Privacy policy
Privacy and Cookie Policy — UK
Last updated: 25 August 2026
Draft — review before publication
This Privacy and Cookie Policy explains how Smart Trade Group Ltd. processes personal data when you use www.parfen-uk.com, place an order, contact us, subscribe to marketing communications, request a return or refund, or manage your cookie preferences.
1. Who is responsible for your personal data?
Smart Trade Group Ltd. is responsible for deciding why and how personal data is processed in connection with the UK online shop, except where another organisation processes data as an independent controller for its own purposes.
Business/contact address: Dianabad 5G, Sofia, Bulgaria
VAT number: GB482142404
Email: office@parfen-uk.com
Telephone: +359 894 040 403
The company’s correct legal registration details and registered-office address should be verified before publication. If a separate UK registered-office address or Companies House number applies, it should be added here.
For privacy questions or requests concerning your personal data, contact us at office@parfen-uk.com.
2. What personal data do we process?
Depending on how you use the shop, we may process:
•your name;
•billing and delivery address;
•email address and telephone number;
•order information, including products ordered, order number, and order history;
•payment status and necessary transaction information. Full payment-card details are processed by the relevant payment provider and are not stored by us for our own purposes;
•account information if you create a customer account;
•messages sent through the contact form, email, or another communication channel;
•information about returns, cancellations, refunds, and exchanges;
•review and feedback information;
•newsletter and marketing preferences;
•cookie and consent preferences; and
•technical information, such as IP address, browser, device, cookie ID, visited pages, referring URL, and interactions with the shop, where these data are actually collected.
Please do not send special-category personal data through the contact form or by email unless we specifically ask you to do so.
3. Why do we use your personal data?
Orders, payments, and delivery
We use your name, contact details, address, order information, and payment status to process your order, facilitate payment, arrange delivery, send order confirmations, and provide other necessary service messages. This processing is necessary to perform the contract with you.
Customer service
We use information you provide to answer questions and resolve issues concerning orders, payments, delivery, returns, refunds, or exchanges. Depending on the circumstances, the lawful basis is performance of the contract, compliance with a legal obligation, or our legitimate interest in providing effective customer service.
Returns, cancellations, and refunds
We use order, contact, and return information to process statutory cancellation rights, returns, refunds, and related customer-service requests, and to comply with our legal obligations.
Administration and legal obligations
We process order, invoice, and payment information for administration, accounting, tax obligations, fraud prevention, record keeping, and compliance with applicable law.
Security and fraud prevention
We may use technical, order, and transaction information to secure the shop, prevent misuse, investigate suspected fraud, protect our rights, and maintain the integrity of our services. Depending on the circumstances, this is based on our legitimate interests or a legal obligation.
Newsletter and marketing
If you subscribe to our newsletter or marketing communications, we use your email address and marketing preferences to send those communications. Where consent is required, the lawful basis is your consent.
You can unsubscribe at any time by using the unsubscribe link in a marketing email or by contacting office@parfen-uk.com. We keep appropriate records of marketing preferences and consent where necessary to demonstrate compliance.
Reviews and feedback
If you submit a review or feedback, we use that information to publish and manage the review and improve our products and services. The way reviews are collected, checked, and published will be explained in the relevant review function.
Analytics and advertising
We may process information about how visitors use the shop for statistics, campaign measurement, audience analysis, recommendations, and personalised advertising. Non-essential analytics, advertising cookies, and comparable tracking technologies are used only after consent where consent is required by applicable law.
4. Lawful bases for processing
We process personal data on one or more of the following lawful bases:
•performance of a contract, for example processing and delivering an order;
•compliance with a legal obligation, for example accounting, tax, consumer protection, and responding to lawful requests;
•legitimate interests, for example shop security, fraud prevention, customer service, service improvement, and protecting our legal rights; or
•consent, for example certain marketing communications, marketing cookies, tracking, and personalised advertising.
Where processing is based on consent, you may withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing carried out before withdrawal.
Where we rely on legitimate interests, we have considered the impact on your rights and interests and use that basis only where our interests are not overridden by your rights.
5. Who receives personal data?
We share personal data only where necessary for the purposes described in this policy, where you have given consent, or where we are legally required to do so.
Depending on the functions active in the shop, personal data may be processed by:
•Shopify and relevant Shopify service providers for shop functionality, customer accounts, basket, checkout, and order processing;
•payment providers and financial institutions for payments and refunds;
•Royal Mail and other delivery or returns-service providers used to fulfil orders and process returns;
•our fulfilment and returns-processing provider;
•email, newsletter, and communications providers;
•hosting, infrastructure, security, and technical-service providers;
•analytics and conversion-measurement providers;
•advertising and social-media platforms, such as Meta, Google, or TikTok, when those tools are active and the required consent has been obtained;
•review, chat, and customer-service providers;
•accountants, lawyers, insurers, and other professional advisers where necessary; and
•public authorities or other recipients where disclosure is required by law.
We do not sell your personal data.
