Privacy policy
# Privacy Policy
**Last updated: 11 August 2026**
## 1. About this Privacy Policy
Sleep Design Beds LTD operates this store and website, including the related information, content, features, tools, products and services (together, the **Services**).
This Privacy Policy explains how we collect, use, store and share personal information when you visit or use the Services, apply for or use a trade account, request or use a trade-price viewing code, place an order, contact us, or otherwise interact with us.
Please read this Privacy Policy carefully. If there is a conflict between this Privacy Policy and our Terms of Service concerning the collection, use or disclosure of personal information, this Privacy Policy will apply to that issue.
## 2. Who We Are
For the purposes of UK data protection law, the data controller is:
**Sleep Design Beds LTD**
Company number: **16106556**
VAT number: **GB 495 952 824**
Unit 8 Docking Mills
Ings Road
Batley
WF17 8HB
United Kingdom
Email: **info@sleepdesignbeds.co.uk**
Telephone: **07786 642582**
## 3. Personal Information We Collect
“Personal information” means information that identifies you or can reasonably be linked to you. It does not include information that has been anonymised so that it can no longer identify you.
Depending on how you interact with us, we may collect or process the following information:
### Contact and identity information
- Your name, email address and telephone number.
- Your billing address, delivery address and other contact details.
- Information required to confirm your identity or authority to act for a business.
### Business and trade-account information
- Company or trading name.
- Company registration number and VAT number, where supplied.
- Business type, website or public business page.
- Products of interest, expected order volumes and additional requirements.
- Information supplied in a trade-account application or during our communications with you.
- The outcome and status of a trade-account application, including approval, rejection, suspension or closure.
- Information obtained from public sources where reasonably necessary to verify a business or assess a trade-account application.
### Trade-price viewing-code information
- The business name and business email address used to request a viewing code.
- Information about the creation, expiry, revocation and use of a viewing code.
- Relevant technical and security information used to prevent misuse, protect the trade-price preview and investigate suspicious activity.
A viewing code only provides temporary access to a view-only trade-price preview. It does not create an approved trade account or give permission to place wholesale orders.
### Customer-account information
- Your email address, customer or company-account identifier, account preferences and settings.
- Authentication and verification information, including information connected with email authentication codes used to sign in.
- Information about account permissions and company locations where applicable.
### Order and transaction information
- Products viewed, added to a basket, ordered, returned, exchanged or cancelled.
- Order numbers, transaction history, delivery arrangements, collection arrangements and fulfilment information.
- Payment status, payment method, confirmation details, refunds and related transaction information.
Payment-card information is generally collected and processed directly by Shopify and authorised payment providers. We do not normally receive or store your complete payment-card number.
### Communications and customer-service information
- Information you provide when contacting us, submitting a form, making an enquiry, requesting a quote, reporting a problem, making a complaint or exercising a legal right.
- Records of our communications with you.
- Photographs, videos, product labels or other evidence provided for a return, delivery, damage or warranty enquiry.
### Device, usage and security information
- Internet Protocol (IP) address, device type, browser type, operating system, network connection and unique device or browser identifiers.
- Information about how and when you navigate and interact with the Services.
- Cookie choices and consent preferences.
- Security logs, authentication events, error records and information used to detect and prevent fraud, misuse or unauthorised access.
### Marketing information
- Your marketing preferences and whether you have consented to receive marketing.
- Information about how you interact with marketing communications, where legally permitted.
Please do not provide special-category personal information, such as medical information, unless it is genuinely necessary and we have specifically asked for it.
If you provide personal information about another person, you must have authority to provide it and should make this Privacy Policy available to them.
## 4. How We Collect Personal Information
We may collect personal information:
- Directly from you, including through orders, accounts, forms, trade applications, viewing-code requests, quote requests and communications.
- Automatically when you visit or use the Services, including through cookies and similar technologies, subject to your consent choices where required.
- From Shopify and service providers that help us operate the Services.
