PRIVACY NOTICE ARDENT WAY LP
This Privacy Notice explains how ARDENT WAY LP handles personal information when individuals use our website, communicate with us, place orders, receive customer support or otherwise interact with our business.
Business details
Data controller: ARDENT WAY LP
Legal form: Limited partnership registered in England and Wales
Company number: LP024468
Registered office: Suite 6097, 128 Aldersgate Street, Barbican, London, EC1A 4AE, England
Website: https://ardentwaylp.com
Privacy contact email: info@ardentwaylp.com
Contact phone: +447386487517
Effective date: 14 May, 2026
For the purposes of this Privacy Notice, “we”, “us” and “our” refer to ARDENT WAY LP. “You” and “your” refer to any person whose personal information we process, including customers, website visitors, potential customers, supplier representatives, business contacts and other individuals who interact with us.
1. Our role
ARDENT WAY LP acts as the data controller for the personal information described in this Privacy Notice.
This means that, for the purposes of the UK General Data Protection Regulation, the Data Protection Act 2018 and other applicable data protection laws, we are responsible for deciding the purposes for which personal information is used and the manner in which it is processed.
In some situations, another organisation may act as an independent controller, for example a payment provider, delivery provider or third-party platform. Where this applies, that organisation will normally provide its own privacy information.
2. When this notice applies
This Privacy Notice applies when you interact with us or our website, including when you:
- browse, access or use the website;
- place an order or begin the checkout process;
- create, access or manage an online account, where this function is available;
- contact us by email, online form, telephone, post or another communication method;
- sign up to receive marketing or promotional messages;
- communicate with us about customer service, returns, refunds, complaints or delivery issues;
- submit a review, respond to a survey or participate in a promotion;
- provide personal information to us in any other way.
This Privacy Notice does not apply to websites, payment pages, delivery services, social media platforms or other third-party services that are controlled by someone else. Those third parties are responsible for their own privacy practices and notices.
3. Personal information we may collect
The personal information we collect depends on how you interact with us and which website functions or services you use.
3.1 Identity and contact details
We may collect information that identifies you or allows us to contact you. This may include your full name, billing address, delivery address, email address, telephone number, account name, customer identifier, username or similar contact details.
3.2 Order and transaction details
When you place an order or interact with our sales process, we may process information such as the products ordered, order reference, delivery information, payment status, returns history, refund details, customer service notes, complaints and communications relating to the order.
3.3 Payment-related details
Payments may be handled by third-party payment service providers. We may receive limited information connected with a payment, such as transaction confirmation, payment status, transaction reference, billing information, fraud screening results or refund status.
Unless we clearly state otherwise, we do not store complete payment card details ourselves.
3.4 Website, device and technical information
When you use the website, certain technical information may be collected automatically. This may include your IP address, browser type, device type, operating system, technical identifiers, approximate location based on technical data, pages visited, time spent on pages, referring website, cookie information and website log data.
3.5 Account and preference information
Where account features are available, we may process information connected with your account. This may include login details, saved addresses, communication preferences, account settings, wish lists, basket activity and other preferences linked to your use of the website.
3.6 Marketing and communication information
We may process details about your communication choices and engagement with us. This may include marketing preferences, email open or click data, unsubscribe records, survey answers, product reviews and records of messages exchanged with us.
3.7 Business contact information
Where you interact with us on behalf of a supplier, service provider, company or other organisation, we may process your business contact details, role, organisation name and communications with us.
4. Sensitive information
We do not normally ask for special category personal data in connection with ordinary website use, product purchases or customer enquiries.
Special category personal data may include information about health, racial or ethnic origin, religious or philosophical beliefs, political opinions, trade union membership, genetic data, biometric data used for identification, sex life or sexual orientation.
You should not provide this type of information to us unless there is a specific and lawful reason for doing so.
If you send us sensitive information that we have not requested and do not need, we may delete it. Where it must be retained or used for a lawful reason, we will process it only where an appropriate lawful basis and any required legal condition apply.
