‘France is a large country with a big population and a rich food culture. It was bound to be a good market for our products,’ says Raphaël Cantor, who set up Quooker France in 2024. ‘At the same time, you only get one chance to make a first impression. You have to get it right first time. So it’s very important to take a strategic approach.’

What do the French know about boiling-water taps? ‘The boiling-water tap is completely new to the French,’ Raphaël explains. ‘They don’t yet know what to make of the product. The CUBE appeals to them, because there has been a lot of discussion in France about bacteria in tap water and microplastics in bottled water. The fact that the CUBE filters water, providing clean drinking water, is very appealing to many people in France. We still need to convince them that having boiling water straight from the tap is also incredibly convenient in the kitchen, and show them how often they’ll use it. That’s the message we’re focusing on now.’

What is Quooker’s sales strategy in France? Kitchen retailers are the ones who can convince consumers of the benefits of a Quooker. That’s why Raphaël and his fourteen colleagues initially focused on them. They started in Paris, expanded into the Côte d’Azur, the French Alps and Bordeaux, and the account managers now travel throughout France. ‘Younger retailers are particularly enthusiastic about Quooker. They’re entrepreneurial and keen to stand out. The older generation were more cautious, but they’re now gradually coming round too.’

How is Quooker building brand awareness in France? To raise Quooker’s profile in France, Raphaël is working on a targeted marketing strategy in which the media play an important role. ‘To reach more retailers and consumers, we advertise in specialist magazines such as AD Magazine and ELLE Decoration, and partner with influencers. We also exhibit at a few well-known trade fairs in France, such as the interior design fair Maison&Objet. Towards the end of the year, we’ll launch a targeted television campaign that will be shown on streaming services.’

The next step In their first two years, Raphaël and his team sold more than 2,250 Quooker taps. ‘That has exceeded expectations, which is very encouraging. At the same time, we’re only just getting started. Our ambitions are high. We’ll be building over the coming years. We’re continuing to expand our team of account managers and service staff, and soon we’ll move to an office with a showroom in the heart of the city. Consumers who are curious can simply drop in to see how a Quooker works. I’m really looking forward to that. Because, as I said, we only get one chance to make a first impression. And we have to get it right first time.’

Published on 9 November 2026