PR & Media

Cúrate Welcomes Susan Aplin as New Chief Executive Officer


Asheville, North Carolina, November 27, 2023 – Cúrate, an award-winning restaurant, travel and e-commerce company, is pleased to announce the appointment of Susan Aplin as its new Chief Executive Officer (CEO).

Aplin, a seasoned leader in both the gourmet food and e-commerce industries, brings over 30 years of experience to the Cúrate team. Aplin’s wealth of business experience includes entrepreneurship in public and private sectors, as well as retail, wholesale, e-commerce, product development & design, supply chain, operations, sustainability, sourcing, and merchandising. She has held executive roles in large global brands including Williams Sonoma, Inc., The Gap, Bambeco, The Sports Authority, Staples, BillMeLater, and The World Trade Center Institute. Most recently, Aplin served as a Co-CEO of Asheville business, Poppy Popcorn.

“The ownership team and I are thrilled to welcome Susan to the team. As Cúrate continues to grow, we know that the addition of an experienced and thoughtful leader is going to prove effective in achieving our vision for the business,” said Chef Katie Button.

“Susan joined us in September, and the business has already felt the benefits of the balance, strategy and enthusiasm that she brings to the team. As we enter this new phase, we are confident that Susan will lead Cúrate in alignment with our company values, including giving our guests and customers world-class hospitality, providing sustainable livelihood for employees, and creating spaces to enjoy the small moments with friends and family that make life joyful.”

With the addition of Aplin to the team, Cúrate plans to continue and expand on the highest standards in hospitality and culinary excellence, while continually improving the benefits and company culture that Cúrate has become known for and growing its presence in the online and retail sectors. 

“Joining Cúrate at this pivotal moment is extremely exciting,” Aplin said. “The future holds tremendous opportunities that are reinforced by the team’s passion for excellence and world-class hospitality. I look forward to strengthening the position that Cúrate has earned in the restaurant space, and taking it to the next level in the Direct to Consumer (DTC), CPG, Travel, and Wine industries. I am excited to lead Curate restaurants and lifestyle brands into the next chapter of its legacy”.


Cúrate is a guided journey into the culinary treasure troves of Spain. A collection of restaurants, online marketplace, wine club, and culinary journeys create a portal to Spanish culture. Co-founders Katie Button, Felix Meana and family built Cúrate on its Spanish meaning –“heal yourself.” They believe that discovering new flavors can unite people in a delicious moment of wonder and joy that cures the soul. With over a decade of sharing the flavors and culinary traditions of Spain with guests, the Cúrate brand now includes La Bodega by Cúrate, a restaurant, Spanish market and wine bar; Cúrate Trips, incomparable access to the best wine and food in Spain, and across the Mediterranean; and Cúrate at Home and Cúrate Wine Club, online retail marketplaces providing access to Spanish food, wine and culture at home, across the nation. 


828-505-1525, ext 4




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