1. Who We Are

Sneakers Villa is an online retail business offering bags, backpacks, duffel bags, travel products, accessories, and related products.

For the purposes of applicable UK data protection law, Sneakers Villa is generally the data controller responsible for deciding why and how your personal information is processed in connection with our store.

Our online store is hosted through Shopify. Shopify provides the ecommerce platform that enables us to display products, process orders, manage customer accounts, and operate our online business.

2. Laws That Apply to This Policy

We process personal information in accordance with applicable privacy and data protection laws, including, where relevant:

• The UK General Data Protection Regulation
• The Data Protection Act 2018
• The Privacy and Electronic Communications Regulations 2003
• Applicable consumer protection, ecommerce, accounting, fraud-prevention, and record-keeping laws

Nothing in this Privacy Policy is intended to reduce or remove any rights available to you under applicable law.

3. Personal Information

Personal information means information that identifies you or can reasonably be connected with you, either directly or indirectly.

Personal information does not normally include information that has been permanently anonymised so that it can no longer be connected to an identifiable person.

4. Information We Collect Directly from You

We may collect personal information that you provide directly when you place an order, create an account, contact us, complete a form, subscribe to marketing communications, submit a review, or otherwise interact with our store.

This information may include:

• Your full name
• Your billing address
• Your delivery address
• Your email address
• Your telephone number
• Your account login information
• Your order history
• The products you purchase or return
• Your selected delivery method
• Your communication preferences
• Information included in customer service enquiries
• Return and refund information
• Product review information
• Competition or promotional-entry information
• Any other information you voluntarily provide to us

5. Payment Information

When you make a purchase, payment information may be collected and processed by Shopify Payments, your selected payment provider, your card issuer, a digital wallet provider, or another authorised payment processor.

Depending on your chosen payment method, payment information may include:

• Payment card type
• Cardholder name
• Billing address
• Partial or masked card number
• Payment authorisation information
• Transaction reference
• Payment status
• Fraud-screening results

Sneakers Villa does not normally receive or store your complete payment card number or security code. These details are generally processed securely by the relevant payment provider.

6. Information Collected Automatically

When you access or use our website, certain technical and usage information may be collected automatically by us, Shopify, and authorised service providers.

This information may include:

• Your internet protocol address
• Browser type and version
• Device type
• Operating system
• Language preferences
• Approximate location derived from your IP address
• Date and time of visits
• Pages viewed
• Products viewed
• Search terms entered
• Items added to or removed from your basket
• Referral source
• Session activity
• Website interaction information
• Cookie and device identifiers
• Checkout activity
• Error and performance information

7. Information Received from Other Sources

We may receive personal information from third parties where necessary to operate our business or provide our services.

These third parties may include:

• Shopify
• Payment processors
• Banks and card issuers
• Royal Mail
• FedEx
• DHL
• Warehousing and fulfilment providers
• Fraud-prevention providers
• Analytics providers
• Advertising platforms
• Customer service providers
• Email and SMS marketing providers
• Social media platforms
• Review and feedback platforms

Information received from these sources may include delivery updates, payment confirmation, fraud-risk information, marketing interaction data, website analytics, and customer service records.

8. How We Use Your Personal Information

We may use personal information for the following purposes:

• To provide and operate our online store
• To process and confirm orders
• To accept and verify payments
• To prepare, package, and dispatch products
• To arrange delivery through Royal Mail, FedEx, DHL, or another carrier
• To provide tracking information
• To manage returns, exchanges, refunds, and cancellations
• To communicate with you about your order
• To respond to enquiries and customer support requests
• To create and manage customer accounts
• To remember basket contents and preferences
• To improve our products, website, and customer service
• To analyse website activity and performance
• To prevent fraud, misuse, chargebacks, and unauthorised transactions
• To maintain the security of our systems
• To comply with tax, accounting, legal, and regulatory obligations
• To establish, exercise, or defend legal claims
• To send marketing communications where permitted
• To personalise advertisements and website content where permitted
• To measure marketing performance
• To administer promotions, competitions, or loyalty programmes

9. Our Lawful Bases for Processing

Under UK data protection law, we must have a valid lawful basis for processing personal information.

Performance of a Contract

We process personal information where it is necessary to enter into or perform a contract with you. This includes processing an order, taking payment, arranging delivery, providing customer support, and managing returns or refunds.

Legal Obligations

We may process personal information where necessary to comply with legal obligations, including accounting, taxation, consumer protection, fraud prevention, product safety, and regulatory requirements.

Legitimate Interests

We may process personal information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.

Our legitimate interests may include:

• Operating and improving our business
• Maintaining website security
• Preventing fraud and misuse
• Understanding customer behaviour
• Improving products and services
• Managing customer relationships
• Protecting our legal rights
• Measuring business and marketing performance

Consent

We rely on consent where required, including for certain marketing communications, advertising technologies, non-essential cookies, and similar tracking tools.

