AVM gives up its name
The now German-Luxembourgish Fritzbox manufacturer is changing its company name. With "FRITZ!", the brand is to take center stage.
The new FRITZ! GmbH logo.
(Image: Fritz)
Fritzboxes, Fritz repeaters, Fritz telephones and other products will no longer operate under the company name AVM. The manufacturer is changing its name from AVM GmbH to FRITZ! GmbH. With this change, the company wants to emphasize its Fritz brand.
In a statement, Fritz now emphasizes: “The name change only affects the company name – and nothing will change for partners and customers.” The previously used domain avm.de has been redirected to fritz.com since March. The logo has also changed to an “F!” or “FRITZ!” in the previously typical Fritzbox font.
The name change comes under a new owner. Luxembourg-based investor Imker Capital Partners acquired AVM in the summer of 2024. Until then, the German network specialist was still a family business.
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Internationalization
Fritzbox routers and Fritz repeaters have so far primarily been distributed in German-speaking countries. An attempt to make the brand better known internationally comes as no surprise. A .com Internet presence is the first logical step.
In retail, the change is likely to be gradual. Most stores still sell the products under the AVM company name. Product packaging is likely to appear with both company names for at least the next few months.
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