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Privacy Policy

1. Purpose of This Privacy Policy

At KDH Ltd, trading as Appliance Superstore (“we”, “us”, “our”), we are committed to protecting the privacy of our customers and users of our website. This Privacy Policy explains how we collect, use, and safeguard your personal data when you use our website or purchase products from us.

KDH Ltd is the data controller of your personal information. We are a company registered in England and Wales (Company No. 10808820) with our registered office at:
Riverside 1, 32 Riverside, Sir Thomas Longley Road, Medway City Estate, Rochester, Kent, ME2 4DP.

This policy should be read alongside our terms and conditions, any other privacy notices or fair processing information we may provide on specific occasions. We may update this policy from time to time — the current version is dated 19/09/2025.

2. The Data We Collect

We may collect and process the following types of personal data:

  • Identity Data: name, title, marital status.
  • Contact Data: billing/delivery address, email, phone numbers.
  • Transaction Data: details of payments and purchases.
  • Technical Data: IP address, browser type, login data, device information, time zone, website usage (via cookies).
  • Profile Data: account details, purchase history, preferences, survey responses.
  • Usage Data: how you use our website, products, and services.
  • Marketing Data: your preferences for receiving communications.
  • Image Data: CCTV footage in our physical locations (for security).

We use this data to fulfil your orders, improve our services, and — with your consent — send you marketing updates.

3. How We Collect Your Data

  • Directly from you: e.g. when placing an order, creating an account, signing up to marketing, or contacting us.
  • Automatically: via cookies, server logs, and analytics when you browse our website.
  • Third parties: payment providers, delivery services, analytics partners, or publicly available sources (e.g. Companies House).
  • In-store: via CCTV and security systems.

Please refer to section 12. Cookies for more details on how cookies are used.

4. How We Use Your Personal Data

We only process your personal data when lawful to do so, including:

  • To fulfil our contract with you: processing orders, payments, delivery, and after-sales support.
  • To improve services: analysing usage, sales data, and customer feedback.
  • To personalise your experience: tailoring offers, promotions, and recommendations.
  • To comply with legal obligations: tax, accounting, and regulatory requirements.
  • To protect our business: fraud detection, crime prevention, and enforcing our terms.

We will not use your personal data for unrelated purposes without first informing you.

5. Lawful Basis for Processing

We rely on the following lawful bases:

  • Contract – where processing is necessary to deliver your order.
  • Legal obligation – where required by law (e.g. tax reporting).
  • Legitimate interests – e.g. improving services, preventing fraud, or limited marketing (balancing your rights at all times).
  • Consent – for direct marketing or other optional activities; you can withdraw consent at any time.

6. Marketing & Contact

  • You will only receive marketing communications from us if you have actively consented, or if you have purchased from us and not opted out of receiving such messages.
  • We may contact you by email, SMS, post, or telephone with news, offers, and promotions that we believe may be relevant to you.
  • You can unsubscribe at any time by clicking the unsubscribe link in our emails, replying to any message you receive, or by contacting us directly at sales@appliancesuperstore.co.uk.
  • Please note that unsubscribing from marketing communications will not affect essential service communications. We may still need to contact you about important matters relating to your order or product, such as delivery updates, installation arrangements, warranty information, product recalls, or safety notices.

7. Disclosures of Your Data

We may share your personal data with:

  • Service providers (e.g. delivery partners, IT support, payment processors).
  • Professional advisers (e.g. auditors, insurers, legal advisers).
  • Regulators and authorities (e.g. HMRC, ICO, law enforcement where required).
  • Manufacturers/suppliers – where necessary to resolve product issues or recalls.
  • Warranty/insurance providers – if you purchase extended cover.
  • Third parties in business transfers – if we sell, merge, or restructure.

We do not sell your personal data. All third parties are required to respect the confidentiality and security of your data.

8. International Transfers

We do not routinely transfer personal data outside the UK/EEA. If this changes, appropriate safeguards will be put in place.

9. Data Retention

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes for which it was collected, including meeting any legal, regulatory, tax, accounting, or reporting requirements. Retention periods vary depending on the type of data:

  • Orders/Transactions – kept for up to 10 years to comply with HMRC tax rules and product liability obligations under UK law.
  • Marketing Data – held until you withdraw consent or opt out, or for a maximum of 4 years if no further engagement occurs.
  • CCTV Footage – retained only for a limited period in line with security and crime-prevention requirements, after which it is securely deleted.
  • Other Data – if no longer required, data may be anonymised and used for research, statistical, or business analysis purposes. Once anonymised, it is no longer considered personal data and may be kept indefinitely.

We may retain certain information for longer where:

  • There is an ongoing dispute, complaint, or potential litigation.
  • We are required by law or regulation to do so.

10. Your Rights

Under data protection law, you have rights to:

  • Access the personal data we hold about you.
  • Request correction of inaccurate data.
  • Request deletion where no longer needed.
  • Object to processing based on legitimate interests or for marketing.
  • Restrict processing in certain circumstances.
  • Request portability of your data.
  • Withdraw consent at any time where consent is the basis of processing.

To exercise these rights, contact us at sales@appliancesuperstore.co.uk. We may need to verify your identity before acting on your request.

11. Security

We take the security of your personal information very seriously. To protect it, we use a combination of technical and organisational measures, including:

  • Secure connections (HTTPS/SSL encryption) across our website to ensure any information you provide online is transmitted safely.
  • Access controls and authentication so that only authorised employees or trusted service providers with a legitimate business need can access your personal data.
  • Firewalls, anti-virus protection, and regular monitoring of our IT systems to help prevent unauthorised access or malicious activity.
  • Staff training and confidentiality obligations to ensure anyone handling personal data does so responsibly and in line with data protection law.

We also maintain clear procedures for detecting, reporting, and investigating suspected personal data breaches. If a breach occurs that may put your rights or freedoms at risk, we will notify you and, where legally required, the Information Commissioner’s Office (ICO).

While we take strong precautions to safeguard your data, no system can ever be guaranteed as 100% secure. We therefore encourage you to take sensible steps on your side, such as keeping login details private and using secure passwords.

12. Cookies

Our website uses cookies to give you the best browsing experience, personalise content, and help us understand how visitors use our site.

  • What are cookies?
     Cookies are small text files stored on your device when you visit a website. They allow the site to recognise your device and remember your preferences for future visits.
  • How we use cookies
    • To keep the website secure and functioning properly.
    • To remember your preferences (such as login details or saved items).
    • To improve site performance and understand how visitors use our website.
    • To show you relevant offers and promotions (where marketing cookies are enabled).
  • Managing cookies
    By continuing to use our website, you consent to the use of cookies unless you adjust your browser settings. You can disable or delete cookies at any time through your browser, but please note that some parts of the site may not function correctly without them.
  • Third-party cookies
    We may use trusted third-party services (such as analytics or payment providers) that also set cookies to support website functionality and performance.

For more details about managing cookies, visit your browser’s help section.

13. Contact Us

If you have questions about this policy or your data:

  • Email: sales@appliancesuperstore.co.uk
  • Phone: 01622 541500
  • Write to: KDH Ltd, Appliance Superstore, Riverside 1, 32 Riverside, Sir Thomas Longley Road, Medway City Estate, Rochester, Kent, ME2 4DP

You may also contact our Data Protection Officer at info@appliancesuperstore.co.uk.

If you are unhappy with our response, you have the right to complain to the Information Commissioner’s Office (ICO) at www.ico.org.uk or call 0303 123 1113.