Club L London is the next-generation online fashion retailer for the forward-thinking consumer. Expertly designed and crafted in-house, Club L specialises in accessible luxury, unique designs and unrivalled quality made to flatter every figure in sizes 4-20. From prom to occasion, am-to-pm, maternity, bridal, limited edition and more, we deliver an engaging customer experience connecting our global community of diverse consumers, international fashion influencers and content creators with our new and exciting collections dropping each and every week.
Founded in 2007 Club L was created with the vision of offering long lasting luxury styles, trend-oriented collections with a twist and unique, statement designs that offer both exceptional quality and fit in an otherwise saturated market of fast-fashion and throw away goods. Accessible luxury through considered purchasing, limited edition collections that leave no wastage and responsible manufacturing are at the heart of the brand world-renowned for its premium fabrications, inclusive sizing and affordable price points.
2007
DECEMBER 2018
JANUARY 2019
MAY 2020
DECEMBER 2020
JANUARY 2021
Club L was founded by Katie Randev as a wholesale supplier
FEBRUARY 2022
The Club L website launches with 50 iconic styles Club L launches its first major campaigns, opens a US hub and dedicated USA website
We unveil our new branding and launch the first of our limited edition collections
Club L launched its first influencer collection with brand ambassador Emily Shak
MARCH 2022
SEPTEMBER 2022
NOVEMBER 2022
Club L expands its core offering to casuals, basics, lingerie, plus and accessories and introduces the first of its sustainable fabrications
JANUARY 2023
We open our state-of-the-art warehouse in the UK as we experience over 300% growth from 2021-22
We launch another 3 international websites and work commences on our brand new HQ
Our new direction is unveiled and we launch our global billboards
Club L ships its millionth order!
We move into our brand new HQ in Manchester and launched Club L London’s UK & IRE Student Ambassador Programme
The Club L girl is 24-34 with a secondary demographic of 18-24. She is the sexy, confident girl next door who everyone wants to be. She is soft and glam, both sexy and elegant and always polished to perfection.
She knows exactly what she wants and how to get it and demands to be differentstandout pieces are key to her going out wardrobe which she mixes with this season’s most coveted designer accessories. Her off-duty look is just as considered as her after dark outfits and styled to perfection.
She is a social butterfly with a penchant for luxury and aspires to live the lifestyle of her favourite celebrities and influencers, documenting her lifestyle with a considered execution, from the latest restaurants and bars to those enviable holiday locations.
Since our start up in 2007, we have aimed to grow and improve our product range offer whilst staying true to the brand’s DNA. It is our unique designs, statement pieces and premium quality that’s proven to be the brand’s success. Taking style cues from the latest catwalks and red carpets, all of our collections are expertly designed in house, sampled and fitted on real girls by our dedicated team of designers who source only the most premium of fabrications and luxury embellishments, which we aim to delivery at the most accessible price points. With an ever expanding product directory Club L own occasion and going out, prom to party, maternity, bridal, jewellery and much more. Club L are set to launch their exclusive footwear campaign for AW23.
Quality, design and fit are at the heart of everything we do. Each and every style is designed and manufactured in house in the UK and abroad by our expert team of specialist designers, technicians and dedicated manufacturing team. Taking inspiration from the catwalks, social media and celebrity culture our astute team are always at the forefront of what’s next.
From concept to reality, we own and manage our entire production process. We use only our own factories to manufacture Club L product so we can ensure we have full transparency, the utmost execution and adhere to our core ethical values throughout the manufacturing process. Controlling our supply chain means that we can be reactive – bringing new styles first, ensuring that we only manufacture as much as the customer demands and using the most environmentally-friendly ways to ship our products.
We pride ourselves on delivering a unique, premium product at an accessible price point which is why we source our own fabrics and finishes and fit every piece on real girls. Our core fabrications include luxury double stretch jersey, stretch crepe and soft touch mesh, stretch heavy satins, tailoring crepes and chiffon. We pay particular attention to achieving the perfect fit. We want our girl to feel and look her best in Club L which is why we monitor our customer feedback and returns closely to ensure that our styles tick all the boxes and are quick to modify if we need to.
A collection inspired by vintage Italian nights, with silhouettes and details taken from the design archives. Delicate laces and luxe satins are seen on structured corsets, paired back with premium tailoring. Floral prints are key throughout with rich rose prints on dark bases and softer botanicals on statement dresses, all combined within a dark luxe palette of jewel tones.
Channel a dark, new party season mood in iridescent shades of midnight satins, glossy sequins and flirtatious feathers. A juxtaposition of classic, signature styles with a gothic edge- think intricate lace, corset-inspired dresses and frothy mesh minis in striking block colours
For nights that you don’t want to end, the Minute Past Midnight collection promises all the Christmas party pieces you need to take you to into the night and beyond.
From structured tailoring made for layering to dramatic cape dresses, liquid satin maxis to statement hooded midis this collection promises standout glamour and everlasting style.
The sun may bring anticipation for summer vacations but leave it to Club L to bring the heat this season. Blending in is overrated, be unapologetically bold.
