Privacy Policy
Last updated: June 2026

This Privacy Policy describes how Swyft Sleep ("we", "us", or "our") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from swyftsleep.co.uk (the "Site"), or otherwise communicate with us in connection with the Site (collectively, the "Services"). For the purposes of this Privacy Policy, "you" and "your" refers to you as a user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected in accordance with this Privacy Policy. Please read this Privacy Policy carefully.

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 the Site, update the "Last updated" date, and take any other steps required by applicable law.

How We Collect and Use Your Personal Information

To provide the Services, we collect personal information about you from a variety of sources, as set out below. The information we collect and use varies depending on how you interact with us.

In addition to the specific uses set out below, we may use information we collect about you to communicate with you, provide or improve the Services, comply with any applicable legal obligations, enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

What Personal Information We Collect

The types of personal information we obtain about you depend on how you interact with our Site and use our Services. When we refer to "personal information", we mean information that identifies, relates to, describes, or can be associated with you. The categories and specific types of personal information we collect are described below.

Information You Provide Directly to Us

Information you directly submit to us through our Services may include:

• Contact details including your name, address, phone number, and email address.
• Order information including your name, billing address, delivery address, payment confirmation, email address, and phone number.
• Account information including your username, password, security questions, and other information used for account security purposes.
• Shopping information including items you view, add to your basket, save to your account (such as loyalty points, reviews, referrals, or gift cards), or purchase.
• Customer support information including any details you choose to share when contacting us through the Services.

Some features of the Services may require you to provide us with certain information. You may choose not to provide this information, but doing so may prevent you from using or accessing those features.

Information We Collect About Your Usage

We may also automatically collect certain information about your interactions with the Services ("Usage Data"). To do this, we may use cookies, pixels, and similar technologies ("Cookies"). Usage Data may include information about how you access and use our Site and your account, including device information, browser information, your network connection, your IP address, and other information regarding your interaction with the Services.

Information We Obtain from Third Parties

We may obtain information about you from third parties, including vendors and service providers who collect information on our behalf, such as:

• Companies who support our Site and Services, such as our website platform and hosting providers.
• Our payment processors, who collect payment information (e.g. bank account, credit or debit card details, billing address) to process your payment in order to fulfil your orders and provide you with the products or services you have requested.
• When you visit our Site, open or click on emails we send you, or interact with our Services or advertisements, we or third parties we work with may automatically collect certain information using online tracking technologies such as pixels, web beacons, software developer kits, third-party libraries, and cookies.

Any information we obtain from third parties will be treated in accordance with this Privacy Policy. Please also see the section below on Third Party Websites and Links.

How We Use Your Personal Information

Providing Products and Services. We use your personal information to provide you with the Services, including to process your payments, fulfil your orders, send notifications related to your account, purchases, returns, exchanges or other transactions, create and manage your account, arrange delivery, facilitate returns and exchanges, and other features and functionality related to your account.

Marketing and Advertising. We may use your personal information for marketing and promotional purposes, such as to send marketing, advertising, and promotional communications by email, text message, or post, and to show you advertisements for products or services. This may include using your personal information to better tailor the Services and advertising on our Site and other websites. The legal basis for these activities is our legitimate interest in promoting our products, in accordance with UK GDPR Article 6(1)(f).

Security and Fraud Prevention. We use your personal information to detect, investigate, or take action regarding possible fraudulent, illegal, or malicious activity. If you register an account, you are responsible for keeping your credentials secure. We strongly recommend you do not share your username, password, or other access details with anyone. If you believe your account has been compromised, please contact us immediately. The legal basis for these activities is our legitimate interest in keeping our website secure, in accordance with UK GDPR Article 6(1)(f).

Customer Communication and Service Improvement. We use your personal information to provide customer support and improve our Services. This is in our legitimate interests in order to be responsive to you, to provide effective services, and to maintain our business relationship with you, in accordance with UK GDPR Article 6(1)(f).

Cookies

Like many websites, we use Cookies on our Site. We use Cookies to power and improve our Site and Services (including to remember your preferences and actions), to run analytics, and to better understand how users interact with the Services. We may also permit third parties and service providers to use Cookies on our Site to better tailor services, products, and advertising on our Site and other websites.

Most browsers automatically accept Cookies by default, but you can choose to set your browser to remove or reject Cookies through your browser settings. Please be aware that removing or blocking Cookies can negatively impact your user experience and may cause some of the Services, including certain features and general functionality, to work incorrectly or become unavailable.

How We Share Your Personal Information

In certain circumstances, we may share your personal information with third parties for contractual, legitimate, or other purposes subject to this Privacy Policy. Such circumstances may include:

• With vendors or other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfilment, and delivery).
• With business and marketing partners to provide services and advertise to you. Our partners will use your information in accordance with their own privacy notices.
• When you direct, request, or otherwise consent to our disclosure of certain information to third parties, such as to deliver your products or through your use of social media widgets or login integrations.
• Within our corporate group, in our legitimate interests to run a successful business.
• In connection with a business transaction such as a merger or insolvency proceedings, to comply with any applicable legal obligations (including to respond to court orders, search warrants, and similar requests), to enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

User-Generated Content

The Services may enable you to post product reviews and other user-generated content. If you choose to submit content to any public area of the Services, that content will be publicly accessible by anyone.

We do not control who will have access to the information you choose to make publicly available, and cannot ensure that parties who access such information will respect your privacy or keep it secure. We are not responsible for the privacy or security of any information you make publicly available, or for the accuracy, use, or misuse of any information you disclose or receive from third parties.

Third Party Websites and Links

Our Site may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated with 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 them. Our inclusion of such links does not 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 for use by children under the age of 13, and we do not knowingly collect personal information from children. If you are the parent or guardian of a child who has provided us with their personal information, please contact us using the details set out below to request that it be deleted.

Security and Retention of Your Information

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

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

Your Rights

Under UK data protection law, including the UK GDPR and the Data Protection Act 2018, you may have the following rights in relation to your personal information:

• Right to Access: You may request access to the personal information we hold about you, including details of how we use and share it.
• Right to Erasure: You may request that we delete personal information we hold about you.
• Right to Rectification: You may request that we correct any inaccurate personal information we hold about you.
• Right to Data Portability: You may request a copy of the personal information we hold about you and ask us to transfer it to a third party in certain circumstances.
• Right to Restrict Processing: You may ask us to stop or restrict our processing of your personal information in certain circumstances.
• Right to Object: You may object to our processing of your personal information where we rely on legitimate interests as our legal basis.
• Right to Withdraw Consent: Where we rely on your consent to process your personal information, you may withdraw that consent at any time.
• Managing Communication Preferences: We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe link in our emails. If you opt out, we may still send you non-promotional emails, such as those relating to your account or orders.

You may exercise any of these rights where indicated on our Site or by contacting us using the details provided below. We will not discriminate against you for exercising any of these rights. We may need to verify your identity before responding to your request.

Complaints

If you have any concerns about how we process your personal information, please contact us using the details below. If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's data protection supervisory authority. You can contact the ICO at www.ico.org.uk or by calling 0303 123 1113.

International Data Transfers

We may transfer, store, and process your personal information outside of the UK. If we transfer your personal information internationally, we will ensure appropriate safeguards are in place, such as relying on the UK's International Data Transfer Agreement (IDTA) or equivalent mechanisms, unless the transfer is to a country that has been assessed as providing an adequate level of protection under UK law.

Contact Us

If you have any questions about this Privacy Policy, our privacy practices, or would like to exercise any of your rights, please get in touch with us. Our contact details will be published on the Site.

Swyft Sleep is the data controller for the purposes of applicable UK data protection law.