Ace Casual Ltd CEO Gary Shaw has completed the purchase of the Ace Casual business, which will undergo an official name change to Valmas Group Ltd.
As part of the acquisition, Gary has also acquired the global rights and operations of the gaming furniture giant X Rocker and the interactive furniture brand XR Living, consolidating them under the newly rebranded Valmas Group.
He describes the conclusion of the deal as the result of “two and a half years of tireless negotiations and unshakable belief,” marking full UK ownership and global control of two of the sector’s most innovative brands.
Since opening X Rocker’s UK office in 2016, Gary has led the transformation of the business from a specialist audio chair supplier into the UK’s largest gaming chair and gaming furniture brand, according to GfK Chart Track data. Under his leadership, X Rocker has become a pioneer in the gaming furniture category and secured long-term partnerships with retailers including Argos, Smyths Toys, Very, Dreams and Costco.
Gary credits this success to “culture as our superpower”, along with industry collaborations that have allowed the brand to push boundaries in tech-infused furniture.
XR Living, launched just last year, has already secured listings with major high-street retailers thanks to its focus on interactive smart-home furniture. The brand recently launched the Maisie RGB 5.1 Electric Ottoman TV Bed, which has received "outstanding" early feedback, says Gary: "Its rapid momentum further strengthens the new Valmas Group portfolio."
Gary says the establishment of Valmas reflects “ambition, resilience, purpose, and commitment”, positioning the group to drive continued innovation across both the gaming and home-furnishing sectors. The move also marks a deeply personal milestone for Gary, with the Valmas name representing values rooted in his family and the inspiration behind the company’s creation.
X Rocker has been shortlisted for two categories – Design Innovation and Global Player – in the inaugural Excellence in Furniture Awards developed alongside the January Furniture Show.
With the rebranded Valmas Group now in place, Gary begins a new chapter leading "two globally recognised, category-defining brands", and plans to accelerate growth, expand retail partnerships, and "continue redefining the future of interactive furniture".
