Privacy Policy

Last Updated: 03/01/2025

This Privacy Policy describes how BABY STORE UK (the "Site", "we", "us", or "our") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from babystoreuk.com (the "Site") or otherwise communicate with us (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" refers to you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you agree to the collection, use, and disclosure of your information as described in this Privacy Policy. If you do not agree to this Privacy Policy, please do not use or access any of the Services.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date, and take any other steps required by applicable law.

How We Collect and Use Your Personal Information

To provide the Services, we collect and have collected over the past 12 months personal information about you from a variety of sources, as set out below. The information that we collect and use varies depending on how you interact with us.

In addition to the specific uses set out below, we may use information we collect about you to communicate with you, provide the Services, comply with any applicable legal obligations, enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

What Personal Information We Collect

The types of personal information we obtain about you depend on how you interact with our Site and use our Services. When we use the term "personal information," we are referring to information that identifies, relates to, describes, or can be associated with you. The following sections describe the categories and specific types of personal information we collect.

Information We Collect Directly from You

Information that you directly submit to us through our Services may include:

• Basic contact details including your name, address, phone number, email.
• Order information including your name, billing address, shipping address, payment confirmation, email address, phone number.
• Account information including your username, password, security questions.
• Shopping information including the items you view, put in your cart, or add to your Wishlist.
• Customer support information including the information you choose to include in communications with us, for example, when sending a message through the Services.
• SMS Marketing Opt-In: If you opt-in to receive marketing and promotional communications via SMS, we will collect and store your phone number for that purpose.

Information We Collect Through Cookies

We also automatically collect certain information about your interaction with the Services ("Usage Data"). To do this, we may use cookies, pixels, and similar technologies ("Cookies"). Usage Data may include information about how you access and use our Site and your account, including device information, browser information, information about your network connection, your IP address, and other information regarding your interaction with the Services.

Information We Obtain from Third Parties

Finally, we may obtain information about you from third parties, including from vendors and service providers who may collect information on our behalf, such as:

• Companies who support our Site and Services, such as Shopify.
• Our payment processors, who collect payment information (e.g., bank account, credit or debit card information, billing address) to process your payment in order to fulfil your orders and provide you with products or services you have requested, in order to perform our contract with you.
• Klaviyo: We may use Klaviyo, a third-party marketing platform, to send SMS marketing messages and manage your SMS preferences.

How We Use Your Personal Information

We use your personal information for the following purposes:

• Providing Products and Services: We use your personal information to process payments, fulfil orders, create and manage your account, arrange shipping, and provide customer support.
• Marketing and Advertising: We use your personal information to send marketing, advertising, and promotional communications, including via SMS (text message) and email. If you have opted in to receive SMS marketing, we may send you text messages about products, promotions, and offers.
• SMS Marketing: By providing your phone number and opting in to SMS marketing, you consent to receiving marketing messages from us. You can opt out at any time by replying "STOP" to any SMS message you receive.
• Security and Fraud Prevention: We use your personal information to detect, investigate, and prevent fraud or other unlawful activities.
• Communication: We use your personal information to communicate with you and provide customer support.

SMS Marketing and Opt-In Process

If you provide us with your phone number and opt-in to receive SMS marketing communications, we will use this phone number to send promotional SMS messages, such as updates on orders, special offers, and product promotions. By opting in, you consent to receive SMS marketing communications from us.

• Opt-In Process: When you opt-in to receive SMS messages, you will explicitly consent to receiving marketing messages. This can happen at checkout or through other forms on our Site.
• Opt-Out Process: You can opt-out of receiving SMS marketing messages at any time by replying "STOP" to any SMS message we send you. If you reply "STOP," you will no longer receive marketing SMS messages from us.
• Message and Data Rates: Standard message and data rates may apply when receiving SMS messages. These charges are set by your mobile carrier.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. These third parties may include:

• Vendors and service providers (such as Klaviyo) who perform services on our behalf (e.g., SMS marketing, IT management, payment processing, fulfilment, data analytics).
• Marketing partners, including Shopify, who help us deliver products and services and advertise to you.
• Business transactions, such as mergers or acquisitions, or to comply with legal obligations.

Security and Retention of Your Information

We take reasonable steps to protect your personal information. However, please be aware that no method of transmission over the Internet or method of electronic storage is 100% secure. We will retain your personal information for as long as necessary to fulfill the purposes outlined in this Privacy Policy or as required by law.

Data Retention Period: For marketing purposes, we retain your phone number for up to [specify retention period, e.g., "12 months"] from the time of your last interaction, or as long as required by applicable law.

Your Rights and Choices

Depending on where you live, you may have certain rights regarding your personal information, including:

• Right to Access: You may request access to the personal information we hold about you.
• Right to Deletion: You may request that we delete your personal information.
• Right to Correct: You may request that we correct any inaccurate personal information.
• Right to Withdraw Consent: You may withdraw your consent to receive SMS marketing communications at any time by replying "STOP" to an SMS message.
• Right to Object: You have the right to object to the processing of your personal information for direct marketing purposes.

For more information about these rights, please contact us using the contact details below.

Complaints

If you have complaints about how we process your personal information, please contact us. If you are not satisfied with our response, you may have the right to lodge a complaint with your local data protection authority.

Contact

If you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please contact us at:

ACM RETAIL LTD 15052000

Baby Store UK
71-75 Shelton Street
Covent Garden
London, United Kingdom
WC2H 9JQ
Phone: 0330 043 4380
Email: info@babystoreuk.com