Privacy policy

Last updated: September 17, 2026

Helmets and Heroes operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Helmets and Heroes is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

We may collect or process the following categories of personal information, depending on how you interact with the Services and as permitted or required by applicable law:

  • Contact details including your name, address, billing address, shipping address, phone number, and email address.
  • Financial information including credit card, debit card, and financial account numbers, payment card information, transaction details, and payment confirmation.
  • Account information including your username, password, security questions, preferences and settings.
  • Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
  • Communications with us including the information you include when contacting our customer support.
  • Device information including information about your device, browser, network connection, IP address, and other unique identifiers.
  • Usage information including how and when you interact with the Services.

Personal Information Sources

We may collect personal information: directly from you (creating an account, using the Services, contacting us); automatically through the Services (your device, cookies and similar technologies); from our service providers who enable certain technology on our behalf; and from our partners or other third parties.

How We Use Your Personal Information

  • Provide, Tailor, and Improve the Services — to process payments, fulfil orders, manage your account, arrange shipping, facilitate returns and exchanges, and create a tailored shopping experience.
  • Marketing and Advertising — to send marketing, advertising and promotional communications by email, text message or postal mail, where you've agreed to receive them.
  • Security and Fraud Prevention — to authenticate your account, provide a secure payment and shopping experience, and detect or prevent fraudulent or unsafe activity.
  • Communicating with You — to provide customer support and maintain our business relationship with you.
  • Legal Reasons — to comply with applicable law or valid legal process, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

We may disclose your personal information to: Shopify, vendors and other third parties who perform services on our behalf (e.g. payment processing, data analytics, customer support, cloud storage, fulfilment and shipping); business and marketing partners, in accordance with their own privacy notices; third parties when you direct or consent to it (e.g. shipping); our affiliates or corporate group; and others in connection with a business transaction, legal obligation, or to protect our rights and those of our users.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. To learn more about how Shopify uses your personal information, you can visit the Shopify Consumer Privacy Policy (shopify.com/legal/privacy/app-users), and exercise certain rights via the Shopify Privacy Portal (privacy.shopify.com/en).

Third Party Websites and Links

The Services may provide links to websites or other online platforms operated by third parties. We do not guarantee and are not responsible for the privacy or security of such sites.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, please contact us to request that it be deleted.

Security and Retention of Your Information

No security measures are perfect or impenetrable, and we cannot guarantee "perfect security." We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us. How long we retain your personal information depends on factors such as whether we need it to maintain your account, provide the Services, or comply with legal obligations.

Your Rights and Choices

Depending on where you live, you may have the right to access, delete, correct, or receive a copy of your personal information, and to object to or restrict certain processing. If you reside in the UK or European Economic Area, you may also have the right to withdraw consent where we rely on it. You can opt out of promotional emails at any time using the unsubscribe link.

You may exercise any of these rights by contacting us using the details below. We may need to verify your identity before processing your request.

Complaints

If you have complaints about how we process your personal information, please contact us using the details below. In the UK, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

International Transfers

We may transfer, store and process your personal information outside the country you live in. Where we transfer personal information out of the UK or EEA, we rely on recognised transfer mechanisms such as the UK/EU Standard Contractual Clauses, unless transferring to a country deemed to provide an adequate level of protection.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will post the revised policy on this page and update the "Last updated" date above.

Contact

Should you have any questions about our privacy practices or this Privacy Policy, please email us at info@helmetsandheroes.co.uk, or write to us at Helmets and Heroes, 6 Carey, Tamworth, B77 5QB, United Kingdom. We are not VAT registered. For the purpose of applicable data protection laws, we are the data controller of your personal information.