Privacy policy
Last updated: 15 November 2026
Who we are
Wheel & Rock Ltd, company number 10992841, is responsible for personal information collected through wheelandrock.com. Contact us at studio@wheelandrock.com or write to our registered office: 4 Bellmar Close, Kendal, Cumbria, LA9 7TG, United Kingdom.
Information we collect
We collect the details you provide when placing an order, creating an account, contacting us or joining our mailing list. These may include your name, contact details, billing and delivery addresses, order history, preferences and correspondence. Payment providers process your payment details; we receive payment status and limited transaction information rather than your full card details.
Our store and service providers also process technical and usage information, such as IP address, browser and device details, pages and products viewed, cart activity and referral information. This may be collected using cookies, pixels and similar technologies, subject to your choices where consent is required.
Why we use information and our lawful bases
- Orders and customer service: to take payment, fulfil and deliver purchases, handle returns and respond to order enquiries. We rely on performance of our contract with you, or steps you request before entering a contract.
- Legal obligations: to keep accounting and tax records and respond to lawful requests.
- Legitimate interests: to keep the store secure, prevent fraud, handle general enquiries, resolve disputes and maintain our business records. We consider your rights when using information for these purposes.
- Marketing and optional tracking: we rely on consent for email marketing and for advertising or analytics cookies where consent is required. Refusing or withdrawing consent does not prevent you from buying from us.
We need certain contact, delivery and payment information to complete an order. If you do not provide it, we may be unable to fulfil your purchase.
Email marketing and your choices
If you choose to subscribe, we use your email address and relevant preferences or order history to send Wheel + Rock news, product launches and offers. You can unsubscribe at any time using the link in our marketing emails or by emailing us. You have the right to object to direct marketing at any time. We will still send necessary messages about your orders and service enquiries.
We do not sell our mailing list. We use service providers to deliver and manage communications on our behalf. Where email engagement tracking is used, it may record delivery, opens and clicks to help us understand which communications are useful; where required, this is subject to consent.
Cookies and advertising
Essential cookies support functions such as your basket, checkout, security and consent choices. Optional analytics and marketing technologies help us understand store usage, measure campaigns and personalise advertising. Where consent is required, these purposes should only operate after you accept them. Use the cookie banner and its preferences controls to accept or decline optional categories. You can also manage cookies through your browser, although blocking essential cookies may affect shopping functions.
Who receives information
We share information as needed with Shopify, payment providers, delivery companies, our product fulfilment and printing suppliers, IT and communications providers, professional advisers and analytics or advertising providers where enabled and permitted by your choices. For dropshipped or made-to-order products, fulfilment suppliers receive the order and delivery information needed to make and send your purchase. We may disclose information where legally required or to protect legal rights.
Shopify services
Shopify hosts our store and processes information to provide the shopping service. Shopify Network Intelligence is enabled: Shopify may combine information about interactions with our store with information from other merchants and services to improve services, personalise experiences and support advertising, subject to applicable law and your privacy choices. Shopify is responsible for certain processing for its own purposes. See the Shopify Consumer Privacy Policy and Shopify privacy portal for details and rights requests relating to Shopify.
International transfers and security
Some providers process information outside the UK, including in the European Economic Area, Canada and the United States. Where required, transfers rely on an adequacy decision or approved contractual safeguards, such as UK-approved transfer terms. Contact us for information about the safeguards relevant to your data. We use appropriate technical and organisational measures to protect information, but no system is completely secure.
How long we keep information
We keep information only for as long as needed for the purpose collected. Order and accounting records are retained to meet tax and legal requirements; enquiry records for as long as needed to resolve the matter and any related dispute; and marketing details while you remain subscribed. We may keep a minimal suppression record after you unsubscribe so that we can honour your preference. Retention also takes account of applicable legal limitation periods, fraud prevention and outstanding claims.
Your rights and complaints
Depending on the circumstances, you can request access, correction, deletion, restriction or a portable copy of your information, and object to processing based on legitimate interests. Where processing relies on consent, you can withdraw it at any time without affecting earlier lawful processing. Contact studio@wheelandrock.com to exercise your rights. We may need to verify your identity, and some records must be retained to meet legal obligations.
You can complain to the UK Information Commissioner's Office at ico.org.uk/make-a-complaint or by calling 0303 123 1113. You may contact us first, but you do not have to do so.
Children and changes
Our store is intended for adult purchasers, including adults buying children's products. We do not knowingly seek children's personal information for marketing. Please contact us if you believe a child has supplied personal information. We may update this notice when our services or practices change; the latest version and update date will be shown here.