Who we are – Versilia

Built on expertise

We know inflight retail inside out – and we make it perform.
With a proven track record across the sector, we deliver smart, flexible retail programmes that drive results.

Our story

Versilia was founded in 2016 by a team of experts in inflight retail, catering and airline operations. Frustrated by a market dominated by rigid models and slow-moving providers, we set out to create something better – a retail partner that’s independent, agile and built entirely around the needs of each airline.

We believe airline retail should be smarter, faster and more flexible. Our independence means we’re not tied to specific suppliers or systems – we choose what’s right for each client. That gives us the freedom to move quickly, adapt to change, and deliver bespoke solutions that genuinely work.

Since launch, we’ve supported start-ups from day one, turned around underperforming programmes, and helped airlines shift from complimentary to commercial models. Wherever you are in your retail journey, we bring the experience, focus and energy to take you further.

This is retail done differently. This is Versilia.

Our founders

Caroline Ulbrich

Chief Executive Officer

Our CEO Caroline brings a wealth of experience in airline catering and aviation retail. Her expertise is in Change Management and Turnarounds – having spent time with McKinsey driving continuous improvement projects. It was whilst completing her Executive MBA at IMD Lausanne, that she conceived the idea of building an Inflight Retail brand for her then employer gategroup. Her vision and energy saw the successful creation of gate retail before the desire to provide choice and flexibility for airlines lead her to the decision to build an independent inflight retail business - Versilia. Since our humble beginnings Caroline, has steered the company through the challenge of Covid to the global business we are today. A globetrotter and advocate for values and culture – she is very much the inspiration behind Versilia.

Steven Steel

Chief Financial Officer

Steve has a background in financial compliance and audit. After cutting his teeth in corporate finance, insolvency, and audit with PwC, he went on to FD roles in PE backed retail businesses. He joined the gate entity providing onboard retail to easyJet in 2008 as FD and transformed a struggling and heavily manual financial process into one that was scalable, fully compliant and able to give the visibility the airline needed. He subsequently became Business Development Director running strategic projects and start-ups. He holds a degree in Economics and Econometrics and has been a member of ACCA since 1997. His family is connected to the Italian region of Tuscany and specifically, Versilia - the birthplace of our company and inspiration for our name.

Neale Jouques OBE

Chief Commercial Officer

Neale is the commercial and operational lead for Versilia. His background is supply chain, logistics and operations, which combined with his military education at the Royal Military Academy Sandhurst, sees him as the driving force for delivering every day to our airlines. He is equally comfortable seeking win-win commercial solutions with potential customers or overseeing complex implementations on time and in full – such as the Avianca start-up achieved across 5 AOCs in South America in just 3 months. Prior to founding Versilia, Neale was MD EMEA for gategroup, running onboard retail programmes for the likes of easyJet, Wizz, Vueling and Norwegian. He holds a Cranfield University MA.

Sue Walker

Chief Customer Experience Officer

Sue has a background in hospitality, aviation and retail and has more than 20 years of experience in travel retail. Sue leads the activity that focuses on customer service – be those customers the airline crew, the airline customers or our own Versilia ‘family’. Sue has been the driving force behind the redesign of Versilia’s crew engagement programme including the launch of our AI supported, gamified learning application – LUZ.
Prior to founding Versilia Sue was MD Rest of World at gateretail looking after customers in Australia, Japan and Brazil as well as the overall retail proposition.

Our leadership team

Our teams are based all over the world working remotely or in our offices supporting our airline customers wherever they are based.

Marc Serra

IT Director

Michel Brelaz

Director Customer Relations and Operations

Amit Jethwa

CI & Projects Director

Rachael Booker

Finance Director

Estibaliz Cruz

Managing Director South America

Gurkan Kiziltepe

Head of Retail Services

Our values

Innovation

A culture and environment to address current issues, anticipate them, solve them, and create the future.

Mastery

Comprehensive knowledge, enthusiasm for expanding our understanding, and the ability to deliver the best.

Authenticity

True to who we are and committed to our values, we keep our promises.

Guts

Willing to take bold steps and with the courage to stand by what is right.

Ethics

Acting with integrity, consistency, and treating others with dignity and respect.

Why work at Versilia?

Watch your career take off with Versilia Solutions

Employee testimonials

Marc Serra

The most amazing thing about Versilia is its dynamism and multiculturalism, and the fact that we work like a family. It's a pleasure to work in a company where decisions are made quickly, and where you can see your daily work reflected as value for the company.

Teodora Grigorie

I genuinely appreciate being part of this company for more than 7 years. The collaborative environment fosters creativity and growth, and I feel valued as a team member. Leadership is supportive, and my contributions are recognized, which motivates me to strive for excellence every day. It’s fulfilling to work alongside such talented individuals who share a common vision. Overall, I feel proud to be part of this team and excited for our future together.

Daniela Bernal

During my time at Versilia Solutions, I have been fortunate to gain valuable experience that has significantly contributed to my professional growth. The company has consistently invested in my development, providing learning opportunities that have expanded my skill set and enabled me to take on new challenges. This includes supporting my pursuit of a certification in Lean Six Sigma methodologies, which has enhanced my ability to optimize processes and drive efficiency within the organization, particularly in my role within the Continuous Improvement Department.

Alex Pascual

After completing my first year at Versilia, I can confirm that this has been the most challenging job of my career, which has made me grow and learn a lot. In addition to that, what I highlight most about Versilia is the great human quality of all its members. No matter where in the world they are, everyone is friendly and willing to help.

Tatiana Cortes

For me, being part of the VERSILIA family has been a tremendous growth opportunity, where they value the individual, their experience, and undoubtedly make me feel like an important part of the business’s development. They support me while also giving me the freedom to explore, allowing us all to grow together.

Built on expertise

Our story

Our founders

Our values

Innovation

Mastery

Authenticity

Guts

Ethics

Versilia Solutions and Best Bar None launch aviation industry’s first alcohol responsibility training

Versilia upgrades Volotea’s onboard retail technology with MOST’s integrated payment and POS solution

JetSMART Colombia: scaling onboard retail at speed

Versilia Solutions and Best Bar None launch aviation industry’s first alcohol responsibility training

Versilia upgrades Volotea’s onboard retail technology with MOST’s integrated payment and POS solution

JetSMART Colombia: scaling onboard retail at speed

Forging the next generation of Versilia leaders across borders

Company

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