This privacy policy explains how Keep Calm Limited, trading as Alphabet Bags, collects, uses and protects your personal information when you visit alphabetbags.com, place an order, contact us or sign up to receive marketing from us.

Keep Calm Limited is the data controller responsible for your personal information.

Who we are

Keep Calm Limited trading as Alphabet Bags

Company registration number: 06341016

VAT registration number: GB922197328

Email: hello@alphabetbags.com

Information we collect

Depending on how you interact with us, we may collect information including:

• your name;
• billing and delivery addresses;
• email address and telephone number;
• details of products you purchase and your order history;
• payment and transaction information;
• correspondence between you and us;
• information you provide when signing up for our mailing list;
• information about how you use our website; and
• technical information such as your device, browser, IP address and cookie or similar identifiers.

We do not normally receive or store your complete payment card details. Payments are processed through Shopify and the payment provider you choose at checkout.

How we use your information

We use personal information where necessary to:

• process, fulfil and deliver your orders;
• take and administer payments and refunds;
• communicate with you about an order;
• provide customer service;
• prevent fraud and protect our business and customers;
• maintain business, tax and accounting records;
• operate and improve our website;
• understand how customers use our website;
• measure the effectiveness of our advertising;
• send marketing communications where permitted; and
• comply with our legal and regulatory obligations.

Our legal bases for using your information

Under UK data protection law, we rely on different legal bases depending on what we are doing with your information.

We process information where it is necessary to perform our contract with you, for example to process and deliver an order.

We process certain information where necessary to comply with legal obligations, including tax and accounting requirements.

We may process information where it is in our legitimate interests, provided those interests are not overridden by your rights. This may include operating and improving our business, providing customer service, preventing fraud and understanding the performance of our website.

Where required, we rely on your consent, including for certain marketing communications and non-essential cookies or tracking technologies. You can withdraw consent at any time.

Shopify

Our online store is hosted by Shopify, which provides the ecommerce platform we use to sell our products.

When you visit our store or make a purchase, Shopify processes certain personal information on our behalf and may also process information for its own purposes in accordance with its privacy policies.

Shopify provides the checkout and ecommerce infrastructure through which our orders are processed.

Payments

Payments may be processed using services made available through Shopify or selected by you at checkout, including payment cards, Shop Pay, Apple Pay, PayPal and Klarna.

The relevant payment provider will process information required to authorise and administer your payment.

We do not normally receive or store your complete payment card number.

Delivery

We share the information necessary to deliver your order with postal operators, couriers and fulfilment-related service providers.

This may include your name, delivery address, email address, telephone number and information required for customs documentation where applicable.

Our delivery providers include Royal Mail and may include other postal or courier services depending on the destination and service selected.

Marketing emails

If you choose to subscribe to our mailing list, we may send you emails about new products, offers and other Alphabet Bags news.

Our email marketing is managed using Campaign Monitor.

We may process information relating to the delivery and interaction with marketing emails, such as whether an email has been delivered, opened or a link has been selected, where permitted by law and applicable settings.

You can unsubscribe at any time by using the unsubscribe link included in our marketing emails or by contacting hello@alphabetbags.com.

Unsubscribing from marketing does not prevent us from sending service messages relating to an order you have placed.

Analytics and advertising

We use services including Google Analytics and Meta advertising technologies to help us understand how our website is used, measure advertising performance and advertise our products.

These services may use cookies and similar technologies to collect information about visits to our website, interactions with advertisements, devices and browsers.

Meta technologies may include the Meta Pixel and other technologies made available through our Shopify integration.

Where required by law, non-essential analytics and advertising technologies will only be used after you have provided the relevant consent through our cookie settings.

Cookies

Our website uses cookies and similar technologies.

Some cookies are necessary for our website, shopping basket and checkout to work. Other cookies help us understand website usage, remember preferences, measure advertising and provide more relevant advertising.

Where consent is required, you can choose whether to allow non-essential cookies through the cookie banner or privacy settings available on our website.

You can change your choices where those settings are available.

Further information about individual cookies and technologies may be provided through our cookie preferences tool.

Who we share information with

We only share personal information where necessary for legitimate business purposes, to provide our services or where required by law.

Recipients may include:

• Shopify;
• payment providers such as PayPal and Klarna;
• Royal Mail and other delivery providers;
• Campaign Monitor;
• Google;
• Meta;
• professional advisers, accountants and service providers;
• fraud-prevention and security providers; and
• government, regulatory, customs, tax or law-enforcement authorities where required.

We do not sell your personal information.

International transfers

Some of the service providers we use operate internationally and may process personal information outside the United Kingdom.

Where personal information is transferred internationally, we take appropriate steps, where required, to ensure that the transfer is protected in accordance with applicable data protection law. This may include relying on adequacy regulations or approved contractual safeguards.

How long we keep your information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including satisfying legal, accounting and tax requirements.

Different information may therefore be retained for different periods.

For example, information relating to purchases and financial transactions may need to be retained for several years to meet tax and accounting obligations.

Marketing information will normally be retained while you remain subscribed or until it is no longer required, subject to limited information that may be retained to record an unsubscribe request.

Your rights

Depending on the circumstances, UK data protection law gives you rights over your personal information, including the right to:

• ask for a copy of the personal information we hold about you;
• ask us to correct inaccurate information;
• ask us to delete information in certain circumstances;
• ask us to restrict how information is used;
• object to certain uses of your information;
• receive certain information in a portable format;
• withdraw consent where processing is based on consent; and
• object to direct marketing at any time.

Not all of these rights apply in every circumstance.

To exercise your rights, please contact hello@alphabetbags.com.

We may need to verify your identity before responding to a request.

Complaints

If you have concerns about how we use your personal information, please contact us first so that we can try to resolve them.

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

Changes to this policy

We may update this privacy policy from time to time to reflect changes in our business, the services we use or applicable law.

The latest version will always be published on our website.

Last updated: September 2026