With party season in full swing, it got TheIndustry.fashion thinking about the main players when it comes to outfitting festivities. Club L London is one of the retailers dominating partywear.
The company 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.
It has quickly become one of the go-to online destinations for affordable occasion wear. Have a wedding on the cards? Going on a club night out? Heading to London’s hottest new restaurant? Club L London has shoppers covered.
The company has grown from a wholesale partner to a standalone, self-funded DTC name. In the 12 months to January 31, 2023, Club L reported a turnover of £29.5 million, almost double the previous year. But this isn’t the brand’s only recent milestone. The social first brand is fast approaching 1 million Instagram followers, thanks to its overly glamourous campaign shoots and more importantly, its competitive edge – its price point.
In this interview with TheIndustry.fashion, Katie Randev speaks about Club L London’s success story, how it balances glamour and affordability, plus its plans for future growth.
Can you tell us about your start in fashion? What led you to create Club L London?
Club L started as a wholesale partnership specialising in occasion wear for businesses like ASOS, Topshop and Zalando. It later transformed into a standalone, self-funded DTC brand. I could see a huge niche in the international market for a brand like Club L, offering unique statement designs, quality and fit at an accessible price point that our girls could reinvent time and time again.
Growing up in the retail business gave me extensive experience in supply chain management and business development and that’s how Club L London was born—with a drive to provide accessible luxury to everyone underpinned by a solid understanding of supply chain management and a passion for numbers and data.
How did Club L transition from a wholesale business to a DTC business?
My vision was to redefine accessible luxury and create a unique destination that delivers a luxury boutique experience from start to finish. This meant combining premium-level creativity, a seamless customer journey, and content that resonates with our girl—her lifestyle, her values, and her aspirations. That vision became a reality with the launch of ClubLLondon.com.
We started with a small but incredibly passionate team and a true entrepreneurial spirit. We were holistic, reactive, and opportunistic—learning as we went and working endlessly around the clock. I’m proud to say that many of those key people are still with us today and I am committed to fostering that same ‘new starter’ mindset throughout the business. As we grew we onboarded specialists in each area of the business but nurturing passion, new talent, ideas and agility is central to how we operate and will always be at the heart of what we do.
In October, Club L launched its first-ever collaboration with influencer Leonie Hanne. Why was this the right time and will you continue to team up with content creators?
Our limited-edition collaboration with Leonie Hanne was inspired by our muse herself. Just like our girl, it was important for us to find somebody that aligned with our values and aesthetics as much as our designs, and for us, that perfect person was Leonie. Community and authenticity are key for Club L, so it was paramount that Leonie genuinely loved the brand.
Being a globally recognised model, muse and businesswoman with a background in brand development and a passion for design, we respected her craft and knew that our consumers would, too, which is why I believe our Limited Edition capsule and campaign were so successful. Leonie’s cult following garners a host of world-acclaimed designers, stylists, press and editors- all creditable sources of insight and inspiration within the industry itself and beyond and her genuine love for the collection was a driving force behind the success.
Just like our brand, our influencer strategy is very unique and we have been agile and reactive to the fast-paced changes and challenges within our outreach and content and the algorithms within which their content sits.
Your competitive edge is your price point. How do you create luxe designs while keeping them affordable?
Quality, fit and design are at the heart of everything we do. Despite rising costs across all areas of production, we’ve worked diligently within the business to enhance efficiency and streamline processes. This focus ensures that we absorb these cost increases rather than passing them on to our customers. As a data-driven company, future planning, innovation and insights play a crucial role in helping us maintain our commitment to delivering luxury products and elevated collections at accessible price points.
Can you tell us about Club L’s design process?
Every piece is designed, crafted and fitted by our in-house team of designers and garment technologists. By working closely with our experts, we ensure each design not only reflects our vision but also meets the highest standards of quality and fit.
This agile approach allows us to adapt swiftly to seasonal trends and navigate challenges head-on. As a globally focused brand serving multiple territories simultaneously, we combine data-driven insights and true creativity to ensure our luxury products are always ready to make their debut when our customers need them most.
Who is your target clientele?
Our girl is a sophisticated, style-conscious individual who recognises quality and design. She is the epitome of modern luxury and female empowerment, embodying confidence, refinement and glamour all into one with her polished aesthetic.
Can you remember when you thought ‘ah we made it’? Was this a specific milestone the business reached?
Seven years ago, we operated as a team of less than ten from our first HQ, a small unit in the Midlands and now, this year alone, we’ve celebrated ranking in The Sunday Times ‘100 Fastest Growing Privately Owned Businesses in Britain’, we are finalists for ‘Fashion Retailer of the Year at the Retail Week Awards 2025’, we increased our trading websites to include Canada and UAE and within the first six months of 2024 we witnessed a 60% increase in revenue, a 45% surge in conversion rates, and an impressive 92.4% rise in international revenue.
So, as you can see, it’s hard to just pick one moment! Whilst I’m so proud of the growth the business has seen over the past few years we are constantly growing, evolving, adapting and changing all for the better.
I am deeply grateful for the success we’ve achieved and the incredible loyalty our customers have shown us. However, as a fashion retailer operating in such a dynamic, ever-changing, and challenging landscape, I know we can never rest on our laurels. I don’t see it as “we’ve made it.” Instead, I am constantly focused on what’s next—seeking new opportunities, refining our approach, and finding even better ways to serve and delight our customers.
In the twelve months to 2023, Club L London’s turnover almost doubled compared to the year prior. What do you attribute this success to?
There is no doubt that our commitment to excellence throughout the design, quality and fit as well as our focus on international trade has led to our phenomenal growth and success.
Tell us about your future plans, will you be expanding with third party partnerships?
International growth has been and will always be part of our ongoing strategy as we strive to deliver a more localised and unique shopping experience to every Club L girl.
Our ongoing expansion has taken an exciting step with our partnership with Harvey Nichols Kuwait, further strengthening our international presence.
In the UK, we recently partnered with fashion rental service, HURR, to host a pop-up store in Selfridges London. Through HURR’s rental service, customers could access our designs while contributing to reducing fashion’s carbon footprint.
Are you looking to expand into physical retail?
Club L is currently undergoing rapid international expansion, where we’re dedicating our time and resources. While physical stores are definitely on our radar, our main focus is to provide our customers with something more—an unforgettable and unique experience. Stay tuned for what’s to come!
