Privacy Policy

Your privacy matters to us.

This Privacy Policy explains how Lovall collects, uses, shares and protects your personal information when you shop with us, visit our website, create an account, contact our Customer Care team, interact with our marketing or otherwise use our services.

We've tried to make this policy as clear and straightforward as possible so you can understand what happens to your information and the choices available to you.

1. WHO WE ARE & ABOUT THIS POLICY

Lovall is operated by HB Trading Ltd, a company registered in England and Wales under company number 09615070 ("Lovall", "we", "us" or "our").

This Privacy Policy applies to personal information we process when you:

• visit or shop through lovall.com or one of our regional stores;

• create or use a Lovall account;

• place or return an order;

• contact our Customer Care team;

• subscribe to our email or SMS marketing;

• enter a competition, promotion or survey;

• leave a product review or other feedback;

• interact with Lovall through social media;

• engage with our digital advertising; or

• otherwise interact with Lovall as a customer or prospective customer.

HB Trading Ltd is the data controller responsible for the personal information covered by this Privacy Policy.

This means we're responsible for deciding how and why your personal information is used and for ensuring it is handled in accordance with applicable data protection law.

Some companies we work with may also act as independent data controllers for particular services, such as payment providers or Buy Now Pay Later providers. Where this happens, their own privacy notices will explain how they use your information.

 If you have a question about how we use your personal information, would like to exercise one of your data protection rights or wish to make a privacy complaint, please contact us through our Help Centre at support.lovall.com/en-GB.

Our Customer Care team can escalate privacy and data protection requests to the appropriate person within Lovall.

 

2. THE PERSONAL INFORMATION WE COLLECT

The information we collect depends on how you interact with Lovall.

We don't necessarily collect all of the information described below about every customer.

This may include your:

• name;

• title;

• date of birth or birthday where you choose to provide it;

• username or account identifier; and

• other information used to identify you.

Contact information. This may include your:

• email address;

• telephone number;

• billing address;

• delivery address; and

• other contact details you provide to us.

Order and transaction information. This may include:

• products you've purchased;

• sizes, lengths, colours and quantities;

• order number;

• order value;

• discounts or promotional codes used;

• gift card use;

• delivery method;

• delivery and tracking information;

• returns and exchanges;

• refunds;

• previous purchases; and

• information relating to cancelled or unsuccessful orders.

Payment information. When you make a purchase, payment information is processed by us and/or our payment providers.

Depending on the payment method you choose, this may include payment card information, payment tokens, billing information and information about whether a payment was successful.

Lovall doesn't necessarily receive or store your complete payment card details. Payment information may instead be securely processed by providers such as Shopify Payments, PayPal, Klarna or Clearpay.

Account information. If you create a Lovall account, we may process information including:

• your account login details;

• saved addresses;

• order history;

• returns information;

• account preferences; and

• other information associated with your account.

Customer Care information. When you contact us, we may collect and retain:

• your messages and conversations with us;

• chat transcripts;

• your order details;

• photographs or videos you send to us;

• product or fault information;

• returns and delivery information;

• feedback;

• information needed to verify your identity; and

• records of how your enquiry or complaint was resolved.

Marketing and communication information. This may include:

• whether you've subscribed to email or SMS marketing;

• your communication preferences;

• when you open or interact with our communications;

• links you click;

• products or content you engage with;

• marketing campaigns you've responded to; and

• when and how you unsubscribe.
  

Technical and device information. When you use our website or digital services, we may collect information such as:

• IP address;

• browser type and version;

• device type;

• operating system;

• device identifiers;

• approximate location derived from your IP address;

• language;

• time zone;

• website session information; and

• technical information about how your device interacts with our website.

Website and browsing information. We may collect information about how you use Lovall online, including:

• pages and products viewed;

• searches;

• filters used;

• products added to or removed from your basket;

• checkout activity;

• referral source;

• time spent on pages;

• interactions with website features; and

• browsing journeys across our website.

Some of this information is collected using cookies and similar technologies. You can find more information in our separate Cookie Policy.

