Privacy Policy

A penchant for sparkly flats, an addiction to polka dots… what you order speaks volumes and this helps us learn what you like. Sometimes we use data from other companies that you’ve shopped with to tell us more. We like to get the full picture, you see: that way, our marketing is right up your street.

We may collect the following data about you, and we’ve explained the lawful basis (in brackets) and purpose for doing so in each case:

Your name, address and email address (contractual performance; legitimate interests; legal obligations; consent)

• We need to know these so that we can process the orders that you make on our website, send you email confirmations of your order, send those packages of style direct to your door, and verify your payment details (contractual performance).

• We like to keep you in the Boden loop so from time to time we’ll send you catalogues, special offers and promotions by post and email (legitimate interests).

• We also use your data for fraud prevention purposes, to verify you are really a customer shopping for appliqué T-shirts, rather than someone up to no good (legitimate interests).

• We need this information so that we can respond to your queries and occasional complaints (nobody’s perfect) (contractual performance; legitimate interests).

• We may also keep a record of these to inform any future communication with us, to demonstrate how we communicated with you throughout, to ensure that we provide you with the best possible service.

• We also use this data to send you survey and feedback requests to help improve our services. It helps make our products or services more relevant to you (legitimate interests).

• Sometimes, we may need these details to send you communications that are required by law or necessary to inform you about our changes to the services we provide you (legal obligations; contractual performance).

• When you leave a product review for us on our website (thank you), you’re given the option to provide your email address which we use to verify your review (legitimate interests).

• If you participate in our research activities (for example, customer WhatsApp groups, Customer focus groups, Boden Insiders), we’ll use your name in order to administer the group (consent).

• In order to improve the products and services that we provide, we may use your personal data to invite you to participate in market research (legitimate interests).

• If you work with us as an influencer, we may collect your name, email address, address, images of you (and, if you work with Boden through paid partnerships and your children are included in your images, we’ll collect their images too), and clothing size. We use your name and email address to engage with you and to administer events. We may use your address to send presents to you, and we may post your images on our own social media pages and Boden websites (contractual performance).

Your payment card (contractual performance; legitimate interests)

• This one’s not exactly rocket science: we use this data to process your order, or to process refunds to you (contractual performance).

• In addition, we may use this data for fraud prevention and detection purposes. Don’t worry we process and store your card details securely in line with industry best practice, using techniques including encryption and tokenisation to keep you safe when shopping with us (legitimate interests).

Your date of birth (legitimate interests; legal obligation)

• This is optional. We like to know your date of birth – spoiler alert, but it means we might wish you a Happy Boden Birthday (legitimate interests).

• We always need to confirm that you’re over 18 so that we can legally enter into a contract with you (legal obligation).

• We may use this data for fraud prevention and detection purposes (legitimate interests).

Your phone number (contractual performance; consent)

• We ask for this so that we can call or text you about your orders, but it’s optional anyway. It’s handy when the courier can’t find your address, for example, or if there is a problem with your order (contractual performance).

• If you participate in our research activities (for example, customer WhatsApp groups, customer focus groups, Boden Insiders), we’ll use your phone number for administering the group (consent).

Your communication history with us (contractual performance; legitimate interests)

• We keep records of the live chats, telephone calls, emails and postal correspondence from you so we can provide you with the great customer service and support we’re known for (contractual performance). We may also use this data when training our staff, to make sure we continuously improve that customer service (we set our goal at ‘incredible’) (legitimate interests).

Information about your device and how you use our website (including your IP address, device type) (legitimate interests)

• We use this data to continuously improve our website, to set default options for you, and to show you the correct content (for example language and currency). We may also use it to develop, test and improve the systems, services and products we provide to you by say, recording your browser’s Session ID to help us understand more when you leave us online feedback about any problems you’re having. This data is also used to prevent and detect fraud.

Your responses to surveys, competitions and promotions (legitimate interests; contractual performance)

• This allows us to run all of these things. If we don’t use this data, you can’t win competitions or use promotions. Imagine.

Photographs (consent)

• If you upload your photographs to BodenByMe (please keep them coming), these may be published on our website. If you take part in our research activities (for example, customer WhatsApp groups, customer focus groups, Boden Insiders), we’ll use your photographs to improve the products and services that we provide to our customers.

• If you work with us as an influencer, we may collect your name, email address, address, images of you (and, if you work with Boden through paid partnerships and your children are included in your images, we’ll collect their images too), and clothing size. We use your name and email address to engage with you and to administer events. We may use your address to send presents to you, and we may post your images on our own social media pages and Boden websites (contractual performance).

CCTV images (legitimate interests)

• Did we get your best side? To protect our customers, premises, assets and partners from crime, we operate CCTV systems in our stores and car parks that record images for security and crime prevention.

Your social media username (legitimate interests)

• If you interact with us on social media, we use this data to help us respond to your comments, questions or feedback.

Your Internet Protocol (IP) address (legitimate interests)

• We collect your IP address to learn more about how you use our website. IP address data allows us to analyse site usage and visitor numbers and see how our advertising performs (so we can understand what you like). We also use this information to improve our website, which makes our marketing more relevant to give you the best experience we can.

Any of your personal data (legal obligation)

• There may be situations where we are legally required to share your personal data, for example, when a court order is submitted to share it with law enforcement agencies or a court of law.

• If you don’t want to give us your data, you don’t have to. However, if you don’t, you may not be able to buy products from our website and catalogue, and you are unlikely to receive our best customer service. It’s your call.

Interactions with Boden website:

• To enhance your experience with Boden, we use cookies, web beacons, pixel tags to automatically collect information about your interaction with our websites. This allows us to use your personal information in several ways. Firstly, we analyse your preferences to tailor products that are more relevant to you. Additionally, we deliver personalised content, advertisements, and communications based on your interests, provided you've opted in to receive marketing communications. This process is essential for us to improve our offerings and personalise your customer journey, relying on our legitimate interest.

• Moreover, if you accept cookies on your initial visit and continue navigating our website, we may use the collected personal information to provide you with a customised browsing experience. This includes remembering your past activities, such as viewed pages or products, and your preferences. We also use this data to deliver interest-based advertising on third-party websites, aiming to make our online offers more compelling for you.

• For instance, through the Facebook (Meta) pixel integrated into our websites, Facebook identifies users who have visited our site, forming a 'Custom Audience.' This enables us to display Boden ads to Facebook users who have shown an interest in our offerings or share similarities with our existing customers. We are able to do this based on our legitimate interest and Facebook's handling of personal data which is governed by its Data Usage Policy, which you can review at https://www.facebook.com/about/privacy. Should you wish to opt out of Facebook's "Custom Audiences" remarketing feature while logged into Facebook, you can do so at any time through https://www.facebook.com/settings/?tab=ads#_=_.