The German network equipment manufacturer AVM has announced a change of its company name to FRITZ! GmbH. After 39 years of operating under the AVM brand, the company has decided to focus on its core brand, which is popular for products such as Fritzbox, Fritz-Repeater, and Fritz-Telephones. This is reported by the G.Business website with reference to Нeise.
The change will only affect the company's legal name — the product lines and the Fritz brand remain unchanged. In its press release, the company stated: "This decision only concerns the company name; nothing will change for our partners and customers." Since March, the old domain avm.de has redirected to the new website fritz.com, and all products now feature the new logo with the letter "F!" or the full "FRITZ!" name in the signature font.
This move comes under new ownership. The Luxembourg-based investor Imker Capital Partners acquired the company in the summer of 2024. Until that time, AVM was a family-owned business.
The name change aligns with the company's goal of expanding its brand internationally. Fritzbox and Fritz-Repeater products have traditionally been popular in German-speaking regions, and now the company seeks to increase its global presence, with the transition to a .com domain being a logical first step.
The shift in brand name will likely be gradual in the market. Many retailers still sell products under the AVM name, and product packaging will likely feature both company names for the next few months.
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