Berlin-based network specialist FRITZ! is expanding its sales model: From October 1, 2025, customers will be able to purchase the well-known routers, repeaters and smart home products directly via the official fritz.com website. This is the company’s response to the demand for a direct purchase option on the product pages and adds an additional, convenient sales channel to the existing dealer network.
- Direct sales via the new FRITZ! online store at fritz.com
- Available in several European countries, including Germany and Austria
- Comprehensive service with advice, shipping and support
- Integration into the existing service structure with knowledge database
Greater proximity to the customer through direct sales
With the launch of its own online store, FRITZ! is taking a step that has long been standard in many industries. Customers can now purchase products not only from retail partners, but also directly from the manufacturer. This has several practical advantages: On the product pages, it is now possible to order the right router, repeater or smart home device directly without having to resort to third-party providers. The aim is to link information search and purchase more closely together.
The service concept is particularly emphasized. This is because the personal advice from the FRITZ! support team will remain available in the new online store. In addition to the product selection, customers will still be able to access purchase advice by telephone, which represents a decisive added value, especially for more technically sophisticated devices such as routers or mesh systems. This is complemented by fast shipping and uncomplicated return options.
Service remains a key strength
It is important for FRITZ! users that the familiar support remains available without restrictions, even with the expanded sales model. In addition to telephone support, the company will continue to use its knowledge database at fritz.com/service, which provides application tips and assistance around the clock. This has been one of the central pillars of the service offering for years and will now be seamlessly combined with the new purchasing platform.
For buyers, this means that all the services that have established FRITZ! as a trustworthy brand in the field of network technology are retained, from the initial product selection and setup to any possible exchange.
Availability in Europe
The new FRITZ! store is not only launching in Germany, but also in a number of other European markets. These include Austria, Italy, the Netherlands, Belgium, Luxembourg, Switzerland, Poland and Spain. FRITZ! is thus expanding its brand presence far beyond the domestic market and creating new opportunities for growth.
Above all, the focus here is on close ties to the company’s own brand: anyone ordering FRITZ! products directly via fritz.com will not only receive them with comprehensive support, but also in direct contact with the manufacturer. This strengthens brand loyalty and gives FRITZ! more influence on the customer relationship.
Conclusion
With the launch of its own online store on October 1, 2025, FRITZ! offers its customers a convenient way to purchase products directly via fritz.com. In addition to the expanded sales channel, the company scores with strong service, secure purchasing and availability in a total of nine European countries. The move underlines the strategic development of FRITZ! and focuses on greater customer orientation while strengthening the brand at the same time.
