SHARKNINJA Interview


June 2024 ertonline.co.uk


Breaking barriers


SharkNinja launched a bundle of new products at its first ever EMEA Forum. Ryan Longstaff, UK Marketing Director at SharkNinja, tells Will McGill about what we can expect from the brand in the future.


16 S


harkNinja’s EMEA Forum was the first-time event of its kind the company had put on. It was clear that the manufacturer sees massive potential in the UK and European


markets. It has ear-marked the regions as areas where it can have the most impact and solve consumers’ pain-points. Ryan Longstaff, UK Marketing Director at SharkNinja, says: “We have three pillars for expansion: the first being about new products in existing categories and making sure we can deliver a truly great product.


“The second is to expand into new categories; you would have seen that throughout our launch event and in the coverage from it. And the third is international expansion; if we look back into Q3 we saw an 80 per cent growth in our European and international offering, which displays that there is a true hunger for our products.” All of this sounds very exciting, especially from


a retailer’s perspective. Mr Longstaff explains that SharkNinja ensures that all the channels in which it operates are equally important as one another. He explains: “We like to make sure that consumers can get hands-on and experience the products in the physical environment. Whilst


I think there are definitely efforts on our side to collaborate and work with the retailer, to make the best experience possible. “In terms of specific efforts, we always make


sure we deliver high-quality assets and we collaborate with the retailers on their media investments and advertising interests to make sure they are getting the most out of that.”


A constant line of communication Mr Longstaff adds that the company provides a constant line of communication to its retailers so it can hear from them directly to address what they need and how it can best support them. “We do believe that our differentiated pace of innovation enables us to be first-to-market in many product categories – and to launch new products often faster than our competitors, creating an advantage that we believe delivers sustainable share growth,” says Mr Longstaff. “When developing new products, and what we believe is a key attribute to our success, we continue to keep reverting back to what the consumer insights are; what do consumers actually want and need from their cleaning products, and what can we do to achieve this – whether that’s making our vacuums more lightweight, or even producing self-cleaning products that save our consumers time.”


Left: Ninja’s new Outdoor cooking range. Below: The brand’s DoubleStack Air Fryer.


Whilst continuing to push the boundaries of what is possible within the categories, Mr Longstaff explains that solving consumers’ problems with innovation is at the forefront of everything it does.


“This is particularly clear within Ninja with our Ninja DoubleStack Air Fryer, which uses revolutionary, first-to-market technology to cook double the amount of food in half the space, solving one of our customers’ most prominent sticking points,” Mr Longstaff explains. “At SharkNinja, we continue to prioritise the quality and durability of all our products, including our air fryers, which also contributes to the brand’s success in the market.” He highlights that SharkNinja has an initiative


where approximately 75 per cent of its products that have been returned, where possible, are “remanufactured” and resold, which it says helps to keep products out of landfill and provides multiple life uses for each product.


Below: Shark’s Steam & Scrub Mop and the HydroVac Cordless Hard Floor Cleaner.


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