From 6th to 13th September 2025, the Association of Ghana Apparel Manufacturers (AGAM), in partnership with the Trade Association of German Retailers (AVE), undertook a high-level study tour to Germany aimed at deepening bilateral cooperation, enhancing technical knowledge, and exploring market opportunities for Ghana’s apparel sector.
The delegation—comprising AGAM Secretariat staff, executive leadership, and working group members—engaged in a series of strategic visits, institutional dialogues, and industry showcases across Berlin and Hamburg. This initiative forms part of AGAM’s broader commitment to internationalization, capacity building, and sustainable growth for Ghanaian apparel manufacturers.
Key Highlights of the Tour:
🔹 Institutional Engagement in Berlin
AGAM was warmly received at the AVE/HDE headquarters, where Deputy CEO Mr. Stephan Tromp provided an in-depth orientation on the structure, mandate, and advocacy role of German retail associations. The session offered valuable insights into how AVE/HDE supports its members, influences policy, and fosters sustainable retail practices.
🔹 Showcase Event with African Fashion Stakeholders
AGAM hosted a curated exhibition featuring the work of its member manufacturers, engaging Germany’s African fashion community—including designers, retailers, and cultural entrepreneurs. The event served as a platform to promote Ghanaian craftsmanship, foster diaspora connections, and explore collaborative opportunities within the European fashion ecosystem.
🔹 Industry Immersion in Hamburg
At the Otto Group campus, AGAM met with AVE President Prof. Tobias Wollermann, who shared the Otto Group’s journey, innovations in retail, and his leadership experience within AVE/HDE. The visit underscored the importance of digital transformation, sustainability, and strategic partnerships in global retail.
The delegation also toured the Roy Robson wholesale facility, gaining firsthand exposure to production systems, quality control, and distribution models used by leading European menswear brands.
🔹 Policy Dialogue with German Government
The tour concluded with a courtesy visit to the Federal Ministry of Economic Cooperation and Development (BMZ), where AGAM engaged in dialogue on trade facilitation, development cooperation, and the role of apparel manufacturing in Africa’s industrialization agenda.
This study tour marks a significant milestone in AGAM’s journey to elevate Ghana’s apparel industry through global partnerships, technical exchange, and strategic visibility. It reflects our commitment to building bridges between Ghanaian manufacturers and international markets while promoting innovation, sustainability, and inclusive growth.
We extend our sincere appreciation to AVE, Otto Group, Roy Robson, BMZ, and all partners who made this experience impactful and memorable.
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