Our Privacy Policy

This document explains how we use your personal data.

We, Shires Equestrian Inc., are committed to safeguarding the privacy of our customers and other website visitors. This policy explains how we handle your personal data.

1. How we use your personal data

1.1 This section provides you with details about:

(a) what personal data we may process;

(b) in the case of personal data that we did not obtain directly from you, where we obtained that data from, and what types of data we have collected;

the legal grounds on which we process your data

Where you are a Customer of Shires Equestrian Inc.

1.2 Account data. We may process the personal data that you have provided to us when you register so that we can set up your account with us ("account data"). The account data may include your name, email address and login information. The account data may be processed for the purposes of operating our website, providing our services, ensuring the security of our website and services, and communicating with you. The legal basis for this processing is our legitimate interests.

1.3 Usage data. We may process data about your use of our website and services ("usage data"). The usage data may include your IP address, geographical location, browser type and version, operating system, referral source, length of visit, page views and website navigation paths, as well as information about the timing, frequency, and pattern of your service use. The source of the usage data is our analytics tracking system which collects such data automatically. This usage data may be processed for the purposes of analysing the use of the website and services.

The legal basis for this processing is our legitimate interests, namely monitoring and improving our website and services.

1.4 Enquiry data. We may process information contained in any enquiry you submit to us regarding our services ("enquiry data"). The enquiry data may include your name, email address, phone number and information relating to your enquiry. The enquiry data may be processed for the purposes of offering, marketing, and selling relevant products and/or services to you.

The legal basis for this processing is consent or our legitimate interests.

1.5 Payment history data. We may process information relating to any payments made by you through our website ("payment history data"). The payment history data may include your contact details, your bank account details, and the transaction details. The payment history data may be processed for the purposes of processing these payments, processing refunds to the extent necessary, and keeping proper records of those transactions.

The legal basis for this processing is the performance of a contract between you and us and/or taking steps, at your request, to enter into such a contract and our legitimate interests, namely our interest in the proper administration of our website and business.

1.6 Delivery and Returns data. We may process information relating to any deliveries of our products or any third-party products bought through our website and any information relating to the return of any such delivery (“delivery and returns data”). The delivery and returns data may include your name, address, postcode, telephone number, email address, reason for returning. The delivery and returns data may be processed for the purposes of delivering products to you, keeping proper records of those deliveries and for the processing of any returns.

1.7 Notification data. We may process information that you provide to us for the purpose of subscribing to our email notifications and/or newsletters and marketing materials relating to products and services that we provide ("notification data"). The notification data may be processed for the purposes of sending you the relevant notifications and/or newsletters and marketing materials.

The legal basis for this processing is consent.

1.8 Correspondence data. We may process information contained in or relating to any communication that you send to us ("correspondence data"). The correspondence data may include the communication content and metadata associated with the communication. Our website will generate the metadata associated with communications made using the website contact forms. The correspondence data may be processed for the purposes of communicating with you and record-keeping.

The legal basis for this processing is our legitimate interests, namely the proper administration of our website and business and communications with users.

1.9 Service data. If you are employed by one of our Trade Account holders (i.e. one of our distributors or retailers), which has a contractual arrangement with Shires Equestrian Products for the provision of goods or services (the “customer”), we may use your contact data where you have been appointed by the customer as our point of contact. We will process this personal data for the purposes of providing the goods and services to the customer, under the contract that we have with them. For these purposes, this data will be the “service data”.

We will treat the customer as the controller of any service data that we are provided with. We may receive personal data in respect of such points of contact direct from the customer. We will process any such personal data referred to in this paragraph strictly in accordance with the instructions of the customer, not the individual point of contact, including sharing all such data with the customer.

The legal basis for this processing is our legitimate interests in supplying products or services to the customer, in managing and administering our relationship and contract with the customer, and in marketing our products and services to the customer.

Where you are an individual, sole trader, or working in a partnership and have provided your consent for us to do so, we may contact you regarding the latest promotions and offers regarding our products and services, and those of our partner organisations, and to send you newsletters.

If you work for any other type of organisation such as a limited company, we may also contact you regarding the latest promotions and offers regarding our products and services, and those of our partner organisations, and to send you newsletters. This will be based on our legitimate interests in marketing our products and services and furthering our relationship with you.

