One month on, Brand Developers officially recalls ‘shocking’ Shark vacuum cleaners


This author is on Twitter: @Patrickavenell


Brand Developers has finally launched an official recall on its Shark vacuum cleaners.

Brand Developers has finally launched an official recall on its Shark vacuum cleaners.

Almost five weeks after Appliance Retailer first revealed that authorised distributor Brand Developers had discovered major faults in two Shark Navigator vacuum cleaners, the wholesaler has enacted an official product recall and, for the first time, revealed the inherent vice in these appliances.

Appliance Retailer first reported on Brand Developers suspending sales of the Shark NV350 and NV356 on 12 February 2015, when a letter sent by Brand Developers to retailers was leaked to us. At the time, no indication was given as to the nature of the fault, nor were consumers advised that their appliance may be faulty.

Then, on 13 March 2015, Appliance Retailer revealed that Brand Developers had upgraded this suspension of sale to an official recall. Again, this news only come to light after a letter from Brand Developers national key account manager Dale Wooldridge to retail partners was leaked to us. In this letter, Wooldridge writes that, “The power cords of affected NV350NZ and NV356NZ Shark Navigator vacuum cleaners for the New Zealand and Australian market have been associated with a manufacturing process issue.”

Today, we can reveal that the official cause of this recall is because of “a fault that can create excessive heat in the power cord has been reported in some of these models”, and that this can present a “risk of burn and electric shock”.

Appliance Retailer has written to Brand Developers asking why it has taken 32 days for the company to confirm the nature of the fault, the potential injuries caused by the fault and, considering the seriousness of these factors, why an official upgrade wasn’t enacted sooner.

A screen shot from Shark’s product recall microsite.

A screen shot from Shark’s product recall microsite.


The two Shark vacuum cleaners that have been recalled are:

  • Shark Navigator Lift-Away (NV350NZ) — only units manufactured before 18 October 2014; and
  • Shark Navigator Lift-Away Professional (NV356NZ)

The recalled vacuum cleaners were sold nationally through the TV Shop and retailers including Harvey Norman, Big W, Target, The Good Guys, Masters, Bing Lee and Betta Home Living. Retailers seeking more information about this recall can ring the Shark Customer Service Team retailer number on 1800 303 031.

Affected consumers are advised to unplug their vacuum cleaner from the wall and not to use it again until the fault has been fixed. Consumers can register their details and make arrangements to send in their appliance for a replacement cord and plug, both free of charge, at or by calling the Shark hotline on 1800 722 222. Brand Developers estimates that the collection, repair and return of the fixed vacuum will take five business days.

The Shark brand is owned by Euro-Pro Operating, a family run company based in Massachusetts, in the United States. In addition to the Shark range of floorcare products, Brand Developers also markets Euro-Pro’s small appliance brand Ninja.

In recent years, Shark has developed something of a cult following, based largely off its TV infomercials and goading of rival brand Dyson. In August 2014, Shark was the surprise winner of Canstar Blue’s floorcare brand survey, eclipsing Dyson, Hoover, Miele, Electrolux and other more fancied names to be crowned Australia’s most satisfying vacuuming brand.

“Shark vacuum cleaners is the new kid on the block; it’s a fantastic product range and now we’ve got the research to prove it,” said Brand Developers category marketing manager Penny Bicknell at that time. “[This is] an outstanding success for Shark and it makes us very proud to be associated with the product and [to know] so many people are happy with their purchases.”



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20 Responses to One month on, Brand Developers officially recalls ‘shocking’ Shark vacuum cleaners

  1. Michael Tait Mon 16 Mar 2015 at 5:49 pm #

    You know what I find so ironic about this whole recall? That these Shark vacuum cleaners “outperformed” the Dyson, Electrolux, Vax and every other brand when it came to last years Choice awards (or Canstar awards I really don’t remember). I was gobsmacked back then I laughed knowing that consumers were more comfortable buying a stupid vac off the tv or purchased it in a store because of the ads. HELLO PEOPLE? Just because a company FLOGS the ads on tv and have spent millions of dollars in doing so, DOESN’T MAKE IT A GOOD PRODUCT.

    I hope this recall makes people see this a little clearer, and in the hopes that you will spend you hard earned dollars on a product that has hard earned their title as the best.

    • Anne Mon 6 Apr 2015 at 2:13 pm #

      hey I really like my product, and after the cord is replaced will continue to use.. It’s the best vac I’ve ever used.. The couple of dysons I’ve seen that friends had were broken and did not work well. Didn’t think that was a good advert for the product. I take good care of my belongings, and find the shark a great product, so don’t feel my money is wasted at all.

  2. Kathryn Arndt Mon 16 Mar 2015 at 6:45 pm #

    My Shark Navigator is NV350NZ 26 with 3513A sticker at the bottom. Is my model being recalled?