 Reviews, surveys and feedback. If you leave a review, respond to a survey or provide feedback, we may process:

• your review or feedback;

• your rating;

• your name or display name;

• relevant order or product information;

• photographs or videos submitted with your review; and

• your survey responses.

Social media information. If you interact with Lovall through social media, we may receive information including:

• your social media username;

• comments and messages;

• posts in which you tag or mention Lovall;

• photographs or videos you share with us; and

• information made available through the relevant social platform.
  

Competition and promotion information. If you enter a competition, giveaway or promotion, we may collect information necessary to administer it, contact winners and provide prizes.

Additional terms or privacy information may be provided for particular campaigns.

3. HOW WE COLLECT YOUR INFORMATION

 You provide information to us when you:

• place an order;

• create an account;

• make a return or exchange;

• contact Customer Care;

• subscribe to marketing;

• complete a form;

• leave a review;

• enter a competition;

• respond to a survey; or

• otherwise communicate with us.

 When you visit our website or interact with our digital services, certain technical, browsing and usage information may be collected automatically through cookies and similar technologies.

Our Cookie Policy explains this in more detail.

We may receive personal information from third parties involved in providing Lovall services, including:

• payment providers;

• fraud-prevention providers;

• fulfilment and warehouse partners;

• delivery and returns partners;

• Customer Care platforms;

• review platforms;

• marketing platforms;

• analytics providers;

• advertising networks;

• social media platforms; and

• technology providers.

In limited circumstances, we may use information that you've made publicly available, such as public social media content involving Lovall.

4. HOW & WHY WE USE YOUR INFORMATION

We only use personal information where we have a lawful reason to do so.

 We use your information to:

• process payments;

• confirm your order;

• fulfil and dispatch products;

• deliver your order;

• provide tracking;

• process cancellations;

• manage returns and exchanges;

• issue refunds; and

• communicate with you about your purchase.

We use your information to:

• identify you and your order;

• answer questions;

• investigate delivery issues;

• resolve return or refund enquiries;

• investigate product concerns;

• manage complaints;

• provide sizing or product assistance; and

• keep records of our interactions with you.

We may use information to:

• operate our website and services;

• understand how customers use Lovall;

• improve website navigation and search;

• improve our products and ranges;

• understand product and customer trends;

• forecast demand;

• improve Customer Care;

• improve delivery and returns experiences;

• test new functionality; and

• measure business performance.

Where appropriate, we may use information about your purchases, browsing activity and interactions with Lovall to:

• recommend relevant products;

• personalise website content;

• improve search results;

• tailor communications; and

• make your Lovall experience more relevant to you.

We may contact you with:

• order confirmations;

• dispatch and delivery updates;

• return and refund information;

• service messages;

• account information;

• important changes to our services;

• product safety or recall information; and

• responses to your enquiries.
  

These aren't marketing messages and you may still receive them where necessary even if you've opted out of marketing.

Where permitted, we may use your information to send you information about:

• new Lovall products;

• launches and restocks;

• promotions;

• offers;

• events;

• competitions;

• content; and

• other Lovall news we think may be relevant to you
  

We may process information to:

• detect and prevent fraudulent transactions;

• protect customer accounts;

• prevent misuse of promotions;

• investigate suspicious purchasing activity;

• protect our website and systems;

• prevent unauthorised resale or abuse; and

• establish, exercise or defend legal claims.
  
  

We may process and retain information where necessary to comply with legal, regulatory, tax, accounting or law-enforcement requirements.

5. OUR LEGAL BASES FOR USING YOUR INFORMATION

UK data protection law requires us to have a lawful basis for processing personal information.

The basis we rely on depends on why we're using the information.

We process information where it's necessary to enter into or perform our contract with you.

For example, we need your name, delivery address and order information to fulfil and deliver your purchase.

We may process information where it's necessary for our legitimate business interests or those of another organisation, provided those interests aren't overridden by your rights and interests.

Our legitimate interests may include:

• operating and improving Lovall;

• understanding our customers;

• providing effective Customer Care;

• improving our products;

• preventing fraud and misuse;

• securing our systems;

• measuring business performance;

• personalising customer experiences; and

• marketing Lovall where the law permits us to do so.

