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This is a first for Devialet which launches its very first true wireless headphones called Gemini. The French brand goes out of its comfort zone and attacks the wireless electronics market by aligning itself with the prices of the main players in this market: Apple, Bose and Sony, with headphones priced at 299 euros. Pre-orders have been available since October 10, for an official release expected at the end of November.
Recognized for its excellent products at expensive prices, Devialet marks a turning point in its history by releasing a brand new product, in one of the most dynamic markets: wireless electronics.
“We hesitated about the next product we wanted to launch, and we went back to our fundamentals: bringing the best sound experience to the largest possible number of people” said Franck Lebouchard, CEO of Devialet. The brand had already marked the blow in 2018 with the release of a version of much more affordable speakers: the Reactors, at a price of 990 euros “It was a difficult strategic choice. We were expected on wired headphones at 1,000 euros. We made the radical choice to address as many people as possible“, he added.
Specialized in luxury home audio, the brand wants to give visibility to its products that are still not very accessible for everyone, especially with its flagship product and design: the Gold Phantom speaker at the price of 2,590 euros. Its positioning has been luxury oriented since the beginning of its history in 2007 when Devialet specialized in converters and amplifiers, then years later in loudspeakers. The high-end sound specialist is showing a real revolution by breaking its usual prices with the release of the Gemini by aligning itself with the sector prices charged by the main market players.
As the trend wants, Devialet goes out of the domestic and chic segment to reach the nomadic segment. These true wireless headphones with active noise reduction have led the brand to file three patents, both for the mechanical parts (speakers with “cascade decompression chambers”) and the software aspects. The product is in line with the most important player in the segment: Apple and its AirPods, a best-seller in the wireless electronics market with a 45% market share.
The brand has developed numerous partnerships by offering its sound calibration algorithms, notably with Free and the new Delta box, recently with Huawei and its Sound X loudspeaker, as well as with Belkin and its Soundform Elite connected loudspeaker. These partnerships represent nearly 20% of its revenues. But that’s not all, as the French brand has also collaborated with the automotive sector by offering its expertise in the world of sound to the French automaker Faurecia.
This new positioning is closely linked to the succession of the company’s head in March 2018, when Franck Lebouchard succeeded his predecessor Quentin Sannié, one of the company’s co-founders. Franck Lebouchard wants to reach a much wider audience and become better known by electronics consumers. A change that allowed Devialet products to be available in more than 1,200 points of sale, instead of 460 previously. Distribution locations that are no longer necessarily prestigious such as FNAC and Boulanger.
The French brand is moving from a niche market to the general public without the notoriety of its competitors. This is a risk that the brand has decided to take and even accelerate the pace by recently raising 45 million euros to ensure this.
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Kering, the global luxury group, just announced the opening of its new headquarters in Japan, located in Omotesando, Tokyo.
Omotesando is a key area for the Kering Group and its brands, with Gucci, Saint Laurent and Boucheron stores already situated on its main avenue. Alexander McQueen relocated to the area in September 2020 and Balenciaga will be opening one of its largest stores worldwide in November 2020.
In 2021, Bottega Veneta will open a new flagship designed by Creative Director Daniel Lee, on the first three floors of the Kering Building.
Previously the Japanese headquarters of an Italian luxury brand, the building was acquired by Kering in 2019 with the support of a real estate partner. Initially designed in 2004 by Pritzker winning Japanese architect Toyo Ito, its unique façade resembles the Zelkova trees that line the Omotesando avenue and forms part of the main structure of the building and has been a city landmark for more than 15 years.
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Kering, the global luxury group, just announced the opening of its new headquarters in Japan, located in Omotesando, Tokyo.
Omotesando is a key area for the Kering Group and its brands, with Gucci, Saint Laurent and Boucheron stores already situated on its main avenue. Alexander McQueen relocated to the area in September 2020 and Balenciaga will be opening one of its largest stores worldwide in November 2020.
In 2021, Bottega Veneta will open a new flagship designed by Creative Director Daniel Lee, on the first three floors of the Kering Building.
Previously the Japanese headquarters of an Italian luxury brand, the building was acquired by Kering in 2019 with the support of a real estate partner. Initially designed in 2004 by Pritzker winning Japanese architect Toyo Ito, its unique façade resembles the Zelkova trees that line the Omotesando avenue and forms part of the main structure of the building and has been a city landmark for more than 15 years.
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