne-Helena sees the brand as a trendsetter within its category — even if being first sometimes means watching others follow.

Learning to trust your own taste

One of the biggest lessons Anne-Helena has learned over the years is surprisingly simple: you don't need to make something for everyone.

In the early days, she deliberately created a broad collection in an attempt to appeal to as many customers as possible. Today, her approach is almost the opposite.

“I’ve come to realise that this isn’t the right strategy. It’s much better to 100% stand behind your products yourself. The right customers will naturally find their way to you.”

Her current favourite is the LEO mat, with its unconventional colour combination and graphic composition. It also carries a personal connection: Anne-Helena named it after her second son.

It is a small detail that reflects how closely intertwined the founder and the brand have become.

Inspiration beyond the trend report

Despite operating in a design-led industry, Anne-Helena doesn't spend her time chasing forecasts.

She prefers to observe what is happening around her and develop her own interpretation.

“No one can tell me which colours or trends will be relevant in the future. I need to observe them myself and interpret them in my own way.”

Inspiration might instead come from fashion, travelling or simply taking a trip with friends. It is this combination of instinct and observation that feeds back into MAD ABOUT MATS' constantly evolving collections.

From Belgium to the world

The next chapter is international.

MAD ABOUT MATS has already travelled far beyond its Belgian beginnings, finding customers in markets including France, Germany, Switzerland, Finland and even South Korea.

Now Anne-Helena wants to take that international growth further.

Doing so while raising three young children isn't always straightforward, but the ambition remains clear: discover how far a proudly Belgian brand built around an unconventional idea can travel.

And perhaps, eventually, get everyone a little mad about mats.

Discover MAD ABOUT MATS on Himassa and follow Anne-Helena on Instagram for new collections, behind-the-scenes moments and life with the self-described “crazy mat lady.”