2XU Privacy Policy

This Privacy Policy describes how uk.2xu.com (the “Site” or “we”) collects, uses, discloses and protects your Personal Information when you visit the Site, interact with us, contact us, or make a purchase from the Site.

This Privacy Policy should be read together with our Cookie Policy, which provides more detailed information about the cookies and similar technologies used on the Site, including the cookie list made available through our cookie preference tool.

Collecting Personal Information

When you visit the Site, we collect certain information that is necessary to operate, secure and provide the Site and our services. We may also collect information about your device, your interaction with the Site, analytics information, marketing information, advertising information, and information collected through cookies, pixels, tags, local storage or similar technologies where this is permitted by law and in accordance with your cookie preferences or consent choices.

We may also collect additional information if you contact us for customer support, participate in a promotion, interact with us on social media, sign up for marketing communications, or otherwise provide information to us.

In this Privacy Policy, we refer to any information that can identify or reasonably be linked to an individual as “Personal Information”.

We may collect Personal Information in a variety of ways, including:

  • from you directly, such as when you interact with us in writing, electronically, by telephone, through forms on the Site, or through customer support;
  • when you visit and communicate with us through our Site, social media pages, advertising, or other online services;
  • when you complete a transaction with us;
  • when you create an account, sign up for marketing communications, SMS/text messaging, or other services;
  • when you participate in any competition, promotion, survey, review, or user-generated content activity run by us; and
  • from third parties, service providers, partners, advertising platforms, payment providers, fulfilment providers, fraud prevention providers, and other parties where permitted by law.

The kinds of Personal Information that we collect and hold about you will depend on the circumstances of collection, including whether we collect the information from you as a customer, supplier, contractor, job applicant, or in some other capacity.

For example, if you are a customer, we may collect:

  • your name;
  • your contact details, including your email address, phone number, home/delivery address and billing address;
  • order, purchase, delivery, return and customer service information;
  • payment information, such as payment method details, transaction details and billing details, noting that full payment card details may be processed directly by our payment service providers;
  • account, login, preference and communication information;
  • marketing preferences, cookie preferences and consent choices;
  • information about how you interact with the Site, our products, our advertising, our emails, our SMS/text messages, and our other services, where permitted by law and in accordance with your preferences or consent choices; and
  • other Personal Information that we collect in the course of a transaction or that you provide to us when you contact us.

If you deal with us in some other capacity, for example as a supplier, contractor or job applicant, we may collect your name, contact details, professional information and any other information you choose to provide to us. We may also collect details of the interactions that you have with us.

We only collect sensitive information, also known as special category data, where you have provided your explicit consent, where the information is necessary for a specific lawful purpose, or where we are otherwise required or authorised by law to do so. Sensitive information may include health information, information about a person’s race or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, biometric information, genetic information, sex life or sexual orientation, and certain criminal offence information. Where we rely on consent to process sensitive information, you may withdraw that consent at any time by contacting us using the details below.

Sometimes, we may collect Personal Information from third parties. If you provide us with Personal Information about another person, please make sure you have their permission to do so and tell them about this Privacy Policy.

If you apply for a role with us, work for us, or otherwise deal with us in an employment-related capacity, we may provide you with a separate employee, contractor or applicant privacy notice that explains how we handle your Personal Information in that context.

We partner with Rakuten Advertising for affiliate advertising and related measurement. Where required by law and in accordance with your cookie preferences or consent choices, Rakuten Advertising may collect or receive information when you interact with our Site, our advertising, or affiliate links. This may involve cookies, pixels, tags or similar technologies. The collection and use of this information is also subject to Rakuten Advertising’s privacy policy, located here: https://rakutenadvertising.com/legal-notices/services-privacy-policy/.

SMS/Text Messaging Service

The 2XU United Kingdom mobile message service, the “Service”, is operated by 2XU United Kingdom (“2XU United Kingdom”, “we”, or “us”). Your use of the Service constitutes your agreement to these terms and conditions (“Mobile Terms”). We may modify or cancel the Service or any of its features without notice. To the extent permitted by applicable law, we may also modify these Mobile Terms from time to time.

By consenting to 2XU United Kingdom’s SMS/text messaging service, you agree to receive recurring SMS/text messages from and on behalf of 2XU United Kingdom through your wireless provider to the mobile number you provided. Text messages may be sent using an automatic telephone dialling system or other technology where permitted by law. Service-related messages may include updates, alerts, and information such as order updates and account alerts. Promotional messages may include promotions, specials, marketing offers and cart reminders.

