Privacy policy
Last updated: June 26, 2025
KNEEPILLOW.CO.UK is the trading name of AFA Ecommerce Limited (Company No. 11688147, registered in England & Wales). All references to “we”, “us” or “our” in this Privacy Policy refer to AFA Ecommerce Limited trading as KNEEPILLOW.CO.UK. We operate this store and website, including all related information, content, features, tools, products and services (the “Services”). Our store is powered by Shopify, which enables us to provide the Services to you.
This Privacy Policy explains how we collect, use and disclose your personal information when you visit, use or make a purchase through the Services or otherwise communicate with us. If these terms ever conflict with our Terms of Service, this document controls with respect to personal information.
Please read this Privacy Policy carefully. By accessing or using any of the Services you acknowledge that you have read it and understand our practices regarding your information.
Personal Information We Collect or Process
“Personal information” means information that identifies, relates to, describes, or could reasonably be linked to you. It does not include aggregated or anonymised data. Depending on how you interact with the Services, we may collect or process:
- Contact details — name, billing / shipping address, phone, email.
- Financial information — card numbers, payment method, transaction IDs.
- Account information — username, password, security questions, preferences.
- Transaction details — items viewed, added to cart, purchased, returned.
- Communications — any information you send to customer support.
- Device information — IP address, browser type, operating system, unique IDs.
- Usage data — how and when you navigate or interact with the Site.
Sources of Personal Information
- Directly from you — when you create an account, place an order or contact us.
- Automatically — via cookies and similar technologies on your device.
- Service providers — technology partners processing data on our behalf.
- Business partners / third parties — e.g. advertising networks.
How We Use Your Personal Information
- Provide, tailor & improve the Services.
- Marketing & advertising.
- Security & fraud-prevention.
- Customer support & communication.
- Legal compliance.
How We Disclose Personal Information
We may share your information:
- With Shopify and other vendors (IT, payments, shipping, analytics).
- With marketing partners for targeted ads. You may opt-out here.
- When you authorise us (e.g. social-media widgets, fulfilment requests).
- Within our corporate group.
- For business transfers, legal obligations or to protect rights / safety.
Relationship with Shopify
Our storefront is hosted by Shopify. Shopify processes personal information to power and improve our Services and may combine usage data across Shopify-powered stores. See the Shopify Consumer Privacy Policy. To exercise rights regarding data Shopify controls, visit the Shopify Privacy Portal.
Third-Party Websites & Links
Our Services may link to sites we do not control. We are not responsible for their privacy practices. Review their policies before providing data.
Children’s Data
Our Services are not directed to children under the age of majority. We do not knowingly collect data from minors. If you believe a minor has provided data, contact us to delete it. We do not “sell” or “share” personal information of individuals under 16.
Security & Retention
We employ industry-standard safeguards but cannot guarantee absolute security. We retain data only as long as necessary for our legitimate interests or as required by law.
Your Rights & Choices
- Right to access / know
- Right to delete
- Right to correct
- Right to portability
- Right to opt-out of sale or sharing. Use this link. If your browser sends a Global Privacy Control (GPC) signal, we will treat it as a valid opt-out where required.
- Marketing emails — click “unsubscribe” at any time.
UK / EEA residents also have rights to object to or restrict processing and to withdraw consent.
Complaints
To complain about our handling of your data, contact us first. You also have the right to lodge a complaint with your local data-protection authority. EEA supervisory authorities are listed here.
International Transfers
Your data may be transferred outside your country. Where UK / EU data is transferred abroad, we rely on Standard Contractual Clauses or adequacy decisions.
Changes to This Policy
We may update this Privacy Policy from time to time. If we make material changes, we will post the revised policy and update the “Last updated” date.
Contact Us
Email: sale@kneepillow.co.uk
Post: KNEEPILLOW.CO.UK (AFA Ecommerce Limited), 207 Regent Street, Third Floor, Unit 120, London, W1B 3HH, United Kingdom
VAT Number: GB440399294
