Last updated: 18 September 2026

M&F Interiors & Vinyl Ltd, trading as Mabel & Fox ("Mabel & Fox", "we", "our" or "us"), is committed to protecting your privacy and handling your personal information responsibly. This Privacy Policy explains how we collect, use, store and share your personal information when you visit our website, make a purchase, create or use a customer account, communicate with us or otherwise interact with Mabel & Fox. This policy applies to www.mabelandfox.com and the services provided through our website, including our Shopify online store, customer account features, Customer Hub, email sign-up forms, review invitations, cookie preference tools and any other pages or services that link to this policy. This policy should be read together with our Terms and Conditions, Delivery and Returns information, and Cookie Policy or cookie preference centre.

1. Who We Are

Mabel & Fox is a trading name of M&F Interiors & Vinyl Ltd, a company registered in England and Wales under company number 11986301.

Registered office:

C/O GLX

69-75 Thorpe Road

Norwich

England

NR1 1UA

For the purposes of UK data protection law, M&F Interiors & Vinyl Ltd is the data controller responsible for the personal information described in this Privacy Policy.

If you have any questions about this Privacy Policy, how we use your personal information, wish to exercise any of your data protection rights, or wish to make a data protection complaint, please contact us:

Email: info@mabelandfox.com

We have not appointed a statutory data protection officer. If this changes, or if we appoint a dedicated privacy contact, we will update this section.

2. Information We Collect

The personal information we collect depends on how you interact with us.

Information you provide to us

·        Your name

·        Billing address

·        Delivery address

·        Email address

·        Telephone number

·        Customer account and login information

·        Order details and purchase history

·        Returns and refund information

·        Marketing preferences, consents and opt-outs

·        Product reviews and feedback

·        Information you provide when communicating with our customer service team

·        Information you provide through forms, surveys, newsletter or discount sign-ups, back-in-stock alerts, competitions, giveaways, loyalty or community features, product review forms or other features on our website

·        User-generated content you choose to provide, such as review text, images or social media content, where applicable

Information we collect automatically

·        IP address

·        Browser and device information

·        Operating system

·        Approximate location

·        Pages and products viewed

·        How you navigate and interact with our website

·        Referral source

·        Website activity

·        Advertising interactions

·        Cookies, pixels and similar technologies

·        Cookie consent records and privacy preference signals

·        Email engagement information, such as whether marketing emails are opened or links are clicked, where this is enabled

·        Security, fraud-prevention and anti-abuse information, including information processed by checkout security tools or hCaptcha where those tools are used

The extent to which this information is collected may depend on your cookie and privacy choices.

Purchase and transaction information

·        Products purchased

·        Order value

·        Payment status

·        Billing and delivery information

·        Returns and refund history

·        Transaction and order history

·        Delivery information

Payment information is processed securely by the relevant payment provider. We do not directly store your full payment card details.

We may receive limited payment-related information from our payment providers, such as payment status, payment method, fraud-screening results, transaction references or the last four digits of a card, where this is needed for order administration, fraud prevention or record-keeping.

3. How We Use Your Information

The table in section 11 explains the main purposes for which we use personal information, the types of information involved and our lawful bases.

·        Process and fulfil your orders

·        Take and administer payments

·        Arrange delivery of your purchases

·        Process returns, exchanges and refunds

·        Manage your customer account

·        Provide customer support

·        Respond to enquiries, complaints and data protection complaints

·        Communicate important information about your orders

·        Prevent and detect fraud or misuse of our website

·        Maintain the security of our website and systems

·        Improve our website, products and services

·        Understand how customers use our website

·        Personalise your shopping experience

·        Provide relevant product recommendations

·        Manage customer reviews and feedback

·        Measure the effectiveness of our marketing and advertising

·        Send marketing communications where permitted by law

·        Maintain records required for accounting, tax and other legal purposes

·        Establish, exercise or defend legal claims

·        Comply with our legal and regulatory obligations

4. Customer Accounts and Klaviyo Customer Hub

We use Klaviyo, including Klaviyo Customer Hub, to help provide customer account, communication, marketing and personalised shopping features.

Klaviyo generally processes this information as our service provider for these features, but may also act as an independent controller for certain limited purposes described in Klaviyo's own privacy information.

