Privacy Policy

Last updated: 25 October 2026

This policy explains how Ninety Percent Ltd uses your personal data when you visit ninetypercent.com, shop with us, sign up to our emails or contact us.

1. Who we are

Ninety Percent Ltd (company number 08289980), 110-112 Parkway, London NW1 7AN, is the controller of your personal data. For any privacy question or request, email support@ninetypercent.com with "Privacy" in the subject line, or write to us at the address above.

2. What we collect

  • Details you give us: your name, email address, phone number, delivery and billing addresses, account details, and anything you tell us when you contact us.
  • Order details: what you bought, returns, exchanges and refunds.
  • Payment details: your card or account details go directly to our payment providers. We don't see or store your full card number.
  • Marketing choices: whether you've signed up to our emails, and how you interact with them (for example, opens and clicks).
  • Website use: your device, browser, approximate location (to show the right country and currency), the pages you visit and what you add to your bag. We collect analytics and advertising data only if you accept those cookies (see our Cookie policy).
  • Comments you post on our journal.

3. How and why we use it

What we do Why the law allows it
Take, deliver and support your order, returns and exchanges To carry out our contract with you
Answer your questions through email or chat Our legitimate interest in helping our customers, or our contract with you
Send you our emails and offers Your consent (unsubscribe at any time using the link in every email)
Run your account Our contract with you
Prevent fraud and keep our website secure Our legitimate interests
Understand how our website is used and improve it Your consent (analytics cookies)
Show you relevant adverts on other websites Your consent (advertising cookies)
Keep records for tax and accounting Our legal obligations

We don't sell your personal data. We don't make decisions about you based only on automated processing that have legal or similarly significant effects.

4. Who we share it with

We share only what's needed, with companies that work for us under contract:

  • Our online shop platform: Shopify.
  • Payments: Shopify Payments, PayPal, Klarna, Clearpay, Apple Pay and Google Pay.
  • Delivery, duties and returns: our warehouse IDShip, Swap (international delivery, duties and our returns portal) and the carriers who deliver your parcel.
  • Customer service: Gorgias (email and chat).
  • Emails: Mailchimp and Shopify Email.
  • Analytics and advertising (only with your consent): Google (Analytics and Ads), Meta (Facebook and Instagram), Pinterest and Hotjar.
  • Discounts and partners: GoCertify (to check eligibility for student and key worker discounts) and our affiliate partners.
  • Our professional advisers: accountants and lawyers, and the accounting software they use.
  • Authorities: where the law requires it, for example HMRC.

5. Transfers outside the UK

Some of these companies store data outside the UK, including in the USA and Canada. Where that happens, we make sure appropriate safeguards are in place, such as UK adequacy regulations or the UK's approved contract terms.

6. How long we keep it

  • Order and payment records: six years after the end of the financial year, for tax and accounting.
  • Account details: until you close your account.
  • Marketing list: until you unsubscribe. We then keep a record that you unsubscribed, so we don't email you again.
  • Customer service conversations: up to three years.
  • Analytics data: as set out in our Cookie policy.

7. Your rights

You can ask us to:

  • give you a copy of your personal data
  • correct it
  • delete it
  • restrict or object to how we use it, including for marketing
  • transfer it to another organisation.

You can withdraw your consent at any time, for example by unsubscribing or changing your cookie choices. Email support@ninetypercent.com and we'll respond within one month. It's free.

If you're unhappy with how we've handled your data, please tell us first. You can also complain to the Information Commissioner's Office (ico.org.uk, 0303 123 1113).

8. Children

Our website is not for children under 16. We don't knowingly collect their data.

9. Keeping your data safe

We use secure systems and limit access to people who need it. Payments are processed by our payment providers over secure, encrypted connections.

10. Changes to this policy

We'll update this policy when how we use data changes. The date at the top shows the latest version.