Lorna Jane

Lorna Jane
Company type	Private
Industry	Retail, Athletic apparel
Founded	1990 in Brisbane, Australia
Founder	Lorna Jane Clarkson, Bill Clarkson
Headquarters	Brisbane, Australia
Area served	Australia, New Zealand, United States, Singapore, New Caledonia, Mexico, Europe, Dubai, Malaysia, China
Key people	Lorna Jane Clarkson (Founder), Bill Clarkson (Founder)
Products	Women's activewear including tights, sports bras, tops, shorts, pants, jackets, hoodies, footwear, accessories

Adapted from the English Wikipedia article Lorna Jane, available under CC BY-SA 4.0Updated 11 August 202519 sources

Lorna Jane is a retailer specializing in athletic apparel, headquartered in Brisbane, Australia, with additional offices located in the United States, Singapore, China, and New Zealand. Established in 1990 by Lorna Jane Clarkson and her husband Bill Clarkson, the brand focuses primarily on women's activewear. It currently operates 134 stores throughout Australia, New Zealand, the United States, and Singapore, alongside licensed outlets in New Caledonia, Mexico, Europe, Dubai, and Malaysia.

Products

The brand provides a wide selection of activewear items such as tights, sports bras, tops, shorts, pants, jackets, hoodies, footwear, and various accessories. A significant number of these products utilize the company’s exclusive moisture-wicking four-way stretch fabric known as "LJ Excel," while others feature compression materials and "power mesh" inserts. Lorna Jane is also noted for its commitment to sustainability and has been recognized by Marie Claire as one of the leading ethical sportswear brands.

Limited edition collections

Occasionally, the company releases special limited edition lines including maternity activewear and the 'Little Miss' collection designed for infants and young children.

Love Bead

Every Lorna Jane item contains a small heart-shaped bead stitched inside as a symbol that it was crafted "with love." Many styles are named after members of the team to encourage internal connection and strengthen brand identity.

Sizing

Originally offering sizes up to "L," Lorna Jane expanded its range in 2014 to include "XXS" through "XL." Nevertheless, founder Lorna Jane Clarkson has indicated there are no intentions to introduce plus-size options due to low demand and previous unsuccessful efforts.

In 2015, Australian consumer organization Choice compared Lorna Jane tights with competitors across various price categories. Although some more affordable options outperformed in specific areas, Lorna Jane products received commendations for build quality and achieved high marks in stretchability, stain resistance, and seam durability.

Awards

The company has earned 13 design awards along with multiple marketing honors and was voted Best Athleisure Brand by Marie Claire Readers Choice in 2017.

Production

Lorna Jane prioritizes sustainable manufacturing and sourcing practices through a longstanding partnership with a key manufacturer spanning over 25 years. The brand highlights excellent factory conditions with notably low staff turnover compared to regional averages. Workers affectionately refer to these facilities as "Lorna Land."

The production site holds WRAP Gold Certification; however, Lorna Jane was assigned a "D" rating in the 2016 Ethical Fashion Guide due to non-participation in a survey. Jessie Dean, executive marketing and e-commerce manager, emphasized the company's focus on manufacturing processes that support its active lifestyle ethos while ensuring employee well-being. Founder Clarkson explained that domestic production became unviable following closures of Australian fabric mills and limited governmental assistance.

Men's wear

Despite numerous requests from customers, Clarkson has decided against expanding into men's activewear lines, choosing instead to concentrate solely on apparel for women.

Origins

Lorna Jane Clarkson, originally a dental technician and aerobics coach, started creating workout apparel in the late 1980s because she was dissatisfied with the existing options for women.^[1]^[2] Her clothing quickly gained traction among her fitness students, leading her to commit fully to apparel design by 1988.^[1]^[2] After encountering difficulties placing her line in retail outlets, Clarkson and her partner Bill Clarkson launched their inaugural store in 1990, located on an upper level of Brisbane's Broadway on the Mall shopping centre.^[1]^[3]

By the turn of the millennium, rapid business expansion necessitated a larger premises. To fund this growth, the Clarksons sold their residence and acquired a property in Fortitude Valley for $465,000.^[4]^[5]^[6] Following renovations, the building’s value increased dramatically to $4 million within two years, providing security for additional development.^[4]

The brand’s emblem consists of three rhombus shapes with rounded edges that combine to form a stylized "L" and "J," symbolizing the company's identity.^[7]

Growth and Product Range Expansion

Lorna Jane capitalized on opportunities presented by the 2008 financial crisis, securing advantageous lease agreements in markets less competitive than stronger economies, which propelled its most significant expansion phase. In 2010, private equity firm CHAMP Ventures acquired a 40% ownership interest in the business.