- From payment, delivery, fraud-prevention, authentication, email, hosting and technical providers.
- From public sources, such as Companies House, business websites or public business pages, where reasonably necessary to verify a trade application or protect our business.
- From another person or organisation acting with your authority.
## 5. How and Why We Use Personal Information
UK data protection law requires us to have a lawful basis for using personal information. The lawful basis depends on why the information is being used.
### To provide the Services and perform a contract
We use personal information to:
- Create and manage customer and company accounts.
- Process payments, orders, deliveries, collections, returns, refunds and warranty requests.
- Provide quotes and respond to pre-contract enquiries.
- Communicate about an account, application, order or service.
- Provide customer support.
We rely on the performance of a contract with you or steps taken at your request before entering into a contract.
### To assess and manage trade accounts
We use personal and business information to:
- Review and verify trade-account applications.
- Assess eligibility for trade access and wholesale ordering.
- Set up approved companies, contacts, locations and account permissions.
- Approve, reject, review, suspend or close trade access.
- Manage large-order quotes and business relationships.
We rely on steps taken at your request before entering into a contract and our legitimate interests in operating a secure and appropriate trade-account programme, verifying applicants, managing commercial risk and protecting wholesale pricing.
### To operate the trade-price viewing-code service
We use information to:
- Create, validate, expire and revoke viewing codes.
- Limit misuse and automated requests.
- Protect the confidentiality and integrity of the trade-price preview.
- Diagnose faults and investigate suspicious activity.
We rely on steps taken at your request before entering into a contract and our legitimate interests in providing prospective business customers with controlled access to preview information while protecting our systems and commercial information.
### For security, fraud prevention and business protection
We use information to authenticate users, secure accounts and payments, detect and prevent fraud or misuse, enforce our terms, investigate suspicious activity, protect our rights and establish, exercise or defend legal claims.
We rely on our legitimate interests in protecting customers, the Services and our business, and on legal obligations where applicable.
### To comply with legal and regulatory obligations
We use and retain information where necessary to comply with tax, VAT, accounting, consumer-protection, product-safety, law-enforcement and other legal requirements.
We rely on compliance with a legal obligation and, where appropriate, our legitimate interests in maintaining proper business records and handling legal claims.
### To improve and administer the Services
We may use information to maintain the website, troubleshoot problems, understand service performance, improve usability, plan stock and services, and produce aggregated business reporting.
We rely on our legitimate interests in operating and improving our business. Where cookies or similar technologies require consent, we will request consent before using them.
### Marketing and advertising
We may send marketing communications where you have consented or where another lawful permission applies. We may also use consented information to measure or personalise advertising.
Where consent is required, our lawful basis is consent. You may withdraw consent at any time. We will not treat withdrawal of consent as affecting the lawfulness of processing carried out before withdrawal.
We may still send non-marketing messages concerning applications, accounts, orders, deliveries, collections, security, policy changes or customer service.
## 6. Cookies and Similar Technologies
We and our service providers use cookies and similar technologies to operate the website, remember preferences, keep the Services secure, understand website use and, where you consent, provide personalisation, analytics or marketing.
Required cookies are used where necessary for the website, account login, basket, checkout, security and consent controls to function. Optional cookies are not used until consent has been obtained where required.
You can accept, decline or manage optional cookies through our cookie banner. You can change your choices later using the **Cookie preferences** control on the website. Withdrawing consent does not affect the lawfulness of processing that occurred before consent was withdrawn.
More information is available in our Cookie Policy.
## 7. How We Share Personal Information
We may share personal information only where reasonably necessary and subject to appropriate safeguards, including with:
- **Shopify**, which hosts and operates our ecommerce platform, customer accounts, checkout and related services.
- **Payment providers**, banks and fraud-prevention providers that process or secure payments and transactions.
- **Cloudflare**, which provides hosting, security, database and technical services used for the trade-price viewing-code system and related functions.
