SEALEY Group - which we'll refer to as "the Group", "we", "us", "our" in this notice - is the name we use to refer to the family of brands we operate. All of these brands operate under the legal entity Jack Sealey Ltd, which is the data controller responsible for all services provided across the Group.

Jack Sealey Ltd is a company registered in England and Wales (company number 01329173) with our registered office at 820 The Crescent, Colchester Business Park, Colchester, Essex, CO4 9YQ.

The Group brings together several brands, each with its own websites and services.
These include:

• SEALEY - www.sealey.co.uk
  
• Dellonda - www.dellonda.co.uk
• Baridi - www.baridi.com
• Plus any associated microsites or subdomains operated under these brands.

No matter which of our brands you interact with, Jack Sealey Ltd remains the data controller responsible for handling your personal data in line with this Privacy Notice.

Consent

In certain situations, we collect and process your data with your consent.

For example, when you:

• Tick a box to receive marketing emails from one of our brands.
• Request to be notified when a product is back in stock
• Accept non-essential cookies, such as those used for analytics.

When we ask for your consent, we'll always make it clear what you're agreeing to, and you can withdraw your consent at any time.

Contractual obligations

We sometimes need your personal data to fulfil our contract with you.

For example, when you:

• Place an order on one of our websites, so we can deliver your purchase.
• Enter one of our competitions, so we can contact you if you win and deliver your prize.

Without this information, we wouldn't be able to provide the service you've requested.

Legal compliance

In some cases, the law requires us to collect and process your data.

For example, when we:

• Provide information to law enforcement in cases of fraud or criminal activity.
• Keep records of transactions for tax, auditing, or regulatory purposes.
• Maintain a list of users who have opted out of marketing to comply with data protection laws.

Legitimate interests

We may process your data to pursue our legitimate interests in a way that you would reasonably expect and that does not materially impact your rights or freedoms.

For example, when we:

• Use your purchase history to offer relevant products or services.
• Analyse shopping trends across our brands to improve our products and services.

When we rely on legitimate interests, we always balance our business needs against your rights to ensure our use of data is fair and transparent.

We collect personal data about you in a number of ways, including:

• When you access our website or use any of our mobile apps.
  
  
• When you interact with our websites via cookies or similar technologies (For more details, see the Cookie Policy available in the footer of the website you are visiting).
  
  
• When you create an account with us.
  
  
• When you purchase products and services from us.
  
  
• When you ask us to email you information about our products and services.
  
  
• When you take part in any of our prize draws or competitions.
  
  
• When you choose to complete any surveys we send you.
  
  
• When you comment on or review our products and services.
  
  
• When you engage with us on social media.
  
  
• When you contact us by any means with queries, complaints or other requests.
  
  
• When you give a third party permission to share with us the information they hold about you.
  
  
• When you visit our premises, your image may be captured via our CCTV systems, and your car number plate may also be captured by our ANPR system.
  
  
• When you connect to our Wi-Fi network at our premises.
  

The personal data we collect depends on how you interact with the Group and the specific brand or service you use. This typically includes:

• Contact details - such as your name, email address, phone number, and billing or delivery addresses.
  
  
• Account information - including your login details, preferences, and any information stored in your account profile.
  
  
• Purchase and service history - details of the products and services you've purchased or registered with us, including warranty information.
  
  
• Payment details - necessary payment information (processed securely by our payment providers).
  
  
• Marketing preferences - your choices about receiving marketing communications.
  
  
• Competition and survey entries - information you provide when entering a competition, prize draw, or completing a survey.
  
  
• Communications - copies of your queries, complaints, or other interactions with our customer service teams.
  
  
• Call data and recordings - such as phone numbers, call times, dates and durations, along with audio recordings made for training, quality assurance and dispute resolution.
  
  
• Social media interactions - information you share when interacting with us on our social media channels
  
  
• Technical information - such as your IP address, browser type, device identifiers, and information collected via cookies and similar technologies (see the Cookie Policy available in the footer of the website you are visiting).
  
