Privacy Policy

Frela Ltd (“Frela”, “we”, “us”) is a company registered in England and Wales. We operate the website frela.co and are the data controller responsible for your personal data.

If you have any questions about this policy or our data practices, please contact us at privacy@frela.co.

We collect the following categories of personal data:

• Identity & contact — name, email address, phone number, delivery and billing address.
• Account data — login credentials (password stored as a salted hash, never in plain text), order history, wishlists.
• Transaction data — items purchased, payment method (last four digits only; full card details are handled by our payment processor and never touch our servers).
• Technical data — IP address, browser type, device information, pages visited, referring URL, collected via cookies and similar technologies.
• Communication data — messages you send us via email, live chat, or our AI shopping assistant.

We process your data for the following purposes:

• Fulfilling and delivering your orders.
• Managing your account and providing customer support.
• Sending marketing communications (only with your consent; you can unsubscribe at any time).
• Improving our website, products, and services through analytics.
• Personalising product recommendations via our AI assistant — we process browsing and purchase data to suggest relevant items. No profiling decisions are made without human oversight.
• Preventing fraud and complying with legal obligations.

We rely on the following legal bases under UK GDPR:

• Contract — processing necessary to fulfil your order or manage your account.
• Consent — marketing emails and non-essential cookies. You may withdraw consent at any time.
• Legitimate interest — fraud prevention, analytics, and improving our services.
• Legal obligation — tax records, regulatory compliance.

We never sell your personal data. We share data only with trusted third parties who help us run our business:

• Payment processors — Stripe processes payments on our behalf under their own privacy policy.
• Shipping partners — Royal Mail, DPD, and other carriers receive your name and delivery address to fulfil orders.
• Email service provider — we use a third-party platform to send transactional and marketing emails.
• Analytics — we use privacy-focused analytics to understand site usage. Data is aggregated and anonymised where possible.
• AI services — our shopping assistant uses third-party AI providers. Conversation data is processed to generate responses and is not used to train external models.

We use essential cookies to keep the site functioning (e.g. your shopping cart and session). We also use optional analytics cookies with your consent. You can manage your cookie preferences at any time via the cookie banner or by contacting us.

For full details, see our Cookie Policy.

We keep your data only as long as necessary for the purposes set out above. Order records are retained for six years to comply with UK tax and accounting requirements. Account data is deleted upon request or after two years of inactivity. Marketing data is removed when you unsubscribe.

Under UK GDPR, you have the right to:

• Access the personal data we hold about you.
• Rectify inaccurate or incomplete data.
• Erase your data (“right to be forgotten”).
• Restrict or object to certain processing.
• Data portability — receive your data in a structured, machine-readable format.
• Withdraw consent at any time without affecting prior processing.

To exercise any of these rights, email privacy@frela.co. We will respond within 30 days.

Your data is primarily stored within the United Kingdom and European Economic Area. Where we use service providers outside these regions, we ensure appropriate safeguards are in place (e.g. Standard Contractual Clauses).

We implement appropriate technical and organisational measures to protect your data, including encryption in transit (TLS), encrypted storage, access controls, and regular security reviews.

Our services are not directed at individuals under 16. We do not knowingly collect data from children. If you believe we have collected such data, please contact us immediately.

We may update this policy from time to time. Material changes will be communicated via email or a notice on our website. The “last updated” date at the top reflects the most recent revision.

For any privacy-related enquiries, contact privacy@frela.co.

If you are unsatisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.