Privacy Policy

A. Perry Ltd. understands that you care about how your personal data is used and that your privacy is important to you. We respect and value the privacy of everyone who visits (“Our Site”) and will only collect and use personal data in a way that is consistent with our obligations and your rights under the law.

Please read this Privacy Policy carefully and ensure that you understand it. Your acceptance of this Privacy Policy is deemed to occur upon your first use of Our Site. If you do not accept and agree with this Privacy Policy, you must stop using Our Site immediately. is owned and operated by A. Perry Ltd., a limited company registered in England under company number 00363827. Our Registered Office and main trading address is: Doulton Road, CRADLEY HEATH, B64 5QW.


Definitions and Interpretation

  In this Policy the following terms shall have the following meanings:
  “Account” means an account required to access and/or use certain areas and features of Our Site;
  “Cookie” means a small text file placed on your computer or device by Our Site. Details of the Cookies used are set out in Part 13, below; and
  “Cookie Law” means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003 (as amended);


What Does This Policy Cover?

  This Privacy Policy applies only to your use of Our Site. Our Site may contain links to other websites. Please note that we have no control over how your data is collected, stored, or used by other websites and we advise you to check the privacy policies of any such websites before providing any data to them.


What is Personal Data?

  Personal data is defined by the General Data Protection Regulation (EU Regulation 2016/679) (the “GDPR”) as ‘any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier’.
  Personal data is, in simpler terms, any information about you that enables you to be identified. Personal data covers obvious information such as your name and contact details, but it also covers less obvious information such as identification numbers, electronic location data, and other online identifiers.


What Are My Rights?

  Under the GDPR, you have the following rights, which we will always work to uphold:
(a) The right to be informed about our collection and use of your personal data. This Privacy Policy should tell you everything you need to know, but you can always contact Us to find out more or to ask any questions using the details in Part 15.
(b) The right to access the personal data we hold about you. Part 13 will tell you how to do this.
(c) The right to have your personal data rectified if any of your personal data held by Us is inaccurate or incomplete. Please contact Us using the details in Part 15 to find out more.
(d) The right to be forgotten, i.e. the right to ask Us to delete or otherwise dispose of any of your personal data that we have. Please contact Us using the details in Part 15 to find out more.
(e) The right to restrict (i.e. prevent) the processing of your personal data.
(f) The right to object to Us using your personal data for a particular purpose or purposes.
(g) The right to data portability. This means that, if you have provided personal data to Us directly and we are using it with your consent or for the performance of a contract, and that data is processed using automated means, you can ask Us for a copy of that personal data to re-use with another service or business in many cases.
(h) Rights relating to automated decision-making and profiling. We do not use your personal data in this way.
  For more information about our use of your personal data or exercising your rights as outlined above, please contact Us using the details provided in Part 15.
  Further information about your rights can also be obtained from the Information Commissioner’s Office or your local Citizens Advice Bureau.
  If you have any cause for concern about our use of your personal data, please contact us and give us the opportunity to resolve your concern. You have the right to lodge a complaint with the Information Commissioner’s Office if the resolution is not to your satisfaction.


What Data Do We Collect?

  Depending upon your use of Our Site, we may collect some or all of the following personal data (please also see Part 13 on our use of Cookies and similar technologies:
  • Name
  • Address
  • Email address
  • Telephone number
  • Business name
  • Payment information
  • IP address
  • Web browser type and version
  • Operating system
  A list of URLs starting with a referring site, your activity on Our Site, and the site you exit to
  To open an account with A. Perry Ltd. you will be asked to complete an Account Application Form, requesting details for two Trade References. We may request additional information to authenticate yourself or if we believe you are violating site policies. We may also conduct a credit check by obtaining additional information about you from a credit bureau, as permitted by law, or if the information you provide cannot be verified.


How Do You Use My Personal Data?

