Privacy policy

PRIVACY POLICY Last updated: May 2026

D'Luxe Prints info@dluxeprints.co.uk Magenta, 2-4 Darwin Close, Reading, RG2 0TB

1. WHO WE ARE D'Luxe Prints ("we", "us", "our") is a UK-based online retailer of premium art prints and wall décor. This Privacy Policy explains how we collect, use, and protect your personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the EU General Data Protection Regulation (EU GDPR), and the Data Protection Act 2018.

2. WHAT DATA WE COLLECT We collect the following personal data:

  • Name, email address, billing and delivery address
  • Payment information (processed securely via Shopify Payments — we do not store card details)
  • IP address and browsing behaviour on our website
  • Order history and communications with us
  • Marketing preferences (where you have opted in)

3. HOW WE USE YOUR DATA We process your data on the following lawful bases under UK/EU GDPR:

Purpose Lawful Basis
Processing and fulfilling your order Contract
Sending order confirmations and updates Contract
Fraud prevention and security Legitimate interests
Improving our website and services Legitimate interests
Sending marketing emails Consent
Complying with legal obligations Legal obligation

4. COOKIES We use cookies to operate and improve our store. Under UK/EU law, we require your consent for non-essential cookies.

  • Essential cookies — required for the store to function (cart, session, security)
  • Analytics cookies — we use Google Analytics to understand how visitors use our site. Google Analytics collects anonymised data about pages visited, time on site, and traffic sources. Data may be processed by Google LLC in the US under Standard Contractual Clauses.
  • Marketing cookies — used to personalise ads and measure campaign performance

You can manage your cookie preferences at any time via our cookie consent banner. Essential cookies cannot be disabled. To opt out of Google Analytics specifically, you can use the Google Analytics Opt-out Browser Add-on.

5. SHARING YOUR DATA We share your data only where necessary:

  • Shopify Inc. — our e-commerce platform (data stored on secure servers; see Shopify's Privacy Policy)
  • Gelato — our international print and fulfilment partner, who fulfils and ships orders placed outside the UK. Your name, delivery address, and order details are shared with Gelato solely for fulfilment purposes.
  • Royal Mail / Evri — for UK domestic delivery
  • Payment processors — Shopify Payments, PayPal (PCI-DSS compliant)
  • Google LLC — for analytics via Google Analytics (anonymised data)
  • Legal authorities — where required by law

We do not sell your personal data to third parties.

6. INTERNATIONAL DATA TRANSFERS Some of our service providers (including Shopify and Google) may process your data outside the UK or EU. Where this occurs, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses (SCCs) approved by the UK ICO or European Commission. Gelato processes international orders locally in your region, which may involve data transfer to their regional fulfilment partners.

7. YOUR RIGHTS Under UK and EU GDPR, you have the following rights:

  • Right to access — request a copy of the personal data we hold about you
  • Right to rectification — ask us to correct inaccurate data
  • Right to erasure ("right to be forgotten") — request deletion of your data where we have no lawful reason to retain it
  • Right to restriction — ask us to limit how we use your data
  • Right to data portability — receive your data in a structured, machine-readable format
  • Right to object — object to processing based on legitimate interests or for direct marketing
  • Right to withdraw consent — where processing is based on consent, you may withdraw it at any time

To exercise any of these rights, contact us at info@dluxeprints.co.uk. We will respond within 30 days.

If you are unhappy with how we handle your data, you have the right to lodge a complaint with:

  • UK: Information Commissioner's Office (ICO) — ico.org.uk
  • EU: Your local Data Protection Authority

8. DATA RETENTION We retain your personal data for as long as necessary to fulfil the purposes outlined in this policy, or as required by law. Order data is typically retained for 7 years for tax and legal compliance. Marketing data is retained until you unsubscribe or withdraw consent.

9. SECURITY We implement industry-standard security measures including SSL encryption, PCI-DSS compliant payment processing, and access controls. No method of transmission over the internet is 100% secure, but we take all reasonable steps to protect your data.

10. CHILDREN Our store is not directed at children under 16. We do not knowingly collect personal data from children. If you believe a child has provided us with their data, please contact us and we will delete it promptly.

11. CHANGES TO THIS POLICY We may update this policy from time to time. Material changes will be communicated via email or a notice on our website. The "last updated" date at the top of this page will always reflect the most recent version.

12. CONTACT US For any privacy-related queries or to exercise your rights:

Privacy Officer: D'Luxe Prints Email: info@dluxeprints.co.uk Post: Magenta, 2-4 Darwin Close, Reading, RG2 0TB