Let’s get the name out of the way first: Devialet (pronounced: duv'-ē-a-lay). Now, say it with that insouciant and slightly louche delivery that makes every French word sound like a depraved sex act.
Unless you’re a European history scholar, there’s no reason Devialet should sound familiar. It’s a nod to Monsieur De Vialet, an obscure French writer who penned some deep thoughts for the Encyclopédie, that famous 28-volume opus celebrating the Age of Enlightenment.
Of course, Devialet also happens to be the company in Paris that makes pricey, reference-grade amplifiers. Because why wouldn’t you name your $18,000 French amp after an 18th century French intellectual?
The knee jerk is to dismiss this as some pretentious, aspirational brand flaunting style over substance. But consider this: In fewer than five years, Devialet has racked up 41 audio and design awards, far more than any competitor. Its flagship product, the D200, is a serious hi-fi hub that bundles amp, preamp, phono stage, DAC and WiFi card into a thin chrome package as minimalist as a Donald Judd sculpture. How thin? On the audio show circuit, the D200 is known as the “pizza box.”
For hardcore audiophiles, weaned on button-laden tube components the size of cinder blocks, that’s radical. Industry oracles like The Absolute Sound, though, are onboard. The D200 made the cover of the magazine’s February issue. “The Future Has Arrived,” trumpeted the unlikely cover line. Finally, here was a world-class integrated amp as chic as it was practical, the iMac of the audiophile world.
Comparing Devialet to Apple isn’t a stretch. Both companies develop innovative technologies, wrap them in pretty packages, and sell them in stores that make customers feel like they’re traipsing through a gallery. The original Devialet showroom, which occupies the ground floor of an Eiffel building on rue Saint-Honoré, is Parisian shelter porn at its best. There’s also a Shanghai branch. A New York outpost will open by late summer. Hong Kong, Singapore, London, and Berlin will follow in September.
This fancy audiophile startup may not have a $147 billion war chest like its Cupertino counterpart, but it’s incredibly well-funded for such a niche company. The four original investors are all billionaires, including fashion mogul Bernard Arnault and his Champagne-fuelled luxury juggernaut LVMH. Encouraged by Devialet’s rapid success, these VC bloodhounds just funded a $25 million marketing budget. Arnault envisions Devialet as the default sound system for fabulous people from DUMBO to Dubai.
When Devialet announced late last year that it was introducing “a new category of audio products,” the industry braced itself. These French guys had already created a new integrated amp to usher hidebound audiophiles into the 21st century. What would they come up with next?
Developed under a cloak of secrecy, the aptly named Phantom turned out to be the answer. Unveiled at CES in January, this one-piece music system, with its miniscule footprint and sci-fi aesthetic, is the company’s breakout bid: Devialet Lite. The Phantom incorporates the same proprietary tech used in the celebrated D200, but it’s priced to move at $1,950. That may seem outrageous for a small Wi-Fi player, but compared to everything else in the Devialet product line, it qualifies as an inflation buster.
