SharkNinja (SN) investor relations material

Growth strategy and business performance

• Achieved a 21% CAGR over 17 years, driven by share gains in existing categories, expansion into new categories, and international growth.

• International revenue is expected to approach 50% of total sales soon, with direct market entries in Europe and Latin America accelerating.

• Diversification across brands, product categories, countries, and channels reduces reliance on any single segment.

• Core categories like vacuums and blenders remain strong, supporting double-digit domestic growth even as the broader market declines.

• New product innovation, such as the Ninja Fireside and outdoor fans, continues to drive consumer engagement and category expansion.

International expansion and marketing

• Germany and France represent the largest international opportunities, with the U.K. business nearing $1 billion in revenue.

• Retailer relationships and localized content creation are key to rapid market entry and consumer adoption in new countries.

• Social media marketing is a major competitive advantage, with $700 million annual spend and a focus on localized, problem-solving content.

• Internal content creators and influencers drive engagement, tailoring messaging to local consumer preferences.

• Overinvestment in media in new markets is balanced by efficiencies in mature markets, with a two- to three-year path to margin normalization.

Pricing, tariffs, and margin management

• 90% of production is now outside China, mitigating tariff risks; tariffs in Southeast Asia are around 19-20%.

• Price increases have been implemented with minimal consumer disruption, especially on viral products.

• Gross margin expansion is a core focus, starting at product inception and driving investment in R&D and marketing.

• Flexible pricing and cost management strategies have helped offset tariff impacts and maintain profitability.

• EBITDA expansion is targeted through continued gross margin improvement and operational leverage.