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Privacy policy
Last updated: 17 October 2025
We are committed to continuously improving the sleep experience of individuals across the globe in a manner that respects and protects the privacy of our customers. The protection of your personal data is important to us, and we want you to feel safe when using our website.
This Privacy Policy describes the collection, processing, and disclosure of your personal data when you use our website and related services (collectively referred to as “Services”) provided by Emma Sleep UK Limited, 30 Old Bauley London United Kingdom, EC4M 7AU (“Emma”, “Emma Sleep”, “we” or “us”).
Emma is the “data controller” of any personal data it may collect, process, and hold about you throughout the duration of your business relationship with us.
1. Contact Us
Should you have any questions about this Privacy Policy or concerns or inquiries about how we are handling your personal data, you may reach out to our Data Protection Officer by contacting us through privacy@emma sleep.com or by sending us a letter addressed to Emma Sleep UK Limited, 30 Old Bauley London United Kingdom, EC4M 7AU,
2. Information We Collect and Process
When you contact us or place your order with us, we collect and process certain personal data, including personal data you provide to us directly and personal data that we collect automatically.
The personal data we collect and process about you includes, but not limited to, the following, based on legitimate interest or performance of contract with you:
| Category | Personal data | Purpose of data processing |
|---|---|---|
| Identity data | Name, username | Processed for purposes of identifying you in relation to the purchase or your inquiry. |
| Contact data | Email address, phone number, address | Processed for the coordination and execution of the delivery and/or pick-up of your ordered and/or returned goods in relation to the Contract, and to address your service concerns, if any, with you including any claims for returns or warranties as well as complaints. We could also use this data to send you communications regarding our marketing promotions and/or offers. |
| Order data | Purchasing activity (including purchased products or those added to your cart), payment information/billing data, your comments, product reviews and responses on surveys you complete, contact form inquiries to our customer service | Processed to document the payment transaction and relevant invoice for the purchase and to coordinate and fulfill the order and/or inquiry. |
We may also use your contact and order data to know your opinion about our products and/or to send you product review invites. In this case, we send you the communications based on our legitimate interest in monitoring and improving the quality of our products and services and your overall customer experience. If you have posted a product review, we may publish such review in our website and channels, without disclosing your personal identifiable information, (we will only disclose your first name and the first letter of your surname). If you do not want us to share your product review on our website, please inform our customer service through our support channels. We have engaged trusted third-party service providers to send product review invites on our behalf. Participation/submitting a review is voluntary and you can unsubscribe from similar communications in the email sent to you at any time.
When you contact us, the information you provide will be processed for the purpose of processing your request and for the event that follow-up questions arise. If you are contacting us in relation to your purchase, our legal basis for the processing of your personal data is that it is needed to fulfill our contract of sale with you. If you are contacting us in relation to other matters, our legal basis for the processing of your personal data is our legitimate interest to address your concern and to enable you to contact us quickly and easily. The personal data collected by us in this context will be deleted when the request associated with the contact has been completely clarified and it is also not to be expected that the specific contact will become relevant again in the future, unless legal storage obligations stand against this.
We and our affiliates may process your information, such as your email address or phone number, in a secure, hashed (pseudonymised) format for marketing purposes. In particular, we may:
- Create look-alike or custom audiences by uploading hashed contact data to advertising networks (e.g., Meta, Google) so that we can reach new users with similar characteristics to our existing customers.
- Match hashed email addresses across marketing platforms to deliver relevant ads to customers who have already shown an interest in our products.
Hashing ensures your personal information is not directly identifiable during these activities. Your data may be used, among other purposes, for the activities described above, in compliance with applicable data protection laws.
We also process your personal data for further purposes such as fulfilling our legal obligations regarding applicable tax, regulatory, accounting and/or reporting requirements, or where we may need it for our legitimate purposes (e.g., to help us responding to queries or complaints, responding to requests from regulators, resolve disputes or defend us from legal claims).
3. Orders and product returns
If you would like to order a product, it is necessary for the conclusion of the contract that you provide your personal data, which we need to process your order and fulfill the contract of sale with you. The essential data for the conclusion of the contract is marked, further data is given on a voluntary basis. We use the personal data provided by you to process your order and returns. For charging purposes, we can pass on your payment data to our house bank or to the selected payment service provider. In this regard, the selected payment service provider may transfer your payment data to third parties (e.g. banks) to process the payment. To manage the delivery of the goods to you, we will need to share your delivery address and contact details (email and phone number) with delivery companies. Only strictly necessary data will be shared for the purpose of coordination of delivery, protection against fraud and clarification of urgent issues. The legal basis for this is that this processing is objectively necessary for the performance of the contract of sale with you. This means that the sale of goods cannot, as a matter of fact, be fully performed if this specific processing of the personal data in question does not occur. Please note that failure to provide the mandatory personal data can lead to your order with us cannot be carried out.
If you want to make a product return, we will also need to share your personal data (delivery address and contact details) with the assigned non governmental/charitable organization or delivery company for the pick-up and collection of the product. The legal basis is that the processing is necessary for the performance of a contract to which the data subject is party) and our legitimate interest in managing product returns.
