Privacy policy

Last updated: 29 September 2026

Who we are

Appleton Brooks is operated by APPLETON BROOKS LTD. We are the controller of personal information collected for our enquiries, sample requests and customer relationships.

APPLETON BROOKS LTD, registered in England and Wales, company number 14542994. VAT number: 432585002. Registered office: 7-8 Portmill Lane, Hitchin, Hertfordshire, England, SG5 1DJ. Email: sales@appletonbrooks.com. Telephone: 01780 769166.

This notice covers our website and related enquiry and sample services. Our website does not process tile orders or payments. If you later buy tiles directly, we will explain any additional use of your information that is not covered here.

Information we use

We use the information you provide when you contact us, request samples, ask for project support or subscribe to updates. This may include your name, email address, telephone number, company, project details, sample choices, delivery address and correspondence. Please provide only information relevant to your request and do not include payment card details or sensitive personal information in our forms.

Our website and service providers may also process your IP address, device and browser information, service logs and privacy preferences. The Project Palette and sample basket use browser storage to remember selections, and Project Palette also remembers the project name you enter. Selections are included in your request when you submit the relevant form. See our Cookie and Similar Technologies Policy for more information.

Why we use information

For individual customers asking us to take steps towards a purchase, we use relevant information to respond, prepare quotations and take those requested steps before entering into a contract.

For general enquiries, business contacts, project support and free sample requests that are not contractual, we rely on our legitimate interests in responding to customers and operating our business. This includes arranging sample fulfilment and communicating about a request. We consider the effect on your privacy and use only information reasonably needed for these purposes.

We also rely on legitimate interests to protect the website, investigate misuse, manage records and handle complaints or legal claims. Where a specific law requires us to retain or disclose information, we rely on that legal obligation.

We use consent for optional email marketing and for optional website technologies where consent is required. Agreeing to marketing is not a condition of making an enquiry or requesting samples. Service messages about a request are separate from marketing.

If you do not provide the contact or delivery information needed for a request, we may be unable to answer it or send samples. Other information is optional unless the form explains otherwise.

Marketing choices

If you choose to receive marketing emails, you can unsubscribe using the link in an email or contact sales@appletonbrooks.com. You can withdraw consent at any time without affecting earlier lawful use of your information.

You have an absolute right to object to use of your information for direct marketing. We will stop that use if you ask. We may retain a limited record of your preference so that we can honour it.

Who receives information

We share relevant information with service providers needed to run the website, communicate with you and fulfil requests. These include Shopify, our website hosting platform, Shopify Messaging for email subscriptions, email and IT providers, and delivery or fulfilment providers handling your samples. They receive information appropriate to their role.

We may also disclose relevant information to professional advisers, authorities or other parties where necessary to meet a legal requirement, resolve a dispute or protect legal rights. A business transfer may require disclosure subject to appropriate confidentiality and data protection safeguards.

Shopify services

Our website is hosted by Shopify. Information you provide and information about your visits are processed by Shopify to operate the service. Shopify Network Intelligence is enabled: Shopify also combines information about interactions with our website, other merchants and Shopify to provide enhanced services, including personalisation, improvements and advertising features. Shopify is responsible for its processing for these enhanced services. Information may be shared with Shopify and service providers in other countries.

Where required, optional analytics, personalisation and advertising technologies depend on your consent. Use Cookie preferences to change or withdraw it. Read Shopify’s Consumer Privacy Policy at https://www.shopify.com/legal/privacy/app-users and use its privacy portal at https://privacy.shopify.com/en to learn about or exercise rights concerning Shopify’s own processing.

International processing

Shopify and other suppliers may process information outside the UK. Where a transfer is restricted under UK data protection law, it must be covered by an applicable adequacy arrangement or appropriate safeguards, such as approved contractual terms and any necessary additional measures. Contact us for information about the safeguards relevant to your data. Shopify provides further information at https://help.shopify.com/en/manual/privacy-and-security/privacy/international-data-transfers.

Shopify form protection may use hCaptcha to help prevent automated abuse. This involves device and interaction information used for security. See https://www.hcaptcha.com/privacy.

How long we keep information

We keep enquiry and sample records while handling your request and for a proportionate follow-up period, taking account of whether your project remains active, when we last heard from you and whether there is an unresolved issue. If an enquiry becomes an order, relevant records become part of the customer relationship.

Complaint, dispute and compliance records are kept for the time needed to resolve the matter and meet applicable legal requirements or limitation periods. Marketing records are reviewed for continuing relevance; withdrawal or objection is recorded so we can respect your preference. Technical logs are kept according to their security and operational purpose. We delete or anonymise information when it is no longer needed. Contact us if you need information about the retention of a particular record.

Your rights and questions

Depending on the circumstances, you can request access to your information, correction, deletion, restriction of processing or a portable copy of information covered by the portability right. You can also object to processing based on legitimate interests for reasons relating to your situation. These rights have legal conditions and exceptions.

Contact sales@appletonbrooks.com to exercise a right, ask a question or complain. We may need proportionate information to verify your identity. You can also complain to the Information Commissioner’s Office at https://ico.org.uk/make-a-complaint/.

We will update this notice when our services or data practices change and identify the publication date on this page.