Privacy policy
Last updated: 15 September 2026
DUEERA LIMITED (“DUEERA”, “we”, “us” or “our”) operates this website.
DUEERA LIMITED is a company registered in England and Wales under company number 16098607, with its registered office at 12a The Square, Wickham, Hampshire, England, PO17 5JQ.
This Privacy Policy explains how we collect, use, disclose and protect personal information when you visit or interact with our website, join the DUEERA mailing list, contact us or otherwise use our website and related services.
Our website is powered by Shopify, which provides the technology and infrastructure used to operate our website.
The DUEERA website is currently in a pre-launch stage. We are not currently accepting orders or payments through the website. We will update this Privacy Policy where necessary before online purchasing functionality is made available.
For the purposes of applicable UK data protection law, DUEERA LIMITED is the controller of personal information where we determine how and why that information is processed. In some circumstances, Shopify or another service provider may process personal information as an independent controller in accordance with its own privacy terms.
Personal Information We Collect
The personal information we collect depends on how you interact with the DUEERA website.
We may collect your email address and other contact information when you choose to join the DUEERA mailing list, contact us or otherwise provide information to us.
We may collect information contained in communications that you send to us, including questions, requests, enquiries or feedback.
We may automatically collect certain device and technical information, such as your IP address, browser type, device type, operating system, network information and other identifiers relating to the device or connection you use to access our website.
We may also collect usage information about how you interact with our website, such as pages you visit, products or collections you view, links or buttons you click, how you navigate the website and the date and time of your interactions.
We may collect information through cookies and similar technologies, as described in the Cookies and Similar Technologies section below.
Because DUEERA is currently pre-launch and online checkout is not enabled, we do not currently collect payment card details, billing information, shipping information or order and returns information through purchases on the website.
We will update this Privacy Policy as appropriate before we begin accepting online orders.
How We Collect Personal Information
We may collect personal information directly from you when you join the DUEERA mailing list, contact us or otherwise provide information to us.
We may also collect information automatically when you visit or interact with our website, including through cookies and similar technologies.
We may receive or process information through Shopify and other service providers that help us operate, secure, understand and improve our website.
How We Use Your Personal Information
We use personal information where necessary to operate, maintain, secure and improve the DUEERA website and understand how visitors interact with our content, clothing, products and collections.
We may use information about website interactions to understand visitor interest and improve our website, products, content and overall user experience.
If you choose to join the DUEERA mailing list, we use your email address to send you marketing communications relating to DUEERA. These may include launch announcements, early access, new collections, new releases, product news, promotions and other DUEERA updates.
We may use personal information to respond to questions, requests, enquiries or other communications that you send to us.
We may also process personal information where necessary to protect our website, systems, business and users, detect or investigate suspicious or malicious activity, prevent misuse and maintain the security of our services.
We may process personal information where necessary to comply with applicable laws, regulations, legal obligations or lawful requests from authorities, or to establish, exercise or defend legal rights.
Lawful Bases for Processing
Under UK data protection law, we must have a lawful basis for processing personal information.
Where you voluntarily join the DUEERA mailing list, we rely on your consent to use your email address to send you marketing communications.
Where required by law, we also rely on your consent before using non-essential cookies or similar technologies for purposes such as analytics, advertising or personalisation.
You may withdraw your consent at any time. Withdrawing your consent does not affect the lawfulness of processing carried out before consent was withdrawn.
We may rely on our legitimate interests where processing is necessary to operate, maintain, secure and improve our website, understand how the website is being used, respond to enquiries and protect DUEERA and its website, provided that those interests are not overridden by your rights and interests.
We may rely on legal obligations where processing is necessary for us to comply with applicable law or regulatory requirements.
DUEERA Mailing List and Marketing Communications
If you choose to join the DUEERA mailing list, you consent to receiving marketing communications from DUEERA LIMITED.
These communications may include information about our launch, early access, clothing collections, new releases, products, promotions, events and other news relating to DUEERA.
Joining the mailing list is optional.
You can unsubscribe at any time by clicking the unsubscribe link included in our marketing emails.
If you unsubscribe, we may retain limited information where necessary to record and respect your decision not to receive further marketing communications.
Withdrawing your marketing consent will not affect the lawfulness of marketing communications sent to you before you withdrew your consent.
We keep appropriate records of mailing-list consent where required, including information necessary to demonstrate when and how consent was provided.
Cookies and Similar Technologies
Our website may use cookies and similar technologies.
Some cookies are strictly necessary for the website to function properly, maintain security and provide features requested by visitors.
We may also use non-essential cookies or similar technologies for purposes such as understanding website usage, analytics, personalisation and, where enabled, advertising.
Where consent is required by applicable law, non-essential cookies and similar technologies will not be used until you have provided your consent.