Want statement swimwear and a summer holiday to pack them for?
Let Club L London’s latest collection leave you in a Marrakech daze. Taking inspiration from the Moroccan city’s terracotta towers, golden deserts and cobalt night skies, Destination Daze presents luxurious villa essentials for styling under the arching palms.
Something to celebrate? Show off your curves in something extra special designed for you and your growing bump. Steal the limelight in one of our signature midi dresses expertly crafted in our soft-touch mesh, double stretch jersey and luxury stretch crepe made that special occasion or baby shower..
Redefine your new season look is something seriously sexy. This season is all about curves, body-contouring glam and hourglass silhouettes made to accentuate your killer curves. Think premium, double stretch jersey dresses in midnight shades, sculpting stretch-bandage minis and corsetry-inspired detailing.
Just like our girls, we’re big on social media and collaborate with some of the world’s most influential style makers as well as up and coming influencers across our channels.
At Club L we understand the importance of nurturing new talent and constantly bringing our girls fresh and authentic content which is why we run a dedicated collaborations programme to support and harness new talent as well as a brand ambassador scheme.
31 million over
SINGLE POST REACH
IMPRESSIONS PER MONTH of over
1 million
@clubllondon #clubllondonAt Club L we know how to throw a party! From our memorable Christmas get togethers and collection launches to our international events and intimate dinners… the party never stops.
As our primary source of communication to our customers, our website is crucial to us in ensuring we see it up to date with the latest products, trends and collections whilst ensuring the customer journey is as seamless as possible. In 2020 we launched our dedicated international sites including USA, Australia, Ireland and France to service our growing international customer base.
Our new international platforms are structured around delivering a unique shopping experience and usability though our new e-commerce and design features, with heavy focus on inspirational video content thoughout, from homepages, category landing pages, product and campaign. With a unique and editorial aesthetic throughout all our digital platforms, clubllondon.com offers a premium shopping experience across all digital mediums from our desktop site, mobile and tablet in our exclusive shopping app.
At Club L we are committed to fair and ethical manufacturing practices which ensure the utmost health and safety of our Club L family across the globe, fair pay, inclusion and diversity and ethical work practices through all our manufacturing processes, work places and factories. We own our own manufacturing process from start to finish which means we have full control and transparency throughout. At Club L we know there’s always room for improvement and whilst we are continuously making our business more sustainable and constantly reducing our carbon emissions and environmental impact. We know there’s still more to be done! We are continuously making positive changes and learning about impacts so we can continue to progress in the years ahead, protecting the valuable resources we all share.
RESPONSIBLE MANUFACTURING
Fair pay, ethical practice and strict health and safety measures.
INCLUSION & DIVERSITY
We are committed to inclusive leadership, equal opportunities and representing our diverse community.
LOW IMPACT
We use processes that have lower environmental impact.
LOWER CARBON EMISSIONS
We have lowered our carbon emissions by 60% since 2019.
PAPERLESS RETURNS
We use a paperless returns system
We use processes that reuse and/or eliminate consumer waste and materials. All of our packaging is made from 100% recyclable materials.
Manchester HQ
Glasgow HQ
Middlewich Distrubution Center
Leicester Manufacturing Center
Ergo Cheshire
At Club L our premium brand vision and culture is carried through all our workspaces; from our HQ in Manchester UK to our warehousing and international distribution centres. We believe that every Club L environment should reflect the brands core values, luxurious aesthetic and attention to detail inspiring our team and creating a forward-thinking workspace that allows for creativity and development. Each and every Club L space offers a uniquely designed, collaborative work and social space with a boutique feel that encourages participation and offers our team the comfort of a home-from-home experience, something that we are extremely proud of.
Having experienced over 300% growth in 2021- 2022 alone, Club L opened its brand new, luxury HQ in Trafford Park, Manchester. Boasting 17,000 square feet of extravagant, purpose-built office space equipped with its own bar and event space , content areas and dedicated design hub as well as a private gym and restaurant on site. A unique and collaborative work space in the heart of one of the UK’s most thriving cities, Think Park offers a dynamic work space designed specifically for each department with a luxurious boutique finish. Interactive content hubs, design portals and presentation lounges allow Club L’s HQ to be a fully-functioning work space that can transform into an exclusive social and event space.
In 2022, Club L completed its first purpose-built, state-of-the-art warehouse and distribution centre in Cheshire, UK. A luxury 55,000 square foot, semi-solar powered space boasting over 700 standard pallet locations within a specialist e-commerce distribution centre. With fully automated movements through location scanning, real time stock availability and fully integrated cloud-based order processing our expert merchants deliver a premium-level fulfilment solution for all Club L’s needs as well as a re-processing centre for the specialist treatment of returns. Club L’s dedicated facility has the capacity to fulfil over 33,000 orders per day.
