“The industry is changing rapidly. Retailers and brands are looking for more focus, more efficiency, and more meaningful connections. Modefabriek will evolve into a platform that reflects exactly that. Sharper, more curated, and fully aligned with today’s market dynamics,” he said.

The entrepreneur will now focus on a new direction while he will also align his strategic action with Shift, another show he recently founded that is also taking place in Amsterdam and soon will also debut a Frankfurt edition  in July 2026.

Together, Modefabriek and Shift aim to build a powerful ecosystem of complementary platforms—each one with its own positioning, brands, and retailers.

As part of this strategy, both platforms will be further strengthened and expanded. Shift will start hosting womenswear collections that fit its existing positioning, while Modefabriek will reintroduce menswear collections aligned with the brands and segments already represented on the platform.

“The role of fashion events is fundamentally changing. I no longer believe in large, generic trade shows. The future lies in smaller, highly curated platforms that are clearly focused on a specific audience,” explained van Rijthoven.

“With Modefabriek and Shift, we now have two strong platforms in hand. By strengthening both and aligning them more clearly, we can serve the market in a much more targeted way and ensure that the right people meet at the right moment,” he added.

Technology and data will also play a crucial role in this transformation. “By using AI-driven models, we build detailed retail profiles. This allows us to better understand which brands belong on which platform. The goal is simple: to significantly increase return on investment for both brands and retailers,

Along with that, the shows need to offer a comfy environment. “People should feel comfortable and not like they are walking a traditional trade show, but rather a high-end concept store environment. The building, the setup, and the overall atmosphere are essential,” he added.

He believes that by keeping their events smaller and more curated, brands naturally become more visible. They no longer need to build oversized, expensive booths just to stand out. That model is no longer sustainable, nor is it relevant today.”

“Budgets are changing, and we want to create a system where brands can still express their identity and experience, but without being forced into excessive spending. A more balanced environment allows everyone to be seen.”

He also believes it’s time for trade shows to free themselves from usual other types of activations by launching  new formats and events happening beyond traditional seasons.

“Today, event organizers need to do much more than organize a trade show twice a year. It is our responsibility to continuously connect brands and retailers, also outside the traditional buying seasons,” he continues, underscoring that his aim is to develop additional formats alongside their events that are smaller, targeted gatherings focused on knowledge, innovation, IT, retail development, along with more informal and inspiring moments. 

“This is how we build a community where people not only meet but genuinely support and strengthen each other,” he says, conscious about the fact that Modefabriek is hitting its 30th anniversary this year, while transforming further to meet the needs of the market.