Privacy policy

Last updated: August 11, 2025

9. Privacy Policy

9.1. Introduction

(1) This Privacy Policy outlines how The Alt Reserve ("we", "us", "our") collects, uses, stores, and protects your personal data when you visit our website, interact with us, or make a purchase. (2) We are committed to respecting your privacy and complying with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. (3) By using our website, you acknowledge and agree to the practices described in this Privacy Policy.

9.2. Data We Collect

(4) We may collect and process the following categories of personal data: identity data such as your name and date of birth (where necessary); contact data including email address, billing and delivery addresses, and phone number; account data such as usernames and encrypted passwords (if you register an account); and payment data including method and transaction details, processed securely by trusted third-party providers—note that we do not store full card details. (5) Additionally, we may collect transaction data such as your order history and products purchased; technical data including IP address, browser type/version, device type, and operating system; and usage data based on website navigation, page activity, and preferences gathered through cookies and analytics.

9.3. How We Use Your Data

(6) We only use your personal data where we have a valid legal basis to do so. (7) Uses include processing and fulfilling your orders, creating and managing customer accounts, communicating with you regarding your purchases, support, or site updates, and—if you provide consent—sending marketing communications. (8) We also use your data to improve website functionality through analytics, and to comply with applicable legal or regulatory obligations.

9.4. Lawful Bases for Processing

(9) We rely on several lawful bases under UK GDPR to process your personal data. (10) These include the basis of contract, where processing is necessary to fulfil your orders or provide customer service; consent, for non-essential marketing communications; legal obligation, for tax, fraud prevention, or compliance with regulatory requirements; and legitimate interest, which allows us to operate, improve, and secure our website while ensuring a fair balance between our interests and your rights.

9.5. Sharing Your Data

(11) We do not sell or rent your personal data to any third party. (12) However, we may share your information with trusted service providers who support essential business operations, including payment processors such as Stripe and PayPal, delivery partners like Royal Mail and DPD, and technology platforms such as Shopify and Google Analytics. (13) We may also disclose personal information if legally required to comply with law enforcement or regulatory authorities. (14) All third parties that receive your data are contractually obligated to maintain its confidentiality and apply appropriate security measures.

9.6. Data Security

(15) We take data protection seriously and implement a range of security measures, including SSL encryption, access controls, secure data storage, and regular system monitoring. (16) Despite our efforts, no online platform can guarantee 100% security, and you acknowledge that sharing information online carries inherent risks.

9.7. Data Retention

(17) We retain personal data only as long as necessary to fulfil the purposes outlined in this Privacy Policy. (18) This may include satisfying legal, accounting, or tax obligations; managing returns and warranties; or supporting fraud detection and prevention. (19) You may request the deletion of your personal data at any time by contacting us directly (see contact details below).

9.8. Your Rights Under UK GDPR

(20) You have a number of rights under the UK GDPR, including the right to access a copy of your data, the right to correct inaccurate or incomplete information, and the right to request deletion of your personal data (also known as the "right to be forgotten"). (21) You may also request that we restrict the use of your data, object to processing based on our legitimate interests, and ask for your data to be transferred to another provider where applicable. (22) To exercise any of these rights, please contact us at: support@thealtreserve.co.uk.

9.9. Cookies

(23) Our website uses cookies and similar technologies to enhance your experience. (24) These cookies help us improve website functionality, analyse traffic and behaviour, and remember settings or cart contents. (25) You may manage or disable cookies at any time through your browser settings. (26) For more detailed information, please refer to our separate Cookie Policy.

9.10 Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you (27). Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside, in order to provide and improve the Services for you (28). In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify (29). To provide these enhanced features, Shopify may make use of personal information collected about your interactions with our store, along with other merchants, and with Shopify (30). In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes (31). To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy (32). Depending on where you live, you may exercise certain rights with respect to your personal information here Shopify Privacy Portal Link.(33).

9.11 Complaints

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority. For the EEA, you can find a list of the responsible data protection supervisory authorities here.

9.12 Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last updated" date and provide notice as required by applicable law.