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How your personal information is used by Blue Inc (UK) Ltd. and it’s brands

Last updated May 2018.

This privacy notice is to let you know how Blue Inc (UK) Ltd. promise to look after your personal information. This includes what you tell us about yourself, what we learn by having you as a customer, and the choices you give us about what marketing you want us to send you. This notice explains how we do this and tells you about your privacy rights and how the law protects you. We are totally committed to protecting the privacy of our site visitors and customers. The BLUE INC team members are customers themselves of other Internet sites and fully appreciate and respect the importance of privacy on the Internet. We will not disclose information about our customers to third parties except where it is part of providing a service to you - e.g. arranging for a product to be sent to you, carrying out credit and other security checks and for the purposes of customer research and profiling or where we have your express permission to do so.

We store the information that you have provided when contacting us, registering or ordering from the website to allow us to process your orders and for marketing purposes, and may contact you from time to time with offers and other information that may be of interest to you. If you do not wish to be contacted in this way, please ensure that you untick the box on the checkout page indicating this. We will not sell, trade or rent your personal information to others.

Data Protection law will change on 25 May 2018 and this notice sets out your rights under the new laws. We’ll keep this page updated with any changes

Your information will be held by Blue Inc (UK) Ltd. Our addresses are:

Registered Address
Aston House,
Cornwall Avenue,
N3 1LF

Trading Address
Blue Inc (UK) Ltd.
Unit 15 Uplands Business Park,
Blackhorse Lane,
E17 5QJ

How the law protects you

Data Protection law says that we are allowed to use personal information only if we have a proper reason to do so. This includes sharing it with other parties in order for us to carry out our business and to fulfil our obligations to you when you make a purchase from us. The law says we must have one or more of these reasons:

• To fulfil a contract we have with you, or
• When it is our legal duty, or
• When it is in our legitimate interest, or
• When you consent to it.

A legitimate interest is when we have a business or commercial reason to use your information. But even then, it must not unfairly go against what is right and best for you. If we rely on our legitimate interest, we will tell you what that is.

For detailed information on Data Protection law, please visit the Information Commissioner’s Office (ICO) website.

Here is a list of all the ways that we may use your personal information, and an outline of the legitimate interests in collecting and using your personal information.

What we use your personal information for

Our legitimate interests

To successfully operate our ecommerce platforms

To ensure customers are able to pay for any goods we sell via our websites. This involves the passing of personal information to our payment service providers who in turn communicate with financial institutions in order to approve and process payment requests. This information is fully secured during the payment process and is fully encrypted to the highest possible degree to ensure that your information is safe.

To deliver web orders and communicate the status of deliveries

In order to deliver our orders safely and securely we require personal information such as email addresses, names, addresses and telephone numbers. This information is passed to our delivery partners and carriers in order to get our parcels to the intended recipient quickly and securely.

To develop and carry out marketing activities.

Marketing is an essential tool for us to maintain and grow our business and also to deliver the best possible brand experience to our customers. Without certain types of personal data we would not be able to run our marketing activity which would lead to a poorer experience for our customers.

To manage customer experience and handle customer queries and complaints.

Our Customer Services teams require personal information in order to carry out their duties. In order to respond and resolve customer queries in an effective and timely manner, personal information such as names, addresses and contact details must be used.

To detect, investigate, report, and seek to prevent financial crime.

In order to minimise our exposure to financial crime and also protect the security of our customers, we use fraud screening tools which analyse all payments made through our websites to detect for potential fraudulent activity. In order to carry out these checks as thoroughly as possible we must use certain elements of personal data.

Where we collect personal information from

• When you purchase our products.
• When you talk to us via email, phone or in person in our stores.
• When you use our websites or mobile device apps.
• In customer surveys.
• If you take part in our competitions or promotions.

Data we collect when you use our website.

• Payment and transaction data.
• Profile and usage data. This includes the profile you create to identify yourself when you connect to our websites and shopping apps. It also includes other data about how you use those services. We gather this data from devices you use to connect to those services, such as computers and mobile phones, using cookies and other internet tracking software.

Data from third parties we work with:

• Companies that introduce you to us.
• Social network.
• Fraud prevention agencies.
• Loyalty scheme operators.

Who we share your personal information with

Payment processors in order to complete payments made through our websites.
Fraud prevention agencies in order to ensure we are protected from fraudulent activity and also protect our customers from possible fraud.
Delivery and order fulfilment partners in order to ensure orders are delivered to the right place and on time.
Website platform partners who run and operate the website platform that our websites run on.
Analytics platforms to enable us to understand how people visit and interact with our websites.

How we use your information to make automated decisions

We use systems to make automated decisions based on personal information we have – or are allowed to collect from others – about you. This helps us to make sure our decisions are quick, fair, efficient and correct, based on what we know. These automated decisions can affect the products, services or features we may offer you.

