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October 30, 2025
Joe Averill
5 mins
Belief is often where every great idea begins, and for Daniel Rubenstien, Commercial Director at Quooker UK, that belief has been the foundation of his entire career.
In this edition of LEVELATIONS, Daniel reflects on his journey from intern to commercial leader, what makes Quooker one of the most innovative brands in the UK, and the lessons that shaped his approach to leadership and growth.
Daniel’s story with Quooker began at the very start of his career, as an intern with curiosity, drive, and a genuine belief in what the brand could become.
He quickly immersed himself in every area of the business, learning its operations, challenges, and people from the ground up. That experience became the foundation for his leadership today, one grounded in empathy, focus, and empowerment.
“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.”
Now as Commercial Director, Daniel leads with the same conviction that’s defined his journey, driving growth through trust, teamwork, and purpose.
Quooker’s story began in the 1970s, when Dutch inventor Henri Peteri asked a simple question: why wait for the kettle to boil?
From that lightbulb moment came the world’s first 100°C boiling water tap, a concept that transformed how people think about water in the kitchen.
When Quooker entered the UK market decades later, it faced the challenge of introducing something entirely new. Under the leadership of Managing Director Stephen Johnson, the team turned that challenge into a mission, positioning Quooker as a must-have for modern homes.
“When Stephen brought Quooker to the UK, he knew the biggest challenge would be that it was something completely new. But instead of seeing that as a barrier, he saw it as a reason to go all-in.”
That pioneering mindset continues to drive the business today, built around innovation, convenience, and simplicity.
Ambition has always been one of Daniel’s defining traits, but like many leaders, his biggest lessons came when he realised ambition alone isn’t enough.
Early in his career, he learned the importance of focus, delegation, and trust.
“It taught me that leadership isn’t about doing everything, it’s about building the right team, focusing on what you’re good at, and trusting your people to deliver.”
That balance, between drive and discipline, now defines both Daniel’s approach to leadership and the culture at Quooker UK.
For Daniel, success isn’t measured purely in sales or market share, it’s in developing people and building something lasting.
“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.”
And for Quooker, the mission remains bold: to make its technology not just a luxury, but a necessity in every kitchen.
That forward-thinking mindset, combining belief, innovation, and human leadership, is exactly what keeps Quooker ahead in an ever-changing market.
From intern to Commercial Director, Daniel Rubenstien’s story is proof that belief, ambition, 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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