5. How we collect personal information
We may collect personal information from several sources, including:
- directly from you when you complete forms, place orders, contact us or provide information through the website;
- automatically through the website, cookies, logs and similar technologies;
- from payment providers, fraud-prevention tools, delivery partners, fulfilment providers, analytics providers or technical service providers;
- from publicly available sources, where it is lawful and relevant to do so;
- from another person who provides your details, for example when someone places an order to be delivered to you.
6. Why we use personal information
We use personal information for business, website, customer service, compliance and security purposes.
These purposes may include:
- accepting, managing and fulfilling customer orders;
- processing payments and arranging refunds;
- organising delivery, fulfilment, returns and exchanges;
- responding to enquiries, complaints and customer support requests;
- managing customer accounts, where account features are available;
- sending service communications, including order confirmations, delivery updates and important website notices;
- detecting and preventing fraud, misuse, security incidents or unlawful activity;
- complying with legal duties, including tax, accounting, customs, sanctions, consumer protection and regulatory requirements;
- improving the website, products, customer experience and internal processes;
- sending marketing communications where permitted by law;
- measuring website performance, advertising effectiveness and customer demand;
- protecting our legal rights, business operations, property, customers, suppliers and service providers.
7. Lawful bases we rely on
We only process personal information where we have a lawful basis under applicable data protection law.
The lawful basis used will depend on the purpose of processing.
Purpose: Processing, confirming and fulfilling orders
Typical lawful basis: Performance of a contract
Purpose: Taking payments and issuing refunds
Typical lawful basis: Performance of a contract; legal obligation; legitimate interests
Purpose: Delivery, fulfilment and logistics
Typical lawful basis: Performance of a contract; legitimate interests
Purpose: Customer support, complaints and returns
Typical lawful basis: Performance of a contract; legitimate interests; legal obligation
Purpose: Fraud prevention, website protection and security monitoring
Typical lawful basis: Legitimate interests; legal obligation
Purpose: Tax, accounting, customs and legal record keeping
Typical lawful basis: Legal obligation; legitimate interests
Purpose: Website analytics, performance review and service improvement
Typical lawful basis: Legitimate interests or consent, depending on the technology used
Purpose: Marketing communications
Typical lawful basis: Consent or legitimate interests, where permitted by law
Purpose: Supplier, service provider and business administration
Typical lawful basis: Legitimate interests; performance of a contract
Purpose: Disputes, legal claims and enforcement of rights
Typical lawful basis: Legitimate interests; legal obligation
Where we rely on legitimate interests, those interests may include operating our business efficiently, improving our services, keeping the website secure, preventing fraud, maintaining business records, communicating with customers and lawfully promoting our goods.
8. Marketing
We may send you marketing messages where you have given consent or where the law permits us to contact you about similar goods or services.
You can stop receiving marketing communications at any time by using the unsubscribe link included in our emails, changing your preferences where account tools are available, or contacting us using the details in this Privacy Notice.
If you opt out of marketing, we may still send you non-marketing messages. These may include order confirmations, delivery updates, refund notices, legal notices, customer service replies and other essential service communications.
We do not intend to sell your personal information to third parties for their own separate direct marketing purposes.
9. Cookies and similar technologies
Our website may use cookies and similar technologies to support website operation, security, user preferences, analytics, performance measurement and, where applicable, marketing.
More information should be provided in our separate Cookie Notice.
Where the law requires consent for non-essential cookies, we will request that consent through the cookie banner, cookie settings tool or another consent mechanism available on the website.
10. Who we may share personal information with
We may share personal information with third parties where this is necessary, lawful and appropriate for the purposes described in this Privacy Notice.
These third parties may include:
- payment processors and payment service providers;
- banks, card issuers and fraud-prevention providers;
- delivery companies, fulfilment providers, warehouses, customs agents and logistics partners;
- website hosting providers, IT providers, cloud platforms, email providers, security providers and technical support providers;
- analytics, advertising and marketing service providers;
- customer support platforms, review tools, form providers and communication service providers;
- professional advisers, including lawyers, accountants, auditors and insurers;
- tax authorities, customs authorities, regulators, courts, law-enforcement agencies and other public authorities;
- prospective buyers, investors, lenders or business partners where this relates to a business sale, restructuring, financing, transfer of assets or similar transaction.