Where processing is based on consent, you may withdraw your consent at any time. Withdrawal will not affect processing that was lawful before the consent was withdrawn.

Vital Interests

In rare circumstances, we may process personal information where necessary to protect someone’s life or physical safety.

10. Order Processing

When you place an order, we use your personal information to:

• Identify the customer placing the order
• Verify product and delivery selections
• Calculate taxes and delivery costs
• Process or authorise payment
• Conduct fraud and security checks
• Send order confirmation messages
• Prepare and dispatch the products
• Arrange delivery
• Provide customer support
• Manage cancellations, returns, and refunds
• Maintain transaction records

Without the personal information required during checkout, we may be unable to accept or complete your order.

11. Customer Accounts

If customer accounts are available, you may choose to create an account to manage orders, delivery addresses, preferences, and other account information.

You are responsible for keeping your account login details confidential and for notifying us promptly if you suspect unauthorised account access.

We may suspend or restrict access to an account where we reasonably suspect fraud, misuse, security risks, or a breach of our terms.

12. Customer Service Communications

When you contact us, we may collect and retain information contained in your communication, together with your contact details and relevant order information.

We use this information to respond to your enquiry, verify your identity, resolve problems, manage complaints, investigate delivery issues, and maintain appropriate business records.

Customer service communications may be made by email, telephone, online form, social media, or another communication channel made available by us.

13. Delivery and Fulfilment

We may share the information reasonably required to deliver your order with Royal Mail, FedEx, DHL, fulfilment providers, warehouses, and local delivery partners.

This information may include:

• Your name
• Your delivery address
• Your telephone number
• Your email address
• Order reference
• Parcel details
• Delivery instructions

Carriers may contact you directly regarding delivery times, attempted deliveries, collection instructions, address problems, or tracking updates.

14. Fraud Prevention and Security

We may use personal information to identify, prevent, and investigate fraud, unauthorised payments, false claims, account misuse, suspicious transactions, chargebacks, and other unlawful activity.

Fraud-prevention checks may consider information such as your order history, billing address, delivery address, IP address, device information, payment status, and transaction behaviour.

Where an order is identified as potentially high risk, we may:

• Request additional verification
• Delay processing while checks are completed
• Cancel or refund the order
• Restrict an account
• Share relevant information with payment providers or authorities where lawful

15. Shopify

Our store is hosted on Shopify. Shopify provides the ecommerce systems used to operate our website, manage orders, process checkout activity, support customer accounts, and provide related services.

When you visit or purchase from our store, Shopify may process personal information on our behalf and, in some circumstances, for its own purposes as described in Shopify’s privacy documentation.

Information processed through Shopify may be stored or handled using systems located outside the United Kingdom. Where required, appropriate safeguards are used for international data transfers.

16. Payment Providers

Payments may be processed by Shopify Payments or another payment provider made available at checkout.

The relevant provider may process personal information for payment authorisation, fraud prevention, regulatory compliance, transaction management, dispute handling, and refunds.

Payment providers operate under their own legal and privacy obligations. We encourage customers to review the privacy information provided by the selected payment provider.

17. Cookies and Similar Technologies

Our website may use cookies, pixels, local storage, tags, scripts, device identifiers, and similar technologies.

Cookies are small files or pieces of information stored on or accessed from your device. They can help a website operate, remember user choices, understand visitor behaviour, prevent fraud, and support advertising.

Essential Cookies

Essential cookies are required for important website functions, such as:

• Maintaining website security
• Remembering basket contents
• Supporting checkout
• Processing transactions
• Managing customer logins
• Preventing fraud
• Remembering privacy choices

These technologies may be used without consent where they are strictly necessary to provide a service requested by the user.

Analytics Cookies

Analytics cookies help us understand how visitors use our website, which pages are viewed, how customers navigate the store, and whether technical problems occur.

Where required by law, analytics cookies will be used only after you provide consent.

Functional Cookies

Functional cookies may remember preferences such as language, region, account details, and other choices that improve the website experience.

Advertising Cookies

Advertising cookies and similar technologies may be used to measure advertising performance, limit repeated advertisements, create audiences, and provide advertisements that may be more relevant to your interests.

Where legally required, these technologies will not be activated unless you provide consent.

18. Cookie Consent and Preferences

Where required, our website will display a cookie notice or consent tool that allows you to accept, reject, or manage non-essential cookies.

You may also be able to control cookies through your browser settings. Blocking some cookies may affect website functionality, including basket, checkout, login, and preference features.

Withdrawing cookie consent does not automatically delete cookies that were previously placed on your device. You may need to remove them through your browser or device settings.

19. Analytics

We may use Shopify analytics and other approved analytics services to understand store traffic, website performance, product interest, customer journeys, and sales activity.