- **Delivery, collection, fulfilment and logistics providers** where required to complete an order or quote.
- **Email, form, authentication, IT, website, cloud-storage, support and analytics providers** that process information on our behalf.
- **Professional advisers**, including accountants, legal advisers, insurers and auditors.
- **Regulators, courts, law-enforcement bodies, tax authorities and other public authorities** where disclosure is required or legally permitted.
- A buyer, investor, lender or professional adviser in connection with a proposed or completed sale, restructuring, financing, insolvency or transfer of all or part of our business, subject to appropriate confidentiality and legal safeguards.
- Other parties when you direct us to share information or give valid consent.
Service providers acting on our behalf are permitted to use personal information only for the relevant service and in accordance with their contractual and legal obligations.
We do not sell personal information for money. Some privacy laws use broader definitions of “sale,” “sharing” or targeted advertising. Where those laws apply, available choices and opt-out rights will be provided.
## 8. Our Relationship with Shopify
The Services are hosted by Shopify. Shopify collects and processes personal information about your access to and use of the Services to provide and improve the Services.
Information submitted through the Services will be transmitted to and shared with Shopify and relevant third parties, which may be located in countries other than the country where you live.
To help protect, grow and improve our business, we use Shopify features that may incorporate information from your interactions with our store, other merchants and Shopify. When Shopify Network Intelligence is enabled, Shopify may process information collected from interactions with our store together with information from interactions with other merchants and Shopify to provide enhanced services. No other Shopify merchant can access our customer data through this feature.
For these enhanced services, Shopify is responsible for its processing of personal information, including responding to requests concerning Shopify's use of that information.
You can learn more in the [Shopify Consumer Privacy Policy](https://www.shopify.com/legal/privacy/app-users). You may also use the [Shopify Privacy Portal](https://privacy.shopify.com/en) to learn about and exercise rights relating to Shopify's processing.
Where required in the United Kingdom, optional cookies and similar technologies used for non-essential Shopify Network Intelligence purposes will be controlled by your consent choices.
## 9. International Transfers
Some service providers, including Shopify and its providers, may process or store personal information outside the United Kingdom.
Where personal information is transferred to a country that has not been recognised as providing adequate protection, we will rely on an appropriate safeguard where required. This may include the United Kingdom International Data Transfer Agreement, the United Kingdom Addendum to the European Commission Standard Contractual Clauses, approved Standard Contractual Clauses, or another legally recognised transfer mechanism.
You may contact us for further information about the safeguards relevant to your personal information.
## 10. How Long We Keep Personal Information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including providing the Services, maintaining accounts, operating trade access, meeting legal obligations, resolving disputes, preventing fraud and enforcing agreements.
Retention periods depend on the type of information and the applicable legal and business requirements. In particular:
- Order, invoice, payment, VAT, tax and accounting records are normally retained for at least six years, or longer where required by law or an ongoing enquiry or claim.
- Customer and approved trade-account information may be kept while the account is active and afterwards where required for transaction records, legal obligations, disputes, fraud prevention or legitimate business records.
- Unsuccessful, withdrawn or incomplete trade applications are retained only for as long as reasonably necessary to communicate the decision, manage repeat applications, prevent misuse and handle complaints or legal claims.
- Trade-price viewing codes expire after seven days. Records associated with code requests, validation, expiry, revocation, rate limiting and security are retained only for as long as reasonably necessary to operate and protect the service, investigate misuse and resolve disputes.
- Customer-service enquiries, quotes, complaints, returns and warranty information are retained for as long as reasonably necessary to resolve the matter and meet legal, contractual and record-keeping obligations.
- Marketing information is retained until you withdraw consent or opt out, although we may keep a minimal suppression record to ensure that your preference continues to be respected.
When personal information is no longer required, we will delete or anonymise it, unless deletion is not immediately possible because it is stored in a secure backup or must be retained by law. In that case, it will be isolated from further use until deletion is possible.
