Club L appoints CMO amid plans to scale in the US

Club L London has today announced the appointment of Dan Lorenson as its new Chief Marketing Officer as it continues "scaling in the US, its second-largest market".

The brand was founded in Manchester seven years ago by Katie Randev. Her mission? To provide accessible luxury to all, with a focus on quality and glamourous designs with an unrivalled fit. As it strives to growth in the UK and overseas in the US, Club L has appointed Dan Lorenson as its CMO.

Lorenson has been a part brand’s evolution since 2018. The boutique agency he founded, Flying People, secured Club L London as its first client and played a pivotal role in supporting its direct-to-consumer launch. Over the past two years, he transitioned into a lead consulting role as Digital and Trading Director, overseeing e-commerce, marketing, and trading operations for the brand.

Now, he's officially joining the business as CMO, bringing over a decade of digital marketing experience. Previously, he held the role of Senior Marketing Manager at The Very Group.

Katie Randev, Founder and CEO of Club L London, said: "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."

In his new role, Lorenson will be focused on furthering Club L London’s growth strategy, reporting directly to Randev. He will shape and excecute marketing initiatives that align with the company’s vision.

"Club L London is a brand I’m extremely passionate about, and working alongside Katie and the team has been a rewarding experience," added Dan Lorenson.

"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."

Read TheIndustry.fashion's recent interview with Katie Randev, Founder of Club L London, here.