SharkNinja Australia and New Zealand managing director, Aby Shukla has shared the company’s ambitious plans for the ANZ market just 12 months after setting up a Sydney office and hiring a local team.

In just one year, SharkNinja launched into 10 new categories and released 20 new products, which are now in over one million Australian homes. The team of seven at the beginning of 2024 has grown to about 45 team members, which is expected to reach 80 team members by the end of the year.

“SharkNinja has built an amazing team. I’m not only referring to our employees but also our internal and external partners. The team continues to push boundaries on progression, innovation and executing best-in-class product launches. The team is also building rich relationships and networks with our retail partners,” Shukla told Appliance Retailer in a recent interview.  

“Our Sydney office has been set up for our internal teams but also for training sessions with our retail partners. Since opening the office, we’ve already held a range of product training and presentation days with retailers to showcase our products and their unique selling points.”

While Shukla recognises that customers are looking for value in the current trading environment, at the same time, he believes they value brands that offer products that resonate with them and their needs.

“The value equation is becoming clearer in the minds of consumers. This means they’re always looking for products at the best price, but they continue redefining the value of a product,” he said.

“At SharkNinja, we’re always striving to solve consumer pain points. Most businesses start with technology and commercialise it, but we find the problems and develop products in response. We want to bring customers aspirational outputs at affordable price points.

Ninja outdoor woodfire oven.

“For example, our ice cream maker and pizza maker bring down the cost of indulgence. It’s about providing choice for affordability, as well as healthier options. Our products are highly durable; we’ve just doubled our warranty on our kitchen appliances from one year to two years, providing customers with added peace of mind.

“Our innovation is also combining multiple functions in a single product, such as our slow cookers and air fryers. I believe these elements resonate well with customers in the current environment.”

Ninja Creami ice cream maker can produce more than just ice cream.

Shukla went on to outline the key elements driving SharkNinja’s growth.

“The first is our innovation cycle because it’s far shorter than most brands in the market, largely because our team is based across three locations around the world which means our development cycle runs 24 hours. As a result, products are developed in under 12 months. During the development process, we ask for feedback on product usability from a few thousand customers for validation,” he explained.

“Secondly, we have very high standards when launching any new product. On a five-point scale – the five factors that are the biggest consumer pain points in the category – if we don’t score 4.5 or above, we don’t launch the product.

“By the time a product launches, we are confident in its uniqueness and the story it tells. This makes marketing easier as we just need to ensure the story spreads far and wide through our marketing efforts.

“Thirdly, our ambition. SharkNinja always strives to be the market leader in its respective categories. We have the product, the story, and we invest in communication and back it up.”

The brand’s marketing strategy has been in full swing since Q4 2023, and the company recorded successful Black Friday and Boxing Day sales events.

“Since then, SharkNinja has been growing every quarter across every category and SKU. We have a strong pipeline of product innovation and marketing activity for the remainder of the year, so we expect this momentum to continue,” Shukla said.

“We have had an amazing response from consumers so far and we are constantly challenging ourselves to do better. We want to assure our retail partners of our unwavering commitment to quality. Our approach is customer-centric, responding to their needs and pain points. Whether it’s launching products, consumer validation or in-home testing, we live and die by what our consumers think of our products.

“Our ambition is to be the market leader in all the categories we play in. We know we have a sustainable business model and our investment in the market is here to stay.”