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We collect and use information about you to ensure that we can continue to provide you with a luxury online retail experience. You provide us with your information directly when you make a purchase, sign up to our emails, use the 51���� App, or participate in a competition.

We process information for certain legitimate business purposes where the processing enables us to enhance, modify, personalise or otherwise improve our services / communication for the benefit of our customers. Whenever we process data for these purposes we always keep your personal data rights in high regard and take account of these rights.��For example, for our legitimate business purposes we may send you a one-off email reminding you when you have expressed an interest in a product by leaving it in your basket. This will be sent shortly after the item has been left and you will be given the opportunity to unsubscribe if you do not wish to be sent similar reminder emails in the future.

Security of our website is of utmost importance to us. 51����.com uses software to provide high level encryption technology. Although we use advanced security measures to protect your information against loss, misuse and alteration, as is the case with all computer networks linked to the internet, we cannot make absolute guarantees over the security of the information you provide over the internet and as such we cannot be held responsible for it.

We will never contact you by email to ask you to send or confirm any of your personal details, if we need any information of this nature we will only contact you by telephone. Never send any sensitive information, such as passwords or credit card information, via email. Where you have chosen to create a password to access certain parts of our website, you are responsible for keeping this password confidential. We ask you not to share a password with anyone and you can change your password for your 51����.com at any time.

When you make a purchase with 51����.com, we will collect necessary information about you to ensure we can fulfil your order.

For online card payments we will need to collect your payment information in order to process your payment. We may also need to ask for additional information from you, e.g. to prevent fraudulent transactions, to comply with anti-money laundering obligations, or to ensure that we comply with our legal obligations such as age restrictions applicable to the sale of knives and other restricted items. For bank transfer refunds we may need to collect data to ensure your refund can be made to your original payment account.

When you place an order with 51���� for products or services that will be delivered we will need to take additional contact details and delivery information from you so that we may complete your order. We may use third party couriers to deliver your order and will need to share your contact information with them for this purpose.

When you visit 51����.com, we collect information about your device to ensure we can continue to drive innovation and improve usability to benefit your online shopping experience. Information can be collected through your IP address or through cookies placed on your device. Some cookies are needed for the proper functioning of the website. Examples of where these cookies are used include: to store how many items are in your shopping bag, to determine anonymously when you are signed in, to remember your recent searches, to remember your newsletter subscription status. Other cookies are used for analytics purposes such as Snowplow, Ometria and Google Analytics, which help us understand how and when you first visited our site, the frequency of your visits and the duration of time spent on our site. Finally, some cookies such as Doubleclick, Google Adword, Facebook, Twitter and Bing are used to provide you with personalised advertisements when you visit other selected websites, after your visit to 51����.com. These advertisements will be in the form of ‘banner advertising’ and will show you products that we believe you will be interested in, based on your browsing history on our website. For more information about how 51���� uses cookies, please refer to our��Cookie Policy.

When you make a purchase on 51����.com, we will collect information about you to ensure we can fulfil your order or chosen service (including your name, contact details and delivery address). You will be offered the opportunity to use our guest checkout path or to create an online account on our website. In order to register an online account, we will ask you for your full name and contact details.

The below companies may collect personal information when you interact with our digital property, including IP addresses, digital identifiers, information about your web browsing and app usage and how you interact with our properties and ads for a variety of purposes, such as personalisation of offers or advertisements, analytics about how you engage with websites or ads and other commercial purposes. For more information about the collection, use and sale of your personal data and your rights, please use the below links:

Rakuten

• - View Rakutens��
• - View Rakutens��

At any point that you interact with us, you may be given the opportunity to opt-in to join the 51����.com mailing list. 51����.com will only send you marketing communications where you have explicitly consented to receive them and using your preferred channels of communication. We will continue to communicate with you in the same way until you tell us otherwise. If you do nothing, we will assume that you are happy for 51����.com to continue to send you marketing communications in the same way.

If you have opted-in to receive marketing communications from us you can manage your preferences online at any time. To manage your preferences please go to your 51����.com account.

Should you choose to take advantage of our Interior Design & Personal Shopping services, you will have an appointed contact assigned to you. Your contact will collect information relevant to you in order to curate the most exclusive personalised home shopping experience. Your 51����.com contact will always keep you updated on the information that they hold, how it affects you and will follow your instructions on how you would like to be contacted by them.

