Club L London appoints Dan Lorenson as chief marketing officer
Luxury womenswear brand Club L London has appointed Dan Lorenson as chief marketing officer.
Lorenson has been working in a lead consulting role as the brand’s digital trading director since 2023, although he has been a key figure in the business since 2018, initially as the founder of boutique marketing agency, Flying People, which played a key role in supporting its direct-to-consumer launch.
Earlier in his career, he worked in various positions at The Very Group for 12 years, most recently as senior digital marketing manager.
Katie Randev, founder and chief executive of Club L London, said: “Dan’s contributions have been transformative, particularly in driving our international growth.
Never Miss a Retail Update!“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, he will report directly to Randev as he works to further Club L London’s growth strategy, with a focus on profitability and long-term success.
The brand currently operates eight international websites, with two more set to launch. Plans include scaling in the US, its second-largest market, and expanding further into the Middle East.
Lorenson said: “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.”