6. International transfers
Some service providers may process personal data outside the UK or the United Kingdom’s recognised protection area. Where a transfer is a restricted transfer under applicable UK data-protection law, we will use an applicable legal mechanism and appropriate safeguards, such as UK adequacy regulations, the UK International Data Transfer Agreement, the UK Addendum to EU standard contractual clauses, or another permitted safeguard, where required.
The specific transfer mechanism depends on the provider, destination, and processing arrangement. Further information about relevant safeguards may be requested by contacting office@parfen-uk.com.
7. How long do we keep personal data?
We keep personal data only for as long as necessary for the purpose for which it was collected, unless a longer period is required by law or the data are needed to establish, exercise, or defend a legal claim.
Our general retention principles are as follows:
•order, invoice, and payment records are retained for applicable accounting and tax retention periods;
•customer-account data are retained while the account is active and afterwards for as long as necessary for legal or legitimate purposes;
•customer-service, return, cancellation, and refund records are retained for as long as needed to resolve the matter, administer the order, and meet legal obligations;
•newsletter and marketing records are retained until you unsubscribe or until the data are no longer needed, subject to any suppression record needed to respect your unsubscribe request;
•cookie and consent records are retained for as long as necessary to apply your choices and, where appropriate, demonstrate that consent was obtained lawfully; and
•security and fraud-prevention logs are retained for as long as needed for security, investigation, and possible legal proceedings.
Actual retention periods may vary depending on the type of record, the relevant legal obligation, and whether a dispute or investigation is ongoing.
8. Cookies and similar technologies
Cookies are small files, or similar technologies, that store or access information on your device. We use necessary cookies for functions such as page navigation, security, customer-account features, the basket, checkout, and other core shop functions.
We ask for consent before using non-essential analytics, advertising, or tracking cookies where consent is required. You can accept or reject non-essential cookies and set preferences by category.
Cookie categories
Necessary cookies enable the shop, basket, checkout, security, and essential functions to operate. These cookies may be used without consent where they are strictly necessary to provide a service you have requested, but we still explain their use.
Preference cookies remember settings such as language, region, or display preferences.
Analytics cookies help us understand how visitors use the shop and which pages or functions are used. These cookies are used only with consent unless a specific legal exemption applies and all conditions for that exemption are met.
Marketing and tracking cookies may be used for campaign measurement, remarketing, audience analysis, personalised advertising, and social-media functions. These cookies are used only after the required consent has been obtained.
The current cookie settings and current list of cookies, providers, purposes, and retention periods are available through the Cookie Settings function on the website. The list may change when Shopify apps or marketing tools are added, removed, or modified.
You can change your cookie preferences or withdraw consent at any time through Cookie Settings. Withdrawing consent must be no more difficult than giving it.
9. Newsletter and marketing communications
If you subscribe to our newsletter, we use your email address to send the newsletter and, where you have consented or another lawful basis applies, offers and other marketing communications.
Marketing communications will identify the sender and provide a simple way to unsubscribe. You can unsubscribe at any time using the link in the email or by contacting office@parfen-uk.com.
We will not rely on a pre-ticked box as valid consent where affirmative consent is required. Where consent is used, we keep a record of what was consented to, when, and how.
10. Your privacy rights
Subject to applicable law and any relevant exemptions, you may have the right to:
•request access to your personal data;
•request correction of inaccurate or incomplete data;
•request erasure of your personal data;
•request restriction of processing;
•object to processing, including direct marketing;
•withdraw consent where processing is based on consent;
•receive personal data in a structured, commonly used, machine-readable format where the right to data portability applies; and
•not be subject to a decision based solely on automated processing, including profiling, that produces legal or similarly significant effects, where that right applies.
You can submit a request by contacting office@parfen-uk.com. We may ask for additional information to verify your identity. We will normally respond to a valid request without undue delay and within one month. In exceptional cases, the response period may be extended where permitted by law; if so, we will tell you within the applicable period.
You also have an absolute right to object to direct marketing, including profiling related to direct marketing.
11. Profiling and automated decision-making
We do not make decisions producing legal or similarly significant effects based solely on automated processing of your personal data.
Where advertising or analytics tools are active, they may process information about your interactions with the shop for campaign measurement, audience analysis, recommendations, or personalised advertising. Such processing is subject to applicable privacy, marketing, and cookie rules.
12. Security
We use appropriate technical and organisational measures to protect personal data against loss, unauthorised access, alteration, disclosure, or other unlawful processing. No system can guarantee complete security.
13. Complaints
If you have a question or complaint about how we handle personal data, please contact us first at office@parfen-uk.com so that we can investigate and respond.
You may also complain to the UK supervisory authority:
The ICO is the UK’s independent supervisory authority for data-protection and privacy matters.
14. Changes to this policy
We may update this Privacy and Cookie Policy when our services, legal obligations, processing activities, or service providers change. The latest version will be published on this page, with the date of the latest update shown at the top.
Where required, we will bring material changes or new uses of personal data to your attention before the new processing begins.