  
• CCTV and ANPR data - images captured via CCTV which may also include associated audio, and your vehicle registration number if you visit our premises.
  
  
• Wi-Fi usage information - basic connection data if you access our guest Wi-Fi at our premises.

We only collect the information we need, and the exact data collected may vary depending on which brand or service you interact with within the Group.

We want to give you the best possible experience when dealing with us. We do this by using the information we collect to deliver our services, improve what we offer, and make our communications more relevant to you.

Sometimes this means analysing the data we hold about you, such as your purchase history and how you use our websites, to better understand your needs. This helps us to give you the right information at the right time, whether that’s delivering an order, resolving a query, or letting you know about products that may be of interest.

We do this in line with UK data protection laws and only where it is lawful, fair, and in your best interests. You can change your marketing preferences or opt out of marketing at any time.

Here’s how we use your personal data:

• To fulfil your orders and provide our services - including processing payments, delivering your purchases, registering warranties, and managing returns or refunds, so we can provide the products and services you’ve requested.
  
  
• To manage your account - including maintaining your login details, preferences, and purchase history, and keeping your information accurate and up to date.
  
  
• To communicate with you - including responding to queries or complaints, sending service messages (such as order confirmations, delivery updates, or product recalls), and providing important information about your account or our services. These messages are essential for us to deliver our services and are separate from marketing communications.
  
  
• To protect your account and our business - including preventing fraud or other unlawful activities, monitoring suspicious activity, and ensuring the security of our systems, so that both you and our business remain safe.
  
  
• To improve our websites and services - by analysing how our sites are used, resolving technical issues, and developing new features or tools, so we can keep making your experience better.
  
  
• To personalise your experience - by using the data we hold about you, such as your preferences or previous interactions, to make our websites and services more useful and relevant to you.
  
  
• To send you marketing communications - with your consent, we will use your personal data to send you relevant marketing communications including updates about our products, services, and offers. You can change your marketing preferences or opt out at any time.
  
  
• To run competitions or prize draws - including collecting and verifying entries, contacting winners, delivering prizes, and complying with any applicable legal requirements.
  
  
• To meet our legal obligations - such as keeping accurate financial records for tax and audit purposes, and complying with other legal or regulatory requirements that apply to our business.
  
  
• To ensure security at our premises - including the use of CCTV, ANPR, and where applicable, associated audio. We use this information solely to maintain a safe and secure environment for our staff and visitors.

We may also combine data we hold about you (such as purchase history and website activity) to profile your interests and provide you with relevant product recommendations and offers. You can object to this type of profiling at any time.

We may also use tracking technologies, such as pixels from advertising platforms, to help us understand the effectiveness of our campaigns. For more details, see the Cookie Policy available in the footer of the website you are visiting.

We will never sell your personal data to third parties, and we only use it for the purposes described in this notice.

Protecting your personal data is important to us, and we are committed to keeping it secure. We use a range of security measures to keep it safe and to prevent it from being lost, misused, or accessed without permission.

• Encryption and secure servers to keep your data safe while it is stored or transmitted.
  
  
• Access controls so that only authorised employees and service providers can access personal data.
  
  
• Regular security testing and monitoring of our systems to detect and prevent potential threats.
  
  
• Staff training to ensure our teams handle personal data responsibly and in line with our policies.

We also require any third-party providers who process personal data on our behalf to meet strict security standards. While no method of transmission or storage is completely secure, we work continuously to protect your personal data and maintain the security of our systems.

Whenever we collect or process your personal data, we only keep it for as long as is necessary for the purpose for which it was collected, or as required by law.

When we no longer need your personal data, we will either delete it or anonymise it so that it can no longer be linked to you. Anonymised data may be combined with other information for statistical analysis or business planning.

Our retention periods are based on legal requirements, our contractual obligations, and our business needs.

We sometimes share your personal data with trusted third parties who help us operate our business and deliver our services. We only share the information necessary for them to perform their role, and they are not allowed to use your data for their own purposes.

