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EXCLUSIVE: Market Confusion After Avation Appointed To Distribute Devialet

Who has the rights to distribute French audio brand Devialet into the specialist channel following the appointment of Queensland based distributor Avation?

According to Devialet Paris, Melbourne based Aqipa still have the exclusive rights to for retail stores.

Overnight Devialet were forced to communicate to dealers that Avation has been appointed officially to only manage custom integration projects, commercial installations, and corporate gifting for Devialet only in ANZ.

“This addition to the distribution team is will add-value to the Devialet brand by entering a segment not serviced by Aqipa or Devialet across ANZ” they said.

The only problem is that there is no different ion in Devialet products between what Avation sell and Aquipa nor is there little seperation between a retailer like Len Wallis who who does commercial installation work.

This confusion arose after Avation sent out an EDM to specialist dealers announcing their appointment earlier in the week.

Dealers who ChannelNews has spoken to said they are confused.

“Every three years Devialet change their distributors, this time round they appear to have created a problem in that they do not understand that a specialist dealer in Australia, whose business is based around both custom install and retail is now having to make a choice between ordering from Avation or Aquipa as both are classified as a retailer” said one Melbourne based dealer.

Among the products on offer from the French Company are both speakers and amps with dealers telling ChannelNews that the amps are expensive and difficult to sell.

[Interdyn Brand – Devialet 800]

According to Mark Hamilton the CEO of Avation he has “no intention” of selling into retail operators.

“We will sell to the large custom installers and Avation the retailers” he said.



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