Privacy policy
Privacy Policy
Last updated: 27 April 2026
This Privacy Policy explains how Primova collects, uses, stores and shares personal information when you visit www.primova.co.uk, place an order, create an account, sign up to our marketing, contact us, or otherwise interact with our website, products, services or communications.
Primova is operated by THR1V+ Ltd, trading as Primova.
Our store is powered by Shopify, which provides the e-commerce platform that allows us to sell our products and services to you.
Please read this Privacy Policy carefully. By using our website or services, you acknowledge that you have read and understood how your personal information is collected, used and disclosed as described in this Privacy Policy.
1. Who we are
For the purposes of applicable data protection laws, THR1V+ Ltd, trading as Primova, is the data controller of your personal information.
Business details:
THR1V+ Ltd
Trading as Primova
Company number: 16381692
VAT number: GB490615680
Registered office: The Old Rectory, The Street, Norwich, Norfolk, NR15 1BN, United Kingdom
Customer correspondence address:
Primova
Suite 53C
Unimix House
Abbey Road
London
NW10 7TR
United Kingdom
Email: contact@primova.co.uk
Please note: customer returns should only be sent after contacting us first.
2. Personal information we collect
When we use the term “personal information”, we mean information that identifies you or can reasonably be linked to you.
Depending on how you interact with Primova, we may collect or process the following categories of personal information:
Contact details:
Your name, email address, phone number, billing address and shipping address.
Order and transaction information:
Products you view, add to basket, purchase, return, exchange or cancel, as well as order history, delivery details and payment confirmation details.
Payment information:
Payment details are processed securely by our payment providers. We do not store full card details on our own systems.
Account information:
Your account login details, preferences, settings and saved information, where you create an account.
Communications:
Information you provide when contacting us by email, contact form, social media, customer support or any other communication channel.
Marketing preferences:
Your email subscription status, consent preferences, communication preferences and interactions with marketing emails or campaigns.
Device and usage information:
Information about your device, browser, IP address, network connection, pages viewed, items added to basket, website interactions, referral source and other website usage data.
Review and user-generated content:
Information you provide if you leave a review, testimonial, comment, image or other content relating to Primova or our products.
3. How we collect personal information
We may collect personal information:
Directly from you:
For example, when you place an order, create an account, sign up to our mailing list, contact us, enter a promotion, request support or submit a review.
Automatically through our website:
For example, through cookies, pixels, analytics tools, log files and similar technologies.
From service providers:
For example, Shopify, payment providers, delivery partners, email marketing tools, analytics providers and advertising platforms.
From third-party platforms:
For example, where you interact with Primova through social media, paid adverts, referral links or other third-party websites.
4. How we use your personal information
We use your personal information for the following purposes:
To process and fulfil orders:
Including taking payment, confirming your order, arranging delivery, managing returns, handling refunds and providing customer support.
To provide and improve our website and services:
Including operating our Shopify store, maintaining account functionality, improving user experience, understanding product interest and optimising website performance.
To communicate with you:
Including responding to enquiries, sending order updates, delivery notifications, account messages, return updates and customer service responses.
To send marketing communications:
Where permitted by law, we may send you emails about Primova products, launches, offers, updates and content. You can unsubscribe at any time using the unsubscribe link in our emails or by contacting contact@primova.co.uk.
To personalise your experience:
Including remembering preferences, showing relevant products, improving recommendations and tailoring website content.
To run advertising and analytics:
Including measuring marketing performance, understanding customer behaviour, retargeting website visitors and improving our campaigns.
To protect our business and customers:
Including fraud prevention, payment security, account authentication, misuse detection, website security and enforcing our terms and policies.
To comply with legal obligations:
Including tax, accounting, consumer law, product safety, regulatory compliance, legal claims and requests from authorities where required.
5. Lawful bases for processing
Where UK or EU data protection law applies, we rely on one or more lawful bases to process your personal information, including:
Contract:
To process your order, provide products, manage delivery, handle returns and respond to service requests.
Legal obligation:
To comply with tax, accounting, regulatory, consumer protection and legal requirements.
Legitimate interests:
To operate and improve our business, prevent fraud, secure our website, understand customer behaviour, manage customer relationships and promote Primova.
Consent:
Where required for certain marketing activities, cookies, SMS marketing, email subscriptions or optional communications.
Where we rely on consent, you can withdraw it at any time.
6. Marketing and advertising
If you sign up to our mailing list, launch list, newsletter or promotional communications, we may send you emails about Primova products, offers, brand updates, educational content and product launches.
We may also use advertising platforms, analytics tools and Shopify features to show relevant adverts to you on our website, search engines, social media platforms and other websites.
This may include advertising based on products you have viewed, added to basket or purchased.