1.10 Other processing activities. In addition to the specific purposes for which we may process your personal data set out above, we may also process any of your personal data where such processing is necessary for compliance with a legal obligation to which we are subject, or in order to protect your vital interests or the vital interests of another natural person.

Please do not supply any other person's personal data to us, unless we prompt you to do so.

2. Providing your personal data to others

2.1 To our group companies. We may disclose your personal data to any member of our group of companies (this means our subsidiaries, our ultimate holding company and all its subsidiaries) insofar as reasonably necessary for the purposes set out in this policy.

2.2 Our insurers/professional advisers. We may disclose your personal data to our insurers and/or professional advisers insofar as reasonably necessary for the purposes of obtaining and maintaining insurance coverage, managing risks, obtaining professional advice, and managing legal disputes.

2.3 In relation to a sale of our business or a merger. We may disclose your personal data to third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this policy.

2.4 To third party service providers. We may share your personal data with third party service providers who process personal data on our behalf within the UK and/or the EU. This may include third parties who provide administration, payment processing, marketing, and IT support services to us. Where we share your personal data with any third party, we will ensure this processing is protected by appropriate safeguards including a suitable data processing agreement with that third party.

2.5 To comply with legal obligations. In addition to the specific disclosures of personal data detailed above, we may also disclose your personal data where such disclosure is necessary for compliance with a legal obligation we have to comply with, or in order to protect your vital interests or the vital interests of another individual.

3. International transfers of your personal data

3.1 It is sometimes necessary to transfer your personal data to countries outside the UK. Where your personal data is transferred outside the UK, we will ensure that:

(a) to the extent that the transfer is subject to UK data protection law, the UK government has decided that the particular country to which personal data is to be transferred ensures an adequate level of protection of personal data; or

(b) to the extent that the transfer is subject to EEA data protection laws and the transfer is to a country outside the EEA, the European Commission has decided that the particular country to which personal data is to be transferred ensures an adequate level of protection of personal data; and

(c) we have entered into a suitable data processing agreement with the third party situated in that country to ensure the adequate protection of your data. Transfers outside the UK, or where relevant the EEA, will be protected by appropriate safeguards.

3.2 You acknowledge that personal data that you submit for publication through our website or services may be available, via the internet, around the world. We cannot prevent the use (or misuse) of such personal data by others.

4. Retaining and deleting personal data

4.1 Personal data that we process for any purpose or purposes shall not be kept for longer than is necessary for that purpose or those purposes. We will retain and delete your personal data in accordance with our Data Retention Policy and Record Retention Schedule which you may request from us by contacting us using the details set out in section 8 of this policy.

4.2 We may retain your personal data where such retention is necessary for compliance with a legal obligation to which we are subject, or in order to protect your vital interests or the vital interests of another natural person.

5. Amendments

5.1 We may update this policy from time to time by publishing a new version on our website.

5.2 You should check this page occasionally to ensure you are happy with any changes to this policy.

5.3 We may notify you of changes to this policy by email.

6. Your rights

6.1 You may instruct us to provide you with any personal information we hold about you; provision of such information will be subject to:

(a) your request not being found to be unfounded or excessive, in which case a charge may apply; and

(b) the supply of appropriate evidence of your identity (for this purpose, we will usually accept a photocopy of your passport certified by a solicitor or bank plus an original copy of a utility bill showing your current address).

6.2 We may withhold personal information that you request to the extent permitted by law.

6.3 You may instruct us at any time not to process your personal information for marketing purposes.

6.4 In practice, you will usually either expressly agree in advance to our use of your personal information for marketing purposes, or we will provide you with an opportunity to opt out of the use of your personal information for marketing purposes.

6.5 The rights you have under data protection law are:

(a) the right to access;

(b) the right to correction (also known as rectification);

(d) the right to restrict processing;

(e) the right to object to processing;

(f) the right to data portability;

(g) the right not to be subject to decisions without human involvement;

(h) the right to complain to a supervisory authority; and

(i) the right to withdraw consent.

