Privacy Policy – Elite Dreams Ltd.

Last Updated: October 13th, 2025

Elite Dreams Ltd. (“we”, “us”, or “our”) is committed to safeguarding the privacy and personal data of all visitors, customers, and users of https://elitedreams.co.uk (the “Website”).
This Privacy Policy explains how we collect, use, store, and protect your information in accordance with the UK GDPR, the Data Protection Act 2018, and other applicable data protection laws.

1. Who We Are (Data Controller)

Elite Dreams Ltd. is the Data Controller responsible for your personal data.

Company Name: Elite Dreams Ltd.
Website: https://elitedreams.co.uk
Registered In: United Kingdom
Registered Business Activity: Online retail of beds, mattresses, and associated furniture products
Email (Data Protection Queries): customercare@elitedreams.co.uk

As Data Controller, we determine the purposes and means of processing your personal data in compliance with UK GDPR.

2. Personal Data We Collect

We may collect and process the following categories of data when you use our Website:

2.1 Data Provided Directly by You

Name, email address, phone number, and any other information submitted via contact forms
Account registration details (if you create an account)
Order-related information such as delivery address and billing details
Comments or reviews posted on our Website

2.2 Data Collected Automatically

IP address
Browser type, device information, and user agent
Cookies and tracking data
Website usage behaviour

2.3 Media Uploaded

If you upload images to the Website, avoid including embedded location data (EXIF GPS). Visitors may be able to extract such information.

3. Legal Basis for Processing (UK GDPR Article 6)

We process your data based on one or more of the following lawful grounds:

Contractual Necessity – To process and deliver orders you place with us.
Legitimate Interests – To improve our services, enhance user experience, and prevent fraud or spam.
Consent – For optional cookies, comments, marketing subscriptions, or data voluntarily provided.
Legal Obligation – To comply with UK taxation, accounting, or regulatory requirements.

4. Comments and Anti-Spam Measures

When you leave a comment, we collect the data shown in the comment form, as well as your IP address and browser user agent to support spam detection and Website security.

An anonymized hash of your email address may be shared with Gravatar to check if you use their service. Their privacy policy is available at https://automattic.com/privacy/.
Upon approval of your comment, your profile image may become visible publicly.

5. Cookies

We use cookies for the following purposes:

5.1 Essential Cookies

Required to operate the Website, maintain security, and support basic site functions.

5.2 Functional Cookies

Used to remember your preferences such as login details or screen display choices.

5.3 Comment Cookies

If you leave a comment, you may opt-in to storing your name, email, and Website in cookies for one year.

5.4 Login Cookies

Temporary cookies determine if your browser accepts cookies. Additional cookies store login information and preferences.

Login cookies last two days
Screen options cookies last one year
“Remember Me” keeps you logged in for two weeks

5.5 Editing Cookies

If you edit or publish content, a cookie with the post ID is stored for 1 day.

You may manage or disable cookies in your browser settings.

6. Embedded Content from External Websites

Some pages may include embedded content such as videos, images, or articles.
Such content behaves exactly as if you visited the external website directly. These websites may:

Collect your data
Use cookies
Embed third-party tracking
Monitor your interaction with their content

This occurs even if you have an account and are logged in to the external website. We are not responsible for external websites’ privacy practices.

7. How Long We Retain Your Data

Comments: Retained indefinitely to recognize and approve future comments.
Registered Users: Personal information in user profiles is stored until edited or deleted by the user.
Order Data: Retained as required under UK law for accounting, tax, and auditing (typically 6 years).
Cookies: Retained based on duration described above.

Administrators may view and edit stored information as required.

8. Your Rights Under UK GDPR

You have the following rights regarding your personal data:

8.1 Right of Access

Request a copy of the personal data we hold about you.

8.2 Right to Rectification

Request correction of inaccurate or incomplete information.

8.3 Right to Erasure (“Right to Be Forgotten”)

Request deletion of your data where legally permissible.

8.4 Right to Restrict Processing

Request limited use of your data under certain circumstances.

8.5 Right to Data Portability

Receive your data in a structured, machine-readable format.

8.6 Right to Object

Object to processing based on legitimate interests or direct marketing.

8.7 Right to Withdraw Consent

Withdraw consent at any time where consent is the basis for processing.

To exercise any rights, contact us at: customercare@elitedreams.co.uk

If you believe your rights are infringed, you may lodge a complaint with:
Information Commissioner’s Office (ICO) – https://ico.org.uk/

9. Data Sharing and Third-Party Access

We do not sell your personal data.
We may share your information with:

Service providers assisting with payments, hosting, delivery, or security (all GDPR-compliant)
Legal or governmental authorities where required by law
Automated anti-spam detection tools for comments and security

10. International Data Transfers

Some third-party partners may store or process data outside the UK.
In such cases, we ensure adequate protection through:

UK-approved adequacy regulations, or
Standard Contractual Clauses (SCCs), or
Other legally recognized safeguards

11. Where Visitor Data Is Sent

Visitor comments may be processed through automated spam detection systems. These systems help maintain Website security and prevent misuse.

12. Data Security

We implement appropriate technical and organizational measures to safeguard your data, including:

Encrypted website connections (SSL)
Secure payment gateways
Restricted admin access
Regular system monitoring

However, no online platform can guarantee absolute security.

13. Changes to This Policy

We may update this Privacy Policy from time to time. Any changes will be posted on this page with an updated revision date.