Today, 200,000 people in Germany have a Quooker. Back in 2013, when Daniel joined, things looked very different. “No one knew the product, let alone the Quooker brand,” he explains. “We had to build the market from scratch. That wasn’t easy, because German consumers are quite conservative. They are less open to new things than, for example, the Dutch. Germans prefer to wait and see, especially when it comes to kitchen innovations.”

Not just a tap Daniel chose a strategy focused primarily on kitchen dealers. “We saw that German consumers spend relatively little on a new kitchen, and the tap is often the final item in the purchase process, chosen even after the waste system. We told dealers: this is not just a tap. The decision about a Quooker needs to come much earlier. At the same moment someone is considering a steam oven or an extractor hob, they should also consider a Quooker. It belongs on the list of kitchen appliances.”

Being flexible That strategy has paid off. There is now a strong installed base of Quookers in Germany. The introduction of the CUBE has also helped, as Germans enjoy sparkling water. Daniel proudly notes that more than 31 million liters of sparkling water were dispensed with the CUBE in Germany last year alone. “Just imagine, that means 31 million plastic bottles were avoided. That’s a message that resonates with German consumers.”

Another interesting fact: the Flex tap was developed partly because of the German market. Many German households are used to a pull-out hose in their tap. As a result, 71% of Quookers sold in Germany are Flex models.

Market challenges Looking ahead five years, Daniel aims to achieve 50% growth with his team of ninety employees. It’s an ambitious goal, as the German market presents several challenges. “Corona, high inflation, and rising construction costs have put pressure on the kitchen market in recent years. At the same time, that dynamic is what makes my job so interesting. It keeps me sharp. That’s the mindset you need at Quooker. You have to stay aware of what’s happening around you and be able to adapt quickly.”

Published on 14-04-2025