Privacy policy

Last updated: 16th October 2026

This Privacy Policy explains how Wilby Lane Ltd ("Wilby Lane", "we", "us" or "our") collects, uses, shares and protects personal information when you visit our website, make a purchase, create an account, contact us, subscribe to our emails, leave a review or otherwise interact with us.

1. Who we are

Wilby Lane Ltd is the controller of the personal information described in this policy.

Company: Wilby Lane Ltd
Company number: 16568633
Registered in: England and Wales
Registered office: Basford House, 29 Augusta Street, Llandudno, Wales, LL30 2AE
Email: hello@wilbylane.co.uk

Please use the contact details above if you have a question about this policy or wish to exercise a data-protection right.

2. Personal information we collect

Depending on how you interact with us, we may collect:

  • Identity and contact information, such as your name, billing and delivery addresses, email address and telephone number.
  • Order and transaction information, such as products purchased, order value, delivery method, returns, refunds and customer-service history.
  • Payment information. Payments are handled by payment providers such as Shopify Payments, Shop Pay and PayPal. We do not normally receive or store your full payment-card details.
  • Account information, if you create or use a customer account, including login and account-preference information.
  • Communications, including emails, contact-form enquiries, feedback and other messages you send to us.
  • Marketing preferences, including whether you have agreed to receive emails and when you unsubscribe.
  • Review content, such as ratings, written reviews, display names and any images or other content you choose to submit.
  • Technical and usage information, such as IP address, browser and device information, cookie identifiers, pages viewed, products viewed, cart activity, referring website and approximate location.
  • Fraud and security information, such as risk indicators and information used to protect our store, customers and transactions.

We do not intend to collect special category information, such as information about health, religion or ethnicity. Please do not provide this information unless it is necessary and we have specifically requested it.

3. How we collect personal information

We collect personal information:

  • directly from you when you place an order, create an account, subscribe, contact us or submit a review;
  • automatically through our website, cookies and similar technologies;
  • from service providers involved in operating our store, processing payments, delivering orders, preventing fraud, measuring website use or providing advertising; and
  • from social-media or advertising platforms when you interact with our advertisements or social content, subject to your settings and the platform's policies.

4. How and why we use personal information

UK data-protection law requires us to have a lawful basis for each use of personal information. We use personal information for the following purposes:

  • To process and deliver orders, take payment, provide order updates and deal with returns or refunds. Our lawful basis is that this is necessary to perform our contract with you.
  • To create and manage customer accounts. Our lawful basis is performance of our contract and our legitimate interest in providing a convenient customer experience.
  • To answer enquiries and provide customer service. Our lawful basis is performance of our contract, taking steps at your request before a contract, and our legitimate interest in supporting customers.
  • To prevent fraud, misuse and security incidents. Our lawful basis is our legitimate interest in protecting our customers and business and, where relevant, compliance with legal obligations.
  • To maintain business, accounting and tax records and deal with legal claims. Our lawful basis is compliance with legal obligations and our legitimate interest in establishing, exercising or defending legal rights.
  • To send email marketing, including product news, gifting ideas and offers. We rely on your consent or, where the law permits, the existing-customer soft opt-in. You can unsubscribe at any time using the link in our emails or by contacting us.
  • To understand and improve our website and products, including through Shopify analytics and Google Analytics. Where these activities use non-essential cookies or similar technologies, we rely on consent. In limited cases we may also rely on our legitimate interest in understanding and improving our business where the law permits.
  • To measure and deliver advertising, including through Meta. Where advertising uses cookies or similar tracking technologies, we rely on consent. You can change your choices through our cookie-preference controls.
  • To collect and publish customer reviews. Our lawful basis is our legitimate interest in helping customers make informed choices and improving our products and service. We will handle review content as described when it is submitted.

Where we rely on legitimate interests, we consider whether our interests are necessary and balanced against your rights and expectations.

5. Marketing

If you subscribe to Wilby Lane emails, we use your email address and marketing preferences to send messages through Shopify Email. You may withdraw your consent at any time by selecting the unsubscribe link in any marketing email or contacting hello@wilbylane.co.uk. Withdrawing consent does not affect processing that took place before withdrawal.

We may keep a minimal suppression record after you unsubscribe so that we can respect your request and avoid adding you back to marketing lists accidentally.

6. Cookies, analytics and advertising

Our website uses cookies and similar technologies. Some are strictly necessary for functions such as the basket, checkout, security and customer preferences. Others help us understand website use or measure and personalise advertising.