Examples include:

• Website and IT providers - such as eCommerce platforms, who host our websites and other technology partners who help us maintain our systems.
  
  
• Payment providers - to process your payment securely and support fraud prevention.
  
  
• Email and marketing platforms - which we use to manage contact preferences, send communications, and understand how customers engage with our messages.
  
  
• Address verification services - to validate and standardise address details, helping to improve delivery success and reduce failed or fraudulent transactions.
  
  
• Delivery partners - such as couriers and logistics providers, who help us fulfil your orders and ensure they reach you safely.
  
  
• Analytics and service providers - to help ensure the contact information we hold is accurate and up to date.
  
  
• Security providers - such as CCTV and ANPR system operators who help protect our premises.
  
  
• Professional advisors - such as auditors, legal advisors or insurers where required.
  
  
• Regulators or law enforcement - where we are legally required to do so.
  
  

Whenever we share data with third parties, we:

• Require them to keep it secure.
• Ensure they only use it in line with our instructions.
• Put in place appropriate legal safeguards, especially where data is transferred outside the UK.

We do not sell your personal data to third parties for their own marketing.

We are a UK based company, and your personal data is usually processed in the UK or the European Economic Area (EEA). However, some of our trusted service providers operate internationally, which means your personal data may be transferred and processed outside these regions.

For example, this may include:

• Our website platforms, plus email and marketing providers, which may use infrastructure in the UK, EEA, and US.
• Cloud and IT service providers that deliver support or infrastructure from global locations.

Protecting your data outside the UK and EEA

Whenever we transfer your data outside the UK or EEA, we ensure it receives the same level of protection as it would within these regions. We do this by using:

• Adequacy decisions - where the UK government has confirmed that the destination country offers an equivalent level of data protection.
  
  
• Standard Contractual Clauses (SCCs) - contractual agreements approved for use in international data transfers.
  
  
• The UK International Data Transfer Agreement (IDTA) - a UK specific agreement that applies similar protections to SCCs.
  
• Additional security measures such as encryption and access restrictions.

These safeguards ensure that your personal data remains protected, no matter where it is processed.

If you would like more information about international transfers or the safeguards we use, you can contact us at privacy@sealey.co.uk

We use cookies and similar technologies, such as tracking pixels, on our websites to help them function properly, improve their performance, and provide you with a better experience. These technologies allow us to remember your preferences and understand how you use our websites, so we can make improvements.

Our websites may use the following types of cookies, depending on the site and its functionality:

• Essential or necessary cookies - used to operate our sites and enable core functions like navigation and security, and to manage your cookie preferences.
  
  
• Functional cookies - to help perform certain functions, such as storing preferences, collecting your feedback, or enabling third party features.
  
  
• Performance and analytics cookies - to understand how visitors interact with our sites to deliver a better experience for our users.
  
  
• Advertising and marketing cookies - to deliver content that is more relevant to you and to help us analyse the effectiveness of advertising campaigns.
  
  

Each website operated by the Group has its own Cookie Policy, which explains the specific cookies and similar technologies used on that site, including those for functionality and analytics, and how you can manage them. You can find the relevant Cookie Policy in the footer of the website you are visiting.

We only use non-essential cookies (such as analytics cookies) with your consent. You can give or withdraw your consent at any time using the cookie management tools provided on each website.

You are in control of your personal data, and UK data protection law gives you a number of rights designed to help you understand and manage how it is used.

You have the right to request:

• Access to the personal data we hold about you, along with information about how we use it.
  
  
• Correction of any incomplete or inaccurate personal data we hold, so we can keep our records up to date.
  
  
• Deletion of your personal data where there is no valid reason for us to keep it, such as when it is no longer needed for the purpose it was collected.
  
  
• Restriction of how we use your personal data in certain circumstances, for example, while we are reviewing a request for correction.
  
  
• That we stop using your personal data for specific purposes, such as direct marketing, even if we are otherwise entitled to process it.
  
  
• Transfer of your personal data to you or another provider in a structured, commonly used format, where this is technically possible.
  
