Privacy Policy

1. Introduction & Who We Are

Eline is committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, and safeguard your personal data when you visit our website or place an order.

Eline is operated by two entities, each acting as an independent data controller for the personal data they process:

• Eline Retail Ltd — 60 St Barnabas Road, Sutton, SM1 4NS, United Kingdom
• Eline LLC — 6545 Market Ave N, North Canton, Ohio 44721, United States

2. What Data We Collect

We may collect and process the following categories of personal data:

• Identity data — Full name, username, date of birth.
• Contact data — Email address, phone number, billing and delivery addresses.
• Order data — Purchase history, order details, and delivery preferences.
• Account data — Login credentials and account preferences.
• Technical data — IP address, browser type, device information, and usage patterns.
• Payment data — Payment card details are collected and processed exclusively by our payment provider, Stripe. We do not store your full card number, CVV, or other sensitive payment details on our servers.

3. How We Use Your Data

We use your personal data for the following purposes:

• Order processing — To fulfil and deliver your orders, process payments, and send order confirmations and updates.
• Account management — To create and manage your account, authenticate your identity, and provide customer support.
• Communication — To respond to your enquiries, send service-related notifications, and (with your consent) share promotional offers and newsletters.
• Improving our services — To analyse usage patterns, diagnose technical issues, and enhance the overall user experience.

4. Legal Basis for Processing

Under the UK General Data Protection Regulation (UK GDPR), we process your personal data on the following legal bases:

• Contract performance — Processing necessary to fulfil our contractual obligations when you place an order.
• Legitimate interest — Processing necessary for our legitimate business interests, such as fraud prevention, website security, and service improvement, provided these do not override your rights.
• Consent — Where you have given explicit consent, for example when subscribing to marketing communications. You may withdraw consent at any time.
• Legal obligation — Processing necessary to comply with applicable laws and regulations, such as tax and accounting requirements.

5. Data Sharing

We do not sell, rent, or trade your personal data to third parties. We may share your data with the following trusted partners strictly to provide our services:

• Stripe — For secure payment processing.
• Delivery partners — To fulfil and ship your orders (name, address, and contact details only).
• Between our entities — Eline Retail Ltd and Eline LLC may share data internally to provide seamless cross-border services.

6. Cookies

Our website uses cookies to provide essential functionality and improve your experience. For detailed information about the types of cookies we use and how to manage them, please see our Cookie Policy.

7. Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected:

• Account data — Retained for as long as your account remains active. You may request account deletion at any time.
• Order records — Retained for 7 years to comply with tax, accounting, and legal obligations.
• Marketing data — Retained until you unsubscribe or withdraw consent.

8. Your Rights (GDPR)

Under the UK GDPR, you have the following rights regarding your personal data:

• Right of access — Request a copy of the personal data we hold about you.
• Right to rectification — Request correction of inaccurate or incomplete data.
• Right to erasure — Request deletion of your personal data where there is no compelling reason for continued processing.
• Right to restrict processing — Request that we limit the processing of your data in certain circumstances.
• Right to data portability — Request your data in a structured, machine-readable format.
• Right to object — Object to processing based on legitimate interests or for direct marketing purposes.
• Right to withdraw consent — Where processing is based on consent, withdraw it at any time without affecting the lawfulness of prior processing.

To exercise any of these rights, please contact us using the details below. We will respond to your request within 30 days.

9. International Transfers

As Eline operates through entities in both the United Kingdom and the United States, your personal data may be transferred between these jurisdictions. We ensure that all international data transfers are protected by adequate safeguards, including standard contractual clauses and appropriate security measures, in compliance with the UK GDPR.

10. Contact

If you have questions about this Privacy Policy or wish to exercise your data protection rights, please contact us:

• Eline Retail Ltd — info@elines.co.uk
• Eline LLC — info@elinesllc.com

You also have the right to lodge a complaint with your supervisory authority. In the UK, this is the Information Commissioner's Office (ICO) at ico.org.uk. In the United States, you may contact the relevant state attorney general or data protection authority.