Thought Leadership
The Berlin-based router specialist AVM will operate under the name FRITZ! GmbH in future. The company has informed its partners about the renaming. The focus will be on brand awareness.
The traditional Berlin-based network device manufacturer AVM is changing: the company is renaming itself FRITZ! GmbH. According to a partner letter initially published by Deskmodder, AVM Computersysteme Vertriebs GmbH is now operating under the name FRITZ! GmbH.
Brand awareness as a driver
“Due to the very high brand awareness and popularity of the FRITZ! brand, we have decided to operate uniformly under the FRITZ! brand in the future,” reads the announcement to sales partners. In fact, the company’s products – from the FRITZ!Box and FRITZ!Repeater to FRITZ!Fon – have always been known under the FRITZ! brand.
The company promises its partners “more clarity, more recognizability, no changes”. Operational business activities and the product portfolio will remain unchanged.
AVM had already signaled this change in recent weeks: The company website was changed from the familiar address avm.de to fritz.com.
The renaming is no coincidence – AVM is in a state of upheaval anyway. Since July 2024, the majority of AVM has been owned by the investor Imker Capital Partners. Company boss and co-founder Johannes Nill said at the time that the generational change had been actively approached in order to continue the company’s success.
So far, however, there are no signs of any fundamental changes to the business model. AVM – now FRITZ! GmbH – continues to employ around 900 people at its main site in Berlin-Moabit and achieved an annual turnover of 630 million euros in 2024.
