America’s household appliances market is a highly competitive sector composed of big brands such as KitchenAid, General Electric, Electrolux, and Dyson, among others. 

WIth so many options for consumers to choose from, securing market share in this space is a big challenge for new entrants and even some established companies.

Yet despite this, SharkNinja (SN), a home appliances company founded in 1994 and headquartered in Needham, Massachusetts, has carved a place for itself and built strong brand recognition in a crowded market.

The company currently operates two brands. Its Shark brand includes vacuums, hair dryers, air purifiers, carpet extractors, and mops, among others. Its offerings recently expanded to include skincare products marketed primarily towards women.

Meanwhile, the Ninja brand sells kitchen appliances which include blenders, food processors, coffee machines, air fryers, juicers, grills, ovens, waffle makers, and others.

SharkNinja built its brand equity through social media marketing and steady product expansion.

Throughout the years, the company steadily expanded its product portfolio to meet changing customer needs while simultaneously innovating its existing products.

Aside from product expansion and innovation, SharkNinja  captured market share from competitors like Dyson by selling less expensive products. And each time the firm releases a new product, it’s marketed aggressively.

During the early 2000s, the company generated interest through infomercials. Now, the firm leverages social media platforms like TikTok to drive customer interest for its products—a strategy it has employed for its blenders, coffee makers, ice cream makers, and recently, its skincare and beauty products.

Even though the home appliances market has been hurt by inflation and the Trump administration’s tariff policies, the company has managed to grow its revenues through a combination of cost-cutting measures, supplier renegotiations, and strategic pivots like relocating its manufacturing from China to other regions, which is expected to be completed by the end of this year.

During the third quarter of fiscal year 2025, SharkNinja generated revenues of $1.63 billion, a 14% year-over-year growth.

Since going public in 2023, the company has improved its Uniform return on assets (“ROA”) from 17% to 29% last year while achieving a Uniform asset growth of 23.5%.

Yet despite these strong results, SharkNinja trades at a Uniform P/E of 21x, below corporate averages, indicating the market is cautious about the company.

We can see how investors see SharkNinja through our Embedded Expectations Analysis (“EEA”) framework.

The EEA starts by looking at a company’s current stock price. From there, we can calculate what the market expects from the company’s future cash flows. We then compare that with our own cash-flow projections.

In short, it tells us how well a company has to perform in the future to be worth what the market is paying for it today.

At current prices, Wall Street analysts are predicting SharkNinja’s returns will keep growing in the next two years. However, the market is expecting returns will fall to 22% by 2029.