4. Categories of recipients of personal data and transfer to third countries
Within the scope of our activities and services, it may become necessary for us to disclose the personal data stored about you to natural persons, legal entities, or public authorities. We share your data with selected third parties to carry out certain activities to help us to run our business, customer services, credit institutions and providers of payment services for billing and payment processing (online and terminal payment providers), logistics providers, for the shipment of the products, cloud service providers, and IT support vendors, with whom we have concluded the necessary agreements.
We will also share your data with subsidiaries and affiliates of the Emma Group (“Emma Group”) for the management of your product delivery, for warranty and product claim purposes, based on our legitimate interests, and to enable us and the Emma Group to comply with legal obligations, namely related to product recalls.
Your data will be also processed by Emma Group in order to assist us in taking the necessary steps, for the performance of a contract of sale with you, in handling your questions or complaints; and in carrying out statistical studies and other analyses of aggregated data in order to enable the development of products and services that will be of interest to customers and potential customers.
Furthermore, we ensure that they take the necessary technical and organizational measures to process your data securely and store your personal data only as long as necessary.
We may also transfer your data to further recipients, outside of Emma, as far as this is contractually or legally required or needed for our legitimate purposes. These include, but not limited to the following: social insurance carriers, financial authorities and other authorities, financial institutions, and law firms.
Where we transfer personal data to recipients out of the European Economic Area (EEA), we either transfer personal data to countries that provide an adequate level of protection, or, when transferred to third countries without that level of protection, we have appropriate safeguard mechanisms in place. If you want to know more about those mechanisms, that include standard contractual clauses approved by the European Union, please let us know.
5. Booking a Store Appointment
If you choose to book an appointment to visit one of our stores and explore our products, we will collect and process certain personal information required to manage your booking and offer you a personalised in-store experience. This may include your first and last name, email address, postal address, phone number, and any other details you choose to share with us during the booking process or your visit.
We use this information to schedule and confirm your appointment, prepare for your visit, and follow up with relevant communications related to your enquiry or purchase interests.
6. Newsletters, offline and electronic notifications
We send newsletters, e-mails, postal mail, and other offline/electronic notifications containing promotional information (collectively referred to as “newsletter(s)”). As our customer, you may receive a newsletter, notification, and/or marketing without explicitly opting in. We are doing so based on our legitimate interest in sending you information about identical or similar products that can be relevant to your needs. If you have explicitly opted in to receive our newsletter, we will send you communications about our products and services.
To stop receiving our newsletters, you may object to receiving the same at any time by clicking on the unsubscribe link provided in every newsletter e mail or by reaching out to us through privacy@emma-sleep.com. Please be aware that opting out from marketing messages will not stop our transactional service communications (such as order and delivery updates).
7. Data retention
Our storage period is determined by the purpose of data and the respective legal retention periods. We store the data as long as it is required to fulfill the above-mentioned purposes. If the data is then no longer required and there are no legal retention obligations to the contrary, the data is securely deleted. The retention period of the documents is subject to various statutory retention periods, tax and social security retention obligations require retention of up to ten years.
8. Your rights as a data subject
Where appropriate and where applicable by law, we shall provide you with the following individual rights with respect to your personal data:
- The right to access – You have the right to obtain from us confirmation as to whether or not personal data concerning you is being processed, and, where that is the case, request copies of your personal data. Exceptionally, we may charge you a small fee for this service, if we consider that your request is manifestly unfounded or excessive.
- The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request that we complete the information you believe is incomplete.
- The right to erasure – You have the right to request that we erase your personal data, under certain conditions.
- The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions.
- The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions.
- The right to data portability – You have the right to request that we transfer the data that we have collected to another organization, or directly to you, under certain conditions.
- The right to not be subjected to automated decision making - We do not subject you to decisions based solely on automated processing, including profiling, which produces legal effects concerning you or similarly significantly affects you.
- The right to lodge a complaint – You have the right to lodge a complaint with supervisory authorities regarding the processing of your personal data. Should you wish to report a complaint or if you feel that we have not addressed your concern in a satisfactory manner, you may contact the appropriate supervisory authority.
You can exercise your rights with respect to your personal data by contacting us via email to privacy@emma-sleep.com or postal through the contact details shown at the beginning of policy. To the extent we are processing the personal data based on your consent, you may withdraw such consent at any time, provided that such personal data is not required by a legal obligation.
9. Updates to this Privacy Policy
We keep this Privacy Policy under regular review and may update this Privacy Policy from time to time to reflect the changes in our services, in which case we will update the “Last Updated” date at the top of this Privacy Policy.
We encourage you to read and/or review this Privacy Policy periodically for the latest updates on our privacy practices. If we make material changes to the way in which we use or disclose information we collect, we will use reasonable efforts to notify you (such as by emailing you at the last email address you provided us, by posting notice of such changes on the Services, or by other means consistent with applicable law) and will take additional steps as required by applicable law. If you do not agree to any updates to this Privacy Policy, please do not continue using or accessing the Services.