In response to the 2010–11 Queensland floods, Lorna Jane introduced a charitable initiative enabling customers to trade in used activewear—regardless of brand—in exchange for store credit. The donated items were given to the Salvation Army. Initially planned as a one-week event called "Swap Shop," it became a permanent program, with over 45,000 articles contributed by 2017.

After extensive consultation over twelve months with Wharton Business School and the University of Queensland regarding entry strategies for the US market, Lorna Jane inaugurated its first American store in Malibu, California, in March 2012. Defying prevailing ecommerce trends, the brand focused on brick-and-mortar locations, opening a new California outlet approximately every three weeks by mid-2013. California was selected due to its lifestyle parallels with Australia’s active culture.

In August 2012, Lorna Jane unveiled a fitness monitoring application.

By 2013, Lorna Jane commanded a 9.4% share of Australia's athletic apparel market. The company reported consolidated revenues exceeding $110 million for the 2012-13 fiscal year and sustained annual growth rates above 40% from 2008 through 2013. That year also marked the debut of "Active Living Rooms," beginning at the Gasworks precinct in Teneriffe, Queensland, alongside launching "Uniquely," a stylish collection merging activewear with casual fashion.

Developments in 2014

Early in 2014, discussions between the Clarksons and CHAMP considered an initial public offering aimed at returning $400 million to shareholders, motivated by CHAMP's fund lifecycle or expectations of peak company growth.^[8] By March, CEO Bill Clarkson announced that although an IPO had been evaluated, it was ultimately dismissed.^[9] In May, following interest from more than forty potential buyers—including Under Armour and Foot Locker—CHAMP engaged Credit Suisse to manage a potential sale process instead.^[10] European private equity group Permira emerged as a frontrunner; however, the Clarksons maintained control of Lorna Jane while CHAMP retained its stake.^[11]^[12]

In March, Lorna Jane collaborated with Australian retailer David Jones and US department store Nordstrom, expanding its footprint through concessions across Australia, the United States, Canada, and Puerto Rico.^[13]^[9]

A petition launched in July advocating for extended sizing prompted Lorna Jane to incorporate XL sizes into its offerings to better accommodate customers between Australian sizes 14 and 16—the national average.^[14]^[15]

August saw the introduction of Active Living, a magazine published every six weeks and distributed through stores with an initial print run of 75,000 copies.^[16] Concurrently, the company began registering design rights for garments and accessories with Intellectual Property Australia to safeguard against infringement amid rapid growth in sportswear demand.^[17]^[18]^[19]

Dispute Regarding Job Advertisement

In July 2015, Lorna Jane encountered backlash over a job listing on Seek that sought a "receptionist/fit model" with particular body measurements to align with sample sizing. Critics contended this suggested recruitment based on physical appearance. The company defended the advertisement, clarifying that the fit model position was legitimate and combined with a part-time receptionist role for operational efficiency. After two days, the ad was withdrawn, reportedly because sufficient applications had been received. Founder Clarkson later acknowledged that the word "fit" had been misinterpreted, intending to denote a model for garment testing rather than fitness level.

The individual hired performed receptionist responsibilities alongside participating in fittings and sample evaluations before progressing within the organization.

False Allegations by Former Store Manager Amy Robinson

In September 2015, Amy Robinson, previously managing the Lorna Jane outlet at DFO Brisbane, filed a lawsuit alleging persistent bullying during her six-month employment in 2012 and sought damages exceeding $500,000. The company refuted these claims.

The case proceeded to trial at the Brisbane District Court starting 14 February 2017. Lorna Jane’s legal counsel, QC Rebecca Treston, pointed out that Robinson's 2012 grievance letter made no reference to bullying related to her weight. Upon reviewing medical testimony, Judge Gregory Koppenol ruled in November 2017 in favor of Lorna Jane, concluding Robinson failed to substantiate her allegations and that the company had acted appropriately. He described Robinson as an "unreliable witness with significant credibility concerns," dismissing her injury claims as "fabricated" and unsupported by medical documentation.

Fraudulent Individual Solicits Women for Inappropriate Photos

On 16 October 2015, a 32-year-old psychologist from the Gold Coast reported unsolicited communications from a man falsely claiming affiliation with Lorna Jane and offering modeling opportunities. Identifying himself as "Victor," he arranged a Skype interview and requested images of her wearing Lorna Jane sports bras and shorts, which she provided, motivated by enthusiasm about the prospect. "Victor" expressed interest in her active lifestyle despite her living with rheumatoid arthritis. Subsequently, he demanded she lose 5-6 kilograms, conceal wrist braces related to arthritis, and undergo Botox treatments to mask wrinkles before modeling.

