Privacy Policy

Last updated: 28 October 2026

At Bedfolk, we believe peace of mind is part of feeling comfortable. That includes knowing your personal information is treated with care.

This policy explains what information we collect, how we use it, who we share it with and the choices you have. We've kept it as straightforward as possible.

1. Who we are

Bedfolk Limited (company number 10820067) is the data controller responsible for your personal information.

Bedfolk Limited
Office 1.90, Formal House
St George's Place
Cheltenham, Gloucestershire
GL50 3PN, United Kingdom

Email: customercare@bedfolk.com

Website: www.bedfolk.com

This policy applies when you visit our website, shop with us, contact us or otherwise interact with Bedfolk.

2. Information we collect

We collect information you provide directly, information generated when you use our website and information received from our service providers.

This may include:

·       Personal details: Your name, email address, telephone number and billing or delivery address.

·       Orders and payments: Your purchases, payment status, transaction details, returns and refunds.

·       Customer interactions: Your account details, enquiries, feedback, reviews, loyalty activity and communications with us.

·       Marketing preferences: Your subscriptions, communication preferences and interactions with our emails and messages.

·       Website activity: Your IP address, device information, pages visited, products viewed and interactions with our website, subject to applicable cookie and privacy requirements.

·       Other information: Details you provide when entering competitions, completing surveys or participating in promotions.

We may also receive relevant information from payment providers, delivery partners and other services involved in fulfilling your order or supporting your experience.

Information needed to process your order is necessary to fulfil your purchase. Other information, such as marketing preferences or product reviews, is generally optional.

3. How we use your information

We only use your personal information where we have a lawful basis under UK data protection law.

 

Where we rely on legitimate interests, we consider our business needs alongside your rights and freedoms.

Our legitimate interests include running and protecting our business, understanding customer needs, improving our services and communicating appropriately with customers.

4. Marketing communications

We use Klaviyo to manage our email and SMS marketing, including newsletters, new product launches, special offers and automated customer communications.

We send marketing communications where you have chosen to receive them or where we are otherwise permitted to contact you under applicable law. This may include marketing to existing customers about similar Bedfolk products, where the relevant conditions are met.

Our marketing can include newsletters, product launches, offers, reminders about products viewed or left in a basket, and recommendations following a purchase. We apply the relevant marketing and privacy requirements to these messages.

We may use your purchase history, browsing activity and interactions with previous communications to make our marketing more relevant, subject to applicable privacy requirements.

We may also send marketing by post where we have an appropriate lawful basis.

You can unsubscribe from marketing at any time using the link in our emails, the opt-out instructions in our SMS messages or by contacting customercare@bedfolk.com.

Unsubscribing will not prevent essential communications about your orders, deliveries or customer service enquiries.

5. Cookies and website tracking

We use cookies and similar technologies to operate our website, understand how it's used and improve your shopping experience.

These include:

·       Essential cookies: Support checkout, security and other necessary website functions.

·       Analytics cookies: Help us understand website performance and visitor behaviour.

·       Advertising cookies: Help us measure advertising effectiveness and show relevant advertisements.

We use Consentmo to manage cookie consent and privacy preferences. Where required by law, we ask for your consent before using non-essential cookies or similar technologies.

You can accept or reject non-essential cookies and update your choices through our website's cookie preferences controls.

We use Microsoft Clarity to understand how visitors interact with our website, including through behavioural analytics, heatmaps and session recordings, where permitted.

Further information about individual cookies and their purposes is available through our cookie preferences tool.

6. Advertising and personalisation

We may use advertising platforms to promote Bedfolk products and measure the effectiveness of our campaigns.

Where permitted, this may involve sharing information such as website activity, purchase events or hashed contact details with advertising partners.

We obtain consent where required for advertising tracking and related technologies.

You can manage your choices through our cookie preferences tool and the privacy settings of relevant advertising platforms.

You can object to the use of your personal information for direct marketing at any time.

