Privacy Policy

1. Who We Are

We are BloomAtire Clothing Co. Limited (“we” / “us”) and operate the BloomAtire.com website, as well as our network of physical stores (excluding certain international franchise locations). BloomAtire is a wholly owned subsidiary of River Island Holdings Limited.

We are registered in the United Kingdom under company number 00636095 and our registered office is located at:

Chelsea House, Westgate, London W5 1DR, United Kingdom
We act as the Data Controller for your personal data and are registered with the UK Information Commissioner’s Office (ICO) under registration number Z6555707.

The legal frameworks that govern how we protect your personal information include:

• For UK residents:
  The UK GDPR, as outlined in the Data Protection, Privacy and Electronic Communications (Amendments etc) (EU Exit) Regulations 2019, the Data Protection Act 2018, and the Privacy and Electronic Communications (EC Directive) Regulations 2003.

• For EU residents:
  The General Data Protection Regulation (Regulation EU 2016/679) applies, along with local legislation.
  Our designated EU representative can be contacted at:
  BloomAtire – EU Representative
  3rd Floor, Kilmore House, Park Lane, Spencer Dock, Dublin 1, Ireland

• For California residents:
  The California Consumer Privacy Act (CCPA) applies.

• For residents of other countries:
  Your local data protection laws will apply.

2. What Is This Privacy Notice?

This notice explains how BloomAtire collects, uses, stores, and protects your personal data when you interact with our services—whether you’re browsing our website, shopping in-store, using our app, or contacting us through other channels.

3. What Personal Data We Collect and When

We may collect the following categories of personal information:

• Title, full name, email address, date of birth, and gender

• Phone number(s)

• Purchase and transaction history

• Customer service interactions (calls may be recorded)

• Website, app, and in-store visit activity

• Social media content and posts shared with us

• Product reviews and survey responses

• Billing and delivery addresses

• Attendance at events and travel preference data

• Shopping preferences (stores, brands, categories, budget)

• IP address and device/browser information

• Data collected via cookies (see our Cookies Policy)

• CCTV footage and facial recognition (see Section 15)

• Audio and video from body-worn cameras (see Section 14)

• Physical appearance details from Style Studio (e.g. height, eye colour)

• Clothing and footwear sizes

• Reasons for returns or cancellations

We collect this information when you:

• Register, browse, or shop via our website, app, or in-store Wi-Fi

• Engage with us on social media platforms

• Contact customer services by phone, email, or online forms

• Use Style Studio services

• Enter competitions, surveys, or events

• Submit reviews or other forms of feedback

• Purchase products or gift cards

• Interact with stores equipped with CCTV

• Authorise third parties to share your information with us

4. How We Use Your Personal Data

Your personal data may be used for the following purposes:

• To personalise your shopping experience both online and in-store, including offering relevant promotions and targeted advertising

• To fulfil orders, process payments, and manage returns or refunds

• To detect and prevent fraudulent activity and protect our business

• To respond to queries, complaints, or requests

• To maintain accurate customer records

• For analytics, customer surveys, and improving our website, stores, and services

• To enable third-party providers to perform services on our behalf (e.g., advertising, logistics), based on your privacy preferences

• To send marketing communications (where consent is provided or where we have a lawful basis to do so)

• To provide tailored communication if you use services like Style Studio

• To process competition entries or event registrations

• To manage marketing and customer relationship platforms (e.g., CRM systems), ensuring your data is handled in accordance with this privacy policy

5. Legal Basis for Processing Your Data

We rely on the following lawful bases under data protection law:

• Consent: Where you’ve provided explicit consent (e.g., for email marketing).

• Contractual necessity: To process orders and provide the services you request.

• Legal obligations: Where we are required to comply with legal duties (e.g., sharing data with law enforcement).

• Legitimate interests: Where we have a business reason to use your data, provided it does not unfairly impact your rights.