We consider the potential impact on your privacy before relying on legitimate interests.

In some circumstances, we rely on your consent.

This may include certain:

• email or SMS marketing;

• advertising or analytics cookies;

• personalised advertising technologies; and

• other optional processing.

Where we rely on consent, you can withdraw it at any time.

We process information where necessary to comply with a legal obligation, including tax, accounting, consumer protection, product safety and regulatory requirements.

6. CUSTOMER CARE & ARTIFICIAL INTELLIGENCE

Lovall uses technology to help us provide faster and more effective Customer Care.

Our Customer Care environment currently includes DigitalGenius and Gorgias.

DigitalGenius uses artificial intelligence and automation to help understand customer enquiries, retrieve relevant information, provide answers, complete supported Customer Care tasks and route conversations.

This means your Customer Care conversation and relevant information about your order may be processed by automated systems to help resolve your enquiry.

Depending on what you're asking us about, our Customer Care systems may access relevant information such as:

• your order;

• delivery status;

• return status;

• products purchased;

• refund information;

• previous Customer Care conversations; and

• information you provide during the conversation.

Automated systems don't replace your ability to receive human support where appropriate.

Where an enquiry requires further review, it may be escalated to a member of our Customer Care team.

We may analyse Customer Care conversations to understand common issues, monitor service quality, improve our Help Centre and improve the performance of our Customer Care systems.

7. MARKETING & COMMUNICATIONS

Lovall currently uses Bloomreach to help manage customer communications, including email and SMS marketing.

 Depending on the circumstances and applicable law, we'll send marketing where:

• you've consented to receive it; or

• we're otherwise permitted to contact you, including where applicable under the existing-customer or "soft opt-in" rules.

 We may use information about your previous purchases, browsing behaviour and interactions with Lovall to make our marketing more relevant.

For example, we may tailor communications based on products or categories you've previously shown an interest in.

You can stop receiving marketing communications at any time.

For email marketing, use the unsubscribe link provided in our marketing emails.

For SMS marketing, follow the opt-out instructions provided in the message.

You can also contact us through our Help Centre.

Opting out of marketing won't stop essential service communications relating to your orders, account, returns, refunds or other transactions with Lovall.

8. ONLINE ADVERTISING & SOCIAL MEDIA

We advertise Lovall across digital platforms including Google, Meta, TikTok and Pinterest.

These platforms and our advertising partners may use information to display Lovall advertising, measure campaign performance and help us understand how people interact with our advertising.

Where you've given the required consent, information about your browsing activity or interactions with Lovall may be used to make the advertising you see more relevant.

This can include showing you products you've viewed or advertising Lovall to audiences with similar interests.

In some circumstances, we may use customer information to create or manage advertising audiences on third-party platforms.

Where appropriate, information may be securely matched or pseudonymised before being shared.

You can manage your choices relating to advertising cookies and similar technologies through our cookie consent tools.

More information will be available in our Cookie Policy.

9. ANALYTICS, SEARCH & PERSONALISATION

We currently use tools including Google Analytics 4 and Shopify Analytics to understand how customers use our website and services.

This helps us understand things such as:

• website traffic;

• popular products and pages;

• customer journeys;

• website performance;

• sales and conversion;

• device usage; and

• the effectiveness of our marketing.

We currently use Tagalys to help provide and improve product search, discovery and merchandising across our website.

This may involve processing information about searches, products viewed and other website interactions.

Where these technologies require your consent, we'll only use them in accordance with the choices you make through our cookie consent tools.

Further details are provided in our Cookie Policy.

10. FRAUD PREVENTION & AUTOMATED PROCESSING

We use fraud-prevention and security tools, including functionality provided through Shopify and our payment partners, to help protect customers and Lovall from fraudulent transactions.

Fraud-prevention systems may consider information such as:

• order value;

• payment information;

• billing and delivery addresses;

• IP address;

• device information;

• previous transaction information; and

• indicators of unusual or potentially fraudulent behaviour.

Some fraud-prevention processes may use automated technology to assess the likelihood that a transaction is fraudulent.

