Privacy Policy
Last updated: 25 August 2026
VELDEN LONDON operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a personalised shopping experience (the "Services"). VELDEN LONDON is powered by Shopify, which enables us to provide the Services to you.
This Privacy Policy describes how we collect, use and disclose your personal data when you visit or use the Services, make a purchase or other transaction using the Services, or otherwise communicate with us.
If there is a conflict between our Terms and Conditions and this Privacy Policy, this Privacy Policy shall prevail with respect to the collection, processing and disclosure of your personal data.
Please read this Privacy Policy carefully. By accessing or using any of the Services, you acknowledge that you have read this Privacy Policy and understand how your personal data is collected, used and disclosed as described below.
What Personal Data Do We Collect or Process?
When we use the term "personal data", we mean information that identifies you or another person, or that can reasonably be linked to you or another person. Personal data does not include information that has been collected anonymously or anonymised in such a way that it cannot reasonably be used to identify or be linked to you.
Depending on how you interact with the Services, where you live and what applicable law permits or requires, we may collect or process the following categories of personal data, including inferences drawn from such personal data:
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Contact details, including your name, postal address, billing address, delivery address, telephone number and email address.
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Financial information, including credit or debit card information, financial account information, transaction details, payment method, payment confirmation and other payment details.
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Account information, including your username, password, security questions, configurations and preferences.
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Transaction information, including products you view, add to your basket, add to a wishlist, purchase, return, exchange or cancel, as well as information about previous transactions.
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Communications with us, including information you provide when communicating with us, for example when submitting an enquiry to customer support.
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Device information, including information about your device, browser or network connection, IP address and other unique identifiers.
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Usage information, including information about your interaction with the Services, such as how and when you interact with or browse the Services.
Sources of Personal Data
We may collect personal data from the following sources:
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Directly from you, including when you create an account, access or use the Services, communicate with us or otherwise provide us with your personal data.
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Automatically through the Services, including from your device, when you use our products or Services, visit our website, or through the use of cookies and similar technologies.
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From our service providers, including where we engage them to enable certain technologies and where they collect or process your personal data on our behalf.
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From our partners and other third parties.
How We Use Your Personal Data
Depending on how you interact with us or which Services you use, we may use personal data for the following purposes:
Providing, Personalising and Improving the Services
We use your personal data to provide you with the Services. This includes fulfilling our contract with you, processing payments, fulfilling orders, remembering your preferences and products you are interested in, sending notifications relating to your account, creating, maintaining and otherwise managing your account, arranging delivery, facilitating returns and exchanges, enabling you to submit reviews and creating a personalised shopping experience, for example by recommending products based on your purchases.
This may also include using your personal data to personalise and improve the Services.
Marketing and Advertising
We may use your personal data for marketing and advertising purposes, for example to send marketing and promotional communications by email, SMS or post and to display online advertisements for products or services on the Services or other websites.
This may include advertising based on products you have previously purchased, added to your basket or otherwise interacted with through the Services.
Security and Fraud Prevention
We use your personal data to authenticate your account, provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe or malicious activity, protect public safety and maintain the security of our Services.
If you choose to use the Services and register an account, you are responsible for keeping your account credentials secure. We strongly recommend that you do not share your username, password or other access details with anyone else.
Communicating With You
We use your personal data to provide customer support and effective Services, respond to your enquiries in a timely manner and maintain our business relationship with you.
Legal Reasons
We may use your personal data to comply with applicable law or respond to lawful legal processes, including requests from law enforcement or regulatory authorities, to investigate or participate in civil investigations, potential or actual litigation or other legal proceedings, and to investigate potential breaches of or enforce our terms and policies.
How We Disclose Personal Data
In certain circumstances, we may disclose your personal data to third parties for legitimate purposes in accordance with this Privacy Policy.
These circumstances may include:
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Shopify, service providers and other third parties that perform services on our behalf, such as IT management, payment processing, data analytics, customer support, cloud storage, fulfilment and delivery.
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Business and marketing partners that provide marketing services and display advertisements to you. For example, we use Shopify to support personalised advertising through third-party services based on your online activity across different merchants and websites. Our business and marketing partners process your information in accordance with their own privacy policies. Depending on where you live, you may have the right to instruct us not to disclose information about you for targeted advertising and marketing based on your online activity across different merchants and websites.
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Third parties where you direct us or otherwise consent to us disclosing certain information, for example in order to deliver products to you or when you use social media widgets or login integrations.
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Our affiliates or other entities within our corporate group.
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Parties involved in a business transaction such as a merger, acquisition, restructuring or insolvency, or where disclosure is necessary to comply with applicable legal obligations, including responding to subpoenas, search warrants and similar requests, enforcing applicable terms or policies, or protecting or defending the Services, our rights and the rights of our users or others.
Our Relationship With Shopify
The Services are hosted by Shopify.
Shopify collects and processes personal data about your access to and use of the Services in order to provide and improve the Services.