7. Who we share your information with

We share personal information with trusted service providers where necessary to operate Bedfolk, including:

·       Shopify: Our e-commerce platform, supporting our website, checkout, customer accounts and order management.

·       Payment providers: Including Shopify Payments, PayPal and Klarna, to process payments, manage refunds and help prevent fraud. Where you choose Klarna, relevant personal and transaction information may be shared with Klarna to provide its payment services and assess eligibility. Klarna may act as an independent data controller under its own privacy policy.

·       Klaviyo: Email and SMS communications, marketing preferences and automated messages.

·       Consentmo: Cookie consent and privacy request management.

·       Microsoft: Website analytics and advertising services.

·       Yotpo: Customer reviews and our loyalty programme.

·       Delivery and fulfilment partners: Arranging deliveries, collections and returns.

·       Other providers: Technology, customer support, advertising and professional services needed to operate our business.

We may also share information where required by law, to protect our legal rights or as part of a business sale or restructuring.

Where providers process information on our behalf, appropriate contractual and security safeguards apply. Some providers act as independent data controllers under their own privacy policies.

We do not sell customer contact details to unrelated businesses for their independent marketing.

8. International data transfers

Some of our service providers operate outside the UK, meaning personal information may be processed or accessed internationally.

Where information is transferred to a country without applicable UK adequacy protection, we use appropriate legal safeguards where required, such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses.

You can contact us for further information about relevant international transfers and safeguards.

9. How long we keep your information

We keep personal information only for as long as reasonably necessary for the purposes for which it was collected, including fulfilling orders, providing customer support, managing customer relationships and meeting legal, accounting and regulatory obligations.

How long we retain information depends on its nature, why we need it and any applicable legal requirements. We also consider whether information may be needed to resolve disputes or establish or defend legal claims.

When personal information is no longer required, we delete or anonymise it as appropriate.

We may retain limited information to ensure we continue to respect customers' marketing opt-out preferences.

10. Keeping your information safe

We use appropriate technical and organisational measures to help protect personal information from unauthorised access, loss, misuse or disclosure.

These include secure technology, access controls and safeguards with our service providers.

Payments are handled through specialist payment providers using appropriate security measures.

While no online system can be guaranteed completely secure, protecting your information is important to us.

11. Your privacy rights

Under UK data protection law, you have rights over your personal information, subject to certain legal conditions and exceptions.

These include the right to:

·       Access the personal information we hold about you.

·       Correct inaccurate or incomplete information.

·       Request deletion of your information in certain circumstances.

·       Restrict or object to certain processing activities.

·       Request portability of certain information to another provider.

·       Withdraw consent at any time where we rely on it.

·       Challenge certain automated decisions that have legal or similarly significant effects on you, where applicable.

You have an absolute right to object to the use of your personal information for direct marketing.

To exercise your rights, you can use our GDPR Privacy Requests page or email customercare@bedfolk.com.

We may need to verify your identity before responding. We will respond within the timeframe required by applicable law, generally within one calendar month, subject to permitted extensions.

12. Children and third-party websites

Our online shopping services are intended for adults and are not directed at children.

We do not knowingly collect children's personal information for marketing purposes without an appropriate lawful basis and any consent required by law.

Our website may contain links to third-party websites. Their own privacy policies apply when you use those services.

13. Changes to this policy

We may update this policy to reflect changes to our business, services or legal requirements.

The latest version will be available on our website, with the date of the most recent update shown above.

Where required by law, we'll provide additional notice of significant changes.

14. Questions or complaints

If you have any questions about this policy, would like to exercise your privacy rights or have concerns about how your information is used, please contact us.

Email: customercare@bedfolk.com

Post: Bedfolk Limited, Office 1.90, Formal House, St George's Place, Cheltenham, Gloucestershire, GL50 3PN, United Kingdom.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK's independent data protection regulator.

You can find more information at www.ico.org.uk.

We'd always welcome the opportunity to address any concerns directly, but you don't need to contact us before approaching the ICO.

Thank you for trusting Bedfolk. We take that trust seriously.