White Room International has acquired Australian surf and lifestyle brand The Critical Slide Society, marking an exciting new chapter for the globally recognised label.
Founded in Bondi, Australia in 2009, The Critical Slide Society has built a loyal international following among surfers and ocean-minded communities. The apparel brand now reaches customers through more than 300 retail partners worldwide, alongside branded stores operating in Bondi, Australia, and through Thailand. Critical Slide’s strongest markets remain its home country of Australia and the United States, with growing demand from across Europe, Asia and the broader Americas.
As part of the transition, the existing Critical Slide team will move across to White Room International. Founder Sam Coombes and General Manager Matt Christie, along with the broader team, will continue working with the brand, ensuring continuity for retail partners and customers.
The transition is expected to be largely business as usual, with the added benefit of White Room International’s expanded infrastructure supporting backend logistics, operations, and global distribution.
Matt Whyte, Managing Director of White Room International, welcomed the brand into the company’s growing portfolio.
“We’re thrilled to bring Critical Slide into the White Room family. It’s a brand we’ve known and worked alongside for over a decade, sharing Australian sales representatives and a similar sales approach across both Australia and the USA. We’re excited to work closely with the team at Critical Slide and continue building on the brand’s success with its global retail partners.”
White Room International is an independent, family-owned business and the owner of brands including Carve Sunglasses and Apparel, Drift, Amco, Ecosol Sunscreen, and SMP.
Alongside the acquisition, White Room International has made a strategic investment in its North American operations with the appointment of Ryan Warner as National Sales Manager – Americas. Warner brings extensive sales management experience from brands including Knockaround Sunglasses, Rusty, and Raen. His appointment signals a strengthened commitment to the United States market for both Critical Slide and the broader White Room portfolio.
With the combined strength of White Room International’s operational platform and Critical Slide’s established brand identity, the partnership positions the business for continued growth across global markets.
