Managing Director to walk across Europe – Dealers invited to step in. 

One man. 2,000km. 5 countries. 31 days. Walking borders. Changing lives.

This August, Quooker UK & Ireland is launching a powerful industry-wide initiative – uniting dealers and communities in a month-long campaign with national impact.

Stephen Johnson, Managing Director of Quooker UK, will walk 2,000km across five European countries in 31 consecutive days to raise £100,000 for two children’s charities: Grief Encounter and Friendship Circle. Covering over 83,000 steps and 64km every day, this challenge honours Stephen’s personal journey through grief and underscores Quooker’s commitment to social responsibility.

But this is more than a personal feat – it’s a dealer-driven activation campaign built to engage and reward Quooker’s 5,000+ UK showroom partners.

What it means for Quooker dealers

Dealers are being invited to participate by:

• Promoting the national charity raffle – Customers donating £10 or more are entered to win one of six complete Quooker systems – with prize draws held as Stephen crosses each country border.
• Creating in-store fundraising teams – Showroom teams can walk locally and log collective distances, with cash prizes awarded to top fundraisers.
• Driving footfall and awareness – Fully branded POS packs and a high-visibility digital campaign will support showroom engagement, with access to dealer-exclusive content and toolkit via www.quooker.co.uk.

Sales incentives and dealer exclusives

This campaign isn’t just about giving back – it’s about driving growth:

• National recognition – Participating showrooms will be spotlighted across Quooker UK’s PR, social media and CRM platforms.
• CSR alignment – Be part of a meaningful national initiative that enhances your local showroom’s reputation and social impact.

Why it matters

Stephen Johnson says:

“Dealers are the beating heart of our success. This challenge is about resilience, compassion and shared purpose. We’re proud to walk the walk – and invite every dealer in our network to join us, step by step.”

With hundreds of thousands of website visits each month and dedicated tracking tools to log showroom team donations, this initiative offers a high-visibility opportunity to inspire customers, drive engagement and make a lasting impact.

Get Involved

To register your showroom or learn more about dealer fundraising, raffle promotion or campaign collateral, visit: www.quooker.co.uk

A walking tribute to Neville Johnson

This year’s challenge holds personal meaning for Stephen, who is walking in loving memory of his late father, Neville Johnson – visionary founder of the iconic Neville Johnson brand.

Neville was more than a pioneer in fitted kitchens and bespoke furniture; he was one of the original architects of the modern UK kitchen concept. His journey began with quiet determination, selling Formica worktops from his garage which grew into a respected empire built on craftsmanship, quality and design – long before “bespoke” became a buzzword. His entrepreneurial spirit, generosity and mentorship shaped the careers of many across the KBB sector. Stephen’s 2,000km walk is a heartfelt tribute to his father’s life and legacy.