If you create or use a customer account or interact with Customer Hub, this may enable features such as:

·        Viewing previous orders

·        Managing account information

·        Viewing or managing saved information

·        Accessing customer support

·        Viewing personalised content

·        Receiving personalised product recommendations

·        Accessing saved or recently viewed products, where available

·        Receiving a more personalised shopping experience

Klaviyo may process information on our behalf such as your name, email address, contact details, purchase history, website activity, products viewed, interactions with our communications and other information associated with your customer profile.

Where Klaviyo features use cookies, pixels, scripts or similar technologies that are not exempt under PECR, we will only use those technologies after you have given the required consent, unless another PECR exception applies.

You can manage marketing choices using unsubscribe links in our emails and any preference tools we make available. Cookie and tracking choices can be managed through our cookie preference options.

5. Direct Marketing and Service Messages

We use Klaviyo to manage our email marketing and customer communications. Where offered, Klaviyo and Shopify may also be used to support SMS marketing and related marketing sign-up preferences.

We may send service messages about your order, account, delivery, returns, security, policy changes or other non-marketing matters. These messages are not direct marketing.

We will only send direct marketing by email, SMS, WhatsApp or similar electronic messaging channels where you have actively opted in or otherwise provided the consent required by applicable law.

Marketing consent is separate from our terms and conditions, is not obtained through pre-ticked boxes, and can be withdrawn at any time. Our website provides marketing sign-up options, including pop-up and other sign-up forms, through which you can choose whether to receive marketing communications.

We may use information such as your purchase history, products viewed, website activity, preferences and interactions with previous communications to help personalise the marketing and recommendations you receive, subject to your cookie and privacy choices where applicable.

You have an absolute right to object to direct marketing at any time. If you object or unsubscribe, we will stop using your personal information for that purpose.

You can withdraw your marketing consent at any time. Email marketing can be unsubscribed from using the unsubscribe link in our emails. Where we offer SMS, WhatsApp or other messaging channels, we will provide an appropriate way to opt out of those communications.

If you unsubscribe, we may retain limited information about your preference so that we can ensure you do not receive further marketing communications that you have opted out of.

6. Reviews and Trustpilot

We use Trustpilot to help us collect genuine customer feedback and improve our products and services.

Following a purchase, we automatically share certain information with Trustpilot, such as your name, email address, order reference and relevant order information, so that Trustpilot can send you an invitation to review your shopping experience with Mabel & Fox. The timing of review invitations may vary from time to time.

We process and share this information on the basis of our legitimate interests in obtaining independent customer feedback, understanding our customers' experiences and improving our products and services. We will only share the information needed for the review invitation and we will not include unrelated promotional marketing in review invitations unless direct marketing rules are also satisfied.

You may object to our use of your information for review invitations by contacting us.

Trustpilot may process personal information in connection with providing its review and invitation services. Where Trustpilot processes your information for its own purposes, its processing is governed by its own privacy policy.

Submitting a review is entirely voluntary. If you receive a review invitation, you are under no obligation to leave a review.

If we publish customer reviews or ratings on our website or marketing channels, we will take reasonable and proportionate steps to ensure reviews are genuine, transparent and not misleading.

7. How We Share Your Information

We only share personal information where necessary to operate our business, fulfil orders, provide our services, improve your shopping experience, comply with legal obligations, protect our business, or where you have otherwise consented.

We do not sell your personal information.

 

Shopify App Store applications

Shopify App Store applications may assist with customer support, marketing, analytics, product reviews, order management and fulfilment, shipping and delivery, returns, fraud prevention, website functionality, customer accounts, personalisation, reporting and business administration.

Where these applications process personal information on our behalf, we require appropriate data protection and contractual safeguards and expect them to process information only as necessary to provide their services.

Artificial intelligence and automation tools

We may use carefully selected artificial intelligence and automation tools, including ChatGPT provided by OpenAI, to support the operation and administration of our business. These tools may be used for purposes such as administration, analysis, reporting, research, customer service and other operational activities.

Where necessary for these purposes, these services may process information from our ecommerce and other business systems, which may include relevant customer, order or transaction information.

