Lulus names Heidi Crane as permanent CFO

Lulus Fashion Lounge Holdings Inc. (NASDAQ: LVLU) appointed Heidi Crane as permanent chief financial officer, effective February 4, 2026, according to a company press release. Crane previously served as the company's fractional CFO since October 13, 2025.

Crane brings over 17 years of CFO experience across private equity and venture-backed consumer brands. She previously served as CFO at fitness technology company FightCamp and beauty brand BH Cosmetics. Prior to those roles, Crane held the same position at TechStyle Fashion Group, which owns the Fabletics and JustFab brands.

Her earlier career included finance roles at Diageo PLC, Dole Food Company, and Ernst & Young, where she earned her C.P.A. license. Crane holds an M.B.A. from UCLA Anderson School of Management and a B.S. in Business Administration from California State University, Long Beach.

"After working closely with us in a fractional capacity, Heidi has demonstrated exceptional financial discipline, strategic insight, and a deep understanding of our business," said Crystal Landsem, CEO of Lulus.

Crane stated that serving as fractional CFO gave her appreciation for the organization and that she is excited to continue work on financial rigor and strategic priorities.

Lulus is a California-based women's fashion brand that offers modern designs at accessible prices. The company was founded in 1996 and serves customers worldwide through direct-to-consumer channels.

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