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Privacy policy

Privacy Policy & Mobile Terms of Use

Last updated: 23 September 2025

Milroy’s of Soho (“Milroy’s,” “we,” “our,” or “us”) operates this store and website, including all related information, content, features, tools, products, and services, to provide you with a curated shopping experience (the “Services”). The Services are powered by Shopify.

This Privacy Policy explains how we collect, use, and disclose your personal information when you interact with our Services, including when you sign up for email or SMS marketing communications. It also serves as our Mobile Terms of Use and describes how we handle data related to SMS and mobile interactions.

By using the Services, including opting in to receive SMS messages, you agree to this Privacy Policy and Mobile Terms of Use.

Personal Information We Collect

When we say “personal information,” we mean information that identifies or can reasonably be linked to you. We may collect:

  • Contact details: Name, billing and shipping addresses, phone number, email.

  • Payment details: Credit/debit card numbers, transaction data, payment confirmations.

  • Account details: Username, password, preferences, saved settings.

  • Transaction history: Products you view, add to cart, purchase, exchange, or return.

  • Communications: Information you share with us via customer service or other contact.

  • Device & usage information: IP address, browser, device type, pages visited, cookies, and similar technologies.

We collect this information:

  • Directly from you (e.g., account creation, checkout, contact forms, SMS opt-in).

  • Automatically through cookies, tracking pixels, and analytics.

  • From partners and service providers who help us provide our Services.

How We Use Personal Information

We use your data to:

  • Provide and improve our Services – fulfil orders, manage accounts, personalise recommendations, and remember preferences.

  • Communicate with you – including order updates, customer support, and relevant notices.

  • Send marketing and promotional content – by email, SMS, or other channels where you have opted in.

  • Enhance security and prevent fraud – verify identity, protect accounts, detect malicious activity.

  • Comply with legal obligations – respond to lawful requests or enforce our policies.

SMS and Mobile Communications

When you provide your phone number and opt in to receive SMS communications from Milroy’s, you consent to receive:

  • Transactional messages – e.g., order confirmations, shipping updates.

  • Marketing messages – e.g., promotions, product launches, special offers.

  • Cart reminders – we may send messages if you leave items in your online cart.

Data Handling

We store and use your phone number only for the purposes for which you opted in. Your SMS opt-in data and consent status will never be sold or shared with unaffiliated third parties for marketing purposes.

We may share SMS data with trusted service providers (e.g., Klaviyo, Shopify) solely to deliver messages on our behalf and to comply with carrier requirements.

Opting Out

You may opt out at any time by following the instructions in the message (e.g., replying STOP).

Cookies and Tracking for Cart Reminders

If you receive abandoned cart SMS messages, our website uses cookies or similar tracking technology to detect when your cart has been abandoned and to send you reminders.

Third-Party Data Sharing

We may share personal information with:

  • Service providers – IT hosting, payment processors, shipping providers, marketing partners.

  • Business and advertising partners – to display relevant promotions (in accordance with your preferences).

  • Affiliates or within our corporate group – for operational purposes.

Where required by carrier rules, we clarify that we do not share or sell your SMS opt-in data or consent status with unaffiliated third parties, except as necessary to deliver the Services.

Location-Based Services

If you use a feature that relies on location tracking (e.g., local pickup, event invites), we may collect location data from your device. This is used solely to provide the relevant service and is not used for unrelated advertising unless you consent.

Shopify Relationship

The Services are hosted by Shopify, which may collect and process personal information about your access to and use of the Services. Shopify is independently responsible for certain data processing activities, including targeted advertising across merchants. You can learn more about Shopify’s privacy practices here.

Your Rights and Choices

Depending on your location, you may have rights to:

  • Access, correct, or delete your personal information.

  • Request a copy (data portability).

  • Opt out of targeted advertising or sharing.

  • Object to processing or withdraw consent.

You can exercise these rights by contacting us at the details below.

Security & Retention

We take reasonable measures to secure your data but cannot guarantee perfect security. We retain personal information only as long as necessary for the purposes described or as required by law.

Children’s Privacy

Our Services are not directed at children, and we do not knowingly collect data from anyone under the age of majority.

International Transfers

Your personal data may be transferred to other countries, including outside the UK or EEA. We rely on lawful transfer mechanisms such as Standard Contractual Clauses where required.

Changes

We may update this Privacy Policy & Mobile Terms of Use periodically. Changes will be posted on this page with an updated “Last Updated” date.

Contact Us

For questions or to exercise your rights, contact us at:
Email: milroyscouk-shopify-notifications@milroys.co.uk
Mail: 44 Russell Square, London, ENG, WC1B 4JP, GB