Access to personal information through these services is restricted to authorised users and is intended to be limited to information reasonably necessary for the relevant purpose. Where a provider processes personal information on our behalf, we take appropriate steps to assess the provider and ensure appropriate data protection and contractual safeguards are in place.

Where possible and appropriate, we seek to minimise the personal information made available to AI and automation tools, including by using anonymised, pseudonymised or aggregated information where this will meet the relevant business need.

Where a provider acts as our processor, we will put in place a contract that includes the processor obligations required by UK data protection law. Where a provider acts as an independent controller, its own privacy information will also apply.

We may also disclose personal information where required by law, in response to a lawful request from an authority, or where reasonably necessary to establish, exercise or defend our legal rights or protect our customers, employees or business.

8. Advertising and Social Media

We may use online advertising and social media platforms, including Meta (Facebook and Instagram), Pinterest, TikTok and Google. We may also use Meta services such as WhatsApp for customer or marketing communications where we choose to offer those channels and where the required permissions or consent are in place.

These services may use cookies, pixels and similar technologies to help us measure advertising performance, understand whether an advertisement resulted in a visit or purchase, understand how customers interact with our website, create and measure advertising audiences, show more relevant advertising, limit or manage advertising, and detect and prevent advertising fraud.

This may involve sharing or receiving pseudonymous identifiers, pixel events, conversion information or hashed contact details for ad measurement, retargeting, customer matching or similar audiences, where those features are used.

Where required by law, these technologies will only be used after you have provided the necessary consent. Online advertising, ad measurement, retargeting, cross-site tracking and social media tracking technologies generally require consent under PECR unless a narrow exception applies.

Information collected by these platforms may also be processed by them in accordance with their own privacy policies.

You can manage certain advertising preferences through the relevant platform's privacy and advertising settings and through the cookie preference options available on our website.

You can also object to direct marketing at any time by contacting us.

9. Cookies and Storage/Access Technologies

Our website uses cookies, pixels and similar technologies to operate our website, remember your preferences, understand how our website is used, personalise your experience and measure the effectiveness of our advertising.

These technologies may include cookies, tracking pixels, tags, scripts, local storage, SDKs, link decoration, device identifiers or other technologies that store information on, or access information from, your device.

 

Our website provides a cookie preference pop-up that allows you to accept or decline non-essential cookies and similar technologies. The preference tools also provide information about the technologies we use, including information such as the provider, purpose and duration where applicable.

You can accept, reject or manage non-essential technologies through our cookie preference options and can change or withdraw your choices at any time.

We will not set or read non-essential marketing, advertising or tracking technologies before you have given the required consent.

Where we rely on a PECR exception, such as the strictly necessary, statistical purposes or appearance exception, we will only do so where the conditions for that exception are met.

Please be aware that disabling certain cookies may affect some website functionality.

10. International Transfers

Some of our service providers may process or make personal information accessible outside the United Kingdom, including in the EEA, the United States and other countries where our ecommerce, marketing, analytics, payment, fulfilment, artificial intelligence or technology providers operate.

Where personal information is transferred internationally, we take steps to ensure that appropriate safeguards are in place as required by applicable data protection law. Depending on the destination and circumstances, these safeguards may include transfers to countries covered by UK adequacy regulations, appropriate contractual safeguards, the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or other legally recognised safeguards.

Where we rely on standard data protection clauses, the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, we will complete any required transfer risk assessment or data protection test and put in place any additional measures required.

You can contact us for more information about the safeguards used for international transfers of your personal information and how to obtain a copy or description of the relevant safeguards.

11. Our Legal Bases for Processing

Under UK data protection law, we must have a lawful basis for each purpose for which we process personal information. The main purposes and lawful bases are set out below.

 

Where we rely on legitimate interests, we consider and balance our interests against your rights, freedoms and interests. You can object to processing based on legitimate interests in certain circumstances. You have an absolute right to object to direct marketing.

12. Data Retention

We keep personal information only for as long as reasonably necessary for the purposes for which it was collected, including to fulfil orders, provide customer service, meet our legal, accounting and tax obligations, resolve disputes and protect our legal rights.

 

We consider the nature and sensitivity of the information, the reasons we process it, applicable legal requirements and the potential risks associated with retaining it when determining appropriate retention periods.

