Global womenswear and lifestyle brand Club L London has appointed Dan Lorenson as its chief marketing officer, the new CMO becoming an integral part of the brand’s senior leadership team. 

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”.

Involved in the brand’s evolution since 2018, Lorenson initially collaborated with Club L London as the founder of boutique marketing agency Flying People, securing the brand as its first client while playing a “pivotal role in supporting [its] direct-to-consumer launch”.

Over the past two years, Lorenson 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, he 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.

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.”

Club L London said it has enjoyed “exceptional growth, driven by [our] unique designs and attention to detail” and is “on track to achieve triple-digit year-on-year international growth”, with a strategic focus in the US, its second-largest market, and expanding further into the Middle East, where it is also “seeing significant growth”.

The online retailer currently operates eight dedicated international sites, with two more set to launch.