  
• Withdrawal of any consent you have previously given, such as consent for receiving marketing emails, without affecting the lawfulness of processing carried out before you withdrew it.
  
  
• That a complaint is raised with the UK Information Commissioner’s Office (ICO) if you are unhappy with how we handle your personal data. You can contact them at www.ico.org.uk.

To exercise any of these rights, please contact us at privacy@sealey.co.uk. To protect the confidentiality of your information, we will ask you to verify your identity before proceeding with your request. If you authorise a third party to act on your behalf, we will also require proof that they have your permission to do so.

We want to keep you informed about our products, services, and offers in a way that is relevant and convenient for you.

How we send marketing

We may send you marketing communications:

• When you give consent - for example, by ticking a box to receive email newsletters.
  
  
• When you are an existing customer - in some cases, we may send you marketing emails without prior consent. This is based on the “soft opt-in” provision under the Privacy and Electronic Communications Regulations (PECR).
  We will only do this when:
  
  
  • We collected your contact details during a sale or enquiry,
    
    
  • The marketing relates to similar or relevant products or services, and
    
    
  • You were informed at the time that you could opt out of marketing communications.
    
    

We may also use profiling to better tailor our marketing communications to your interests. This is based on our legitimate interests, or where required, your consent. You have the right to object to this at any time.

If you no longer wish to receive marketing messages, you can opt out at any time.

How to manage your preferences

You are always in control of how we contact you. You can:

• Click the 'Unsubscribe' link in any marketing email we send.
• Update your preferences in your account settings (if available).
• Contact us to opt out of marketing at any time.

If you opt out of marketing, we will continue to send you service messages where necessary (for example, order updates or information related to your account).

We do not sell your personal data to third parties for their own marketing.

If you have concerns about how your personal data has been handled, or you are not satisfied with our response to a request you have made regarding your data, you are entitled to raise your concern with the appropriate data protection regulator. This may be the Information Commissioner’s Office (ICO) in the UK, the Jersey Office of the Information Commissioner (JOIC), or the Office of the Data Protection Authority (ODPA) in Guernsey.

UK - Information Commissioner's Office (ICO)

Jack Sealey Ltd is registered with the ICO under registration number Z7643537.

You can contact the ICO through their website at www.ico.org.uk

You can also call them on 0303 123 1113.

You can also contact the ICO at the following address:

Information Commissioner's Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF

Jersey Office of the Information Commissioner (JOIC)

You can contact the JOIC through their website at www.jerseyoic.org

You can also call them on 01534 716530.

You can also contact the JOIC at the following address:

Jersey Office of the Information Commissioner
2nd Floor
5 Castle Street
St. Helier
Jersey
JE2 3BT

Guernsey - Office of the Data Protection Authority (ODPA)

You can contact the ODPA through their website at www.odpa.gg

You can also call them on 01481 742074

You can also contact the ODPA at the following address:

Office of the Data Protection Authority
Block A
Lefebvre Court
Lefebvre Street
St Peter Port
GY1 2JP

If you live outside the UK

If you are based outside the UK, you have the right to make a complaint to the data protection regulator in your country of residence. Please refer to the relevant authority in your country for guidance.

When you place an order with us, browse our websites, or agree to receive marketing communications, your personal data will be processed by us or on our behalf in line with this Privacy Notice. In the ordinary course of business, this may include the transfer of your personal data to the UK so that we can provide the goods and services you request.

We take steps to ensure that any third parties who process your personal data on our behalf meet appropriate data protection and security standards, regardless of where they are located.

We hope this Privacy Notice has answered any questions you may have about how we handle your personal data and your rights to control it.

If you would like more information or if you have any further queries, you can contact our Data Protection Officer who will be happy to help.

Our Data Protection Officer (DPO) can be contacted by email at privacy@sealey.co.uk or by writing to:

SEALEY Group
Kempson Way
Suffolk Business Park
Bury St Edmunds
Suffolk
IP32 7AR

If you are based in the EU, you may also contact our EU representative via:
privacy@sealey.co.uk

This notice was last updated on 23/09/2025