1402 ET - SharkNinja is tired of the middleman. CEO Mark Barrocas said the household appliance company is transitioning from third party to self-distribution in several markets, including Spain and Italy. The bellwether in any new market, he said, is successful direct-to-consumer sales through Amazon. As the company looks to enter the South African market in 2026, strong consumer awareness bodes well for sales. The company is pushing advertising through the TikTok shop and influencer affiliates as well, though Barrocas said he expects those avenues will reach maturity in the coming years. "It's not about the retailers. It's do the consumers know us," Barrocas said. "If the consumers know us, getting to the retailers is the easiest part." (amira.mckee@wsj.com)

(END) Dow Jones Newswires

January 12, 2026 14:02 ET (19:02 GMT)

Copyright (c) 2026 Dow Jones & Company, Inc.