This may result in an order being flagged for additional review.

Where appropriate, orders identified as potentially suspicious may be reviewed before a final decision is made.

Where a decision based solely on automated processing produces legal or similarly significant effects, you may have additional rights under data protection law, including rights relating to human intervention and challenging the decision.

11. REVIEWS & CUSTOMER FEEDBACK

We currently work with review providers including Yotpo and Trustpilot.

Where permitted, we may use relevant order and contact information to invite you to review your Lovall purchase or your experience with us.

Reviews may be published publicly alongside the name or display name you provide, depending on the review platform and your settings.

Please don't include information in a public review that you don't want other people to see.

Where a review is collected or published through a third-party provider, that provider's own privacy notice may also apply.

12. WHO WE SHARE YOUR INFORMATION WITH

We don't sell your personal information.

We do share personal information with trusted companies where necessary to operate Lovall and provide our services.

We use providers including Shopify to operate our online store and supporting e-commerce services.

 We may share information with providers such as:

• Shopify Payments;

• PayPal;

• Klarna;

• Clearpay; and

• card and banking networks involved in processing your payment.

We work with THG and associated fulfilment services to store, pick, pack and dispatch Lovall orders.

We provide the information necessary to fulfil your purchase, such as your name, delivery address and order details.

We share necessary delivery information with couriers including Evri, Royal Mail, Relay and other domestic or international delivery partners depending on your order.

We currently use Swap to support our returns and post-purchase experience.

Depending on your selected return method, information may also be shared with providers including InPost, Royal Mail and Evri.

We use providers including DigitalGenius and Gorgias to manage and support Customer Care conversations and related processes.

We use providers including Bloomreach and other marketing technology providers to manage communications, customer preferences, personalisation and marketing activity.

Where appropriate and subject to your consent where required, information may be shared with providers including:

• Google;

• Meta;

• TikTok;

• Pinterest; and

• analytics and advertising technology partners.

We may share relevant information with providers such as Tagalys to operate and improve website search, product discovery and merchandising.

We may share relevant information with Yotpo, Trustpilot and other review providers to collect and manage customer reviews and feedback.

We may share information with our professional advisers, including lawyers, accountants, auditors, insurers and consultants where necessary.

We may disclose personal information where required by law or where reasonably necessary to cooperate with regulators, law enforcement, courts or other competent authorities.

If Lovall or HB Trading Ltd is involved in a merger, acquisition, investment, restructuring, financing or sale of all or part of the business, personal information may be shared with relevant prospective buyers, investors and professional advisers subject to appropriate confidentiality and data protection safeguards.

 

13. INTERNATIONAL TRANSFERS

Some of the companies we work with operate internationally.

This means your personal information may sometimes be transferred to or accessed from countries outside the United Kingdom.

Where personal information is transferred internationally, we'll take appropriate steps to ensure it receives the protection required by applicable data protection law.

Depending on the destination and circumstances, this may include:

• transferring information to a country recognised as providing an adequate level of data protection;

• using approved contractual safeguards, such as the UK International Data Transfer Agreement or applicable UK Addendum to approved standard contractual clauses; or

• relying on another lawful transfer mechanism.

You can contact us through our Help Centre if you'd like more information about the safeguards used for relevant international transfers.

 

14. HOW LONG WE KEEP YOUR INFORMATION

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including to meet legal, accounting, tax, fraud-prevention and reporting requirements.

 When deciding how long to retain information, we consider:

• the amount and nature of the information;

• why we collected it;

• whether we still need it;

• potential risks from keeping it;

• our contractual relationship with you; and

• applicable legal requirements.

Certain transaction, tax and accounting records may need to be retained for several years after your purchase to comply with legal obligations.

Customer Care conversations may be retained for a reasonable period to help us resolve ongoing issues, maintain service quality, establish what happened in previous interactions and manage legal claims.

We retain information relating to your marketing preferences so we can respect your choices, including where you've opted out of marketing.

 In some circumstances, we may anonymise information so that it can no longer identify you.

We may use genuinely anonymised information for analytics, research and business purposes without further notice to you.

