Privacy policy

Last updated: May 18, 2026

Deluxe Pet Co operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Deluxe Pet Co is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

• Contact details including your name, address, billing address, shipping address, phone number, and email address.
• Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details.
• Account information including your username, password, security questions, preferences and settings.
• Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
• Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
• Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
• Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

Personal Information Sources

We may collect personal information from the following sources:

• Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
• Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
• From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
• From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

• Provide, Tailor, and Improve the Services. We use your personal information to provide you with the Services, including to perform our contract with you, to process your payments, to fulfill your orders, to remember your preferences and items you are interested in, to send notifications to you related to your account, to process purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, to facilitate any returns and exchanges, to enable you to post reviews, and to create a customized shopping experience for you, such as recommending products related to your purchases. This may include using your personal information to better tailor and improve the Services.
• Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously have purchased or added to your cart and other activity on the Services.
• Security and Fraud Prevention. We use your personal information to authenticate your account, to provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and to secure our services. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password or other access details with anyone else.
• Communicating with You. We use your personal information to provide you with customer support, to be responsive to you, to provide effective services to you and to maintain our business relationship with you.
• Legal Reasons. We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

We rely on your consent (under UK GDPR Article 6(1)(a) and PECR Regulation 22) as the lawful basis for sending you marketing emails, including the brochure email, newsletters, back-in-stock alerts, and browse-abandonment reminders. You give consent at the point of signing up via our brochure save form or newsletter form. Where you have purchased from us, we may also rely on the PECR "soft opt-in" (Regulation 22(3)) to send you marketing about similar products you have purchased, and you can opt out of these at any time.

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. Such circumstances may include:

• With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping).
• With business and marketing partners to provide marketing services and advertise to you. For example, we use Shopify to support personalized advertising with third-party services based on your online activity with different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you to show you targeted advertisements and marketing based on your online activity with different merchants and websites. .
• When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.
• With our affiliates or otherwise within our corporate group.
• In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

We use Klaviyo Inc. (US-based) as our email marketing service provider. Klaviyo processes the email address, name, pet name (where you choose to provide it), marketing consent record, browsing behaviour, and order history of customers who have opted into our marketing communications, on our instructions, in order to send the brochure email, newsletters, back-in-stock alerts, and browse-abandonment reminders you have consented to receive. Klaviyo's privacy policy is available at https://www.klaviyo.com/legal/privacy and a list of Klaviyo's sub-processors at https://trust.klaviyo.com/subprocessors. You can withdraw consent at any time via the unsubscribe link in any of our marketing emails or by emailing support@deluxepetco.co.uk.

When you request a personalised product brochure, we also use Google Cloud (cloud infrastructure provided by Google) to generate and securely host the brochure PDF, and Cloudflare, Inc. to provide bot-protection ("Turnstile" verification) on our forms. These providers process your email address and IP address only to deliver and protect this service, on our instructions.

Cookies and Similar Technologies

We and our service providers use cookies, pixels, local storage, and similar technologies (together, "cookies") to operate our website, remember your preferences, understand how the website is used, and deliver and measure advertising. Cookies are small data files stored on or read from your device.

We group the cookies and similar technologies we use into four categories:

• Strictly necessary. These are required for the website to function, for example to operate your shopping cart, process checkout, keep you signed in, and help detect and prevent fraud. They are set by Shopify, the platform that powers this store, and cannot be switched off. Because the website cannot work properly without them, they do not require your consent.
• Analytics and performance. These help us understand how visitors find and use our website so that we can improve it. We use Google Analytics 4, provided by Google, for aggregated traffic and shopping-behaviour statistics, and Microsoft Clarity, provided by Microsoft, which produces anonymised session recordings and heatmaps showing how pages are used.
• Marketing and advertising. These are used to show you more relevant advertising on other websites and apps, and to measure whether our advertising is working. We use the Meta Pixel and Meta Conversions API, provided by Meta Platforms (which operates Facebook and Instagram); Google Ads conversion tracking, provided by Google; Klaviyo, which records your on-site browsing in order to send the marketing messages you have chosen to receive. To match advertising activity to your visit, the Meta Pixel and Conversions API may share with Meta certain information such as your email address, name, or telephone number; this information is hashed (converted into a scrambled, pseudonymised value) before it is sent.
• Functional and preferences. These remember choices you make so we can give you a more personalised experience, for example displaying product reviews (provided by Judge.me) and remembering details you enter if you request a personalised product brochure.

Several of these providers, including Meta Platforms, Google, Microsoft, and Klaviyo, are based in the United States. Where they process your personal information outside the UK, that transfer is protected by the safeguards described in the "International Transfers" section below.

When you first visit our website from the UK or EEA, a cookie banner asks you to Accept or Decline non-essential cookies, or to Manage preferences by category. We set analytics and marketing cookies only with your consent: until you accept them, only strictly necessary cookies are used. You can change or withdraw your consent at any time. Clearing the cookies stored by this website in your browser will cause the consent banner to be shown again so you can make a new choice, and most web browsers also let you block or delete cookies through their settings. If you decline or withdraw consent, you may still see online advertising, but it will be less tailored to you, and some non-essential features may not work as intended.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you. In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes. To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy . Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted. As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

Our marketing email signup is restricted to individuals aged 16 or over. If you become aware that we have inadvertently collected personal data from a child under 16, please contact us at support@deluxepetco.co.uk and we will delete that data without undue delay.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." In addition, any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies.

Marketing email subscribers: we retain your consent record (email address, timestamp, IP address, consent wording version, and source URL) for 3 years following unsubscribe, for evidential purposes under PECR Regulation 22(2). Personalised brochure PDFs hosted on our secure cloud storage are automatically deleted 60 days after generation. Profile engagement data is retained while you remain subscribed and for 12 months after final engagement.

Your Rights and Choices

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

• Right to Access / Know. You may have a right to request access to personal information that we hold about you.
• Right to Delete. You may have a right to request that we delete personal information we maintain about you.
• Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
• Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
• Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made.

You may exercise any of these rights where indicated on the Services or by contacting us using the contact details provided below. To learn more about how Shopify uses your personal information and any rights you may have, including rights related to data processed by Shopify, you can visit https://privacy.shopify.com/en.

We will not discriminate against you for exercising any of these rights. We may need to verify your identity before we can process your requests, as permitted or required under applicable law. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities here.

International Transfers

Some of our service providers (including Klaviyo Inc., for email marketing) are located in the United States. We rely on the following lawful transfer mechanisms to protect your data when it is transferred outside the UK:

• For transfers to the United States: the UK Extension to the EU-U.S. Data Privacy Framework, under which our processors (including Klaviyo) are certified. The UK Government has issued an adequacy decision in respect of organisations participating in this framework.
• For transfers to other countries: the UK Information Commissioner's International Data Transfer Agreement (IDTA) or the European Commission's Standard Contractual Clauses with the UK Addendum, where the IDTA is not directly applicable.

You can request a copy of the transfer safeguards in place by contacting us at support@deluxepetco.co.uk.

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 this website, update the "Last updated" date and provide notice as required by applicable law.

Contact

Should 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 call or email us at support@deluxepetco.co.uk or contact us at 14 Rectory Gardens, Leicester, ENG, LE9 9AJ, GB For the purpose of applicable data protection laws, we are the data controller of your personal information.