Privacy Policy

This privacy policy will explain how our company Superlove Limited T/A Superlove Merino uses the personal data we collect from you when you use our website.

We take privacy seriously and
are committed to protecting your personal data.

Purpose of this privacy policy

This privacy policy should give you an indication of how we collect and process your personal data through your use of this website, including any data you may provide through this website when you sign up to our mailing list or purchase our products

Please note that whilst our website sells clothing designed for children, our website and e-store itself is not designed for use by children therefore, apart from critical information relating to the size of clothing items, we do not knowingly collect data relating to children.

Data Controller

Superlove Limited is the controller and responsible for your personal data. You will see us referred to as various things in this policy e.g. "Superlove, Superlove Merino", "we", "us" or "our".

Contact details

If you have any questions about this privacy policy or our privacy practices, please contact us in the following ways:

Full name of legal entity: Superlove Limited
Email address:

If you’re unhappy about anything to do with this policy or your data, you have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues ( However, please consider contacing us directly in the first instance. We are an ethical company and commit to do all we can to help set things right.

Changes to the privacy policy

Data protection is a hot topic so we keep this policy under regular review. The version you’re currently reading was last updated on 27 October 2023.

Third-party links

This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We don’t control these third-party websites and so aren’t responsible for their privacy statements (sorry!). Therefore, if you do leave us for someone else ☹, we encourage you to read their privacy policy.

  • The data we collect about you
You’ll hear the words ‘personal data’ or ‘personal information’ thrown around a bit in this policy so it makes sense that you understand what we mean. Essentially, we’re talking about any information regarding an individual from which that person can be identified. This doesn’t include data where the identity of a person has been removed.

We may collect, use, store and transfer different kinds of personal data about you. We have separated this out into the categories below:

Identity Data includes first name, last name, username or similar identifier and title.
  • Contact Data includes billing address, delivery address, email address and telephone numbers.
  • Financial Data includes payment card details.
  • Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
  • Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website.
  • Profile Data includes your username and password, purchases or orders made by you, your interests, preferences, feedback and survey responses.
  • Usage Data includes information about how you use our website, products and services.
  • Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
We also collect, use and share ‘Aggregated Data’ which doesn’t fit neatly into the categories above. Aggregated Data might be derived from your personal data but is not considered personal data by the bigwigs of the data protection world. That’s because this data will not directly or indirectly reveal your identity. You’ll be like the 007 of the internet. To give you an example of how this works: we may aggregate your Usage Data to calculate the percentage of our lovely visitors accessing a specific feature on the website or to work out which corner of the globe you’re checking in from.

If we do combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we assure you that we’ll treat it as personal data.

We do not collect any Special categories of Personal Data about you. ‘Special’ categories of personal data include details of your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data, criminal convictions. Such things are none of our business!
If you fail to provide personal data

Sometimes we might need to collect personal data by law, or under the terms of a contract we have with you. If you fail to provide that data when we ask you, we may not be able to perform the contract we have or are trying to enter into with you, such as delivery of your order to your address. We’ll always let you know if we don’t have enough data.
  • How is your personal data collected?
We use different methods to collect data from and about you including through:
  • Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
  • order our products;
  • create an account on our website;
  • subscribe to our email list;
  • request marketing to be sent to you;
  • enter a competition, promotion or survey; or
  • give us feedback or contact us.
  • Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. We may also receive Technical Data about you if you visit other websites employing our cookies. Please see our cookie policy below for further details.
  • Third parties or publicly available sources. We will receive personal data about you from various third parties as set out below:
  • Technical Data from the following parties:
    1. analytics providers such as Google or Facebook based outside the EU;
    2. advertising networks such as Google or Facebook based outside the EU; and
    3. search information providers such as Google based outside the EU.
  • Contact, Financial and Transaction Data from providers of technical, payment and delivery services such as Shopify Payments, Paypal or Stripe based outside the EU.
  • How we use your personal data
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
  • Where we need to perform the contract we are about to enter into or have entered into with you.
  • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
  • Where we need to comply with a legal obligation.
 Generally, we do not rely on consent as a legal basis for processing your personal data although we will get your consent before sending third party direct marketing communications to you via email. If you do consent, don’t worry, you’re not stuck with us forever. You have the right to withdraw consent to marketing at any time by contacting us. If you do, we will wave you off into the sunset with a tear in our eye but wishing you the best.

