How Chinese Firms Are Saving Western Brands

Illustration by Mario Wagner

A growing number of Western consumer brands are regaining momentum after being acquired by emerging‑market owners—often Chinese firms—challenging the assumption that such deals

When U.S. home appliance brand SharkNinja was acquired by China’s Joyoung, observers may have expected a familiar story: cultural clashes, diluted brand identity, and eventual decline. Instead, SharkNinja accelerated its innovation cycle, adapted products more precisely to local markets such as Japan and the UK, and overtook long‑established competitors. Similar surprises followed when Chinese firms acquired century‑old Western brands such as Flex and SKIL, or premium Australian supplement maker Swisse. According to our interviews and published accounts, these now Chinese-controlled firms are thriving.

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