You are currently viewing Lulus Appoints Heidi Crane as Permanent Chief Financial Officer

Lulus Appoints Heidi Crane as Permanent Chief Financial Officer

Prime Highlight

  • Lulus confirmed Heidi Crane as permanent CFO after a strong interim tenure, citing her financial discipline, strategic leadership, and deep business insight.
  • CEO Crystal Landsem said Crane’s appointment will be key to supporting Lulus’ long-term growth and strategic goals.

Key Facts

  • Heidi Crane officially became Chief Financial Officer on February 4, 2026, after serving as fractional CFO since October 13, 2025.
  • She brings over 17 years of CFO experience, with previous roles at FightCamp, BH Cosmetics, and TechStyle Fashion Group.

Background

Lulu’s Fashion Lounge Holdings, Inc. has appointed Heidi Crane as its permanent Chief Financial Officer, effective February 4, 2026. Crane had been serving as Lulus’ fractional CFO since October 13, 2025, and now steps into the role on a full-time basis.

Crystal Landsem, Chief Executive Officer of Lulus, said Crane’s appointment follows her strong performance during her interim tenure. She highlighted Crane’s financial discipline, strategic approach, and understanding of the business as key reasons behind the decision. Landsem added that Crane’s leadership will play an important role in supporting the company’s long-term growth plans.

Crane said her time as fractional CFO allowed her to gain a clear view of Lulus’ culture and potential. She noted that she looks forward to continuing work on strengthening financial processes, executing strategic priorities, and building long-term value for the company.

Crane brings more than 17 years of experience as a CFO across private equity- and venture-backed consumer companies. Before joining Lulus, she served as Chief Financial Officer at fitness technology firm FightCamp and cosmetics brand BH Cosmetics. She previously held the CFO role at TechStyle Fashion Group, which owns brands such as Fabletics and JustFab.

Earlier in her career, Crane held finance roles at Diageo PLC, Dole Food Company and Ernst & Young, where she earned her Certified Public Accountant license. She holds an MBA from the University of California, Los Angeles, Anderson School of Management and a bachelor’s degree in business administration from California State University, Long Beach.

Headquartered in California, Lulus is a women’s fashion brand serving millions of customers worldwide. Founded in 1996, the company focuses on direct-to-consumer sales and delivers new styles daily through its digital platforms.