You can use the cookie consent controls displayed on our website to accept, reject or manage non-essential cookies where those controls are available.
You may change or withdraw your consent through the available privacy or cookie settings.
Our Shopify website may use Shopify-specific cookies, pixels and related technologies. Shopify's cookie consent tools can control Shopify-specific tracking according to a visitor's privacy choices. If DUEERA later installs separate third-party tracking technologies, we will take appropriate steps to ensure they respect applicable consent requirements.
How We Share Personal Information
We may share personal information with Shopify, which provides the website and ecommerce infrastructure used by DUEERA.
We may also share personal information with service providers that help us operate our website or business, such as website technology providers, security providers, email marketing providers, analytics providers and other suppliers acting on our behalf.
We may share information with professional advisers such as accountants, legal advisers or other professional service providers where reasonably necessary.
We may disclose personal information to government bodies, regulators, law enforcement authorities or other parties where we are legally required or permitted to do so.
We may also disclose relevant personal information in connection with a business transaction or proposed business transaction, such as a merger, restructuring, financing, acquisition or sale of all or part of our business, subject to applicable legal requirements.
We do not sell your email address to third parties for them to independently send you their own marketing communications.
Shopify
The DUEERA website is powered by Shopify.
Shopify may collect and process certain personal information when you visit or interact with our website in order to provide its services and website infrastructure.
Depending on the Shopify services and settings being used, Shopify may process certain information on behalf of DUEERA or may process certain information for its own purposes as an independent controller.
Where Shopify Network Intelligence or other enhanced Shopify services are enabled, Shopify may process certain information in accordance with its own privacy terms and settings.
You can find additional information about Shopify's processing practices through the Shopify Consumer Privacy Policy and Shopify Privacy Portal.
Third-Party Websites and Links
Our website may contain links to websites, social media platforms or online services operated by third parties.
If you follow a link to a third-party website or service, the privacy practices and terms of that third party will apply.
DUEERA is not responsible for the privacy, security, content or practices of websites or services that we do not own or control.
We encourage you to review the relevant privacy information provided by third-party services before providing them with personal information.
International Transfers
Shopify and some of the other service providers used to operate our website may process or store personal information outside the United Kingdom.
Where personal information is transferred internationally, we will take steps required under applicable data protection law to ensure that an appropriate level of protection is provided.
Where required, this may include relying on adequacy regulations, recognised contractual safeguards or other lawful international transfer mechanisms.
How Long We Keep Personal Information
We retain personal information only for as long as reasonably necessary for the purpose for which it was collected and to meet applicable legal, regulatory, accounting, security or operational requirements.
If you join the DUEERA mailing list, we may retain your email address while you remain subscribed.
If you unsubscribe, we may retain limited information where reasonably necessary to record and respect your opt-out and ensure that you are not unintentionally added back to marketing communications.
The length of time for which other information is retained may depend on the type of information, why it was collected, the services involved and any applicable legal or regulatory requirements.
Security
We take reasonable technical and organisational measures designed to protect personal information against unauthorised access, misuse, alteration, loss or disclosure.
However, no internet transmission, website or electronic storage system can be guaranteed to be completely secure.
You should therefore avoid sending highly sensitive or confidential information through insecure communication channels.
Your Data Protection Rights
Depending on the circumstances and subject to applicable law, you may have the right to request access to personal information we hold about you, request correction of inaccurate or incomplete personal information, request deletion of personal information in certain circumstances, request restriction of processing in certain circumstances, object to certain processing, receive certain personal information in a portable format, and withdraw consent where we rely on your consent.
You also have an absolute right to object to the use of your personal information for direct marketing.
These rights are not absolute in every circumstance and may be subject to legal exceptions.
To exercise your data protection rights, you may contact DUEERA through the Contact page on this website or write to us using the postal details provided in the Contact Us section below.
We may need to ask for information to verify your identity before completing certain requests.
Automated Decision-Making
DUEERA does not currently use personal information to make decisions based solely on automated processing that produce legal effects or similarly significant effects concerning you.
If this changes in the future, we will update this Privacy Policy as required.
Complaints
If you have concerns about the way DUEERA LIMITED collects or uses your personal information, please contact us so that we can investigate your concern.
If you are in the United Kingdom, you also have the right to make a complaint to the Information Commissioner's Office (ICO), the UK's independent data protection regulator.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to DUEERA, our website, our services, the technologies we use, applicable legal requirements or our privacy practices.
When this Privacy Policy is updated, we will change the “Last updated” date at the top of this page.
Where required by law, we will provide additional notice of material changes.
Contact Us
To exercise your data protection rights, you can email us at support@dueera.com, contact us through the Contact page on this website, or write to us using the postal details provided below.
Dueera Ltd
204 Baker Street
Suite 304
London EN1 3JY
United Kingdom