In order to deliver the best possible customer experience, 51����.com offers a variety of Design Services that may involve you sharing additional personal information about yourself with 51����.com so that we can tailor your shopping experience to provide you with recommendations of products and services that may be relevant to your lifestyle and preferences.

As part of this, you may share with us sensitive information about your personal circumstances or celebrations and parts of your life that are important to you. 51����.com will always ensure that we have your consent to use this sensitive information as part of our Design Services.

The level and content of the information that you provide to 51����.com and the communications that you receive as part of our Design Services is always set and agreed to by you. You can discuss these arrangements and change them at any time by speaking to the Design team directly.

When you participate in a 51����.com competition, prize draw, giveaway or offer, or sign up to attend one of our events, either through 51����.com or indirectly through a third party, we will collect information about you. This information will be used to administer competitions and manage events, including securing your registration at an event, and selecting and contacting prize winners.

As part of our commitment to unrivalled customer service, where you have provided consent, we personalise your experience by only sending marketing communications about the most exclusive products, services and events that we believe you will be interested in. You have always been able to opt-out of these communications but now it is easier than ever to manage your preferences:

• If you have an online account, you can manage your communication preferences by logging in to your account here.
• You can also unsubscribe from individual email marketing communications via the “Unsubscribe” link at the bottom of each of our email communications.
• For assistance contact our Customer Care Team by email at[email protected]
  or by phone on��+44 20 3322 8665.

It can take up to four weeks for your preferences to be registered on our system, so you may still receive communications from us during this period.

Should you wish to know more about what information we hold about you including making changes to, or requesting the deletion of, information that we hold about you, you are also entitled by law to make a Data Subject Request. You can make such a request by emailing us at��[email protected]. Please note that we may need to exclude certain information as part of your request, e.g. in order to protect the privacy of other individuals or if we are permitted to exclude the information for legal or other reasons.

We make sure that we have information security measures in place to keep your information secure. Where we ask third parties to work on our behalf, before sharing information we always make sure that they have sufficient information security measures in place.

51����.com work with a number of third parties to help us deliver excellent services to you. We require all third parties that interact with information to undergo an Information Security Due Diligence Assessment to ensure that information is only shared where third parties have appropriate security measures in place.

We will not share your information with any third parties who might wish to market their goods and services to you unless you have provided your consent. 51����.com does not routinely share information outside of the European Economic Area (EEA). If it is necessary we will only do so with the relevant protection in line with data protection legislation requirements.

We keep your personal data for a limited period of time in line with our data retention policy. The specific retention period will vary according to the reason for processing your data. After this period, your information will be permanently erased or otherwise irreversibly rendered anonymous.

Your personal data is retained in accordance with the following criteria: When you have purchased from 51����.com we will retain the billing data until the end of the relevant accounting period, normally seven years from the billing date in line with current UK tax laws.

When you make a payment, we will retain your payment details up to the certification of the payment and the completion of the relevant administrative-accounting formalities regarding your right of withdrawal and the terms applied for the disputing of the payment.

When you provide us with personal data in order to use the services of 51����.com, such as marketing communications, we will keep your data for this purpose until the termination of the service or until you cancel your subscription to the service. When you give 51����.com your consent to send you marketing communications, you can withdraw your consent at any time. We will consider your consent to be current for seven years from your last interaction with any email that we send you, with our App or with 51����.com.

When we use your personal data and browsing history to analyse your behaviour in order to customise the website and to show you personalized sales offers, we will keep the data for analytical purposes until you ask us to delete it. When we use personal data for market research and satisfaction surveys, we will keep the data until you ask us to stop.

When you contact the 51����.com Customer Experience team, we will keep any additional personal data you provide that is specific to your inquiry for as long as you remain an active customer of 51����.com. We will keep any call recordings for twelve months. Please note that credit card details are not recorded as part of the call.

When you contact 51����.com through any channel (including by phone, post, email or social media), we will collect information about you in order to respond to your query, request or feedback. Please note, if you contact 51����.com by phone your call may be recorded for quality, training and security purposes

If we specifically change the way in which we use your personal information or if we need to notify you about a change to the information that we hold about you, we will specifically contact you.

Any future changes to our Privacy Policy will be updated at 51����.com with the last date of update displayed as below. We advise you to check here to learn about the up to date information that we collect, use and share.

51����.com Privacy Policy updated in��March 2022.