A Unified App Experience for a Global Occasionwear Brand

‍Brand Overview

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Club L London is a UK-based fashion brand known for its glamorous, design-led occasionwear. Founded in 2007, by Katie Randev, it creates statement pieces with a focus on premium fabrics, inclusive sizing and accessible luxury. Having evolved from a small UK label into a truly global D2C brand, Club L continues to grow rapidly with a range of collections that resonate with customers worldwide.

Building a mobile app that reflects the brand

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When Club L recognised the need for a dedicated app to serve their mobile-first Gen Z audience, they wanted a partner who could handle their complex localisation setup and reflect the refined aesthetic of their website.

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After seeing Venn Apps’ advanced localisation capabilities and design flexibility, Club L chose to partner with us on the project. Working closely with their eCommerce team, we created an app that mirrors the elegance of their online store while optimising for a mobile-native shopping experience.

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The app was designed to support all eight of Club L’s international stores, allowing customers to move seamlessly between regions within a single app. Since launch, it has become a favourite among Club L’s most loyal customers, who consistently spend more thanks to the engaging and high-performing mobile experience.

One app for eight stores

With eight Shopify expansion stores operating across different regions, Club L needed a single app that could consolidate their entire international setup. Managing separate apps for each store was never going to be a scalable option, so Venn Apps built one unified app that serves every market.

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Using IP detection, the app automatically adjusts to each user’s location, displaying the correct language, currency and product catalogue. Customers can also manually switch regions from the country selector, making it easy to shop in their preferred language and currency wherever they are.

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For the Club L eCommerce team, one app instance means less duplication, faster updates and smoother management. For customers, it means only having to install one app that delivers a consistent, high-quality experience around the world.

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Turning customers into repeat buyers

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Beyond creating a beautiful app, Club L wanted to use it to strengthen customer retention. Push notifications now help re-engage their most loyal shoppers with early access to collections, restocks and exclusive offers. This approach has driven a clear uplift in performance, with app users showing a 46% higher repeat purchase rate compared to website customers.

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The app also integrates seamlessly with LoyaltyLion, giving customers quick access to their points and rewards. They can track progress, unlock perks and redeem rewards directly within the app, which helps to build stronger engagement and long-term loyalty.

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Performance results

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Since launch, the app has become one of Club L’s most effective sales channels.
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- 61% higher customer lifetime value (CLTV)
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- 10% higher average order value (AOV)
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- 46% higher repeat purchase rate in-app
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These results highlight how much customers value the app experience. Shoppers spend more, return more often and engage more deeply with the brand.

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A growing brand with a global audience

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The Club L app has become a core part of the brand’s digital strategy. It brings together eight international stores into one seamless, design-led experience that does justice to the brand’s identity and global reach.

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What began as a way to improve the mobile experience has evolved into a key growth driver, helping Club L strengthen loyalty, boost retention and deliver a premium shopping journey for customers everywhere.