After contacting Lorna Jane directly, the company confirmed multiple women had been targeted by this impersonator, including two yoga instructors from Hobart. Lorna Jane worked closely with Queensland Police's Cyber Crime Unit to combat the scam. The company expressed disappointment that early media coverage failed to clearly identify the fraudulent nature of these requests. The victim experienced embarrassment but sympathized with Lorna Jane regarding negative media associations stemming from the scam.

Former Employee Vanessa Croll Alleges Exploitation

In November 2015, Vanessa Croll, a former employee, accused Lorna Jane of exploitation in an opinion piece published by News Corp Australia, claiming she was "used" by the brand. Over ten years prior, while working as a personal trainer, Croll was asked by founder Clarkson to model clothing for a catalogue shoot. Following the session, she received minimal compensation and apparel, which she felt was insufficient. She continued with training and occasional modeling before accepting a final $150 modeling payment and subsequently moving on to other work. Lorna Jane responded via Facebook, stating Clarkson’s offer aimed to support Croll’s aspirations and that payments reflected the company's modest scale at that time. The company labeled Croll "an opportunist" who benefited from Lorna Jane’s growth. Media analysis criticized the tone of Lorna Jane’s reply and underscored difficulties creative professionals face balancing remuneration against exposure opportunities.

Universal Society of Hinduism's Objection to Yoga Fees

In December 2015, Rajan Zed, who leads the Universal Society of Hinduism, publicly criticized both Lorna Jane and Sydney Airport for imposing charges on yoga sessions held in the Lorna Jane Active Living room. Zed contended that it was inappropriate to levy fees for yoga classes within a facility associated with Sydney Airport, which is considered a public venue. Sydney Airport responded by clarifying that the area was managed by Lorna Jane as a commercial retail space rather than a public zone, and that outside of scheduled classes, access remained free for travelers. Meanwhile, Lorna Jane expressed its commitment to promoting passenger wellness and providing accessible space for such activities.

Allegations of Patent Violation

In March 2019, Bendigo-based physiotherapist Carolyn Taylor accused Lorna Jane of infringing upon her patent from 2010, which she had licensed to certain manufacturers, specifically concerning leggings produced by the brand. In reply, Mr Clarkson stated that Lorna Jane had been engaged in designing and producing compressive and supportive activewear since 1989—more than two decades prior to the patent's filing date.

By January 2020, the Federal Court dismissed the legal action through mutual agreement between both parties. The claim of patent infringement against Lorna Jane was withdrawn, as was Lorna Jane’s counterclaim challenging the patent's validity. No orders regarding legal costs were issued. Lorna Jane continues to market its comprehensive collection of active core stability apparel and related products.

Developments Regarding Lorna Jane South Africa

In July 2019, Thomas Stringfellow, who was then serving as managing director of Lorna Jane South Africa, faced arrest on allegations connected to fraudulent activities involving loan agreements intended to finance the enterprise. Reports indicated that investors incurred losses exceeding R100 million (approximately AUD 10 million). Following these events, all physical retail outlets were shuttered and online sales operations were discontinued.

COVID-19 Related Misleading Advertising

In July 2020, the Therapeutic Goods Administration (TGA) imposed a penalty of AUD $40,000 on Lorna Jane for marketing their activewear as protective against COVID-19 by promoting "LJ Shield exclusive technology." The promotional material claimed that these garments could prevent virus transmission, prompting criticism from health authorities including the Royal Australian College of General Practitioners (RACGP). RACGP president Dr Harry Nespolon emphasized that activewear does not offer protection against viruses or bacteria.

Later in December 2020, the Australian Competition & Consumer Commission (ACCC) initiated legal proceedings against Lorna Jane over false and misleading claims related to COVID-19. ACCC commissioner Sarah Court highlighted that the company falsely suggested their assertions were scientifically substantiated despite lacking any supporting tests. Founder Lorna Jane Clarkson was implicated due to her involvement in promotional communications.

In July 2021, the Federal Court imposed a $5 million fine on Lorna Jane for deceptive advertising concerning COVID-19 prevention. The court determined that the company exploited public fears by making misleading statements about their LJ Shield activewear’s protective capabilities.

By September 2021, citing severe financial impacts from the COVID-19 pandemic affecting both brick-and-mortar stores and online sales channels, Lorna Jane sought Chapter 11 bankruptcy protection in the United States to terminate all leases associated with its American retail locations.