Privacy Policy
Last updated: 30 August 2026
Purablu LTD is committed to protecting your personal information. This policy explains what we collect when you visit purablu.com, place an order or contact us — why we hold it, who else sees it, and what you can require us to do about it.
We process personal information under the UK General Data Protection Regulation and the Data Protection Act 2018.
We don't sell your personal information.
1. Who's responsible
Purablu LTD is the data controller for everything described here.
| Store name | Purablu |
| Company name | Purablu LTD |
| Address | Suite 100, Level 5, Westfield London, Ariel Way, White City, London, W12 7GF, United Kingdom |
| support@purablu.com | |
| Phone | +44 20 3371 2300 |
| Hours | Monday to Friday, 09:00–17:00 UK time |
| Response time | Within one working day |
2. What we collect
When you place an order Name, email address, telephone number, billing address, delivery address, the contents of your order, payment confirmation, and records of delivery, returns and refunds.
Payment details Card information is entered directly into our payment provider's secure form and never reaches our servers. We receive only a payment confirmation, the last four digits and the card type.
When you create an account Username, encrypted password, saved preferences and order history.
Automatically, as you browse IP address, browser type and version, device information, operating system, time zone, pages and products viewed, basket activity, referring site, and how you move through the site.
We collect this through cookies, log files, pixels and tags.
When you contact us Whatever you include in your message, plus your email address.
From third parties Shopify, our payment providers and our delivery partners supply the information needed to complete your order.
3. Why we hold it, and what allows us to
| Purpose | Lawful basis |
|---|---|
| Processing, dispatching and delivering your order | Performance of a contract |
| Taking payment and issuing refunds | Performance of a contract |
| Managing your account | Performance of a contract |
| Customer support, returns and complaints | Performance of a contract |
| Preventing and investigating fraud | Legitimate interests |
| Keeping the site secure and working | Legitimate interests |
| Understanding how the site is used and improving it | Legitimate interests |
| Accounting, tax and other legal obligations | Legal obligation |
| Marketing emails | Consent |
| Analytics and advertising cookies | Consent |
Where we rely on legitimate interests, we've considered whether our interest is outweighed by your rights, and you can object at any time.
Where we rely on consent, you can withdraw it whenever you like. That doesn't affect anything processed beforehand.
Buying from us is never conditional on agreeing to marketing.
4. Marketing
Marketing emails go only to people who have actively opted in. Providing your address at checkout doesn't sign you up.
Where you have opted in, we may send occasional updates about new arrivals, offers and promotions.
Unsubscribe at any time using the link at the foot of any marketing email, or by emailing support@purablu.com.
Order confirmations, dispatch notices and delivery updates aren't marketing — we send those because we need them to complete your purchase, and unsubscribing doesn't stop them.
5. Cookies
| Type | What it does | Optional? |
|---|---|---|
| Strictly necessary | Basket, checkout, account login, security | No — the site won't work without these |
| Functional | Remembers your settings and preferences | Yes |
| Analytics | Traffic, performance and error measurement | Yes |
| Advertising | Ad measurement and personalisation | Yes |
Non-essential cookies are set only after you've given consent through our cookie banner, as the Privacy and Electronic Communications Regulations require. You can change or withdraw that consent at any time through the banner.
Browser settings also let you block cookies, though blocking strictly necessary ones will prevent checkout from working. Blocking a cookie doesn't delete one already stored — you'd clear that separately.
Do Not Track: browsers send DNT signals inconsistently and there's no agreed standard, so we don't act on them. We do honour Global Privacy Control signals where transmitted.
6. Who else sees it
- Shopify — the platform our store runs on
- Payment providers — taking payment and screening for fraud
- Delivery and fulfilment partners — getting your order to you
- Email and analytics providers — order confirmations, marketing, site statistics
- Advertising partners — ad measurement and personalisation, subject to your consent
- Professional advisers, regulators and authorities — where the law requires it
Each receives only what its function requires, and processes it under our instructions. We have data processing agreements in place with our processors.
If the business is sold, merged or restructured, customer records may transfer as part of that — on the basis that the recipient handles them in line with this policy.
7. Information leaving the UK
Some of our providers — including Shopify and our fulfilment partner — process personal information outside the United Kingdom.
Where a transfer is a restricted transfer under UK data protection law, we rely on UK adequacy regulations, the UK International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses.
8. How long we keep it
| Data | Retention |
|---|---|
| Order and transaction records | 6 years — HMRC requirement |
| Account information | Until you close your account |
| Marketing subscriptions | Until you unsubscribe |
| Customer support correspondence | 2 years after the matter closes |
| Website analytics | 26 months |
| Fraud prevention records | 3 years |
Where a dispute or legal claim is live, the relevant records stay as long as they're needed. Otherwise they're deleted, anonymised or securely destroyed.
9. Your rights
Under UK data protection law you have the right to:
- Access the personal information we hold about you
- Have it corrected where it's inaccurate or incomplete
- Have it erased, where we're not required to keep it
- Restrict how we process it
- Receive a copy in a common electronic format
- Object to processing based on legitimate interests, and always to direct marketing
- Withdraw consent at any time, where consent is the basis
- Avoid decisions made purely by automated processing that carry legal effects
Some of these carry conditions and exemptions.
To exercise a right, email support@purablu.com. We may ask you to confirm your identity, usually by checking details of a recent order.
We respond within one month. Complex requests may take a further two months, and we'll tell you inside the first month if that applies. There's no charge, and using these rights won't change how we treat you.
10. Security
We use technical and organisational measures to protect personal information against unauthorised access, disclosure, alteration and destruction — including SSL/TLS encryption across the site, access limited to staff who need it, and payment handling through a PCI-DSS compliant provider.
We don't store complete card details on our servers.
No online service can guarantee absolute security, and we won't claim otherwise.
Where a breach is likely to pose a high risk to your rights, we'll tell you without undue delay and report it to the Information Commissioner's Office, as the law requires.
11. Children
Our website isn't intended for children under 13, and we don't knowingly collect their personal information.
If you believe a child has given us their details, email support@purablu.com and we'll remove them.
12. Other people's websites
Our site may link to websites run by others. We aren't responsible for their content or privacy practices. Read theirs before providing any personal information.
13. Complaints
Raise it with us first — support@purablu.com. We acknowledge complaints within five working days and investigate without undue delay.
If our response doesn't satisfy you, you have the right to complain to:
Information Commissioner's Office Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF 0303 123 1113 · ico.org.uk
14. Changes to this policy
We may update this policy to reflect changes in our business practices, the services we use, or legal requirements.
The current version always sits on this page with the date above. Where a change materially affects how we handle your information, we'll take whatever additional steps the law requires.
15. Contact
Purablu LTD Suite 100, Level 5, Westfield London, Ariel Way, White City, London, W12 7GF, United Kingdom support@purablu.com · +44 20 3371 2300 Monday to Friday, 09:00–17:00 UK time