Data that you submit through the Services may be transmitted to Shopify and to third parties that may be located in countries other than the country in which you reside in order to provide and improve the Services.
To help protect, grow and improve our business, we may also use certain enhanced Shopify features that incorporate data and information from your interactions with our store, other merchants and Shopify.
To provide these enhanced features, Shopify may use personal data collected from your interactions with our store, other merchants and Shopify.
In these circumstances, Shopify is responsible for processing your personal data, including responding to requests to exercise your rights in relation to Shopify's use of your personal data for these purposes.
For more information about how Shopify uses your personal data and the rights available to you, please refer to Shopify's Consumer Privacy Policy and Shopify Privacy Portal.
Third-Party Websites and Links
The Services may contain links to websites or other online platforms operated by third parties.
If you follow links to websites that are not affiliated with or controlled by us, you should review their privacy and security policies and other applicable terms and conditions.
We do not guarantee and are not responsible for the privacy or security of such websites, including the accuracy, completeness or reliability of information found on those websites.
Information you provide in public or semi-public spaces, including information shared on third-party social networking platforms, may also be viewed by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party.
Our inclusion of such links does not, by itself, imply endorsement of the content of those platforms or their owners or operators, except where expressly stated within the Services.
Children's Data
The Services are not intended for use by children, and we do not knowingly collect personal data from children who have not reached the age of majority in their country.
If you are the parent or guardian of a child who has provided us with their personal data, you may contact us using the contact details below to request that the data be deleted.
As of the effective date of this Privacy Policy, we are not aware that we "share" or "sell" personal data of individuals under the age of 16, as those terms may be defined under applicable law.
Security and Retention of Your Data
Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security".
In addition, information you send to us may not be secure while 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 data depends on several factors, including whether we need the information to maintain your account, provide the Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies.
Your Rights and Choices
Depending on where you live, you may have some or all of the following rights in relation to your personal data.
These rights are not absolute, may apply only in certain circumstances and, in some cases, we may decline your request where permitted by law.
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Right of access. You may have the right to request access to the personal data we hold about you.
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Right to deletion. You may have the right to request that we delete personal data we hold about you.
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Right to correction. You may have the right to request that we correct inaccurate personal data we hold about you.
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Right to data portability. You may have the right to receive a copy of the personal data we hold about you and, in certain circumstances and subject to certain exceptions, request that we transfer it to a third party.
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Managing communication preferences. We may send you promotional emails. You can unsubscribe from these at any time by using the unsubscribe option included in our emails. If you unsubscribe from promotional communications, we may still send you non-promotional communications, such as emails relating to your account or orders you have placed.
Additional Rights for UK and EEA Residents
If you live in the United Kingdom or European Economic Area, subject to the exceptions and limitations provided by applicable law, you may also have the following rights:
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Right to object and restrict processing. You may have the right to ask us to stop or restrict our processing of personal data for certain purposes.
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Withdrawal of consent. Where we rely on consent to process your personal data, you have the right to withdraw that consent. Withdrawal of consent does not affect the lawfulness of processing carried out on the basis of your consent before it was withdrawn.
You may exercise these rights where indicated within the Services or by contacting us using the contact details provided below.
For more information about how Shopify uses your personal data and the rights available to you, including rights relating to personal data processed by Shopify, please refer to Shopify's Privacy Portal.
You will not be discriminated against for exercising any of these rights.
Where permitted or required by applicable law, we may need to verify your identity before processing your request.
In accordance with applicable law, you may appoint an authorised representative to make requests on your behalf to exercise your rights. Before accepting such a request from a representative, we may require evidence that you have authorised them to act on your behalf, and we may require you to verify your identity directly with us.
We will respond to your request within the timeframe required by applicable law.
Complaints
If you have concerns or complaints about how we process your personal data, please contact us using the contact details provided below.
Depending on where you live, you may also have the right to appeal our decision or lodge a complaint with the relevant data protection authority.
If you are located in the United Kingdom, you may have the right to lodge a complaint with the Information Commissioner's Office (ICO).
If you are located in the European Economic Area, you may have the right to lodge a complaint with your relevant local data protection supervisory authority.
International Transfers
Please note that we may transfer, store and process your personal data outside the country in which you live.
Where we transfer your personal data outside the United Kingdom or European Economic Area, we rely on recognised transfer mechanisms where required by applicable law, such as the European Commission's Standard Contractual Clauses, the UK International Data Transfer Agreement or applicable UK Addendum, unless the transfer is made to a country recognised as providing an adequate level of protection.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time, for example to reflect changes to our practices or for other operational, legal or regulatory reasons.
We will publish the revised Privacy Policy on this website, update the "Last updated" date accordingly and provide any notice required by applicable law.
Contact
If you have any questions about our privacy practices or this Privacy Policy, or if you wish to exercise any of the rights available to you, please contact us by email at:
For the purposes of applicable data protection laws, we are the controller of your personal data.