  Under the GDPR, we must always have a lawful basis for using personal data. This may be because the data is necessary for our performance of a contract with you, because you have consented to our use of your personal data, or because it is in our legitimate business interests to use it. Your personal data may be used for the following purposes:
  Providing and managing your Account;
Providing and managing your access to Our Site;
Personalising and tailoring your experience on Our Site;
Supplying our products and services to you. Your personal details are required in order for Us to enter into a contract with you.
Personalising and tailoring our products and services for you.
· Communicating with you. This may include responding to emails or calls from you.
  · Supplying you with information by email and/or post that you have opted-in to (you may unsubscribe or opt-out at any time by clicking the relevant link in our emails.
  Analysing your use of Our Site and gathering feedback to enable Us to continually improve Our Site and your user experience.
With your permission and/or where permitted by law, we may also use your personal data for marketing purposes, which may include contacting you by email, telephone, text message or by post with information, news, and offers on our products and services. You will not be sent any unlawful marketing or spam. We will always work to fully protect your rights and comply with our obligations under the GDPR and the Privacy and Electronic Communications (EC Directive) Regulations 2003, and you will always have the opportunity to opt-out.
  Third Parties (including Google, Lead Forensics, Hotjar, Mailchimp) whose content appears on Our Site may use third-party Cookies, as detailed below in Part 13. Please refer to Part 13 for more information on controlling cookies. Please note that we do not control the activities of such third parties, nor the data that they collect and use themselves, and we advise you to check the privacy policies of any such third parties.


How Long Will You Keep My Personal Data?

  We will not keep your personal data for any longer than is necessary in light of the reason(s) for which it was first collected. Your personal data will therefore be kept for the following periods (or, where there is no fixed period, the following factors will be used to determine how long it is kept):
  · For transactions involving the sale of goods, the data will be kept for a minimum period of six years;


How and Where Do You Store or Transfer My Personal Data?

  We will only store or transfer your personal data within the UK. This means that it will be fully protected under the GDPR.
  We share your data within the group of companies of which we are a part. Where this involves the transfer of personal data outside the EEA, our group ensures that personal data is protected by requiring all companies within the group to follow the same rules with respect to personal data usage. These are known as “binding corporate rules”. More information on binding corporate rules is available from the European Commission.


Do You Share My Personal Data?

  We may sometimes contract with the following third parties to supply certain products and/or services. These may include payment processing, delivery, and marketing. In some cases, those third parties may require access to some or all of your personal data that we hold.
  Aspray24, DPD, Royal Mail, Rolls Freight, Sheldon Clayton, TFL, UK Mail, Other Couriers; for delivery purposes
Mailchimp; for email marketing
Hotjar, Lead Forensics; for identification of sales leads, business opportunities, analysing site usage and site improvement/error fixing
Sagepay; for payment processing (your card details are not stored or retained for any purpose)
If any of your personal data is required by a third party, as described above, we will take steps to ensure that your personal data is handled safely, securely, and in accordance with your rights, our obligations, and the third party’s obligations under the law, as described above in Part 8.
  In some limited circumstances, we may be legally required to share certain personal data, which might include yours, if we are involved in legal proceedings or complying with legal obligations, a court order, or the instructions of a government authority.


How Can I Control My Personal Data?

10.1 In addition to your rights under the GDPR, set out in Part 4, when you submit personal data via Our Site, you may be given options to restrict our use of your personal data. In particular, we aim to give you strong controls on our use of your data for direct marketing purposes (including the ability to opt-out of receiving emails from Us which you may do by unsubscribing using the links provided in our emails and at the point of providing your details or managing your Account).
10.2 You may also wish to sign up to one or more of the preference services operating in the UK: The Telephone Preference Service (“the TPS”), the Corporate Telephone Preference Service (“the CTPS”), and the Mailing Preference Service (“the MPS”). These may help to prevent you receiving unsolicited marketing. Please note, however, that these services will not prevent you from receiving marketing communications that you have consented to receiving.


Can I Withhold Information?

  You may access certain areas of Our Site without providing any personal data at all. However, to use all features and functions available on Our Site you may be required to submit or allow for the collection of certain data.
  You may restrict our use of Cookies. For more information, see Part 13.


How Can I Access My Personal Data?

  If you want to know what personal data we have about you, you can ask Us for details of that personal data and for a copy of it (where any such personal data is held). This is known as a “subject access request”.
  All subject access requests should be made in writing and sent to the email or postal addresses shown in Part 15.
  There is not normally any charge for a subject access request. If your request is ‘manifestly unfounded or excessive’ (for example, if you make repetitive requests) a fee may be charged to cover our administrative costs in responding.
  We will respond to your subject access request within one month of receiving it. Normally, we aim to provide a complete response, including a copy of your personal data within that time. In some cases, however, particularly if your request is more complex, more time may be required up to a maximum of three months from the date we receive your request. You will be kept fully informed of our progress.