Where a service provider processes personal information on our behalf, we expect it to use the information only for authorized purposes and to apply appropriate confidentiality and security measures.
11. International use of personal information
outside the United Kingdom. As a result, personal information may sometimes be processed in other countries.
Where personal information is transferred outside the United Kingdom, we will take steps required by applicable data protection law.
Depending on the circumstances, this may include:
- transferring information to a country covered by applicable adequacy regulations;
- using the UK International Data Transfer Agreement;
- using the UK Addendum to the EU Standard Contractual Clauses;
- relying on another safeguard, derogation or legal mechanism permitted by data protection law.
12. How long we keep personal information
We keep personal information only for as long as it is reasonably needed for the purposes for which it was collected or for another lawful reason.
The retention period may depend on the type of information, the purpose of processing, legal and regulatory requirements, accounting and tax obligations, fraud-prevention needs, the possibility of disputes and whether we continue to have a relationship with you.
As a general approach, customer order and transaction records may be retained for up to six years after the relevant transaction or after the end of the customer relationship, unless a different period is required or justified.
Marketing preference records may be kept for as long as needed to record and respect your opt-out or consent choices.
Technical logs and analytics information are usually retained for shorter periods, unless they are needed for security, troubleshooting, fraud prevention or legal reasons.
When personal information is no longer required, we will delete it, anonymise it or keep it securely only where we have a lawful reason to retain it.
13. Security measures
We use technical and organisational measures designed to protect personal information against unauthorised access, accidental loss, misuse, alteration, disclosure or destruction.
These measures may include access controls, secure systems, confidentiality requirements, service provider checks, monitoring tools, internal procedures and other appropriate safeguards.
However, no website, email service or internet transmission can be guaranteed to be completely secure. You should take care when sending information online and should keep any account login details confidential.
14. Automated decisions and profiling
We may use limited automated tools in ordinary business operations, including for fraud prevention, website security, payment risk checks, analytics, marketing segmentation or service improvement.
Unless we clearly tell you otherwise, we do not make decisions based solely on automated processing that have legal effects or similarly significant effects on you.
If this position changes, we will provide further information where required by law.
15. Your data protection rights
Depending on the circumstances and applicable law, you may have rights in relation to your personal information.
These rights may include the right to:
- request access to personal information we hold about you;
- ask us to correct inaccurate or incomplete information;
- ask us to delete personal information;
- request restriction of processing;
- object to processing based on legitimate interests;
- object to direct marketing;
- request portability of information you provided to us;
- withdraw consent where we rely on consent;
- complain to the Information Commissioner’s Office or another competent supervisory authority.
These rights are subject to legal conditions and may not apply in every situation. We may also need to verify your identity before responding to a request.
16. How to exercise your rights
To exercise your data protection rights, please contact us using the privacy contact details set out at the beginning of this Privacy Notice.
We may ask you to provide information that helps us confirm your identity and understand your request.
We will respond within the timeframe required by applicable law.
If a request is unclear, excessive, repetitive, unfounded or affects the rights of another person, we may ask for clarification or handle the request in accordance with applicable legal rules.
17. Complaints
We would prefer to have the opportunity to review and address any privacy concern directly.
If you have a question or complaint about how we use personal information, please contact us first using the details in this Privacy Notice.
You also have the right to complain to the Information Commissioner’s Office, which is the UK supervisory authority for data protection matters, or to another competent supervisory authority where applicable.
18. Third-party websites and services
The website may contain links to third-party websites, payment pages, delivery tracking services, social media pages or other external platforms.
We do not control those third parties and are not responsible for their privacy practices, notices or handling of personal information.
You should review the relevant third party’s privacy notice before providing personal information to them.
19. Updates to this notice
We may revise this Privacy Notice from time to time to reflect changes in law, website functionality, business operations, service providers or the way we process personal information.
The latest version will be published on the website.
The effective date above shows when this Privacy Notice was last updated.
20. Contact information
If you have any questions about this Privacy Notice or about how we process personal information, please contact us using the details below:
ARDENT WAY LP
Suite 6097, 128 Aldersgate Street, Barbican, London, EC1A 4AE, England
Email: info@ardentwaylp.com
Phone: +447386487517
Website: https://ardentwaylp.com/