Meet Complexity to Conversion: Luxury Ecommerce Consulting for Founder-Led Brands
Welcome to Complexity to Conversion! I'm Lauren Mallee, a luxury Ecommerce consultant with fifteen years in luxury retail, buying and Ecommerce leadership. I started C2C to help founder-led luxury and premium brands grow their direct-to-consumer (DTC) business, from Shopify storefront builds to full Ecommerce audits and growth strategy.
I'm so glad you're here and taking the time to learn more about me and C2C.
From LIM College to luxury buying
My journey started in 2011, when I moved to New York to pursue my dreams and attend LIM College, majoring in Fashion Merchandising. From the start, I got the bug for luxury branding. I interned with top luxury houses including Chanel, Vera Wang and Michael Kors. My favorites were Chanel, where I worked in Wholesale Accessories, and Vera Wang, where I worked in the bridal boutique on Madison Avenue.
In the classroom, I developed a love for data and analytics, which led me to buying and planning after graduation. I joined Lord & Taylor in the Men's division, spending two years as a planner and then two years as a buyer.
Leading North America Ecommerce at Versace
In 2017, I joined Versace as Assistant Buyer, Men's. It was a transformative time in my career, working for one of the largest luxury houses in the world. I grew within the company, taking on more categories including Home and Licensed products. I traveled to Milan twice per season, and for the Salone del Mobile home show.
In 2019, I was promoted to Buyer and Ecommerce Manager for North America. I was the sole operator of the region's Ecommerce strategy and execution, leading the vertical in tandem with headquarters in Europe. I drove digital transformation efforts and bought for 16 categories across Versace.com. The business I managed represented 60% of company-wide revenue, and I grew it year over year, every year I ran the site.
In 2020, Versace.com was the only part of the business operating during the pandemic. That's when my years of training were truly put to the test. I ran a profitable business through extreme uncertainty, and it's a time in my career I'm particularly proud of. It showed my tenacity under pressure, always with a positive attitude and a smile on my face.
Growing a fine jewelry brand's DTC business 56%
In 2021, I relocated to Philadelphia and joined LAGOS, a fine jewelry company founded by a master jeweler, as Senior Manager, Ecommerce. During my tenure, I grew the Ecommerce business 56% and built a team of seven.
In 2023, I was promoted to Ecommerce Director, overseeing the full vertical from strategy through execution. I worked cross-functionally with finance, operations, merchandising and marketing, and closely with the Founder to grow the business, set strategy and plan for timely execution.
Why I do this work
Throughout my career, I've found what makes me good at what I do: I truly care. I treat every business I partner with as if it were my own.
My background as a buyer and planner means I lead with analytics. I use the data to tell the story of where a business stands today and to pinpoint its biggest opportunities. I've worked in fast-paced environments with no playbook, where I built the strategy and put it into action, delivering profitable digital growth.
What Complexity to Conversion does
Ecommerce is its own vertical, and it's evolving fast, with new tools and technology arriving every day in the age of AI. With C2C, I want to reach founders who are ready to level up: improve core Ecommerce KPIs like conversion rate and average order value, and grow both revenue and profitability.
C2C is built for full-price luxury and premium brands. My expertise is not marketplaces or Amazon. What I know extremely well is luxury brand strategy and DTC Ecommerce.
I work with founders and brands at every stage. Through C2C, I've already helped a founder-led fine jewelry brand:
Create a SKU system
Design a digital lookbook for marketing
Build and launch her Shopify storefront
Beyond builds like these, I offer comprehensive Ecommerce audits that examine every area of a DTC business. I deliver clear recommendations and a growth strategy, then work with your team to plan execution. I'm ready to be in the weeds alongside you.
Let's work together
I understand that hiring a consultant takes trust, and I'm prepared to earn it. I hope my background speaks to what I can deliver for your brand.
If you're a founder ready to grow your DTC business, I'd love to connect. Learn about my approach or get in touch.