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Privacy Policy & Cookie InfoUpdated a year ago



Base London Ltd. has always done everything possible to protect your personal information. The latest legislation regarding the safety and protection of your data on line will help to make your interaction with all reputable websites as safe as possible and the Base London website is no exception. This Privacy Policy is updated regularly to ensure that your data is kept safe and you get every opportunity to manage the data you give us, check in on it as often as you like and be completely deleted from our records if you choose.


This policy will explain how we collect data when you communicate or transact with us, whether you are a regular customer or a one off visitor, it gives you an explanation of everything we do or don’t do with your details.  It’s a long read, but will reassure you that your information will be safe with us.



Retaining some of your information allows us to personalise our service to you, such as being able to recommend things you might like, based on your previous purchases, letting you know about special offers and sales or giving you a preview of new styles that will be arriving shortly.  Added to that, your shopping experience will be quicker and smoother if we already have some of your details on our system.  But remember, we can always erase anything we have about you if you wish; you just have to let us know.



When you interact with us, we gather things like your name, your date of birth, your email details, delivery and billing addresses, shoe size, phone number etc..  This might be when you place an order, create an account, sign up for a discount or a newsletter or enter one of our competitions.


We use your data for the following purposes:


Name & Address – to send you your purchases.

Email address – to send you order confirmations, updates, delivery progress and refund updates.  We would also use your email address for marketing bulletins, newsletters etc. if you opt in to receive these.

Phone number – to send update texts regarding delivery information.  We will never use your phone number for any other purpose.

Date of Birth – to send you birthday greetings and a treat but only if you have subscribed to our marketing service.

Password – this is your unique security to access your account, your orders, your account preferences and to enable you to edit as and when you wish.


When you visit our website, we use cookies which automatically collect your internet protocol address which generates a log file.  (See more about cookies below.)  This information is used by our technical team to manage the site generally and find out how people use the site, how they arrive at the site, whether there are any issues with the layout or functionality and generally help them hone the experience, without looking at anyone’s individual details.


Rest assured, we only look at your information that’s necessary to carry out our business, and deliver the service you’ve requested.  We also keep details of anyone you send a Base London gift to, but those details are never used for marketing materials.


You can always choose to unsubscribe or restrict the information you supply to us.  This will mean that you don’t receive notifications, offers or newsletters.  See more information about how to unsubscribe below.


When you make a purchase from us, we will only ever hold the minimum details required in order for you to reference back to a purchase, and we cannot access your payment method as soon as the transaction has been completed.  These minimal details will be deleted once we believe you would no longer wish to refer to that purchase (typically about three years).  When you place an order, your payment is processed via a third party company such as Pay Pal, Sage Pay or Amazon Pay and they control that payment data. 


We will send you, from time to time, service emails which are designed to give assistance following your interactions with the website.  These are personalised emails, specifically for you and separate from our newsletters.  If you wish to stop receiving these, you can unsubscribe by clicking the link provided at the base of each email.


If you use social media, such as Facebook, Instagram, Twitter etc., we might occasionally use information available from those external sources to show you ads we think will be relevant to you, based on your interaction with us. This only happens if your security settings permit it and although there’s no escaping ads on these platforms completely, you can manage what adverts are shown to you in your privacy and ad settings within your social media accounts.

Facebook/Instagram Lead Ads and Sign Up Forms.

By providing us with your email address via one of our prize draws or competitions on social media, you are granting us your consent to be added to our newsletter list and receive marketing information about new products and sales we think you'll be interested in. We won't share your data with any third parties and you can unsubscribe at anytime via the link at the bottom of any of our emails to you. Please note we must have permission to contact you should you win a prize draw, unsubscribing from our newsletter could prevent us from getting in touch.



Keeping limited information about you and your preferences, allows us to offer the smoothest possible service when you visit our site or communicate with us.  For example, this could be placing an order, querying something through customer service, or us sending you a discount code or promotion.  It also allows us to speed up payments as we are able to quickly establish we know each other and have transacted before.  If you do order from us, your data allows us to keep you up to speed on where your order is and arrange a delivery or return.  Certain details you share with us enable us to tailor make our communications to you and make sure we are telling you about things we believe you are interested in.


Lastly, knowing about our genuine customers, helps us detect and reduce fraud and credit risk.


Base London Ltd. will never share, sell, rent or trade your personally identifiable information to any third parties without your prior consent.


Our networks are all secured and your personal details are contained within these networks.  Access is only given to a small number of people who need to see it in order to fulfil your requests.


It is sometimes necessary for us to allow another company to access your data in order to perform services on our behalf – this could be a payment platform (as we use payment experts rather than process your financial transactions ourselves) or a delivery company. We make sure anyone who provides a service for Base London Ltd. enters into an agreement with us and meets our standards for data security and they commit to not using your data for anything other than we have requested in order to complete our service to you.


If we ever run a competition via a third party organisation or advertise, we will only involve your data if you have agreed to that.  The organisations we use are always selected with the most care to ensure they operate completely within the guidelines specified by the relevant authorities and have the same level of security and integrity that we do.


Like all organisations, Base London Limited is bound by the law and if required to do so (for example, when requested by the police or a regulatory or government authority investigating illegal activities) we would have to share your information.


Base London Ltd. is not responsible for the privacy notices and practices of other websites even if accessed using links from and we know no organisation can promise 100% security as we cannot anticipate what advances there will be in unscrupulous computer hacking, viruses etc., but you can rest assured that Base London will operate to the highest possible standards and endeavour to protect you.   It is recommended that you check the privacy policy of each website you visit.

