SharkNinja designs and sells small household appliances under two brands: Shark (cleaning appliances and beauty devices) and Ninja (kitchen and food appliances). Shark is the #1 vacuum brand in the US by dollar sales, and Ninja is the best-selling small kitchen appliance brand in the US. SharkNinja does not manufacture its own products — it designs internally and outsources manufacturing to third-party factories, primarily across Southeast Asia. This asset-light model lets SharkNinja compete at mid-market price points while targeting premium-level performance. The company sells through major retailers including Amazon, Costco, and Walmart, which together account for roughly 46% of net sales, as well as through its own direct-to-consumer channel. SharkNinja operates in 38 markets globally, with the US representing roughly two-thirds of net sales and international growing faster. SharkNinja's growth strategy rests on three pillars: gaining share in existing categories through continuous product launches, entering at least two new subcategories per year, and expanding internationally by transitioning markets from distributor-led to direct-operated models. SharkNinja invests roughly 10% of net sales in marketing and 5% in R&D, targeting at least 25 new product launches per year. The company has diversified its supply chain away from China toward other Southeast Asian countries to reduce tariff exposure.