## 11. Security
We use reasonable administrative, organisational and technical measures designed to protect personal information against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.
No system or method of transmission is completely secure. Please do not send payment-card details, passwords, authentication codes or other highly sensitive information through ordinary email or unsecure channels.
You are responsible for protecting access to your email account and for not sharing customer authentication codes or trade-price viewing codes with unauthorised people.
## 12. Marketing Choices
You may unsubscribe from promotional emails at any time by using the unsubscribe link in the email or contacting us.
You may manage optional cookie consent through the cookie banner and the **Cookie preferences** control on the website.
Opting out of marketing does not stop essential service messages relating to applications, accounts, orders, payments, delivery, collection, security or customer support.
## 13. Your Data Protection Rights
Subject to applicable conditions and exceptions, you may have the right to:
- **Access** personal information we hold about you and obtain a copy.
- **Correct** inaccurate or incomplete personal information.
- **Request deletion** of personal information where there is no lawful reason for us to continue holding it.
- **Restrict processing** in certain circumstances.
- **Receive or transfer information** in a portable format where the right to data portability applies.
- **Withdraw consent** at any time where processing is based on consent.
- **Complain** to the Information Commissioner's Office.
### Your right to object
**You have the right to object to processing based on our legitimate interests in certain circumstances. You also have the right to object at any time to the use of your personal information for direct marketing.**
To exercise a right, contact **info@sleepdesignbeds.co.uk**. Please describe your request clearly. We may need to ask for information to confirm your identity and protect personal information from unauthorised disclosure.
You may authorise another person to make a request for you. We may require evidence of their authority and may still need to verify your identity.
We will not discriminate against you for exercising a data protection right. We will respond within the period required by applicable law. Some rights are not absolute, and we may refuse or limit a request where the law permits. If this happens, we will explain the reason and the available complaint rights.
For information controlled by Shopify, you can also use the [Shopify Privacy Portal](https://privacy.shopify.com/en).
## 14. Automated Decision-Making
We do not currently make decisions that produce legal or similarly significant effects for you solely through automated processing.
Trade-account applications may be supported by verification, fraud-prevention or security information, but approval, rejection, suspension and significant access decisions are subject to human review by Sleep Design Beds LTD.
## 15. Third-Party Websites and Links
The Services may contain links to websites or platforms operated by third parties. Their privacy and security practices are governed by their own policies. We are not responsible for third-party websites that we do not control. You should review their privacy information before providing personal information.
## 16. Children's Information
The Services are intended for adults and businesses and are not directed at children. We do not knowingly collect personal information from children under 16.
If you believe that a child has provided personal information to us, please contact us so that we can investigate and, where appropriate, delete it.
## 17. Complaints
If you have a concern about how we use personal information, please contact us first so that we can investigate:
Email: **info@sleepdesignbeds.co.uk**
Telephone: **07786 642582**
Address: **Sleep Design Beds LTD, Unit 8 Docking Mills, Ings Road, Batley, WF17 8HB, United Kingdom**
You also have the right to complain to the United Kingdom supervisory authority:
**Information Commissioner's Office**
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
Telephone: **0303 123 1113**
Website: [https://ico.org.uk/make-a-complaint/](https://ico.org.uk/make-a-complaint/)
We would appreciate the opportunity to address your concern before you contact the ICO, but you are not required to contact us first.
## 18. Changes to This Privacy Policy
We may update this Privacy Policy to reflect changes to the Services, our business practices, service providers, technology or legal requirements.
We will publish the updated policy on the website, change the “Last updated” date and provide additional notice where required by law.
## 19. Contact Us
For questions about this Privacy Policy, our privacy practices or your personal information, contact:
**Sleep Design Beds LTD**
Unit 8 Docking Mills
Ings Road
Batley
WF17 8HB
United Kingdom
Email: **info@sleepdesignbeds.co.uk**
Telephone: **07786 642582**