Is it time for Dyson to feel 脅すd? SharkNinja wants to vacuum your 床に打ち倒すs, style your hair and 空気／公表する fry your food ? and believes it can do it better than its British-based 競争相手
主要な the fight: 示す Barrocas is 戦う／戦いing Dyson inside and outside the courtroom
会合，会う 示す Barrocas, the American who wants to help you clean up your house, style your hair, create delicious meals in your kitchen ? and in your garden too.
Dyson may be Britain's best known vacuum cleaner and posh hair-styler brand. But SharkNinja, the New York-名簿（に載せる）／表（にあげる）d company where Barrocas is 長，指導者 (n)役員／(a)執行力のある, wants to 勝利，勝つ over UK 消費者s.
The 商売／仕事, 設立するd in 1994, also 供給（する）s hair dryers and stylers in its '追跡 of extreme 消費者 delight and unwavering 信用'.
申し立てられた／疑わしい similarities between the 製品s of SharkNinja and Dyson have led to 合法的な 戦う／戦いs between the two 商売／仕事s. But, at the company's office in the hip Battersea 力／強力にする 駅／配置する コンビナート／複合体 in South-West London, Barrocas does not wish to dwell on his 競争 with the iconic Dyson 操作／手術.
He is keener to talk about the Shark FlexStyle hair curler and the SharkNinja cordless vacuum cleaner than the 緊張s between his 商売／仕事 and the 世帯 器具 empire of Sir James Dyson.
As Barrocas puts it: 'We're a boundlessly curious organisation' that 捜し出すs to make things that are 'outrageously 驚くべき／特命の／臨時の'. Understatement is not his thing. He 論証するs for me, with かなりの brio, how the main 部隊 of his cordless cleaner can be 解除するd off its でっちあげる，人を罪に陥れる and carried around.
He 供給するs a 悪賢い commentary to his 活動／戦闘s, 説: 'Before this, if you lived in a house with stairs, you plugged your vacuum cleaner in, did the 底（に届く） three steps, then unplugged it, went to the 最高の，を越す and did the 最高の，を越す three. But there was always this bit in the middle you couldn't reach.'
This design sounds hugely 控訴，上告ing to anyone who is 乗る，着手するing on some Bank Holiday spring きれいにする but wants to get through the chores with 緩和する. The cordless cleaner is lightweight and 効果的な, 質s 強調する／ストレスd in 非常に／多数の TikTok ビデオs featuring the 製品. The company used to rely on late-night infomercials, but now regards social マスコミ as a 決定的な advertising 乗り物.
SharkNinja operates in 32 markets. America is the number one. But Britain is the second largest, meaning that Barrocas and his 工学 and other staff of 500 in the UK have spent かなりの time and ingenuity （手先の）技術ing 製品s that 控訴 UK 国家の preferences.
He explains that, in Britain, we like our vacuum cleaners to have 力／強力にする and noise, although not やめる so much as they do in America. The Japanese prefer 静かな and compact 器具s that 控訴 their smaller homes.
SharkNinja also produces 空気／公表する fryers ? a 最近の British obsession ? and outdoor ovens. The Woodfire 取調べ／厳しく尋問する is a combination of 取調べ／厳しく尋問する, smoker and 空気／公表する dryer, which has done 井戸／弁護士席 in Britain. にもかかわらず the 天候, we love to entertain in our gardens. SharkNinja was 始める，決める up as Euro-プロの／賛成の in 1994 by Canadian 実業家 示す Rosenzweig, changing its 指名する to SharkNinja in 2015.
Barrocas joined the company in 2008 as 大統領，／社長 and became 長，指導者 (n)役員／(a)執行力のある when it made its 塀で囲む Street debut in July 2023, having been spun out of JS 全世界の, a Chinese 器具 製造業者. SharkNinja's chairman is the Chinese 億万長者 Wang Xuning who owns a 42 per cent 火刑／賭ける in the company.
Unlike Sir James Dyson, Barrocas does not have an 工学 background. His CV 含むs （一定の）期間s at the workplace uniform provider Aramark and Broder Bros, a 着せる／賦与するing company.
But he does not see his 欠如（する） of an 工学 degree as a drawback. He argues that his strengths 嘘（をつく） in understanding 消費者s and their needs, discovering what they really want, before they realise it themselves.
He comments: 'Take the vacuum cleaner ? before cordless models were commonplace, most people just 受託するd that stairs were difficult to navigate.'
They also 受託するd that hair tended to get caught up in the 機械／機構.
'We would go into people's homes and watch them take a knife or scissors and 削減（する） hair off the 小衝突 roll, then pull it out,' says Barrocas. 'We'd ask them if there was anything they'd like to change and they'd say 'no, it 作品 広大な／多数の／重要な'. Then we made an anti-包む 科学（工学）技術.'
When it has an idea, the company then relies of reams of data and feedback from 顧客s and will make changes to 製品s in 返答. Barrocas says: 'A １０年間 ago, engineers would tell us once something goes into 生産／産物, the train's left the 駅／配置する, there's no 直す／買収する，八百長をするing it.'
But the approach today is different. The group can make hundreds of changes before putting 裁判，公判 製品s in 顧客s' homes and then coming up with a 'final' 見解／翻訳／版. Barrocas argues that 製品s like his should be 扱う／治療するd more like ソフトウェア or app 開発, where there can be lots of updates and tweaks.
He comments: 'It is 失望させるing when you put in a lot of work and the 顧客 comes 支援する to you and says it's not good. But it's so much better to hear that before you've made a million of them.'
He waited six months before について言及するing to his bosses at the time that he was 失望させるd wit h the 伝統的な blender.
'The 初めの blender has blades at the 底（に届く）. But what Americans want to do is put lots of ice in them and turn them into frozen drinks,' he says.
'The problem is that when you have blades at the 底（に届く） the ice just jumps up, so you get a little bit of blending at the 底（に届く） but not higher up.'
As a smoothie fanatic, he had a vested 利益／興味 in creating a better 解答. The resulting blender ? with blades at different levels ? looks scary but has been a bestseller. This attention to 詳細（に述べる） has paid off. When Barrocas joined SharkNinja its 年次の sales were £160 million. They are 推定する／予想するd to reach £3.5 billion this year.
The 株 dropped after last summer's flotation but have risen by 50 per cent this year to $62.55: 分析家s at UBS are 的ing $76. The company is now valued at almost £7 billion. Dyson is 価値（がある） £21 billion. But the 不平等 in size has not stopped the 合法的な 戦う／戦いs between the two.
Dyson 告訴するd SharkNinja in 2014 over what it said were 特許 違反s on 手渡す-held vacuum cleaners. Four years later this was 解任するd and a 裁判官 said the two designs in question were 'plainly dissimilar'. Then late last year Dyson とじ込み／提出するd papers wit h the High 法廷，裁判所 in a £10 million （人命などを）奪う，主張する 告発する／非難するing the US group of （規則などを）破る／侵害するing its 特許s with its £299 Shark FlexStyle hairdryer and styler.
Dyson is also 告発する／非難するing Shark Ninja in the US of mimicking 科学（工学）技術 for its Airwrap hair stylers, which cost from £400. Dyson is dearer but 充てるs 断言する by its 質.
This fight to clean up our stairs and produce bouncy beach-wave hair may have only just begun in our homes ? and in the 法廷，裁判所s.
