[Shade7]

Or can it be any company that sells the same laptop make/model I am planning to SE?

^ This.

There's a possibility that they may ask you to contact the retailer, but simply say that you did and the retailer said to deal with the company.

So if it was Apple for example, I would execute the SE with Apple directly instead of a retailer?

Is there any reason of claiming I bought directly from manufacturer or to claim I bought from retailers? I guess what I mean is there any advantage, or could I still fake invoice/POP for a retailer and then go to the manufacturer with said invoice.