AVM rebrands as FRITZ! GmbH to reflect its iconic product line
Berlin-based networking manufacturer AVM has officially rebranded as FRITZ! GmbH. The change reflects the company's long-standing focus on its popular FRITZ! product line, which includes routers, repeaters, and telephony devices. Employees, operations, and products will remain unaffected by the transition.
The rebranding follows years of growing recognition for the FRITZ! name. AVM's best-known products—such as the FRITZ!Box, FRITZ!Repeater, and FRITZ!Fon—have made the brand a household term in networking hardware. Earlier this year, the company had already shifted its corporate website from avm.de to fritz.com, signalling the move.
The decision to adopt FRITZ! GmbH as the official name was driven by the brand's strong market presence. According to the company, the change simplifies its identity while maintaining continuity. No operational disruptions are expected, and the existing product range will stay the same. Based in Berlin-Moabit, the company employs around 900 people. In 2024, it reported revenues of €630 million. CEO and co-founder Johannes Nill has also emphasised that a planned generational change within leadership is being managed carefully to secure the firm's future. The rebranding comes amid broader shifts in the company's structure. While Imker Capital Partners acquired a majority stake in July 2024, no investment firm currently holds a controlling interest in FRITZ! GmbH, according to available records.
The transition to FRITZ! GmbH marks a new chapter for the Berlin-based manufacturer. All existing products and services will continue under the same name, ensuring no disruption for customers. The company's focus remains on maintaining its market position while adapting to leadership changes ahead.
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