At Swedish Posture UK, we’re committed to protecting and respecting your privacy.

This Policy explains when and why we collect personal information about people who visit our website, how we use it, the conditions under which we may disclose it to others and how we work to keep it secure.

We may change this Policy from time to time so please check this page occasionally to ensure that you’re happy with any changes. By using our website, you’re agreeing to be bound by this Policy, we’ll also ask for express consent from you that you’ve read and understand this policy as your interact with us.

Any questions regarding this Policy and our privacy practices should be sent by email to or by writing to Swedish Posture UK, 156 West Grove, Woodford Green, Essex IG7 7NW.

Who are we?

You’re reading this privacy policy on our website ‘’ which is a trading name of our business Active Lifestyle Retail Ltd.  Our company registration number is 08524711.

How do we collect information from you?

We obtain information about you when you use our website, for example, when you contact us about products and services, when you place an order with us and when you choose to join our newsletter.

What type of information is collected from you?

The personal information we collect might include your name, address, email address, IP address, and information regarding what pages are accessed and when. If you purchase a product from us, your card information is not held by us, it is collected by our third party payment processors, who specialise in the secure online capture and processing of credit/debit card transactions, as explained below.

How is your information used?

We may use your information to:

  • process orders that you have placed;
  • to carry out our obligations arising from any contracts entered into by you and us;
  • dealing with entries into a competition;
  • seek your views or comments on the services we provide;
  • notify you of changes to our services;
  • send you communications which you have requested and that may be of interest to you.

We review our retention periods for personal information on a regular basis.  We will hold your personal information on our systems for as long as is necessary for the relevant activity, or as long as is set out in any relevant contract you hold with us.

Who has access to your information?

We will not sell or rent your information to third parties.

We will not share your information with third parties for marketing purposes.

Third Party Service Providers working on our behalf: We may pass your information to our third party service providers, agents subcontractors and other associated organisations for the purposes of completing tasks and providing services to you on our behalf. However, when we use third party service providers, we disclose only the personal information that is necessary to deliver the service and we have a contract in place that requires them to keep your information secure and not to use it for their own direct marketing purposes.

Third Party Product Providers we work in association with:

When you are using our secure online payment pages as part of placing an order with us, your payment is processed by a third party payment processor, who specialises in the secure online capture and processing of credit/debit card transactions. If you have any questions regarding secure transactions, please contact us. We’ve included details of the third parties we currently use for payments and other services below along with their privacy policy links.

When you enquire about or purchase one or more of these products, the relevant third party product provider will use your details to provide you with information and carry out their obligations arising from any contracts you have entered into with them. In some cases, they will be acting as a data controller of your information and therefore we advise you to read their Privacy Policy.  These third party product providers will share your information with us which we will use in accordance with this Privacy Policy.

We may transfer your personal information to a third party as part of a sale of some or all of our business and assets to any third party or as part of any business restructuring or reorganisation, or if we’re under a duty to disclose or share your personal data in order to comply with any legal obligation or to enforce or apply our terms of use or to protect the rights, property or safety of our supporters and customers. However, we will take steps with the aim of ensuring that your privacy rights continue to be protected.

Your choices

You have a choice about whether or not you wish to receive information from us. We send emails to you after you place an order to confirm it and also to help you use your new products.  We’d like to keep telling you (not too often) about our new and exciting products and services, you can opt in to receive these marketing emails from us whenever you use a form on our website.

We will not contact you for marketing purposes by email, phone or text message unless you have given your prior consent. We will not contact you for marketing purposes by post if you have indicated that you do not wish to be contacted. You can change your marketing preferences at any time by contacting us by email: or by clicking the links in the footer of an existing email you have received from us.

Under the GDPR you have a number of other choices and rights.  We’re looking at ways to make it easier for you to review and update your data with us. In the mean time please contact us if you’d like to exercise your:
right to access – we’ll provide you with a copy of the data we hold about you within 40 days
right to be forgotten – we’ll remove your personal data from our database
right for data portability – we’ll provide you a copy of your personal data for you to transmit to a different data controller


How you can update your information

The accuracy of your information is important to us. We’re working on ways to make it easier for you to review and correct the information that we hold about you. If you registered for an account on our site you can log in and make changes to your personal details.  If you don’t have an account but you change email address, or any of the other information we hold is inaccurate or out of date, please email us at:

Security precautions in place to protect the loss, misuse or alteration of your information

When you give us personal information, we take steps to ensure that it’s treated securely.  Our website uses an SSL certificate and you should see the url in your web browser begin with https: and an indication in most web browsers that our site is secure.

We also make a number of regular security precautions and audits to ensure we are taking reasonable steps to protect your data.  These include the use of firewalls, regular malware scans of our site and hardware.  Regular security updates to our website and associated components & services.  Website security monitoring and frequent password security audits.

Where you have chosen a password which enables you to access certain parts of our websites, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.  We also suggest you use strong passwords containing letters, numbers and symbols.  Our system supports the use of complex passwords.


Use of ‘cookies’

Like most other websites, the Swedish Posture UK website uses cookies. ‘Cookies’ are small pieces of information sent by an organisation to your computer and stored on your hard drive to allow that website to recognise you when you visit. They collect statistical data about your browsing actions and patterns and do not identify you as an individual. For example, we use cookies to store your items you’ve added to your shopping cart. This helps us to improve our website and deliver a better more personalised service.

It is possible to switch off cookies by setting your browser preferences. For more information on how to switch off cookies on your computer, visit our full cookies policy. Turning cookies of may result in a loss of functionality when using our website.

We use cookies from third party services which are listed below.

Links to other websites

Our website may occasionally contain links to other websites run by other organisations. This privacy policy applies only to our website‚ so we encourage you to read the privacy statements on the other websites you visit. We cannot be responsible for the privacy policies and practices of other sites even if you access them using links from our website.

In addition, if you linked to our website from a third party site, we cannot be responsible for the privacy policies and practices of the owners and operators of that third party site and recommend that you check the policy of that third party site.

16 or Under

We are concerned to protect the privacy of children aged 16 or under. If you are aged 16 or under‚ please get your parent/guardian’s permission beforehand whenever you provide us with personal information.

Transferring your information outside of Europe

As part of the services offered to you through this website, the information which you provide to us may be transferred to countries outside the European Union (“EU”). By way of example, this may happen if any of our servers are from time to time located in a country outside of the EU. These countries may not have similar data protection laws to the UK. By submitting your personal data, you’re agreeing to this transfer, storing or processing. If we transfer your information outside of the EU in this way, we will take steps to ensure that appropriate security measures are taken with the aim of ensuring that your privacy rights continue to be protected as outlined in this Policy.

If you use our services while you are outside the EU, your information may be transferred outside the EU in order to provide you with those services.


Third Party Services

We currently use a number of third party services here is an explanation of what we use and links (if relevant) to their privacy policies.  Depending on your use of our site and services not all of these may apply to you.

Google Analytics – we use this service to track statistical data so we can better understand how people use our website.

Facebook pixel – we use this service to provide retargeting & product data to our Facebook page.

Paypal – we use this service to securely collect and process your payment information.

Mailchimp –

Review of this Policy

We keep this Policy under regular review. This Policy was last updated in April 2018.