The Site uses cookies and similar technologies to support shopping cart functionality, including remembering items you add to your cart. Where you have consented to receive SMS/text marketing and where permitted by your cookie preferences or applicable law, information about cart activity may also be used to send cart reminder messages via SMS.

Text messaging opt-in data and consent will not be shared with third parties for their own marketing purposes.

You understand that you do not have to sign up for this program in order to make any purchases, and your consent is not a condition of any purchase with 2XU United Kingdom. Your participation in this program is completely voluntary.

We do not charge for the Service, but you are responsible for all charges and fees associated with text messaging imposed by your wireless provider. Message frequency varies. Message and data rates may apply. Please check your mobile plan and contact your wireless provider for details.

You may opt out of the Service at any time. Text the single keyword command STOP to 2XU United Kingdom or click the unsubscribe link, where available, in any text message to cancel. You may receive a one-time opt-out confirmation text message. No further promotional messages will be sent to your mobile device through that program unless initiated by you or unless you sign up again. If you have subscribed to other 2XU United Kingdom mobile message programs and wish to cancel, except where applicable law requires otherwise, you may need to opt out separately from those programs by following the instructions provided in their respective mobile terms.

For Service support or assistance, text HELP to 2XU United Kingdom or contact us at ukhelpdesk@2xu.com.

We may change any short code, telephone number or sender ID we use to operate the Service and will notify you of these changes where required. You acknowledge that messages, including STOP or HELP requests, sent to a short code, telephone number or sender ID that has changed may not be received, and we will not be responsible for honouring requests made in such messages where we have not received them.

The wireless carriers supported by the Service are not liable for delayed or undelivered messages. You agree to provide us with a valid mobile number. If you get a new mobile number, you may need to sign up for the program with your new number.

To the extent permitted by applicable law, we will not be liable for failed, delayed, or misdirected delivery of any information sent through the Service, any errors in such information, or any action you may or may not take in reliance on the information or Service.

For more information about how we collect and use your Personal Information, please see this Privacy Policy.

User Generated Content

User Generated Content may be used across the 2XU website and related marketing channels. This may include, but is not limited to, reviews, images, videos and social media posts where 2XU is tagged, mentioned, or where you otherwise provide content to us. By submitting a review or providing content to us, you give 2XU permission to use that content in accordance with the terms presented at the time of submission. Where we wish to use social media content beyond what is permitted by the relevant platform terms or your existing permissions, we may ask for your permission. If you wish for content to be removed, please contact ukhelpdesk@2xu.com.

Device and Usage Information

Examples of Personal Information collected: version of web browser, IP address, time zone, device identifiers, cookie information, pages or products viewed, search terms, referring URLs, interactions with the Site, and information collected through cookies, pixels, tags, log files, local storage or similar technologies.

Purpose of collection: to operate, secure and load the Site correctly; to provide shopping cart, checkout, login and other requested Site functionality; to understand and improve Site performance and usage; and, where permitted by law and in accordance with your cookie preferences or consent choices, to perform analytics, advertising, conversion tracking, affiliate tracking, product recommendations, personalisation and marketing measurement.

Source of collection: some information is collected automatically when you access the Site, including information necessary to operate, secure and provide the Site. Other information is collected through cookies, pixels, tags, local storage or similar technologies only where permitted by law and in accordance with your cookie preferences or consent choices.

Disclosure to service providers: shared with our service providers, including Shopify and other providers that help us operate, secure, analyse, improve, advertise and personalise the Site, where permitted by law and in accordance with your cookie preferences or consent choices.

Order Information

Examples of Personal Information collected: name, billing address, shipping address, payment information, transaction information, email address, phone number, order details, delivery details, returns information and related communications.

Purpose of collection: to provide products or services to you, fulfil our contract with you, process your payment information, arrange for shipping and delivery, provide invoices and/or order confirmations, communicate with you, process returns and exchanges, screen orders for potential risk or fraud, and, where in line with the preferences you have shared with us, provide you with information or advertising relating to our products or services.

Source of collection: collected from you, from our payment providers, from our ecommerce platform, and from service providers involved in processing your order.

Disclosure to service providers: shared with service providers and partners involved in processing and fulfilling your order, including Shopify, our fulfilment centre Orderwise, contracted couriers such as Royal Mail, payment service providers, fraud prevention providers, and other service providers as necessary.

Customer Support Information

Examples of Personal Information collected: name, contact details, order number, billing address, shipping address, email address, phone number, customer service messages, product issue details, returns information and other information you provide when contacting us.

Purpose of collection: to provide customer support, respond to enquiries, process returns or exchanges, resolve complaints, improve our services, and keep records of our interactions with you.

