The starting signal for Shift Frankfurt is getting closer: With a sneak peek in the Offenbach industrial location Fredenhagen, Shift Frankfurt is giving a first foretaste of Germany’s new fashion trade fair today. Fashion professionals, brands and agencies have the chance to experience the flair of the site in advance and discover the first stand and lighting concepts.
Show director Shift Frankfurt, Thimo Schwenz Feier, reveals more about the concept, preparations and vision in an interview.
Today you are introducing the location of Shift. What can visitors expect?
On March 5th we won’t start the full trade fair, but will open the doors to your mindset. Around 100 selected guests from retailers, brands, agencies and the trade press will experience the Fredenhagen location in its raw state, combined with first curated spatial impressions.
We present exemplary stand concepts in different sizes and show how light and architecture shape the atmosphere. More importantly, visitors get a feel for the Shift spirit: focused, open, contemporary. A meeting place that is based on dialogue and vibe.
Why is this trade fair needed in Germany?
Germany is the largest fashion market in Europe, but there is currently a lack of a central, neutral meeting point for the industry. In the last few months we have been repeatedly asked when a new platform would be created for the German market.
Shift answers this question. It creates a curated, high-quality environment for exchange and orientation. Something that the German-speaking market is actively looking for again.
Can you tell us a little more about the concept of the trade fair for Germany?
Shift Frankfurt is primarily designed for the German-speaking fashion trade. Our focus is on inspiration, forward-looking concepts and meaningful networking.
We bring together established brands, progressive newcomers, agencies and technology partners in an environment that promotes collaboration rather than competition. It’s about identifying relevant impulses, strengthening partnerships and shaping the future of fashion retail together.
What options are there for stand construction?
We offer three participation formats, clearly structured and transparent: Open Space (30–40 m²) – for brands that want full creative freedom. This includes the area, basic lighting, uniform branding and listing on the hall plan.
Plug & Play Basic (5–40 m²) – a ready-to-move-in system stand including stainless steel racks, lighting, uniform labeling, table and chairs.
Plug & Play+ (5–40 m²) – an expanded version with personalized back wall (logo or image) and expanded features.
Additionally, there are special co-initiator packages (S-XL) with increased visibility and priority placement for brands that commit to multiple issues.
The idea is flexibility with clarity.
How should the stands ideally relate to each other visually?
We want every brand to present itself authentically, but within a balanced overall framework. Shift is not about “higher, faster, further”.
The plug & play systems create visual consistency and architectural calm. The maximum stand size of 40 m² prevents escalation dynamics and keeps the focus on content and product. The overall impression should be curated, coherent and inspiring, but not overwhelming.
Why did you decide to offer both menswear and womenswear?
Because the best inspiration comes from quality and breadth. Retailers are increasingly thinking in terms of concepts instead of strict categories.
A menswear retailer is often curious about developments in womenswear and vice versa. By bringing the two together, we create synergies and broaden perspectives.
What should the relationship between the two be like?
There is no fixed relationship. What counts is the overall composition: segments, styles, price points and brand positioning must form a convincing ecosystem.
The mix needs to feel relevant and balanced, not mathematically correct.
Mr. Schwenz Feier, you are known in the fashion industry for your expertise in the area of sustainability. How will this segment be represented at Shift?
Sustainability will be present through the brands, the partners and the supporting program. We are seeing strong interest from brands with responsible and forward-looking approaches.
At the same time, we consciously avoid isolating sustainability as a niche. Today, responsibility is expected as a basis across the industry. Shift therefore focuses on marketability and future-oriented business models. Sustainability remains an integral, omnipresent element.
After the appointment was rescheduled. Is it certain that the shift will take place for the first time on July 1st and 2nd?
Based on the feedback and the growing commitment we are seeing – especially around the sneak peek – we are very confident. The response from the market is encouraging.
When will the final date be confirmed?
We are planning on July 1st and 2nd, 2026.
Is there a minimum number of exhibitors you want to reach?
Trade visitors expect a relevant brand landscape. For this reason, we aim to approach a three-digit number of exhibitors.
However, quality and coherence remain more important than pure volume.
Have brands already agreed?
We receive very positive feedback, which is also reflected in the strong interest in the sneak peek. It’s still early to give concrete numbers or names, but the signals from the market are promising.
What type of visitors and how many do you expect?
Our primary audience is the German-speaking fashion trade: retailers, shop owners, buyers, retail directors and category managers.
Shift is deliberately designed for decision makers, professionals who actively define the strategy and shape the direction of their retail concepts and collections.
We aim to bring together a highly curated mix of multi-store retailers, medium-sized companies and carefully selected boutiques from Germany and the wider DACH region.
This composition is intentional. It is the result of a focused and data-driven selection process rather than open, volume-based visitor acquisition.
Can you explain in more detail how you want to work data-supported as a trade fair?
In collaboration with Hyperscout, we have developed extensive profiles of German retailers. Through this AI-supported intelligence, exhibiting brands at Shift are actively matched with the right retailers.
The goal is simple: remove noise and create relevance. By ensuring that the right brands meet the right retailers, we increase the quality of the dialogue and significantly increase the return on investment for participating brands. This intelligent and selective matchmaking approach marks a clear evolution from the traditional trade fair model – and positions Shift as the new standard in B2B fashion events.
You talk about removing noise. Does this mean a strict focus on bringing retail and brands together at Shift?
Beyond retail, we also welcome technology providers, producers, specialist media and fashion professionals from all disciplines.
Shift is designed to be a meeting point for both established industry leaders and emerging innovators – a platform where business, insight and future vision naturally intersect.
Finally, a question about your vision. In ten years Shift Germany will…
In ten years, Shift Germany will be the industry’s natural meeting point. A platform that not only reflects the market, but also actively shapes it.
She will be known for clarity, relevance and atmosphere. A place where business, culture and innovation intersect.
And ideally people will say: This is where the real conversations about the future of fashion in Germany began.
The interview was conducted in written form.
