Modefabriek's 'Shift' Platform Arrives in Germany Aiming to Reshape Fashion Trade
The team behind the successful Dutch trade fair Modefabriek is set to introduce its innovative order platform, 'Shift,' to the German market. This strategic expansion marks a significant moment for the industry, bringing the menswear platform, which is also slated to incorporate womenswear, to Fredenhagen Offenbach, a prominent former industrial site reimagined as an events venue. The first German edition is tentatively scheduled for June 24 and 25, 2026, aiming to reignite the Rhine-Main region's presence in the fashion headlines, a void felt since the conclusion of Frankfurt Fashion Week in 2022.
Led by trade fair director Rick van Rijthoven, the organizers are approaching this expansion with a candid and collaborative mindset. Van Rijthoven emphasizes a realistic outlook, stating, "We are realistic: Shift will only take place in Germany if there is sufficient enthusiasm and support from the brands themselves. We don't want to do this for the industry, but with the industry." This sentiment reflects a broader industry call for fresh, positive, and future-oriented events that resonate with contemporary needs and the next generation of fashion professionals.
The choice of Fredenhagen Offenbach was deliberate, selected for its distinctive industrial character, central location, and excellent accessibility, making it an ideal hub for both German and international visitors. Van Rijthoven and his team are keen to carve out a unique identity for Shift in Germany, asserting, "We don't want to compare ourselves with previous initiatives. The venue offers space for a fresh, independent start as well as a new way of bringing the German fashion community together." This commitment to a new narrative, developed in partnership with "new Shiftleaders," underscores a recognition that industry times and needs have evolved.
While the inclusion of womenswear represents a key innovation for the German market, the B2B platform otherwise intends to maintain the core principles familiar to brands, buyers, and agencies in Amsterdam. This involves a steadfast focus on market proximity and a meticulously curated portfolio. Participating brands will have the flexibility to choose between open stands or a convenient plug-and-play stand system. However, the ultimate realization of Shift in Germany hinges critically on active brand engagement and commitment, moving beyond mere interest to genuine registration.
Interest in the German edition is already brewing, with several Dutch brands expressing their intent to participate. Concurrently, Shift's home base in Amsterdam is undergoing exciting adjustments. The upcoming Shift edition in January 2026 will relocate to the Kromhout Hall and will be condensed into a single, compact day. This change is designed to optimize efficiency and better accommodate the demanding schedules of buyers and retailers. Furthermore, the event date has been strategically aligned with Modefabriek on January 27, 2026, to facilitate seamless attendance for visitors wishing to experience both platforms. Previously, Shift has hosted approximately 50 brands, including notable names such as Roy Robson, Tom Ripley, Gola, Michael Kors Tailoring, Nine in the Morning, U.S. Polo Assn., Zuitable, and McGregor.
