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October 30, 2025
Joe Averill
5 mins
Belief is where every great idea begins. For Daniel Rubenstien, Commercial Director at Quooker UK, that belief has been more than a mindset, it’s been a strategy. Over nearly two decades, it’s shaped his journey from intern to senior leader and defined how Quooker built one of the most recognisable kitchen brands in the UK.
Daniel’s story with Quooker began at the very start of his career, a path defined by curiosity, drive, and a growing conviction in the brand’s potential. Over time, that belief evolved into the driving force behind his approach to leadership.
I started at Quooker as an intern and simply never left. What began as a curiosity turned into a deep-rooted belief in the brand and its potential. I’ve worked across nearly every part of the business and used each role as a chance to build my knowledge, improve what we are doing and leave it in a better place than when I joined. Today, as Commercial Director, my focus is on driving growth, building partnerships, and empowering the team to deliver high performance with purpose.
That curiosity became commitment, the kind that turns early ambition into long-term purpose.
Some of the world’s most transformative ideas start with a single question. In the 1970s, Dutch inventor Henri Peteri asked one that would change how we use water in the kitchen: why wait for the kettle to boil?
The original idea for Quooker came from Henri Peteri, who believed there had to be a better way than waiting for a kettle to boil. From that lightbulb moment in the 1970s, he invented the world’s first 100°C boiling water tap a solution that changed the way we think about water in the kitchen.
When my MD, Stephen brought Quooker to the UK, he knew the biggest challenge would be that it was never heard of before and something completely new. But instead of seeing that as a barrier, he saw it as a reason to go all-in. We built our story around our main USP, 100 degree boiling water along with convenience and safety.
That willingness to “go all in” turned a novel concept into a must-have appliance and cemented Quooker’s place in homes across the UK.
As with many leaders, Daniel’s biggest lessons didn’t come from moments of success, but from moments of challenge.
The most difficult time was when I took on too much, too fast. I was ambitious, wanted to grow the business rapidly, and naively thought I could manage it all. But I quickly realised that spreading myself thin meant I wasn’t excelling in any area. That was a huge reality check. I wasn’t hitting the standards I set for myself, and the weight of operations started to consume me. It taught me that leadership isn’t about doing everything, it’s about developing and growing your team, which can only be achieved through time and focus.
Those experiences reshaped his approach, proving that sustainable growth comes not from doing more, but from empowering others to deliver their best.
Daniel’s personal mission is rooted in developing people, helping them find belief in themselves just as he did early in his career.
Personally, I want to give back by developing younger talent. Helping people recognise their potential, build confidence, and grow into careers they’re proud of. That’s what drives me: seeing someone step up and realise what they’re capable of. For Quooker, the vision is bold. We believe that every kitchen should have a Quooker. But to reach that goal, we’ve got a huge journey ahead in the UK and Ireland. It’s about making Quooker a must-have, in every home.
That shared purpose, combining people, belief, and innovation, continues to guide Daniel and his team as they expand Quooker’s reach and redefine everyday convenience.
Behind every leader are the people who shape their mindset, challenge their thinking, and keep them grounded.
Stephen Johnson, our MD, has been a huge influence. His people first approach taught me that happy people outside of work perform better inside it. He leads with empathy, focus and an unparalled drive. That’s had a lasting impact on me. My dad shaped my work ethic. He taught me the value of showing up every day with consistency, drive and resilience. And my wife helps bring out the other side of me - the balance, the emotional awareness, and more recently, with the birth of our son, the ability to slow down, reflect, and see things with fresh eyes.
Those influences, from boardroom mentors to family moments, continue to shape the way Daniel leads: grounded, human, and forward-focused.
From intern to Commercial Director, Daniel Rubenstien’s story is proof that belief, focus, and people-first leadership can create lasting impact.
At LEVEL, we believe those are the stories worth sharing. LEVELATIONS is our ongoing series spotlighting business leaders shaping the future, one conversation at a time.
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