Devialet Expands Distribution into Custom Install Category
French luxury audio brand Devialet continues to kick goals Downunder since Melbourne-based distributor Aqipa took over representation of the brand in 2019.
Aqipa has successfully built a network of specialist retailers dotted around Australia who have reported renewed interest in the brand following several new product announcements. A succession of new product releases have included the Gemini True Wireless earbuds, Phantom II 98dB Wireless Speaker, and the Dione premium soundbar.
Following this positive growth for Devialet in Australia and New Zealand, the company has announced, in conjunction with Aqipa, that Queensland-based custom-installation focused distributor, Avation, will represent the brand specifically for Custom Install channels.
Avation sent a communication titled “Avation Welcomes Devialet” via email on the 3rd May 2022 to specialist dealers, and witnessed by StereoNET, that misrepresented this appointment, leading to confusion within the market.
Gautier MEJANE, Sales Manager for Devialet in Hong Kong, Taiwan, Australia, India, New Zealand, and the Philippines, clarified in a further communication:
Avation will distribute Devialet products on a project basis, to residential projects, hotels, restaurants, offices, corporate gifting and similar projects. Aqipa Pty Ltd will remain the exclusive distributor for retail business in Australia and New Zealand.
Avation will only sell Devialet products to B2B and Custom Install channels. Aqipa is still the exclusive distributor to the specialist dealer market and all retail sales outlets.
Chris Scott, General Manager APAC at Aqipa, told StereoNET:
Avation have been appointed to manage custom integration projects, commercial installations, and corporate gifting for Devialet in ANZ. This addition to the distribution team will add value to the Devialet brand by entering a segment not serviced by Aqipa or Devialet across ANZ. These projects will be managed by Avation and Devialet directly, and we are excited to see retail sales grow as a result of further brand awareness in the market.
Upon sighting the communication sent by Avation, StereoNET immediately contacted Mark Hamilton, the company's Director, for clarification. No response has been received at the time of writing.
Ultimately, it’s very much busy as usual at Aqipa and Devialet.
StereoNET’s Founder and Publisher was born in England and raised on British Hi-Fi before moving to Australia. He developed an early love of music and playing bass guitar before discovering the studio and the other side of the mixing desk. After a few years writing for audio magazines, Marc saw the future in digital publishing and founded the first version of StereoNET, known at the time as Planet Audio, in 1999.
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