We are passionate about nurturing upcoming talent within the fashion industry, whether it be design and development, marketing and PR, digital tech, creative, social, customer services and warehousing. The Club L family is diverse, dedicated, ambitious and hard working and with a prestigious portfolio of global partners and rapidly growing influential team. We offer flexible working hours, development programmes tapered to each individual and paid internships across all fields from design and creative to finance and marketing.
We work with a dynamic team across the globe with HQs in Manchester, Glasgow, China and LA and 70% of our senior management roles are held by women. And what’s more, there is no gender pay gap regardless of where our team are based across the world.
These are the two versions of the Club L london logo that should be used across all digital and print assets. It is never used in unapproved colour, stretched or altered in any way.
Depending on the graphic, the ‘London’ in the logo can sometimes appear too small. In these instances, the alternative logo should be used to increase the legibility and presence of the mark.
As a key representative of the brand, It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified or added to in any way.
It must never be re-drawn or adjusted and should only be reproduced from the artwork provided.
To illustrate this point some of the more likely mistakes are shown below.
1. Do not outline the logo.
2. Do not use incorrect colour.
3. Do not place text and other graphic elements so close to the logo that it obstructs the mark.
4. Do not distort the logo.
In 2022, Club L are replacing their core fonts as part of moving the brands vision forward. ‘Glossy’, which was our main serif font, has been replaced with FreightBig Pro - a clean, modern font available in two different weights.
FreightBig Pro is supplied in the Open Type Format and is therefore supported by pc and mac.
FreightBig Pro’s tracking and kerning should always be set to 0.
FreightBig Pro Light
a b c d e f g h i j k l m n o p q r s t u v w x y z A
FreightBig Pro Light Italic
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FreightBig Pro Book
a b c d e f g h i j k l m n o p q r s t u v w x y z A
FreightBig Pro Book Italic
a b c d e f g h i j k l m n o p q r s t u v w x y z A
Our core san serif font ‘Lato’ has been replaced by Avenir. A websafe font, Avenir is available in a number of different weights. Avenir Light should be the core body font, a heavier weight should only be used to increase visibility.
Avenir should never be displayed below 5pt. The only exception being T&C’s copy, in this case the font can be 4pt.
Avenir’s kerning should always be set to 0. When used as body font, Avenir’s tracking should be set to 0. Tracking should be increased only when Avenir is used for CTA’s or when used as a subheader alongside FreightBig Pro.
Avenir is not available on our email platform Klaviyo, so the only time graphics should feature a different san serif font is when designing emails.
Avenir Light
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1
Avenir Heavy
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Avenir Book
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Avenir Black
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
When FreightBig Pro is used as a header, the regular and italic version should be combined creatively to emphasise key words.
When Avenir is used outwith body copy, the tracking should either be 100, 200 or 400 - chosen on how it compliments the design. Avenir Light should be used where possible, however if visibility is compirmised weight should be increased.
Within email graphics, the CTA font style should be capitalised Lato, tracking set to 400. Weight chosen based on visibility.
Within standard Club L graphics, FreightBig Pro and Avenir are the only fonts that should be used. However, within collection-specific graphics a new font should be used. Avenir should still be used as the body font.
Collection logos should use fonts adhere to the brands premium aesethetic whilst be obviously different from FreightBig Pro. Some examples of collection typography can be found below.
As part of the brands 2022 vision, Club L have removed all instances of grey and pink from their branding and are instead replacing it with ‘Club L Carrara’ - a contemporay off grey that compliments the brands imagery regardless of the season.
Within corporate documents Registration Black should be used more commonly, especially when paired with black and white imagery. White should primarily be used on the logo.
HEX: #000000
CMYK: 100-100-100-100
HEX: #FFFFFF
CMYK: 0-0-0-0
HEX: #F8F3F0
CMYK: 6-7-8-0
The Club L tone of voice resonates with a global customer with an editorial flair and journalistic vibrancy that engages our customer on every level whilst delivering our key brand messages.
We are confident yes, but boasting and condescending is never attractive.
Write like you are telling a story. We want our audience to feel as inspired as they are informed.
Our tone should match our premium pieces without sounding snobbish.
Like our buyer’s best friend; witty, fun and encouraging.
We’re a global brand however, slang can deter our older demographic.
Envied for her elegance and exquisite taste, here’s what we know about the Club L consumer:
SHE’S AGED 24-34
with a secondary demographic of 18-24
SHE FOLLOWS ALL THE LATEST IN LUXURY
through the socials of popular celebrities and influencers. These stars may inspire her outfits, but the Club L girl demands to be different, using her fashionable eye to shape her own signature style.
WARDROBE IS FILLED WITH PRIZED DESIGNER PIECES
but she knows her figure is the ultimate accessory.
The Club L girl wants premium clothing designed to contour and flatter her feminine curves.
HER SOCIAL CALENDAR IS UNSURPRISINGLY ALWAYS FILLED
with special events, sublime holidays and chic café dates
Wherever the Club L girl goes, she documents her looks and aspirational lifestyle across social media.
We’re taking big steps to increase our recycled content. Club L delivery bags & boxes are made from 100% recycled and recyclable materials.
