This partnership brings a global powerhouse to the local market, as SharkNinja currently stands as the #1 Floorcare and Small Kitchen Appliances Brand in the United States, according to Circana LLC.
(Left to Right: Miguel Concepcion, SharkNinja Philippines Business Head, Rafael Hechanova, Chief Corporate Affairs Officer, Concepcion Industrial Corporation, Ariel Fermin, Chief Executive Officer, Concepcion Industrial Corporation, Philip Trapaga, Concepcion-Carrier Philippines Business Unit Head, and Ramon Medina, General Manager for Distribution Business for Concepcion-Carrier Philippines)
SharkNinja is currently operated under Cortex Technologies Corporation, a key entity of CIC that focuses on bringing next-level retail experiences to life.
Leading the Future of Filipino Homes
As the exclusive distributor of SharkNinja in the Philippines since 2023, Concepcion Industrial Corporation (CIC) remains committed to the brand’s mission of providing 'Real Solutions for Real Life.' Miguel Concepcion, the Business Unit Head for SharkNinja, welcomed attendees by sharing the vision of elevating daily routines through meaningful innovation.
Concepcion explained that SharkNinja’s products are designed from a "consumer-driven innovation engine" and that success in the Philippines is measured by how well these products fit into the daily lives of Filipinos, making everyday routines simpler and more efficient.
Innovation in Action
During the three-day event, customers and business partners could take advantage of exclusive deals on best-selling products, including air fryers, vacuums, and the brand’s frozen-treat makers. SharkNinja also gave attendees a first-hand look at the technology that has made the brand a leader in the United States: 
- Live Demonstrations: Visitors were able to see Shark Vacuums in action and experience the cooling power of the Shark FlexBreeze, a portable fan designed for both indoor and outdoor use.
- Interactive Experience: The Ninja SLUSHi was a major attraction, where guests enjoyed free slushies while seeing how the machine works.
- New Kitchen Solutions: SharkNinja also featured the Ninja CRISPi, which simplifies the air fryer experience by allowing users to prepare, cook, serve, and store food in one system.
Strategic Growth and Market Accessibility
As the exclusive distributor, Concepcion Industrial Corporation (CIC) is actively expanding the accessibility of SharkNinja’s premium technology across the Philippines. Building on the success of the brand’s current visibility in leading dealers nationwide as well as its own pop-up stores in Glorietta, Greenhills Malls, and TriNoma, CIC is executing plans to increase the brand's footprint through additional stores and kiosks in premium locations nationwide before the end of the year. This roadmap reinforces CIC’s commitment to bringing meaningful innovations directly to Filipino consumers and business hubs.