    • Anne Mon 6 Apr 2015 at 2:21 pm #

      yes your model is recalled. Model number NV350NZ code4811aA to 4114A and code 4214A Call shark customer service team at
      1800 722 222…. All products made before 18 October 2014.
      It’s a voluntary recall. They sent me a letter.

  3. lorraine paterson Tue 17 Mar 2015 at 12:23 pm #

    shark nv350nz-26
    there is no production code on our machine
    it was bought through tvsn ad
    approx. 13/07/2012
    we live in lake Hawea Otago south island n.z

    please advise nearest repair agent

  4. Pauline Rundle Tue 17 Mar 2015 at 7:56 pm #

    is this modle number part of the recall nv350nz26 date code1713A

  5. Natalie shane Wed 18 Mar 2015 at 12:58 pm #

    It is one of the recall models and what do we do now mobile number 0407******

  6. D. Woolston Wed 18 Mar 2015 at 4:26 pm #

    I have a Shark lift away vacuum Model NV3500nz Batch 41313A
    Please advise me on how to get a replacement as Iv’e been informed of a recall on this product.

    Thank You
    Lorraine Woolston

  7. rhonda may alice Clasby Thu 19 Mar 2015 at 12:21 pm #

    we have model nv350nz26 /code no 5012a is this the recalled model thank you

  8. Tricia Peters Thu 19 Mar 2015 at 6:04 pm #

    My vaccum cleaner maybe a recalled model. The Model number is NV350NZ with a another number 5112A.

  9. sam Fri 20 Mar 2015 at 3:41 pm #

    Firstly, I agree with Michael. Secondly, why do people ask a publication if their product being written about qualifies for a recall, when the publication itself clearly outlines what you SHOULD do to find out if your product is in fact affected by the recall!! seriously!! Is Appliance Retailer responsible for this recall??? umm, no! So why ask them? call the number, go to the recall site and check with the subject matter experts!!! its not hard!

  10. LaLalom Fri 3 Apr 2015 at 9:48 am #

    Like they say,

    “If something is too good to be true…. “

  11. Julie Carter Fri 3 Apr 2015 at 6:02 pm #

    My shark navigator number is NV350NZ product code is 3812A. Brought from the TV shop. Please advise what am I to do?

    Many thanks

  12. masa Tue 7 Apr 2015 at 5:49 pm #

    I really like my product. It’s the best vac I’ve ever used..’
    Can’t wait for it to be restocked

  13. Doug Godbee Wed 15 Apr 2015 at 10:07 am #

    I googled for the product code. The Product Code (eg 4811A) means the 48th week of 2011. So any Shark Navigator Lift-Away product (Model NV350NZ) produced between the 48th week of 2011 and up to and including the 41st week of 2014 (4114A) is subject to the recall.
    All Shark Lift-Away Professional units (Model NV356NZ) are also subject to the recall.
    My unit is packed up and going to the Post Office in a few minutes.

  14. Melisse Sherborne Tue 21 Apr 2015 at 6:04 pm #

    I spoke to ACCC regarding the Shark Navigator and the recall for repair.
    As this is a major fault we are entitled to ask for a replacement or a refund but
    Brand Developers are not even open to discussion on this.
    According to ACCC a major fault allows for these options to be available to consumers
    and to suggest otherwise is misleading, so they have made a note of this on their files.
    Don’t settle for less, complain if you are not happy, I have.

  15. Brian Trewhella Fri 8 May 2015 at 1:07 pm #

    We just got our Shark Navigator back today, but it seems the small cover for the front filter is missing. Who can we contact regarding this?

  16. Sharon OFarrell Thu 28 May 2015 at 1:52 pm #

    I bought the Soup Mate Pro through Brand Developers / TV Shop.
    The first tripped the meter, the second the cogs where the Jug fits onto the Base became soft and broke within the year. The same thing happened to the third one within the year. They won’t honor their warranty and offed me another one at half price. I will not pay for another that doesn’t last the year. I have now resorted to lodging my complaint with the ACL.

    • Melisse Sherborne Wed 3 Jun 2015 at 4:28 pm #

      This company lacks in customer service. Rather then go to court they offered me a full refund and a new Vacuum Cleaner, this being the cheaper way out rather than face fines for breaching Consumer Law and court costs. I got the refund but not the new cleaner. All they do is back peddle and squirm their way out of their responsibilities. Will never buy from them again!!!!

  17. Randell Craigie Thu 11 Jun 2015 at 9:10 am #

    I need to know where to send my shower rocket to have it looked at one of the other attachments you are able to put on to your vacuum cleaner the shark rocket will not come off.I need to know where to send it to have it looked at

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