Source of collection: collected from you and from systems used to manage your orders and customer support enquiries.

Disclosure to service providers: shared with our customer support providers, including Gorgias, and other service providers where necessary to respond to your enquiry or provide support.

Sharing Personal Information

We share Personal Information with service providers and partners to help us provide our services, operate the Site, fulfil our contracts with you, process orders, deliver products, provide customer support, prevent fraud, improve our services, and carry out marketing, analytics and advertising activities where permitted by law and in accordance with your preferences or consent choices.

For example, we use Shopify to power our online store. You can read more about how Shopify uses Personal Information here: https://www.shopify.com/legal/privacy.

We may also share Personal Information with:

  • payment service providers and payment gateways;
  • fraud prevention, security and risk management providers;
  • fulfilment, warehouse, delivery and logistics providers;
  • customer support platforms and service providers;
  • marketing, email, SMS/text messaging and advertising platforms, where permitted by law and in accordance with your preferences or consent choices;
  • analytics, performance measurement and conversion tracking providers, where permitted by law and in accordance with your cookie preferences or consent choices;
  • affiliate partners and networks, including Rakuten Advertising, where permitted by law and in accordance with your cookie preferences or consent choices;
  • professional advisers, insurers, auditors, regulators, law enforcement agencies, courts and other authorities where required or permitted by law; and
  • other parties in connection with a business transaction, such as a merger, acquisition, restructure, sale of assets or transfer of part or all of our business, where permitted by law.

We may share your Personal Information to comply with applicable laws and regulations, respond to a subpoena, search warrant or other lawful request for information we receive, enforce our terms, or otherwise protect our rights.

Behavioural Advertising, Analytics and Marketing

Where permitted by law and in accordance with your cookie preferences, consent choices and marketing preferences, we may use Personal Information to provide targeted advertisements, marketing communications, affiliate tracking, conversion tracking, advertising measurement, product recommendations and personalisation that we believe may be of interest to you.

We may use analytics and advertising partners, including Google, Meta/Facebook, Bing/Microsoft, Rakuten Advertising and other partners identified in our Cookie Policy or cookie preference tool. These partners may use cookies, pixels, tags, local storage or similar technologies to collect or receive information about your use of the Site, your purchases, your interaction with our ads, and your interaction with other websites or services, where permitted by law and in accordance with your cookie preferences or consent choices.

We may use Google Analytics and similar tools to help us understand how customers use the Site and to improve our services. Where Google Analytics or similar tools use cookies or similar technologies that require consent, they will be used in accordance with your cookie preferences or consent choices. You can read more about how Google uses Personal Information here: https://policies.google.com/privacy?hl=en. You can also find information about the Google Analytics opt-out browser add-on here: https://tools.google.com/dlpage/gaoptout.

For more information about how targeted advertising works, you can visit the Network Advertising Initiative’s educational page at http://www.networkadvertising.org/understanding-online-advertising/how-does-it-work.

You can manage your cookie and tracking preferences at any time through our cookie preference tool. External advertising opt-out tools provided by advertising networks may also be available, but these do not replace the cookie controls provided on our Site.

You can also opt out of targeted advertising through the following third-party tools:

Using Personal Information

We use Personal Information to provide our services to you, which includes offering products for sale, processing payments, shipping and fulfilling orders, managing returns and exchanges, providing customer support, operating and securing the Site, communicating with you, improving our products and services, complying with legal obligations, preventing fraud, and, where permitted by law and in accordance with your preferences or consent choices, keeping you up to date on new products, services, offers and advertising.

Lawful Basis

If you are located in the United Kingdom or the European Economic Area, we process your Personal Information only where we have a lawful basis to do so under applicable data protection laws, including the UK GDPR and, where applicable, the EU GDPR.

Depending on the circumstances, we may process your Personal Information on the following lawful bases:

  • Contract: where processing is necessary to provide products or services you request, including processing orders, payments, delivery, returns and customer support.
  • Consent: where you have given consent, including for certain cookies and similar technologies, SMS/text marketing, email marketing, targeted advertising, affiliate tracking, conversion tracking, product recommendations, analytics or other optional processing that requires consent.
  • Legal obligation: where processing is necessary to comply with laws, regulations, tax, accounting, consumer protection or regulatory obligations.
  • Legitimate interests: where processing is necessary for our legitimate business interests, provided those interests are not overridden by your rights and freedoms. This may include fraud prevention, Site security, business administration, service improvement, responding to enquiries, and establishing, exercising or defending legal claims.
  • Vital interests or public interest: where applicable in limited circumstances.