When personal information is no longer required, we will delete or anonymise it where appropriate.

13. Automated Processing and Personalisation

We may use automated tools to personalise your shopping experience, recommend products, segment our customers and determine which marketing communications, content or advertisements may be most relevant to you.

For example, information about your purchase history, products viewed, website activity or interactions with our communications may be used to place you into relevant customer groups or provide personalised product recommendations.

This profiling is used for personalisation, marketing relevance, analytics and customer experience. It does not produce legal effects or similarly significant effects for you.

We do not use solely automated decision-making that produces legal effects or similarly significant effects on you.

If we introduce automated fraud decisions, credit checks, eligibility decisions or other automated decisions that may significantly affect customers, we will update this policy before using those processes where required.

14. Your Data Protection Rights and Complaints

Depending on the circumstances and applicable data protection law, you may have the right to:

·        Access the personal information we hold about you

·        Correct inaccurate or incomplete personal information

·        Request deletion of your personal information in certain circumstances

·        Restrict processing of your personal information in certain circumstances

·        Object to processing, including certain processing based on legitimate interests

·        Request data portability in certain circumstances

·        Withdraw consent at any time where we rely on your consent

You have an absolute right to object to processing of your personal information for direct marketing. If you object, we will stop using your personal information for direct marketing.

These rights are not absolute and may be subject to legal exceptions.

To exercise any of these rights, please contact us at: info@mabelandfox.com

We may need to verify your identity before completing certain requests.

If you have a data protection complaint, please contact us at info@mabelandfox.com and describe your concern. We will acknowledge receipt of your complaint within 30 days, take appropriate steps to investigate and respond without undue delay, keep you informed where appropriate, and tell you the outcome of your complaint without undue delay.

You also have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO).

ICO contact details: www.ico.org.uk, telephone 0303 123 1113, or Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.

We would, however, appreciate the opportunity to address your concerns directly, so you are welcome to contact us first.

15. Security

We use appropriate technical and organisational measures designed to protect personal information against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.

These measures may include access controls, staff or supplier confidentiality obligations, secure account access, encryption or secure transmission where appropriate, supplier due diligence and monitoring of our systems and ecommerce platform. Connections between company systems and approved AI or automation services are restricted to authorised users and should be limited to the permissions and information reasonably necessary for the relevant business purpose.

We also expect service providers processing personal information on our behalf to maintain appropriate security measures.

However, no method of transmitting or storing information electronically can be guaranteed to be completely secure.

16. Children's Privacy

Our website and products are intended for adults purchasing products for themselves or others and are not specifically directed at children.

Although some of our products may be intended for use by babies or children, our online store is directed at adult purchasers, parents, carers and gift buyers.

We do not knowingly collect personal information directly from children where parental or guardian consent would be required under applicable law.

We do not knowingly target children with online behavioural advertising or create marketing profiles of children.

If we introduce online services, content or features that are likely to be accessed by children, we will review our privacy information and safeguards before doing so.

If you believe that a child has provided personal information to us inappropriately, please contact us at info@mabelandfox.com.

17. Links to Third-Party Websites and Services

Our website may contain links to websites, social media platforms or services operated by third parties.

If you follow a link to a third-party website or service, that organisation may collect and process your personal information under its own privacy policy.

We are not responsible for the privacy practices of third-party websites that we do not control, and we recommend reviewing their privacy information before providing personal information to them.

18. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business, website, services, technology, legal requirements or the third-party providers we use.

Where appropriate, we will take reasonable steps to bring significant changes to your attention. If we plan to use personal information for a new purpose, we will update our privacy information and bring the change to your attention before starting the new processing where required by law.

The latest version of this Privacy Policy will be available on our website. The "Last updated" date at the top of this policy shows when it was most recently revised.

19. Contact Us

If you have any questions about this Privacy Policy, how we use your personal information, your data protection rights or a data protection complaint, please contact us:

M&F Interiors & Vinyl Ltd

Trading as Mabel & Fox

C/O GLX

69-75 Thorpe Road

Norwich

England

NR1 1UA

Company number: 11986301

Email: info@mabelandfox.com

Website: www.mabelandfox.com