SharkNinja Elevates Flywheel Strategy to Harness Influencers as Growth Engines

SharkNinja’s Swirl machine

Direct-to-Consumer Growth

SharkNinja grew fourth-quarter net sales 30% year over year to $1.79 billion. Net sales in North America were up 22%, tallying just shy of $1.2 billion. 

Its direct-to-consumer business grew faster than the rest of the business in 2024, a trend the company expects to continue this year, according to Barrocas. 

The company intends to launch 25 new products this year across both new and existing categories. Launching them DTC enables SharkNinja to control distribution early on, said Barrocas, as well as receive immediate consumer feedback. 

“I think you should expect to see the first 30 to 45 days of many of these big viral product launches to be done through direct-to-consumer and then to expand out into our retail partners.”

Direct-to-consumer also provides broader merchandising assortment opportunities, such as select colors or configurations, he said. 

“We’ve got to make direct-to-consumer a unique destination for the consumer to buy our products by having something unique and special for them.” 

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SharkNinja is implementing Salesforce’s Agentforce and Commerce Cloud solutions to personalize customer service with autonomous agents at the end of Q3. The company will first go live in North America, with plans to go live in Europe in Q1 2026. 

As part of this, AI agents will answer and troubleshoot product questions, manage returns, and provide recipes for use with SharkNinja products, SharkNinja CIO Velia Carboni shared during the NRF Big Show last month. 

Barrocas said on last week’s call that they’re excited about what that’s going to bring to their direct-to-consumer business. “The goal here is still to keep a balanced omnichannel strategy, but to really make sure the direct-to-consumer creates a unique destination for the consumer,” he added.  

Supply Chain Update

SharkNinja has been proactive about diversifying its production outside of China, a strategy that CFO Patraic Reagan described as “a challenging journey.” Nearly 90% of all U.S. volume is expected to shift outside of China by the end of the second quarter, with a complete exit expected by the end of the year. 

“This was not the easy path, it was the road less traveled and we took it with a long-term strategic vision in mind,” said Reagan. “We committed to diversifying our supply chain early, making difficult yet necessary decisions that are now delivering tangible results.” 

This was originally published on Path to Purchase Institute, a CGT sister brand.