Privacy policy
Wild Hue Privacy Policy
Last updated: April 17, 2025
This Privacy Policy explains how Wild Hue (“we”, “us”, or “our”) collects, uses, and discloses your personal information when you visit or make a purchase from wildhue.com (the “Site”), or otherwise interact with us regarding our products and services (“Services”).
Please read this policy carefully.
1. Changes to This Policy
We may update this policy from time to time to reflect changes in law, technology, or our practices. The “Last updated” date will always be updated accordingly. Material changes may be communicated via email or on the Site.
2. How We Collect and Use Personal Information
We collect your information in several ways depending on how you interact with us.
a) Information You Provide
• Name, email address, phone number
• Shipping and billing addresses
• Payment details (handled securely via Shopify and payment providers)
• Order history and communication preferences
• Product reviews, survey responses, and contact form submissions
b) Automatically Collected Information (Usage Data)
When you access the Site, we collect:
• Device information, browser type, and IP address
• Cookie identifiers and session activity
• Pages viewed, cart behaviour, referral source, and timestamps
We collect this using Shopify cookies, pixels, tags, and third-party tools like Google Analytics and Meta.
c) Information from Third Parties
We may receive personal data from:
• Shopify (our e-commerce platform)
• Payment processors and fraud detection services
• Marketing platforms (e.g., Meta, Google, Klaviyo)
• Group brands or customer referral sources
3. Legal Basis for Processing (EEA/UK Users)
If you are based in the EEA or UK, we process your data under the following lawful bases:
Purpose Legal Basis (GDPR Art. 6)
Fulfilling orders, delivering goods Contractual necessity (Art. 6(1)(b))
Customer support, returns Legitimate interest (Art. 6(1)(f))
Marketing & offers (email/SMS) Consent (Art. 6(1)(a))
Analytics & site performance Legitimate interest (Art. 6(1)(f))
Fraud prevention & compliance Legal obligation (Art. 6(1)(c))
You may withdraw consent at any time via the unsubscribe link or by contacting us.
4. Cookies and Tracking Technologies
We use cookies and pixels to power and improve the site, including:
• Remembering login and cart contents
• Analysing site usage
• Personalising offers and recommendations
• Retargeting ads via third-party platforms
Shopify Cookie Info:
See https://www.shopify.com/legal/cookies for a detailed breakdown.
Global Privacy Control (GPC):
We respect GPC signals and treat them as valid opt-outs for device/browser sessions.
Other “Do Not Track” browser settings are not currently recognised, in line with standard practice.
5. Data Sharing & Group Marketing
We may share your personal data with:
a) Trusted Partners:
• Payment processors (e.g., Stripe, Klarna)
• Logistics and fulfilment providers
• IT and analytics services
• Email and SMS communication tools
These vendors process your information only as needed and under data processing agreements.
b) Our Group of Brands:
By purchasing from Wild Hue, you agree that your information may be shared within our family of brands for internal analysis and marketing (unless you opt out):
• Wild Hue
• Ethical Bedding
• Moongreens
• Quench Daily
• Snuze
• In Bed With James
• Origins
You can unsubscribe from cross-brand communications at any time.
6. Sale & Sharing of Data
In the past 12 months, we have “shared” personal information (as defined by privacy laws like CCPA) with third-party marketing providers to serve relevant ads.
Category Shared With
Identifiers (name, email, IP) Marketing and advertising platforms
Order/purchase history Marketing platforms
Site activity & device info Analytics providers (e.g., Google)
You may opt out of data sharing or targeted advertising at any time.
7. Sensitive Personal Information
We do not intentionally collect sensitive personal data such as:
• Health or biometric data
• Sexual orientation or racial/ethnic background
• Political or religious beliefs
If this information is ever shared (e.g., in customer communication), it is treated with the highest level of protection and confidentiality.
8. Children’s Data
Our Site is not intended for individuals under the age of 16, and we do not knowingly collect data from minors. If you are a parent or guardian and believe your child has provided us with personal data, please contact us for removal.
9. Retention of Data
We retain your data only as long as necessary to:
• Fulfil your order or provide customer support
• Meet legal, tax, or contractual obligations
• Improve our services
For example:
• Orders: retained for at least 6 years (UK tax law)
• Marketing preferences: retained until you opt out
• Analytics: anonymised after use where possible
10. Your Rights (UK, EEA, CA and Others)
Depending on where you live, you may have the right to:
• Request access to your personal data
• Correct or delete inaccurate data
• Withdraw consent at any time
• Opt out of marketing or data sharing
• Receive a copy of your data (portability)
• Restrict or object to processing
• Lodge a complaint with a data authority
To exercise your rights, email: support@wildhue.com
11. Data Transfers
Your data may be processed outside your home country (e.g., in the UK, EU, or USA).
When required, we use appropriate legal mechanisms such as:
• Standard Contractual Clauses (SCCs)
• UK Addendum to the SCCs
• Vendor-specific safeguards and contracts
12. Security
We take appropriate security measures, including:
• HTTPS encryption
• Secure data hosting
• Access limitations and staff training
• Regular vulnerability scanning
No system is 100% secure, but we work with industry-leading providers to protect your information.
13. Contact Us
If you have questions or wish to exercise your rights:
Wild Hue (The Ethical Bedding Company Ltd)
Email: support@wildhue.com
124 City Road, London, ENG, EC1V 2NX, United Kingdom
Company No: 12452401