Purposes for which we will use your personal data

Sometimes we process your personal data for more than one lawful ground but that depends on the specific purpose for which we are using your data. If you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out below, contact us and we’ll be happy to fill you in.

Promotional offers from us

We may use your Identity, Contact, Technical, Usage and Profile Data to get an idea of what we think may be of interest to you. If you have requested information from us or purchased one of our products and have not opted out of marketing then we might send you information or offers tailored to you using this data.

Opting out

If you want us or third parties to stop sending you marketing messages at any time then just follow the opt-out links on any marketing message sent to you.  Alternatively, if you don’t like the number or content of messages you’re receiving drop our team an email at any time.
Just as an FYI. Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of you purchasing one of our products.

Change of purpose
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you want an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us and we’ll get our top data protection bods on the case.
In the unlikely event we need to use your personal data for an unrelated purpose, we promise we’ll notify you and explain the legal basis which allows us to do so.
Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

  • Disclosures of your personal data
We may share your personal data with the parties set out below for the purposes set out.
  • External Third Parties as set out below
  • 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 privacy policy.
We’re a nice bunch but you’re our priority. Therefore, when we share your data with a third party we will make sure they respect the security of it and treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
  • International transfers
A few of our external third parties who we use to help us carry out the purposes referred to above or to comply with a legal duty are based outside the EEA so their processing of your personal data will involve a transfer of data outside the EEA.
Whenever we transfer your personal data out of the EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:
  • We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data by the European Commission. For further details, see European Commission: Adequacy of the protection of personal data in non-EU countries.
  • Where we use certain service providers, we may use specific contracts approved by the European Commission which give personal data the same protection it has in Europe. For further details, see European Commission: Model contracts for the transfer of personal data to third countries. 
  • Where we use providers based in the US, we may transfer data to them if they are part of the Privacy Shield which requires them to provide similar protection to personal data shared between Europe and the US. For further details, see European Commission: EU-US Privacy Shield.
Cookie Policy

Cookies are text files placed on your computer to collect standard Internet log information and visitor behavior information. When you visit our websites, we may collect information from you automatically through cookies or similar technology
For further information, visit

How do we use cookies?

Our Company uses cookies in a range of ways to improve your experience on our website, including:
  • Strictly necessary cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.
  • Functionality cookies. These are used to recognise you when you return to our website. This enables us to improve your experience and personalise our content for you by remembering your user name and your preferences (for example, your region). Or they may include Analytical or performance cookies. These allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.
  • Targeting cookies. These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and any advertising displayed more aligned with your interests. Having these cookies does not increase the number of adverts you will be shown, but simply makes the adverts you see more relevant. We may also share this information with third parties for this purpose.
Required Cookies
Google Tag Manager (Tag management)
Adobe Typekit  (Font management)
Conversion Bear (cookie management)
Shopify (cart, customer login and checkout)

Functional Cookies

Google Analytics (Web Analytics)
Hotjar (Web Analytics)
Yopto (Reviews management)

Targeting Cookies

Google Dynamic remarketing (Advertising and campaign management)
Google Adwords (Advertising and campaign management)
Facebook Connect (Advertising and campaign management)
Facebook Custom Audience (Advertising and campaign management)
Facebook Pixel (Advertising and campaign management)
Pinterest Conversion tracking (Advertising and campaign management)
Bing Ads (Advertising and campaign management)
Adobe Audience Manager (Advertising and campaign management)
Please note that third parties (including, for example, advertising networks and providers of external services like web traffic analysis services) may also use cookies, over which we have no control. These cookies are likely to be analytical/performance cookies or targeting cookies.
We think cookies make your visit to our site more quick and easy. However, if you disagree, that’s fine. You can block cookies by activating the setting on your browser that allows you to refuse the setting of cookies. However, just so you’re aware, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our site
Except for essential cookies, all cookies will expire after the browsing session.