US vacuum cleaner brand SharkNinja has appointed Dyson’s former group commercial director Matt Broadway as its European president.
The move is part of a major investment by the US company in the British market and a global expansion campaign.
Mr Broadway is one of several senior Dyson staff who have joined SharkNinja in the UK, including Jamie Madath as vice-president of retail sales for Europe.
SharkNinja said it is committed to expanding its market share in the UK and Europe and is predicting growth of £450 million from these markets. It said it plans to achieve this by investing in innovation and technology to improve the customer experience and create five-star-rated products.
Dozens of new jobs are being created at the company’s R&D centre in London to focus on new product development and the company is taking advantage of UK engineering by hiring the best emerging talent.
The company, which entered the UK in 2014, has a target of achieving 25 per cent of turnover from new products being introduced in the next 12 months. It is also launching in China after two years of extensive research into the market.
SharkNinja’s entry into the Chinese market and expansion in the UK are part of its overall strategy to create localised products for different markets.
Said Mr Broadway (pictured): “I am delighted to have joined SharkNinja, the UK’s fastest-growing vacuum cleaner brand, at such an exciting time. We aim to become the UK market leader in vacuum cleaner products and are investing heavily in engineering and technology so we can give consumers a real choice of premium products specifically designed for British homes.”