Spaniards are not big tea drinkers. Sparkling water is consumed, but nowhere near as much as in Italy and Germany. Nor is Spain really a pasta country. And yet Juan Diego Jiménez is convinced there is a market for Quooker in Spain. “When it comes to Quooker: you see it, you try it, you love it. Right? It’s so much more than a tap for tea—a Quooker makes your life easier.” Since starting as Quooker’s country manager, he has already brought Quooker into two thousand households in Spain. By the end of this year, that number should exceed three thousand. And then, once people see it often enough—on social media and on TV—the momentum should start to build.

Breaking it down into parts When Juan began his Quooker journey in spring 2022, he carefully considered his approach. He decided to divide Spain into four regions to introduce Quooker step by step. “I started with the eastern and southern parts, where population density is relatively high and prosperity is greater than in the rest of the country. You should know: the average salary in Spain is below €2,000 per month. That’s significantly lower than in the Netherlands. For a complete Quooker system, including the CUBE, a Spaniard would need to work about one and a half months.”

A gap in the market There are more differences between the Spanish and Dutch markets. The climate, for example, means people in Spain spend more time outdoors and eat out more often. “As a result, the kitchen has traditionally been less important here than in many other cultures,” Juan explains. “But that is changing. In Spain too, the kitchen is increasingly becoming a social hub where people are willing to invest more. That’s why we don’t only target end users, but also architects and interior designers.”

A family of Quooker lovers In two years, Juan has built a strong team of five permanent sales staff, plus himself, who enthusiastically visit dealers and present Quooker’s capabilities at trade fairs. There are also four permanent and fifteen flexible service employees traveling across regions to provide the best service to both dealers and customers. Meanwhile, Juan is busy getting the brand-new office in Barcelona fully operational. “I’m very happy with our team—it feels like a family of Quooker lovers. Everyone is equally passionate about the product and willing to go the extra mile.”

Does he already have a Quooker at home? “Yes, of course. I’m married and, as the father of three boys, I lead a busy life. We can’t live without our Quooker!”

Published on 17-05-2024