Global womenswear and lifestyle brand Club L London has announced the appointment of Dan Lorenson as its Chief Marketing Officer (CMO). A long-time collaborator with the brand, Lorenson has played a pivotal role in its evolution since 2018, driving its direct-to-consumer success and international expansion.
Lorenson initially worked with Club L London through his boutique marketing agency, Flying People, which secured the brand as its first client. As the architect of the brand’s direct-to-consumer launch, Lorenson’s expertise laid the foundation for its early growth. Over the past two years, he transitioned into a consulting role as Digital and Trading Director, overseeing e-commerce, marketing, and trading operations.
A Strategic Appointment
As CMO, Lorenson brings over a decade of experience in digital marketing, including his tenure at The Very Group, where he led multi-channel strategies and managed campaigns across fashion and electronics. Reporting directly to Club L London’s CEO, Katie Randev, Lorenson will focus on scaling the brand globally while driving profitability and long-term success.
Katie Randev praised Lorenson’s contributions:
“Dan’s contributions have been transformative, particularly in driving our international growth. He led the launch of three new sites last year and has orchestrated two more rollouts for Q1 2025. His role in our first-ever collaboration with global Influencer Leonie Hanne has significantly boosted visibility, ad recall, and brand recognition, while strengthening our wholesale partnerships. Dan is an integral part of the Club L family, and I’m thrilled to have him as part of our senior leadership team.”
Accelerating Global Growth
Club L London is currently experiencing exceptional growth, with a strategic focus on scaling in international markets. Operating eight dedicated international sites, the brand is preparing to launch two more, supporting its triple-digit year-on-year international growth.
The U.S., Club L London’s second-largest market, and the Middle East are key targets for expansion. The company is seeing significant traction in these regions, fueled by its unique designs, attention to detail, and effective marketing strategies.
Dan Lorenson commented on his new role:
“Club L London is a brand I’m extremely passionate about, and working alongside Katie and the team has been a rewarding experience. I’ve been invested from the very beginning, and watching the brand grow to where it is today is something I’m incredibly proud to be a part of. I’m grateful for the trust Katie has placed in me, and I’m focused on leveraging our current momentum to drive growth and innovation, ensuring 2025 is our most successful and internationally impactful year yet.”
Focus on Innovation and Profitability
As CMO, Lorenson will oversee marketing initiatives that align with Club L London’s broader vision. His strategic approach aims to enhance profitability while fostering innovation, ensuring the brand remains competitive in the luxury fashion space.
With its unique positioning in the market and a proven track record of international success, Club L London is poised for continued growth under Lorenson’s leadership.
