Global womenswear and lifestyle brand Club L London announces the appointment of Dan Lorenson as its new Chief Marketing Officer (CMO). Dan has been a key figure in the brand’s evolution since 2018, initially collaborating as the Founder of boutique marketing agency ‘Flying People’. His agency secured Club L London as its first client and played a pivotal role in supporting the brand’s direct-to-consumer launch, where Dan’s expertise was integral to its early success.

Over the past two years, Dan transitioned into a lead consulting role as Digital and Trading Director, overseeing e-commerce, marketing, and trading operations for the brand. Now joining the business as CMO, Dan brings over a decade of digital marketing experience, including his previous role as Senior Marketing Manager at The Very Group, where he led cross-channel strategies across fashion and electronics, as well as managing paid search and advertising campaigns.

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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.”

Club L London has seen exceptional growth, driven by its unique designs and attention to detail. The luxury online retailer currently operates eight dedicated international sites, with two more set to launch. The brand is on track to achieve triple-digit year-on-year international growth, with a strategic focus on scaling in the U.S., its second-largest market, and expanding further into the Middle East, where it is also seeing significant growth.

“Club L London is a brand I’m extremely passionate about, and working alongside Katie and the team has been a rewarding experience,” says 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.”

As CMO, Dan is dedicated to furthering Club L London’s growth strategy, with a focus on profitability and long-term success. Reporting directly to CEO Katie Randev, he will play a key role in shaping and executing marketing initiatives that align with the company’s overarching vision and objectives.