Privacy policy

Who looks after your information

Building Brands LLC, trading as Straight to Bed, 30 N GOULD ST STE N, Sheridan, WY 82801, United States, is the controller for the personal information we use to run our shop and fulfil your orders. Contact support@straight-to-bed.com about privacy or your rights.

Information we use

When you order or contact us, we receive details such as your name, email, delivery and billing addresses, phone number (if provided), order choices, payment status and messages. Payments are processed by our payment providers (Shopify Payments and PayPal); we do not see or store your full card details. Website use can also generate device, IP address, browsing, session and consent information. The cookies and similar technologies we use are listed in our Cookie Policy.

Purposes and legal bases

Taking payment, delivering orders, tracking, exchanges, trial returns and guarantee claims: performance of our contract with you.
Keeping records required by tax or other applicable laws: legal obligation.
Responding to enquiries, handling complaints and protecting the shop from fraud: our legitimate interests in customer service and secure operation, balanced against your rights, or performance of a contract where relevant.
Email marketing: your consent, given when you sign up through our pop-up or the sign-up form near the bottom of our pages. If you have agreed to receive marketing, we may also send you a reminder about items left in your basket or checkout.
Website analytics (Google Analytics): your consent via our cookie settings.
Advertising, conversion measurement and remarketing (Google Ads, Google Analytics advertising features including Google Signals, and the Meta Pixel): your consent via our cookie settings. With your consent, we measure which adverts lead to visits and purchases, build audiences and may show you our adverts on other websites and apps. If you are signed in to a Google account and have allowed personalised advertising, Google may associate this activity across your devices (Google Signals) and provide us with aggregated reports, for example about age, gender and interests. We do not receive information that identifies you from these reports.
Enhanced conversions: if you have accepted marketing cookies and place an order, your email address and, where provided, your phone number, name and address are sent to Google in hashed (one-way encrypted) form so that Google can match the purchase to an advert you interacted with. Google uses this data only to provide us with advertising measurement. Legal basis: your consent.

Who receives data

We share information only as needed with the service providers that help us run the shop:

Shopify (store platform, checkout and order management)
Payment providers: Shopify Payments and PayPal
Our fulfilment partner and UK delivery carriers (to pack, ship and track your order)
Klaviyo (email newsletters and service emails)
Meta Platforms (Meta Pixel and Conversions API, for advertising measurement, only with your consent)
Google (Google Analytics for website analytics, and Google Ads for advertising, conversion measurement, enhanced conversions and remarketing, only with your consent)
Cloudflare (website security and performance)
Our customer support team
Professional advisers and authorities where required by law

Shopify may also act as a controller for some of its own services; see Shopify’s privacy information. Google explains how it uses information from sites that use its services at policies.google.com/technologies/partner-sites. You can manage personalised advertising from Google at myadcenter.google.com and opt out of Google Analytics with the Google Analytics opt-out browser add-on. If we add further tools, we will update this notice.

International processing

Our business is based in the United States, our fulfilment partner is located in the PRC and our customer support team is based in the Philippines, so your information is processed outside the UK. Where UK law requires it, we protect these transfers using UK adequacy regulations (for example for US companies certified under the UK Extension to the EU–US Data Privacy Framework) or the UK International Data Transfer Agreement or UK Addendum to the EU Standard Contractual Clauses. You can request details of these safeguards from support@straight-to-bed.com.

How long we keep information

Order and payment records: 6 years after the end of the financial year in which the order was placed, to meet accounting and tax obligations.
Customer support, complaint and guarantee records: up to 3 years after the matter is closed.
Customer accounts: until you ask us to delete your account, or after 3 years of inactivity.
Marketing data: until you unsubscribe or withdraw consent; after that we keep only your email address on a suppression list so we do not contact you again.
Google Analytics data: user-level and event-level data is kept for 14 months.
Cookie and analytics data: for the periods listed in our Cookie Policy.

Your choices and rights

You may request access, correction, erasure, restriction or portability where applicable and withdraw consent without affecting earlier lawful processing. You can change or withdraw your cookie consent at any time through the “Cookie settings” link at the bottom of every page. You can object to direct marketing at any time, and may object to processing based on legitimate interests. Use the unsubscribe link in a marketing email or contact support@straight-to-bed.com. Order and service messages may still be necessary.

We may request proportionate information to verify identity. You may complain to the UK Information Commissioner’s Office at ico.org.uk/make-a-complaint. You do not have to contact us first.

Required information and automated decisions

We need delivery, contact and transaction details to fulfil your order; without essential information we may be unable to complete it. Marketing consent is optional. We do not make decisions based solely on automated processing that have legal or similarly significant effects on you.