COOKIES  operates on a secure web server which automatically records your public internet protocol ('IP') address and also generates a log file.


A cookie is a small file of letters and numbers sent to your computer when you visit a web site. If  you visit the same website again, the information stored in the cookie can be retrieved to notify the web site (and only that website) of your previous activity. Cookies cannot be used by themselves to identify you. Cookies cannot give us access to your computer or to information beyond what you provide us.  Cookies will not damage your computer. 


Base London’s website uses cookies to help you log in more quickly and match your preferred interests with ease.


You can easily control and disable cookies yourself and each Internet Browser has their own method for doing this. Below we've listed the methods for several popular ones:

For Microsoft Internet Explorer:

  1. Choose the menu “Tools” then “Internet Options”
  2. Click on the “Privacy” tab
  3. Select “Advanced”
  4. Choose the appropriate settings

For Google Chrome:

  1. Choose “Settings” and click on “Advanced”
  2. Under "Privacy and Security" click “Content Settings”
  3. Click “Cookies”

For Safari:

  1. Choose Preferences > Privacy
  2. Click on “Block all cookies”

For Mozilla firefox:

  1. Click on the menu icon then select “Options”
  2. Click on the icon “Privacy & Security”
  3. Find the menu “cookie” and select the relevant options

For Opera 6.0 and further:

  1. Choose the menu icon and select “Settings”
  2. Click on “Privacy & Security”
  3. Choose the appropriate settings

For more information visit the following external links: and/or

Please be aware that by limiting or deleting cookies you may not enjoy as good an experience on our website or have access to many of our enhanced features. 

By using our site, you consent to our privacy policy and the use of cookies.


The table below lists the cookies we collect and what information they store.


COOKIE Description


The association with your shopping cart.


Stores the category info on the page, that allows to display pages more quickly.


The items that you have in the Compare Products list.


Your preferred currency


An encrypted version of your customer id with the store.


An indicator if you are currently logged into the store.


An encrypted version of the customer group you belong to.


Stores the Customer Segment ID


A flag, which indicates whether caching is disabled or not.


You sesssion ID on the server.


Allows guests to edit their orders.


The last category you visited.


The most recent product you have viewed.


Indicates whether a new message has been received.


Indicates whether it is allowed to use cache.


A link to information about your cart and viewing history if you have asked the site.


The ID of any polls you have recently voted in.


Information on what polls you have voted on.


The items that you have recently compared.


Information on products you have emailed to friends.


The store view or language you have selected.


Indicates whether a customer allowed to use cookies.


The products that you have recently viewed.


An encrypted list of products added to your Wishlist.


The number of items in your Wishlist.



Klarna Bank AB (publ) (“Klarna”) uses cookies to recognize the user’s device for the purpose of providing personalized advertising of Klarna products the next time the user will browse a merchant website offering Klarna products, and for analytics purposes.

Persistent marketing and analytics cookies

These cookies contain a unique user ID which will enable Klarna to recognize the user’s device the next time that user returns to a merchant using Klarna’s services. These are persistent cookies, stored on the device for a period of up to 540 days as of the last interaction with Klarna, or until they are deleted and allow Klarna (i) to show personalized marketing of Klarna products, including credit promotions to the user, and (ii) to perform analytics of the user behaviour.

By connecting the unique user ID stored in the cookie on the device to the information Klarna has about the user, Klarna will be able to recognize the user of that device. The information Klarna collects through the cookies is not shared with any third party.

About Klarna

Klarna Bank AB (publ) is subject to Swedish Data Protection legislation, and is the data controller for the purpose of processing the personal data as described above. Klarna has a data protection officer and a team consisting of personal data experts. Klarna also has a customer service team handling questions relating to personal data. You are welcome to contact Klarna at [email protected]. Please visit for more information about Klarna, and how Klarna processes personal data.



If you would like to see the personal information we hold on you, please drop us a line at [email protected] and include some proof of your identity.

You have the right to inform us of any inaccuracies or changes, or to restrict or object to the processing of your personal information.  Remember at all times, your data is YOURS and we want you to feel in control of how it is used and stored.


If you have an account with us, you can amend your personal details and email contact preferences at any time, just sign in on the and select ‘My Account’ at the top of the page.


We will keep your information only for as long as is reasonably necessary for the purposes set out in this privacy notice and to fulfil our legal obligations. We will not keep more information than we need. The retention period will vary according to the purpose, for example if placing an order we will typically keep your data for up three years, whereas when registering for our newsletter we will continue to hold your data until you unsubscribe.



Under the Data Protection Act and the General Data Protection Regulations, you have many rights to enable you to control how organisations use and control your data.  These include:


  • The right to be informed
  • The right of access
  • The right of rectification
  • The right to erasure
  • The right to restrict processing
  • The right to data portability
  • The right to object
  • The right not to be subject to automated decision-making including profiling


We hope that our Privacy Policy has explained how we work to ensure all your rights are adhered and respected.


You also have the right to lodge a complaint with the supervisory authority, The Information Commissioner’s Office. Contact details and further information on data protection regulations and laws can be found at



No organisation can promise 100% security as we cannot anticipate what advances there will be in unscrupulous computer hacking, viruses etc., but you can rest assured that Base London will operate to the highest possible standards and endeavour to protect you.



If you wish to unsubscribe from our newsletter and any other contact, please click on the unsubscribe link or manage your setting via your account.



If you have any comments or concerns about this policy or any other area of our website, please click here to send us your feedback.



Any changes made to this policy will be posted on this page.


This policy was last modified on the 8th March 2019

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