SharkNinja cashes in on air fryer craze [Video]

Meet Mark 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, writes Francesca Washtell.

Dyson may be Britain’s best known vacuum cleaner and posh hair-styler brand. But SharkNinja, the New York-listed company where Barrocas is chief executive, wants to win over UK and Irish consumers.

The business, established in 1994, also supplies hair dryers and stylers in its “pursuit of extreme consumer delight and unwavering trust”.

Alleged similarities between the products of SharkNinja and Dyson have led to legal battles between the two businesses. But at the company’s office in the hip Battersea Power Station complex in South-West London, Barrocas does not wish to dwell on his rivalry with the iconic Dyson operation.

He is keener to talk about the Shark Flex-Style hair curler and the SharkNinja cordless vacuum cleaner than the tensions between …