Shift trade fair is coming to Germany

Breaking B2B news this week: the team behind Modefabriek is bringing its order platform ‘Shift’ to Germany. Launched in Amsterdam at the start of 2025, the menswear platform is also set to expand into womenswear. The organisers have selected Fredenhagen Offenbach, a former industrial site converted into an events venue, as the host location. This will put the Rhine-Main region back in the industry headlines for the first time since the end of Frankfurt Fashion Week in 2022.

However, the organisers led by trade fair director Rick van Rijthoven harbour no illusions. In the accompanying statement, the tone still suggests the event is in a test phase: “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,” said Rick van Rijthoven.

Many brands, retailers, and organisations, however, say it is time for something new- a “positive, future-oriented event that fits the zeitgeist and the next generation”, said van Rijthoven.

The first edition of Shift in Germany is planned for 24 and 25 June 2026 at Fredenhagen Offenbach (Rhine-Main region). The venue was deliberately chosen for its industrial character. Its central location and good accessibility make it ideal for German and international visitors, according to van Rijthoven and his team.

“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,” said the trade fair organiser. “Times and needs have changed. We want to write our own story together with the new Shiftleaders. The moment is here.”

Opening up to womenswear is the only innovation. Otherwise, the B2B platform intends to remain true to the Shift concept that brands, buyers and agencies from Amsterdam know, with a particular focus on proximity to the market and a curated portfolio.

Participating brands can choose between open stands or a plug-and-play stand system. “What happens next depends on how many brands actually register and get involved. It is important that brands not only show interest but also truly commit. If there is sufficient support, we will move forward with full force and energy.”

Several brands from the Netherlands have already expressed interest in taking part in the German edition of Shift. Meanwhile, changes are also being made at the home venue: the upcoming Shift edition in January 2026 will take place at a new location, the Kromhout Hall, and will be condensed into a single, compact day. This is intended to accommodate the schedules of buyers and retailers and make participation more efficient.

The date of the event has been deliberately aligned with Modefabriek on January 27, 2026 to make it easier for visitors to attend both events. Most recently, around 50 brands exhibited at Shift, including Roy Robson, Tom Ripley, Gola, Michael Kors Tailoring, Nine in the Morning, U.S. Polo Assn., Zuitable, and McGregor.