Penelope’s Trade is a B2B florist supplier. We process personal data about trade account holders, people who place orders, and people who contact us.

1. Who We Are

Data controller: Penflo Retail Limited (Company No. 16604769), trading as Penelope’s Trade.

Registered office: 82 A James Carter Road, Mildenhall, Bury St Edmunds, IP28 7DE, United Kingdom.

Privacy contact: accounts@penelopestrade.co.uk

Our website is hosted on Shopify. Shopify processes some data to provide the platform. See Section 9 below and Shopify’s privacy policy.

2. Personal Data We Collect

Depending on how you use our site and services, we may collect:

• Name, business or trading name, job role
• Billing and delivery addresses
• Email address and telephone number
• Trade Account login and account settings
• Order history, basket contents, payment status and invoices
• Delivery records and courier tracking information
• Messages you send us (email, WhatsApp, Instagram, SMS, social media, phone)
• Device and usage data (IP address, browser type, pages viewed, cookies). See Section 8
• FreshProof data (see Section 3)

We do not knowingly collect data from children. Our services are for business trade customers.

3. FreshProof and Complaint Data

When you use FreshProof (for example by scanning a QR code on a delivery box, using a link sent by email, or any other access method we provide), we and our FreshProof or complaint-system providers may collect and store:

• Your order number and account details linked to the report
• Photographs and videos you upload of goods, packaging and labels
• Descriptions of the issue and answers to FreshProof prompts
• Timestamps of submission and delivery
• Technical data connected to the submission (such as device or browser information where available)

We use FreshProof data to assess complaints, issue Store Credits where appropriate under our Terms, defend chargebacks and payment disputes, improve quality control, and protect our business. FreshProof records may be kept for several years where needed for legal, tax, complaint or dispute purposes.

FreshProof applies to fresh/perishable goods only. Complaints about non-perishable goods are handled by email. See our Returns & refunds policy and Terms of service Section 7.

By submitting a FreshProof report, you confirm that the information and images are accurate to the best of your knowledge and relate to the order reported.

4. How We Use Your Data and Lawful Bases

Under UK GDPR we need a lawful basis. We use your data for:

• Contract: creating and managing Trade Accounts, processing orders, payment, delivery, invoices, and verifying complaints through FreshProof
• Legal obligation: tax, accounting and record keeping
• Legitimate interests: fraud prevention, debt recovery, enforcing our Terms, protecting our business, trade marketing to existing customers (balanced against your rights)
• Consent: where required for certain marketing to sole traders or individuals. You may withdraw consent at any time

5. Marketing

We may send trade customers stock updates, availability, offers and business news by email, WhatsApp, SMS, phone or social media where permitted.

Opt out anytime by emailing accounts@penelopestrade.co.uk. We may still contact you about orders, payments, delivery, FreshProof, complaints, your account or legal matters.

6. Who We Share Data With

We do not sell your personal data. We may share data, only as needed, with:

• Shopify (hosting, checkout, accounts) and Shopify Collective fulfilment partners
• Wholesale fulfilment and supplier partners who dispatch orders
• Payment providers (e.g. Shopify Payments, PayPal, card processors)
• Couriers and delivery companies (e.g. DPD, Royal Mail)
• FreshProof and complaint-system providers
• IT, hosting, email and software providers
• Accountants, bookkeepers, legal advisers and debt recovery services
• Regulators, courts, HMRC or law enforcement when required by law

Partners must keep data secure and use it only for the services they provide to us.

7. International Transfers

Some providers (including Shopify and payment or IT services) may process data outside the UK. Where they do, we rely on appropriate safeguards such as UK adequacy regulations, the UK International Data Transfer Agreement, or equivalent protections.

8. Cookies and Similar Technologies

Our website uses cookies and similar technologies to run the shop, keep you signed in, remember preferences, process checkout, measure site use, and support security.

Shopify and our theme may set essential cookies required for the site to function. Analytics and marketing cookies may also be used where enabled. You can manage cookie preferences using the cookie banner on our site or your browser settings. Blocking essential cookies may affect checkout and account features.

For more on Shopify cookies, see Shopify’s documentation and privacy materials.

9. How Long We Keep Data

We keep data only as long as needed for the purposes above, including:

• Active Trade Account and order history while you trade with us
• FreshProof reports, photos and complaint records for dispute and quality purposes
• Tax, accounting and legal records for the periods required by law (often several years)

10. Your Rights

Under UK data protection law you may have the right to:

• Access the personal data we hold about you
• Correct inaccurate data
• Request deletion in certain cases
• Restrict or object to processing in certain cases
• Data portability in certain cases
• Withdraw consent where processing is based on consent

These rights are not absolute. We may refuse or limit requests where the law allows, for example where we must keep FreshProof, order or tax records.

To exercise your rights, email accounts@penelopestrade.co.uk with enough detail for us to identify you and your request. We may ask for proof of identity.

You may complain to the Information Commissioner’s Office (ICO) at ico.org.uk. Please contact us first so we can try to resolve your concern.

11. Security

We use appropriate technical and organisational measures to protect personal data. No online system is completely secure. Please use strong account passwords and do not share login details.

12. Changes to This Policy

We may update this Privacy Policy from time to time. The latest version will always be on this page with an updated date. Continued use of our site after changes means you accept the updated policy where the law allows.

13. Related Policies

• Terms of service (includes Section 12 on data protection)
• Returns & refunds policy
• Shipping policy
• Contact information

© Penflo Retail Limited. Last updated 26 June 2026.