The past year was a busy one for SharkNinja, most notably as it pertains to food preparation, as the company’s product launches in small kitchen electrics and cookware were key to driving its holiday sales.
The company reported strong sales in the four weeks leading up to Black Friday, a period the company labeled the “initial holiday sales period.” That timeframe in 2020 ahead of what has traditionally been the start of the holiday shopping season, was busier than normal. Retailers launched holiday promotions earlier as part of an effort to allow consumers to shop safely during the COVID-19 pandemic.
SharkNinja officials said the positive sales performance during the aforementioned period was driven by growth across both new and existing categories as well as increased market share.
“Our Shark and Ninja brands were well positioned from both a product line-up, marketing investment and inventory perspective heading into Black Friday,” said Mark Barrocas, President of JS Global and SharkNinja. “That extended throughout the remainder of the holiday season across all major categories, driven by our countertop ovens, grills and air fryers in Ninja.”
In cooking, SharkNinja launched several new products in 2020 including the Pro Pressure Cooker, Smart XL Grill, 2-Basket Air Fryer, XL Pro Air Oven and Power Pitcher System blender. Also, the company debuted its first line of cookware.
These products, which were introduced in the back half of the year, were prominent in the holiday sales promotions of many leading retailers.