Last updated: 21 October 2025

This Privacy Policy describes how Wild at Heart Ltd (trading as wildatheart.com) (“we”, “us”, “our”, “the Site”) collects, uses, and discloses your Personal Information when you visit or make a purchase from the Site.

1. Collecting Personal Information

When you visit the Site, we collect certain information about your device, your interaction with the Site, and information necessary to process your purchases. We may also collect additional information if you contact us for customer support or otherwise communicate with us. In this Privacy Policy, we refer to any information that can uniquely identify an individual (including the information below) as “Personal Information.”

Device Information

Examples of Personal Information collected: version of web browser, IP address, time zone, cookie information (including device identifiers), pages visited on the Site, search terms, and how you interact with the Site.
Purpose of collection: to load the Site accurately for you, to perform analytics on Site usage, to optimise our Site, and to detect and prevent fraud.
Source of collection: collected automatically when you access our Site using cookies, log files, web beacons, tags or pixels.
Disclosure for a business purpose: shared with our processor Shopify and with our analytics and advertising partners as described below.

Order Information

Examples of Personal Information collected: name, billing address, shipping address, payment method information, email address, phone number.
Purpose of collection: to provide products or services to you, to fulfil our contract with you, process your payment, arrange shipping, provide invoices and/or order confirmations, communicate with you, screen for potential fraud, and (where permitted) provide information or advertising relating to our products or services.
Source of collection: collected directly from you.
Disclosure for a business purpose: shared with our processor Shopify.

Customer Support and Communications

Examples of Personal Information collected: names, addresses, email address, phone number, and details of your enquiry or communication.
Purpose of collection: to provide customer support and respond to your requests.
Source of collection: collected directly from you.
Disclosure for a business purpose: may be shared with relevant service providers used to manage customer communications.

2. Using Your Personal Information

We use your Personal Information to:

• Offer products for sale

• Process payments

• Ship and fulfil orders

• Communicate updates about products, services, or offers (where you’ve consented or it’s otherwise lawful)

• Perform analytics and improve our Site

• Detect and prevent fraud

3. Lawful Basis for Processing (EEA/UK Residents)

If you are a resident of the European Economic Area (EEA) or United Kingdom (UK), we process your Personal Information under the following lawful bases:

• Your consent

• Performance of a contract

• Compliance with our legal obligations

• To protect your vital interests

• For our legitimate interests (where these do not override your rights and freedoms)

4. Retention

We retain your Personal Information for as long as necessary to fulfil the purposes outlined in this policy, unless a longer retention period is required by law. You can request deletion of your data at any time (see “Your Rights” below).

5. Automated Decision-Making and Profiling

We do not engage in fully automated decision-making that has legal or significant effects on you. Shopify may use limited automated processing to prevent fraud, such as temporary denylists of IP addresses or payment methods associated with failed transactions.

6. International Data Transfers

Your Personal Information may be processed in Ireland (via Shopify’s EU servers) and transferred to countries outside the UK and EEA, including Canada and the United States. We ensure such transfers are subject to appropriate safeguards (for example, Standard Contractual Clauses) in compliance with the GDPR/UK GDPR.

7. Cookies and Similar Technologies

We use cookies and similar technologies to operate our Site, improve performance, and support advertising and analytics.
Cookies may be session-based (expire when you close your browser) or persistent (remain until deleted or expired). Most persist between 30 minutes and two years.
You can manage cookies in your browser settings. Please note that blocking cookies may affect your browsing experience or disable certain site functions.

8. Behavioural Advertising, Google Ads, Meta Ads & Google Analytics

Google Analytics

We use Google Analytics (including Google Analytics 4) to understand how visitors use our Site. You can read how Google uses your information and opt out of Analytics tracking if you prefer.

Google Ads & Remarketing

We use Google Ads and related services (including Google Tag Manager and the Display Network) to show relevant ads and measure campaign performance. Third-party vendors, including Google, use cookies or similar identifiers to serve ads based on your visits to our Site and other sites. You can opt out of personalised advertising through Google’s Ad Settings.

Meta Ads (Facebook & Instagram)

We use Meta advertising tools (Meta Pixel and Conversions API) to deliver targeted ads, measure performance, and build audiences such as custom or look-alike audiences. Information about your use of our Site and purchases may be shared with Meta to help show you relevant advertising. You can manage or opt out of personalised advertising through your Facebook or Instagram account settings.

Behavioural Advertising Overview

We use your Personal Information to deliver targeted marketing we believe may interest you. This may include sharing limited data (via cookies or similar technologies) with trusted advertising partners.
You can opt out of targeted advertising via your advertising account settings or by visiting relevant industry opt-out portals.

9. Sharing Personal Information

We share your Personal Information with trusted service providers to help operate our Site and fulfil contracts, for example:

• Shopify (our e-commerce platform)

• Analytics, marketing, and advertising partners (such as Google, Meta, Klaviyo, etc.)
  We may also share information to comply with legal obligations or to protect our rights.

10. Your Rights (EEA/UK Residents)

You have the right to:

• Access the Personal Information we hold about you

• Request correction, updating or erasure of your Personal Information

• Restrict or object to processing

• Request data portability

• Withdraw consent (where processing is based on consent)
  To exercise these rights, contact us at ecommerce@wildatheart.com. We may need to verify your identity before responding.

11. Do Not Track

Our Site does not currently respond to “Do Not Track” browser signals. There is no consistent industry standard for this, so we maintain our usual data-collection practices.

12. Changes to This Policy

We may update this Privacy Policy from time to time to reflect changes to our practices, legal obligations, or business operations. The latest version will always be posted on our Site.

13. Contact Us

For questions, requests or complaints about this Privacy Policy, contact us at:

Wild at Heart Ltd
52 Linford Street
London SW8 4UN
United Kingdom
Email: ecommerce@wildatheart.com

If you are unsatisfied with our response, you have the right to contact the UK’s Information Commissioner’s Office (ICO).