SHARKNINJA GROWS IN THE NORDICS

The company has built up a Nordic organisation since André Schumacher took up the role of Nordic head in May 2025. The staff has grown from five to twelve people, spread across several countries.

– We have gained a good foothold in some categories, and there are many other categories where we want to strengthen our position, says Schumacher when we meet him in Oslo at the company’s Nordic headquarters.

According to Schumacher, this has been located in Norway because the largest retailers in the Nordic region are based here.

– Since Power, Elkjøp and Komplett have their head offices here, it is natural that we are based here as well.

Surprised by ice cream

The company sells directly to the largest retailers, and uses a distributor in Denmark for other dealers. It has now also launched its official websites in Norway, Sweden and Denmark.

– Has anything surprised you since you started at SharkNinja?

– It has been an eye-opening experience to see how fond Nordic consumers are of ice cream makers!

Air fryers and blenders are other established categories. In addition, Schumacher highlights beauty products and hair styling products as growing areas.

– There is a lot of exciting stuff coming there, he says, referring to the CryoGlow beauty mask.

– This has LED light, with documented results at home, says Schumacher.

Two brands

The Shark side of the company is divided into two: Shark Home, which includes cleaning products such as vacuum cleaners and stain-removal items, and Shark Beauty, which includes hair styling products and face masks.

– In the Nordic region, it is Ninja that has come the furthest, with its kitchen products. In time, this will even out, with Shark and Ninja standing equally strong in the market.

Globally, the Nordic region is not a major market, but Schumacher describes it as a focus area where the goal is to move closer to the strong position the company has in the USA and England.

Low return rate

When asked about the quality and lifespan of the products, Schumacher replies:

– The return rate is relatively low, at around 2–3 per cent.

The Nordic head says things happen quickly at SharkNinja.

– One of the coolest things for me has been to see the approach to the market and the speed of the company. We operate in a part of the industry that may previously have been a little stagnant, where SharkNinja approaches it somewhat differently in terms of social media, communication and media investment, Schumacher tells the trade magazine Elektronikkbransjen.

He highlights the ice cream market as a concrete example.

– Here, we have quite simply taken over the category.

Increasing staff

The organisation in the Nordics includes, among other things, two key account managers, two dedicated category resources based in London, and a marketing department. A new marketing employee will join before the summer. In addition, four to five people work with direct sales to consumers in Norway, Sweden and Denmark, and positions are being advertised to expand the staff further.

Schumacher says a position at SharkNinja also brings unexpected benefits.

– After I started here, it did not take long before my children thought I was a bit cooler. That has not been the case when I have changed jobs previously, says Schumacher with a laugh.