6.6 Your right to access your data. You have the right to ask us to confirm whether or not we process your personal data and, to have access to the personal data, and any additional information. That additional information includes the purposes for which we process your data, the categories of personal data we hold and the recipients of that personal data. You may request a copy of your personal data. The first copy will be provided free of charge, but we may charge a reasonable fee for additional copies.

6.7 Your right to correction. If we hold any inaccurate personal data about you, you have the right to have these inaccuracies corrected. Where necessary for the purposes of the processing, you also have the right to have any incomplete personal data about you completed.

6.8 Your right to erasure. In certain circumstances you have the right to have personal data that we hold about you erased. This will be done without undue delay. These circumstances include the following: it is no longer necessary for us to hold those personal data in relation to the purposes for which they were originally collected or otherwise processed; you withdraw your consent to any processing which requires consent; the processing is for direct marketing purposes; and the personal data have been unlawfully processed. However, there are certain general exclusions of the right to erasure, including where processing is necessary: for exercising the right of freedom of expression and information; for compliance with a legal obligation; or for establishing, exercising, or defending legal claims.

6.9 Your right to restrict processing. In certain circumstances you have the right for the processing of your personal data to be restricted. This is the case where: you do not think that the personal data we hold about you is accurate; your data is being processed unlawfully, but you do not want your data to be erased; it is no longer necessary for us to hold your personal data for the purposes of our processing, but you still require that personal data in relation to a legal claim; and you have objected to processing, and are waiting for that objection to be verified. Where processing has been restricted for one of these reasons, we may continue to store your personal data. However, we will only process it for other reasons: with your consent; in relation to a legal claim; for the protection of the rights of another natural or legal person; or for reasons of important public interest.

6.10 Your right to object to processing. You can object to us processing your personal data on grounds relating to your particular situation, but only as far as our legal basis for the processing is that it is necessary for: the performance of a task carried out in the public interest, or in the exercise of any official authority vested in us; or the purposes of our legitimate interests or those of a third party. If you make an objection, we will stop processing your personal information unless we are able to: demonstrate compelling legitimate grounds for the processing, and that these legitimate grounds override your interests, rights and freedoms; or the processing is in relation to a legal claim.

6.11 Your right to object to direct marketing. You can object to us processing your personal data for direct marketing purposes. If you make an objection, we will stop processing your personal data for this purpose.

6.12 Your right to portability. To the extent that the legal basis we are relying on for processing your personal data is consent or performance of a contract, and where the processing is automated, you are entitled to receive your personal data from us in a structured, commonly used and machine-readable format. However, you may not have this right if it would adversely affect the rights and freedoms of others.

6.13 Your right not to be subject to decisions without human involvement. You have the right not to be subject to a decision that is based solely on automated processing (including profiling) if the decision affects your legal rights. You also have a right to understand the reasons behind decisions made about you because of automated processing and the possible consequences of those decisions.

6.14 Complaining to a supervisory authority. If you think that our processing of your personal data infringes data protection laws, you can lodge a complaint with a supervisory authority responsible for data protection. You may do this in the EU member state of your habitual residence, your place of work or the place of the alleged infringement.

6.15 Right to withdraw consent. To the extent that the legal basis we are relying on for processing your personal data is consent, you are entitled to withdraw that consent at any time. Withdrawal will not affect the lawfulness of processing before the withdrawal.

6.16 Exercising your rights. You may exercise any of your rights in relation to your personal data by written notice to us in addition to the other methods specified above.

7. Cookie Policy

For information about how we use Cookies please see our Cookie Policy at: http://www.shiresequestrian.com/cookie-policy

8. Our details

8.1 This website is owned and operated by M J Ainge & Co Limited trading as Shires Equestrian Products.

8.2 We are registered in England and Wales under registration number 1100045, and our registered office is at 15 Southern Avenue, Leominster, Herefordshire, HR6 0QF, England.

8.3 Our principal place of business is at Southern Avenue, Leominster, Herefordshire, HR6 0QF, England.

8.4 You can contact us:

(a) by post, using the postal address given above;

(b) using our website contact form;

(d) by email, using the email address published on our website from time to time.

9. Data protection Contact

Our data protection contact can be reached via our contact form, or telephone: 01568613600.