Analytics information may be used to:

• Improve website design and navigation
• Identify popular products
• Measure marketing performance
• Understand checkout activity
• Identify technical problems
• Improve customer experience
• Support business planning

We will obtain consent before using non-essential analytics technologies where consent is required.

20. Marketing Communications

We may send promotional emails or messages where you have provided consent or where another lawful basis permits us to do so.

Marketing communications may include:

• New product announcements
• Promotions and discount offers
• Back-in-stock notifications
• Seasonal campaigns
• Product recommendations
• Customer surveys
• Brand news

You can unsubscribe from marketing emails at any time by using the unsubscribe link included in the message or by contacting us.

Opting out of marketing does not prevent us from sending necessary service messages relating to an order, payment, delivery, return, refund, security issue, or account.

21. Abandoned Checkout Communications

Where legally permitted and subject to your communication preferences, we may send reminders when products have been left in your basket or when checkout has not been completed.

You may opt out of promotional abandoned-checkout communications using the unsubscribe method provided.

22. Personalised Advertising

Subject to your consent and applicable law, we may work with advertising platforms to display advertisements, measure campaign effectiveness, create customer audiences, or provide advertisements based on website activity.

Information used for these purposes may include cookie identifiers, device information, website activity, product views, and purchase activity.

We do not intentionally provide payment card numbers or account passwords to advertising partners.

23. Social Media

If you interact with Sneakers Villa through a social media platform, we may receive information made available through your interaction, such as your profile name, public profile information, message content, comments, or engagement activity.

Social media providers process information under their own privacy policies and settings. We are not responsible for how an independent social media platform processes your personal information.

24. Product Reviews and User Content

If you submit a product review, photograph, testimonial, comment, or other content, some information may be displayed publicly on our website.

Public information may include your first name, review, rating, photograph, date of submission, and any other information you choose to publish.

Do not submit confidential information, payment information, account passwords, or personal information about another person in a public review.

25. Who We Share Information With

We may share personal information with trusted third parties where reasonably necessary to operate our business, complete transactions, provide services, comply with legal obligations, or protect our rights.

Recipients may include:

• Shopify
• Payment processors
• Banks and card issuers
• Royal Mail
• FedEx
• DHL
• Warehousing and fulfilment providers
• IT and website service providers
• Cloud hosting providers
• Email and communications providers
• Customer support providers
• Analytics providers
• Marketing and advertising providers
• Professional advisers
• Insurers
• Fraud-prevention services
• Regulators, courts, law enforcement, and government authorities
• A purchaser or successor in connection with a business sale or restructuring

26. Service Providers

Service providers may process personal information on our behalf to perform specific services.

We take reasonable steps to use providers that offer appropriate privacy and security protections. Providers are expected to process information only for authorised purposes and in accordance with applicable contractual and legal obligations.

27. Legal and Regulatory Disclosures

We may disclose personal information where we reasonably believe disclosure is necessary to:

• Comply with a legal obligation
• Respond to a valid court order or official request
• Cooperate with law enforcement
• Enforce our terms and policies
• Prevent fraud or security threats
• Protect customers, employees, or the public
• Establish, exercise, or defend legal claims

28. Business Transfers

If Sneakers Villa is involved in a merger, acquisition, restructuring, asset sale, financing, insolvency, or transfer of business operations, personal information may be disclosed to advisers, potential purchasers, investors, or successor organisations.

Information will be handled subject to appropriate confidentiality and legal protections.

29. International Data Transfers

Some service providers, including Shopify, payment providers, analytics providers, cloud hosting services, and marketing platforms, may process personal information outside the United Kingdom.

Where personal information is transferred to another country, we will seek to ensure that an appropriate legal transfer mechanism or safeguard is used where required.

Such safeguards may include:

• A UK adequacy regulation
• The UK International Data Transfer Agreement
• The UK Addendum to approved standard contractual clauses
• Contractual, organisational, and technical safeguards
• Another legally recognised transfer mechanism

30. Data Retention

We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, tax, fraud-prevention, customer service, and dispute-resolution purposes.

Retention periods may depend on:

• The nature of the information
• The reason it was collected
• The duration of the customer relationship
• Applicable limitation periods
• Tax and accounting requirements
• Fraud and security risks
• Actual or potential disputes
• Requests to delete information

When personal information is no longer required, it may be securely deleted, anonymised, or retained in a restricted form where continued storage is legally necessary.

31. Order and Transaction Records

We may retain order, invoice, payment, refund, return, and customer communication records for the period required to meet tax, accounting, legal, fraud-prevention, and dispute-resolution obligations.

A request to delete an account does not necessarily require us to delete information that we are legally required or reasonably entitled to retain.

32. Data Security

We use reasonable technical and organisational safeguards designed to protect personal information against accidental loss, unauthorised access, misuse, alteration, disclosure, or destruction.