Where PECR or other applicable laws require consent for cookies or similar technologies, we will not rely on legitimate interests to set or access those technologies. Where the use of cookies or similar technologies is exempt from consent, we will still provide clear information and any required means of objection.

Retention

We retain Personal Information for as long as reasonably necessary for the purposes described in this Privacy Policy, including to provide our services, process orders, maintain business records, comply with legal, tax and accounting obligations, resolve disputes, prevent fraud and enforce our agreements. Where you ask us to erase your Personal Information, we will comply unless we are required or permitted to retain it by law or for another lawful reason.

Automatic Decision-Making

If you are located in the United Kingdom or the European Economic Area, you have the right not to be subject to a decision based solely on automated processing, including profiling, where that decision produces legal effects concerning you or similarly significantly affects you, subject to certain exceptions.

We do not engage in fully automated decision-making that has a legal or otherwise significant effect using customer data.

Our processor Shopify may use limited automated decision-making to prevent fraud that does not have a legal or otherwise significant effect on you.

Services that include elements of automated decision-making may include:

  • temporary denylisting of IP addresses associated with repeated failed transactions, which may persist for a small number of hours; and
  • temporary denylisting of payment cards associated with denylisted IP addresses, which may persist for a small number of days.

Your Rights

If you are located in the United Kingdom or the European Economic Area, you may have rights to access, correct, update, erase, restrict or object to the processing of your Personal Information, and to request portability of your Personal Information. Where processing is based on consent, you may withdraw that consent at any time. Withdrawing consent does not affect the lawfulness of processing carried out before consent was withdrawn.

You can manage or withdraw cookie consent through our cookie preference tool. If you would like to exercise any other privacy rights, please contact us using the contact information below.

International Transfers

Your Personal Information may be processed, stored or transferred outside the United Kingdom or the European Economic Area, including by Shopify and other service providers we use to operate the Site and provide our services. Where required, we use appropriate safeguards for international transfers, such as adequacy regulations, standard contractual clauses, transfer risk assessments, or other lawful transfer mechanisms.

For more information on Shopify’s privacy practices, please see Shopify’s privacy information here: https://www.shopify.com/legal/privacy.

Cookies and Similar Technologies

Cookies are small text files that are downloaded to your computer or device when you visit the Site. We may also use similar technologies, including pixels, tags, scripts, local storage, web beacons, link decoration, device identifiers and other storage or access technologies.

We use strictly necessary cookies and similar technologies to operate, secure and provide the Site and our services, including shopping cart, checkout, payment, login, fraud prevention, security and consent preference functionality. These technologies are necessary for the Site to function and cannot be switched off through our cookie preference tool.

Where permitted by law and in accordance with your cookie preferences or consent choices, we may also use optional cookies and similar technologies for analytics, performance measurement, advertising, affiliate tracking, conversion tracking, product recommendations, personalisation, social media features and marketing measurement.

When you first visit the Site, you will be shown a cookie banner or preference tool that allows you to accept, reject or manage non-essential cookies and similar technologies. You can change or withdraw your consent at any time by using the cookie preference tool available on the Site.

For more information about the cookies and similar technologies we use, including their providers, purposes, categories and durations, please see our Cookie Policy and the cookie list made available through our cookie preference tool.

You can also control cookies through your browser settings. Browser controls are separate from the cookie preference tool on our Site and may not provide the same level of control over each cookie category. If you block or delete cookies through your browser, parts of the Site may not function correctly, and you may need to reset your preferences when you return to the Site.

Some information may still be shared with service providers where necessary to operate the Site, process orders, prevent fraud, comply with law, or provide services you request. Optional advertising, analytics and tracking technologies will be handled in accordance with your cookie preferences or consent choices.

Do Not Track

Please note that because there is no consistent industry standard for how to respond to “Do Not Track” signals, we do not alter our data collection and usage practices when we detect such a signal from your browser. However, we will respect the cookie preferences and consent choices you make through our cookie banner or cookie preference tool.

Changes

We may update this Privacy Policy from time to time to reflect changes to our practices, technologies, service providers, legal requirements or regulatory guidance. Where required by law, or where we make material changes to how we use cookies or similar technologies, we may ask you to review or update your cookie preferences.

Contact

For more information about our privacy practices, if you have questions, if you would like to exercise your rights, or if you would like to make a complaint, please contact us by email at privacy@2xu.com.

Company Registration Number: 09061680

Last updated: May 2026

If you are not satisfied with our response to your complaint, you have the right to lodge a complaint with the relevant data protection authority. In the United Kingdom, you can contact the Information Commissioner’s Office here: https://ico.org.uk/make-a-complaint/.