How Do You Use Cookies?

  Our Site may place and access certain first-party Cookies on your computer or device. First-party Cookies are those placed directly byUs and are used only by Us. We use Cookies to facilitate and improve your experience of Our Site and to provide and improve our products and services. We have carefully chosen these Cookies and have taken steps to ensure that your privacy and personal data is protected and respected at all times.
  By using Our Site, you may also receive certain third-party Cookies on your computer or device. Third-party Cookies are those placed by websites, services, and/or parties other thanUs. Third-party Cookies are used on Our Site for tracking and analytical purposes. For more details, please refer to the table below. These Cookies are not integral to the functioning of Our Site and your use and experience of Our Site will not be impaired by refusing consent to them.
  All Cookies used by and on Our Site are used in accordance with current Cookie Law.
  Certain features of Our Site depend on Cookies to function. Cookie Law deems these Cookies to be “strictly necessary". These Cookies are shown in the table below. Your consent will not be sought to place these Cookies, but it is still important that you are aware of them. You may still block these Cookies by changing your internet browser's settings as detailed below, but please be aware thatOur Site may not work properly if you do so. We have taken great care to ensure that your privacy is not at risk by allowing them.
  The following first-party Cookies may be placed on your computer or device:

  Name of Cookie Purpose Strictly Necessary
  sid_customer_06b4a To keep your browsing activity separate from other users Yes
  cookietest To record whether you consented to cookies Yes
  eu_cookie_law this stores whether the EU Cookie legislation notification on the site has been acknowledged. Yes
  XSRF-TOKEN prevents malicious cross-site request forgeries. Yes
  Ow identifies the user, avoiding the need to log in on every page visited or when performing an action requiring authentication. Yes

  and the following third-party Cookies may be placed on your computer or device:

  Name of Cookie Provider Purpose
  Google Analytics Tracking site usage and analytics
  Hotjar Tracking site usage and analytics
  Lead Forensics Identifying business users and analytics

  Our Site uses analytics services provided by Google. Website analytics refers to a set of tools used to collect and analyse anonymous usage information, enabling Us to better understand how Our Site is used. This, in turn, enables Us to improve Our Site and the products and services offered through it.
  The analytics service(s) used by Our Site use(s) Cookies to gather the required information. You do not have to allowUs to use these Cookies, however whilst our use of them does not pose any risk to your privacy or your safe use of Our Site, it does enable Us to continually improve Our Site, making it a better and more useful experience for you.
  In addition to the controls that we provide, you can choose to enable or disable Cookies in your internet browser. Most internet browsers also enable you to choose whether you wish to disable all Cookies or only third-party Cookies. By default, most internet browsers accept Cookies, but this can be changed. For further details, please consult the help menu in your internet browser or the documentation that came with your device.
  You can choose to delete Cookies on your computer or device at any time, however you may lose any information that enables you to access Our Site more quickly and efficiently including, but not limited to, login and personalisation settings.
  It is recommended that you keep your internet browser and operating system up-to-date and that you consult the help and guidance provided by the developer of your internet browser and manufacturer of your computer or device if you are unsure about adjusting your privacy settings.

Account Protection

  Your password is the key to your account. Use unique numbers, letters and special characters, and do not disclose your password to anyone. If you do share your password or your personal information with others, remember that you are responsible for all actions taken in the name of your account. If you lose control of your password, you may lose substantial control over your personal information and may be subject to legally binding actions taken on your behalf. Therefore, if your password has been compromised for any reason, you should immediately notify us and change your password.


How Do I Contact You?

  To contact Us about anything to do with your personal data and data protection, including to make a subject access request, please use the following details:
  Email address:
  Telephone number: 01384 414000
  Postal Address: A. Perry Ltd., Data Control Officer, Doulton Road, CRADLEY HEATH, B64 5QW


Changes to this Privacy Policy

  We may change this Privacy Notice from time to time. This may be necessary, for example, if the law changes, or if we change our business in a way that affects personal data protection.
  Any changes will be immediately posted on Our Site and you will be deemed to have accepted the terms of the Privacy Policy on your first use of Our Site following the alterations. Werecommend that you check this page regularly to keep up-to-date.