Where required, we ask for consent before using analytics or advertising cookies, including those connected with Google Analytics and Meta advertising. You can accept, reject or change non-essential cookie choices through the cookie-preference controls on our website. Disabling some cookies may affect how parts of the website work.

7. Who we share personal information with

We share personal information only where necessary for the purposes described in this policy. Recipients may include:

  • Shopify and its group companies, which host and support our online store, checkout, customer accounts, Shop Pay, analytics and Shopify Email. You can read the Shopify Consumer Privacy Policy.
  • Payment providers, including Shopify Payments, Shop Pay and PayPal, to process payments, refunds and payment-related fraud checks. PayPal's handling of information is also described in its Privacy Statement.
  • Royal Mail, to deliver orders and provide delivery updates. You can read the Royal Mail Privacy Notice.
  • Google, where Google Analytics is enabled, to help us understand website use. You can read Google's Privacy Policy.
  • Meta, where Meta advertising or measurement tools are enabled, subject to your cookie choices. You can read Meta's Privacy Policy.
  • Review and other Shopify app providers that we enable to provide store features. We limit access to information reasonably required for the app's function and review provider privacy information before use.
  • Professional and operational advisers, such as accountants, legal advisers, IT and security providers, where necessary and subject to appropriate duties of confidentiality.
  • Authorities, regulators, courts or law-enforcement bodies where disclosure is required or permitted by law.
  • A purchaser, investor or adviser in connection with a proposed sale, reorganisation or transfer of all or part of our business, subject to appropriate safeguards.

Some providers, particularly payment providers, platforms and social-media companies, may act as separate controllers for their own processing. Their privacy notices explain how they use information and how to exercise rights with them.

8. International transfers

We currently sell to customers in the United Kingdom only. However, some of our service providers may process personal information outside the UK.

Where UK personal information is transferred internationally, we require an appropriate safeguard where applicable. This may include a UK adequacy regulation, the UK International Data Transfer Agreement, the UK Addendum to approved standard contractual clauses, or another lawful safeguard. You may contact us for more information about safeguards relevant to your information.

9. How long we keep personal information

We keep personal information only for as long as reasonably necessary for the purpose collected, including legal, accounting, tax, fraud-prevention and dispute-resolution requirements. In general:

  • order, invoice, payment and accounting records are generally retained for up to six years after the end of the relevant accounting period, or longer where required by law or a dispute;
  • customer-service communications are generally retained for up to two years after an enquiry is resolved, unless they form part of an order record or are needed for legal reasons;
  • customer-account information is retained while the account remains active and afterwards where needed for orders, legal obligations or disputes;
  • marketing information is retained until you unsubscribe, withdraw consent or the information is no longer needed, with a minimal suppression record retained where necessary to honour your opt-out;
  • reviews may remain published while relevant to our products or business, unless removed earlier by us or following a valid request; and
  • cookie and analytics information is retained according to our configured cookie lifetimes and the relevant provider settings.

We may retain information for longer where required by law, to investigate fraud or security issues, or to establish, exercise or defend legal claims.

10. Your data-protection rights

Subject to applicable conditions and exemptions, you may have the right to:

  • request access to your personal information;
  • ask us to correct inaccurate or incomplete information;
  • ask us to erase your information;
  • ask us to restrict how we use your information;
  • receive certain information in a portable format;
  • object to processing based on legitimate interests, including an absolute right to object to direct marketing; and
  • withdraw consent at any time where we rely on consent.

To exercise a right, email hello@wilbylane.co.uk. We may need to verify your identity before acting on a request. We normally respond within one month, although the law allows extensions in certain circumstances.

11. Complaints

Please contact us first if you have concerns so that we can try to resolve them. You also have the right to complain to the Information Commissioner's Office (ICO), the UK data-protection regulator. Information about making a complaint is available at ico.org.uk/make-a-complaint.

12. Security

We use reasonable technical and organisational measures designed to protect personal information against accidental or unlawful loss, misuse, alteration, disclosure or access. No internet transmission or storage system can be guaranteed to be completely secure.

13. Children

Our products are intended to be purchased by adults. Our website is not directed to children, and we do not knowingly collect personal information directly from children.

14. Third-party links

Our website may contain links to third-party websites or services. We do not control their handling of personal information. Please read their privacy information before providing personal information to them.

15. Changes to this policy

We may update this Privacy Policy to reflect changes to our services, technology, providers or legal obligations. We will publish the updated version on this page and change the "Last updated" date. Where appropriate, we will bring significant changes to your attention.

16. Contact us

Wilby Lane Ltd
Basford House
29 Augusta Street
Llandudno
Wales
LL30 2AE
Email: hello@wilbylane.co.uk