These measures may include:

• Secure Shopify systems
• Encrypted website connections
• Access controls
• Password protection
• Payment security measures
• Fraud detection
• Restricted staff and provider access
• System monitoring
• Security updates
• Secure data disposal practices

No website, payment system, transmission method, or storage system can be guaranteed to be completely secure. Customers should take reasonable steps to protect their accounts, devices, passwords, and communications.

33. Personal Data Breaches

If a personal data breach occurs, we will investigate the incident and take reasonable steps to contain and address it.

Where required by law, we will notify the Information Commissioner’s Office and affected individuals within the applicable timeframe.

34. Your Data Protection Rights

Depending on the circumstances, UK data protection law may provide you with the following rights:

Right to Be Informed

You have the right to receive clear information about how your personal information is collected and used.

Right of Access

You may request confirmation of whether we process your personal information and request a copy of the information we hold about you.

Right to Rectification

You may ask us to correct personal information that is inaccurate or complete information that is incomplete.

Right to Erasure

In certain circumstances, you may ask us to delete your personal information.

This right is not absolute. We may retain information where necessary to comply with legal obligations, complete transactions, prevent fraud, or establish, exercise, or defend legal claims.

Right to Restrict Processing

In certain circumstances, you may ask us to restrict how we use your personal information.

Right to Data Portability

Where applicable, you may request that personal information you provided to us be supplied in a structured, commonly used, machine-readable format or transferred to another organisation.

Right to Object

You may object to processing based on legitimate interests in certain circumstances. You may object to direct marketing at any time.

Rights Relating to Automated Decision-Making

You may have rights concerning decisions made solely through automated processing that produce legal or similarly significant effects.

Right to Withdraw Consent

Where processing is based on consent, you may withdraw that consent at any time.

35. How to Exercise Your Rights

To submit a privacy request, contact us at: info@sneakersvilla.co.uk .

Please clearly describe the right you wish to exercise and provide enough information for us to identify the relevant records.

To protect personal information, we may ask you to verify your identity before responding to a request.

We will respond within the timeframe required by applicable law. Where a request is complex or involves multiple requests, the response period may be extended where legally permitted, and we will inform you if this applies.

36. Authorised Representatives

You may authorise another person to submit a privacy request on your behalf.

We may require evidence of the representative’s authority and may contact you directly to verify the request.

37. Fees for Privacy Requests

We do not normally charge a fee for responding to a valid privacy request.

Where permitted by law, we may charge a reasonable fee or refuse to act if a request is manifestly unfounded, excessive, or repeatedly submitted.

38. Automated Processing and Fraud Checks

Shopify, payment providers, and fraud-prevention services may use automated tools to assess transaction risk.

A high-risk result may lead to additional verification, delayed processing, cancellation, or review by a person.

You may contact us if you believe an order has been affected by an automated decision and you wish to request further information or human review.

39. Children’s Privacy

Our website and products are not specifically directed at children under the age of 13.

Individuals who are not legally able to enter into a purchase contract should use the website only with the involvement and permission of a parent or legal guardian.

We do not knowingly collect personal information directly from young children for marketing purposes. If you believe a child has provided personal information without appropriate permission, contact us so that we can review and address the matter.

40. Third-Party Websites

Our website may contain links to websites, social media pages, payment services, delivery services, or other third-party platforms.

We do not control the privacy practices of independent third parties. When you leave our website or use a third-party service, its own privacy policy and terms will apply.

We encourage you to review the privacy information provided by each third party before submitting personal information.

41. Do Not Track Signals

Some browsers offer “Do Not Track” or similar privacy signals. Because there is not always a uniform industry response to these signals, our website may not respond to every browser-based Do Not Track setting.

You can manage available privacy choices through our cookie consent tool, browser settings, unsubscribe links, and direct privacy requests.

42. Changes to Your Information

You are responsible for ensuring that the personal information provided to us is accurate and current.

Please contact us if your name, email address, telephone number, billing information, delivery address, or other relevant information changes.

43. Complaints

If you have concerns about how we handle your personal information, please contact us first so that we can investigate and try to resolve the matter.

You also have the right to complain to the UK data protection supervisory authority:

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
United Kingdom

Telephone: 0303 123 1113

You may contact the supervisory authority in the country where you live or work where another authority has jurisdiction.

44. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business, website, Shopify services, third-party providers, legal obligations, or data-processing practices.

The updated version will be published on our website. Where changes are significant, we may provide an additional notice through the website or another appropriate communication method.

We encourage you to review this Privacy Policy periodically.

45. Contacting Us About Privacy

For privacy questions, requests, complaints, consent withdrawals, marketing opt-outs, or concerns about your personal information, please contact:

Email: info@sneakersvilla.co.uk

Please include “Privacy Request” in the subject line where possible.

---