LEEDS, U.K. - s4story -- Leeds, UK – 3G Router Store has officially rebranded as The Router Store, marking a strategic shift that reflects the evolution of cellular connectivity in the UK market.

Originally founded during the growth of 3G data services, the company built its reputation supplying industrial cellular routers, antennas and M2M connectivity solutions across sectors including construction, energy, CCTV, retail and transport. As networks have moved beyond 3G, the business has expanded to focus heavily on 4G LTE, 5G and emerging IoT technologies.

The new name better represents the company's current product portfolio and long-term direction.

"3G was where we started, but it no longer defines the market," said Nick Appleby, Founder. "Our customers are deploying 4G and 5G routers into critical environments, often alongside IoT SIMs, eSIM solutions and secure VPN architectures. The Router Store reflects who we are today."

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Operating under Millbeck Communications Ltd, the company will continue to supply industrial-grade routers, including Teltonika Networks equipment, alongside antenna systems and IoT SIM connectivity. The rebrand does not affect ownership, operations or customer support.

The Router Store aims to position itself as a specialist engineering-led supplier in a market that is becoming increasingly commoditised. Modern cellular deployments now require careful consideration of signal performance, SIM provisioning, security configuration and remote access design.

With legacy network sunsets accelerating and 5G rollout expanding across the UK, the company believes clarity of identity is essential.

The transition to The Router Store will be phased across digital platforms and communications over the coming months. Existing customers will continue to receive uninterrupted service and support.

For customers, the message is straightforward: the same expertise, with a name that reflects the future of connectivity.

https://routerstore.com