15. HOW WE KEEP YOUR INFORMATION SECURE

We use appropriate technical and organisational measures designed to protect personal information from:

• unauthorised access;

• accidental loss;

• misuse;

• alteration;

• disclosure; and

• destruction.

Access to personal information is limited to employees, contractors and service providers who need it for legitimate business purposes and who are subject to appropriate obligations.

While we take data security seriously, no internet transmission or information storage system can be guaranteed to be completely secure.

If we become aware of a personal data breach, we'll investigate it and notify affected individuals and regulators where required by law.

16. YOUR DATA PROTECTION RIGHTS

Depending on where you live and the circumstances, you may have a number of rights relating to your personal information.

You can ask us for confirmation of whether we're processing your personal information and request a copy of the information we hold about you.

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

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

This right isn't absolute. We may need to retain some information where we have a lawful reason or legal obligation to do so.

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

You may have the right to object to processing based on our legitimate interests.

You have the right to object to your personal information being used for direct marketing at any time.

In certain circumstances, you can ask us to provide personal information you've given us in a structured, commonly used and machine-readable format or transfer it to another organisation.

Where we rely on your consent, you can withdraw it at any time.

Withdrawing consent doesn't make any processing carried out before your withdrawal unlawful.

In certain circumstances, you have rights relating to decisions made solely through automated processing where those decisions have legal or similarly significant effects

17. HOW TO EXERCISE YOUR RIGHTS

If you'd like to exercise any of your data protection rights, please contact us through our Help Centre at support.lovall.com/en-GB and tell us what you'd like us to do.

Your request will be escalated to the appropriate person within Lovall.

We may need to ask for information to confirm your identity before completing a privacy request.

This is an important security measure designed to prevent personal information being disclosed or deleted at the request of somebody who isn't authorised to receive it.

We'll only request information reasonably necessary for this purpose.

You normally won't have to pay a fee to exercise your data protection rights.

However, where permitted by law, we may charge a reasonable fee or refuse to act on a request that is manifestly unfounded or excessive.

We'll respond to valid requests within the timeframe required by applicable data protection law.

For UK GDPR requests, this will normally be within one month, although the period may be extended where the law allows because a request is particularly complex or numerous.

 

18. CHILDREN'S PRIVACY

Lovall doesn't knowingly seek to collect personal information from children who aren't legally able to provide the information or make purchases without appropriate authorisation.

If you believe a child has provided personal information to Lovall inappropriately, please contact us through our Help Centre so we can investigate and take appropriate action.

19. THIRD-PARTY LINKS & SERVICES

Our website, emails or social media may contain links to websites, apps or services operated by other organisations.

Clicking a third-party link or using a third-party service may allow that organisation to collect or process information about you.

We don't control the privacy practices of organisations we don't operate, so we encourage you to read their privacy notices.

20. CHANGES TO THIS PRIVACY POLICY

 We may update this Privacy Policy from time to time to reflect:

• changes in law;

• changes to our services;

• new technology or providers;

• changes to how we use personal information; or

• improvements to make the policy clearer.

Where a change materially affects how we use your personal information, we'll take appropriate steps to bring the change to your attention where required.

The latest version of this Privacy Policy will always be available on our website.

The date at the top tells you when it was last updated.

21. HOW TO MAKE A PRIVACY COMPLAINT

If you're concerned about how we've handled your personal information, we'd appreciate the opportunity to investigate and resolve the issue.

Please contact us through our Help Centre at support.lovall.com/en-GB and explain your concern.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator.

You can find information about making a complaint through the ICO's website at ico.org.uk.

You can also contact the ICO at:

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

Telephone: 0303 123 1113

You don't have to contact us before raising a complaint with the ICO, although we'd always welcome the opportunity to put things right first.

22. CONTACT US

If you have a question about this Privacy Policy, how Lovall uses your personal information or your data protection rights, please contact us through:

Lovall Help Centre: support.lovall.com/en-GB

Data controller: HB Trading Ltd trading as Lovall
Company number: 09615070
ICO registration number: 00014388087
Registered office: Cannock, Staffordshire, WS11 7FJ