You can opt out of marketing emails at any time by clicking the unsubscribe link in our emails or by contacting contact@primova.co.uk.
We do not sell your personal information.
7. Cookies and tracking technologies
We use cookies and similar technologies to operate our website, improve performance, analyse traffic, remember preferences, support checkout functionality and deliver relevant advertising.
Cookies may be used for:
- Essential website functionality
- Basket and checkout operation
- Security and fraud prevention
- Website analytics
- Performance tracking
- Advertising and retargeting
- Personalisation
Where required by law, we will ask for your consent before using non-essential cookies.
You can manage or disable cookies through your browser settings. Please note that disabling certain cookies may affect website functionality.
8. How we share personal information
We may share personal information with trusted third parties where necessary to operate Primova and provide our services.
This may include:
Shopify:
Our e-commerce platform provider.
Payment providers:
To securely process payments and prevent fraud.
Delivery and fulfilment partners:
To dispatch and deliver your order.
Email and marketing platforms:
To send email communications and manage subscriptions.
Analytics and advertising partners:
To measure website activity, marketing performance and advertising effectiveness.
Customer service and business tools:
To manage enquiries, returns and customer support.
Professional advisers:
Including accountants, legal advisers, insurers and compliance advisers.
Authorities or regulators:
Where required by law, regulation, legal process or to protect our legal rights.
We only share personal information where necessary and where appropriate safeguards are in place.
9. Relationship with Shopify
Our store is powered by Shopify.
Shopify collects and processes personal information to provide, operate and improve the e-commerce services used by Primova and our customers. Information you provide through our website may be transmitted to and processed by Shopify and its service providers.
Shopify may process personal information outside the country where you live, including in countries with different data protection laws.
Shopify may also use certain information from your interactions with our store, other merchants and Shopify services to provide enhanced ecommerce, security, analytics and advertising features.
To learn more about how Shopify processes personal information, you can visit Shopify’s Consumer Privacy Policy at:
https://www.shopify.com/legal/privacy
10. International transfers
Some of our service providers may process or store personal information outside the United Kingdom or European Economic Area.
Where this happens, we rely on recognised legal safeguards, such as adequacy decisions, standard contractual clauses, the UK International Data Transfer Agreement, or other appropriate transfer mechanisms.
11. How long we keep your personal information
We keep personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy.
Typical retention periods include:
Order and transaction records:
Usually retained for up to 6 years for tax, accounting and legal purposes.
Customer service communications:
Retained for as long as needed to resolve the enquiry and maintain appropriate business records.
Marketing data:
Retained until you unsubscribe, withdraw consent, or your data is no longer reasonably required.
Account information:
Retained while your account remains active or as needed for legal, operational or security purposes.
Website analytics:
Retained according to the settings of the analytics tools we use.
12. Security
We use appropriate technical and organisational measures to protect your personal information.
However, no online system, website, email system or payment process can be guaranteed to be completely secure.
You are responsible for keeping your account login details safe and should not share your password with anyone.
13. Children’s privacy
Our website and products are not intended for children.
We do not knowingly collect personal information from children under the age of 16.
If you believe a child has provided personal information to us, please contact contact@primova.co.uk, and we will take appropriate steps to delete it.
14. Third-party links
Our website may contain links to third-party websites, apps, social media platforms or services.
We are not responsible for the privacy practices, content or security of third-party websites. You should review their own privacy policies before providing personal information to them.
15. Your rights
Depending on where you live, you may have rights under data protection law, including the right to:
- Access the personal information we hold about you
- Correct inaccurate or incomplete personal information
- Request deletion of your personal information
- Object to certain processing
- Restrict certain processing
- Request transfer of your personal information
- Withdraw consent where processing is based on consent
- Complain to a data protection authority
To exercise your rights, contact us at:
contact@primova.co.uk
We may need to verify your identity before processing your request.
We will respond to valid requests within the timeframe required by applicable law.
16. Complaints
If you have concerns about how we handle your personal information, please contact us first at:
contact@primova.co.uk
If you are not satisfied with our response, you may have the right to complain to the UK Information Commissioner’s Office.
Website: https://ico.org.uk
17. Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our business, website, technology, legal obligations or data practices.
The latest version will always be available on our website and will show the “Last updated” date at the top.
18. Contact us
If you have any questions about this Privacy Policy, how we process personal information, or how to exercise your rights, contact us at:
Email:
contact@primova.co.uk
Customer correspondence address:
Primova
Suite 53C
Unimix House
Abbey Road
London
NW10 7TR
United Kingdom
Data controller:
THR1V+ Ltd
Trading as Primova
Company number: 16381692
VAT number: GB490615680
Registered office: The Old Rectory, The Street, Norwich, Norfolk, NR15 1BN, United Kingdom