Here are the types of automated decision we make:

Fraud Detection

We use your personal information to help decide if your method of payment or bank accounts may be being used in a fraudulent manner. We may detect that a payment method or account is being used in ways that are similar to how fraudsters operate or we may notice that an account or payment method is being used in a way that is unusual or indicative of fraudulent activity. If we think there is a risk of fraud, we may prevent transactions from being processed and we may flag the particular payment method as a potential fraud risk to the relevant payment processor/banking institution.

Where we store your personal data

The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area (EEA). It may also be processed by staff operating outside the EEA who work for us or for one of our suppliers. Such staff maybe engaged in, among other things, the fulfilment of your order, the processing of your payment details and the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy.

Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential. We ask you not to share a password with anyone.

Whilst we employ the highest level of security across our website, the transmission of information via the internet is not completely secure. We will always do our best to protect your personal data once we receive it however we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

If you choose not to give personal information

We may need to collect personal information by law, or under the terms of a contract we have with you. If you choose not to give us this personal information, it may delay or prevent us from meeting our obligations. Any data collection that is optional would be made clear at the point of collection.


We may use your personal information to tell you about relevant products and offers. This is what we mean when we talk about ‘marketing’. The personal information we have for you is made up of what you tell us, and data we collect when you use our services, or from third parties we work with. We study this to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you. We can only use your personal information to send you marketing messages if we have either your consent or a ‘legitimate interest’. That is when we have a business or commercial reason to use your information. It must not unfairly go against what is right and best for you.

You can ask us to stop sending you marketing messages by contacting us at any time.

Whatever you choose, you'll still receive other important information such as service updates, confirmation messages, delivery updates for orders you have placed or other important notifications that we believe we have a legitimate interest in informing you of.

We may ask you to confirm or update your preferences - we will also ask you to do this if there are changes in the law, regulation, or the structure of our business.


What are cookies?

Cookies are small pieces of information that are stored by your browser on your computer's hard drive. They are often used as a mechanism for websites to remember things that a website browser has done there in the past, for example, clicking on particular buttons, logging in, or having read pages on that site months or years ago. Data Protection law changes on 25 May 2018 mean that we need your consent to place cookies during your browsing session.

Why do we use them?

In common with most website operators, we use cookies on our website. We use them to enrich your experience of using the website by allowing us to tailor what you see to what we have learned about your preferences during your visits to the site. Our cookies are also used to enable us to develop our website to reflect our customers interests by noting who has seen which pages and advertisements, how frequently particular pages are visited and determining the most popular areas of our website. We and carefully selected third parties also use cookies to show you more relevant advertising online.

The types of cookies we use:

Essential Cookies: These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use the shopping cart feature when making a purchase.

Analytical/Performance Cookies: These allow us to recognise and count the number of visitors and see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users can find what they are looking for easily.

Functionality Cookies: These are used to improve the functional performance of the website and make it easier for you to use. For example, they are used to remember that you have previously visited the website and asked to remain logged in to the website.

Advertising and Social Media Cookies: These cookies record your visit to our website and your browsing habits, such as the pages you have visited and the links you have followed. They are used to deliver advertising which is more relevant to your interests and also may be used to limit the number of times that you see an advertisement. They may be placed by us or by advertising networks with our permission. Please note, these cookies do not contain any of your personal information.

To view details on all the Cookies we use please read our Cookie Policy

How long we keep your personal information

We will keep your personal information for as long as you are a customer of Blue Inc (UK) Ltd. After you stop being a customer, we may keep your data for up to 10 years for one of these reasons:

We may keep your data for longer than 10 years if we cannot delete it for legal, regulatory or technical reasons. We may also keep it for research or statistical purposes. If we do, we will make sure that your privacy is protected and only use it for those purposes.

What if you want us to stop using your personal information?

You have the right to object to our use of your personal information, or to ask us to delete, remove, or stop using your personal information if there is no need for us to keep it. This is known as the ‘right to object’ and ‘right to erasure’, or the ‘right to be forgotten’.
There may be legal or other official reasons why we need to keep or use your data. But please tell us if you think that we should not be using it.

We may sometimes be able to restrict the use of your data. This means that it can only be used for certain things, such as legal claims or to exercise legal rights. In this situation, we would not use or share your information in other ways while it is restricted.

You can ask us to restrict the use of your personal information if:
• It is not accurate.
• It has been used unlawfully but you don’t want us to delete it.
• It not relevant any more, but you want us to keep it for use in legal claims.
• You have already asked us to stop using your data but you are waiting for us to tell you if we are allowed to keep on using it.

If you want to object to how we use your data, or ask us to delete it or restrict how we use it or, please contact us.

You have the right to object to our use of your personal information, or to ask us to delete, remove, or stop using your personal information if there is no need for us to keep it. This is known as the ‘right to object’ and ‘right to erasure’, or the ‘right to be forgotten’.

There may be legal or other official reasons why we need to keep or use your data but please tell us if you think that we should not be using it.

How to complain

Please let us know if you are unhappy with how we have used your personal information. You also have the right to complain to the Information Commissioner’s Office