Earthcove UK website  |  Last updated: September 2026

Earthcove Ltd (“we”, “us”, “our”) is committed to protecting your privacy. This Privacy Policy explains what personal information we collect, how we use it, who we share it with, and your rights in relation to it.

This policy applies to information collected through our website at earthcoveswim.com and in connection with your purchases and interactions with us.

If you are a resident of California, please also see Section 11 for additional rights and disclosures under the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA).

1. Who We Are

Earthcove Ltd is a company registered in England and Wales (Company No. 17439189) and a wholly owned subsidiary of Pure Earth Holdings Ltd (registered in England and Wales, Company No. 17289830).

• Website: earthcoveswim.com
• Correspondence address: Earthcove Ltd, Unicorn House, 2nd Floor, Station Close, Potters Bar, Hertfordshire, EN6 1TL, United Kingdom
• Email: hello@earthcoveswim.com

2. Information We Collect

We may collect the following types of personal information:

2.1 Information You Provide to Us

• Contact information: name, email address, phone number, shipping and billing address
• Account information: username, password, and account preferences (if you create an account)
• Payment information: payment card details, PayPal, Revolut, Klarna, Google Pay, or Apple Pay details (processed securely by our third-party payment providers — we do not store your full payment card details)
• Order information: products purchased, order history, and delivery preferences
• Communications: any messages, reviews, or feedback you send to us
• Marketing preferences: your communication preferences and newsletter subscription choices

2.2 Information Collected Automatically

• Device and browser information: IP address, browser type and version, operating system, device type
• Usage data: pages visited, time spent on pages, links clicked, referring website, and browsing patterns
• Location data: approximate location based on your IP address
• Cookies and similar technologies: see Section 8 below

2.3 Information from Third Parties

• Payment providers: transaction confirmation and fraud-prevention data from Stripe, PayPal, Revolut, Klarna, Google Pay, and Apple Pay
• Analytics providers: aggregated website usage data from Google Analytics
• Social media platforms: if you interact with our social media pages, the platform may share certain profile information with us in accordance with their privacy policies
• Advertising partners: Meta (Facebook/Instagram) may provide us with aggregated data about how users interact with our ads

3. How We Use Your Information

We use your personal information for the following purposes:

• Processing orders: to fulfil your purchases, process payments, arrange shipping, and send order confirmations and updates
• Customer service: to respond to your inquiries, handle returns and refunds, and resolve complaints
• Marketing: to send you newsletters, product updates, and promotional offers (only where you have opted in or where we have a legitimate interest to do so — you can unsubscribe at any time)
• Website improvement: to analyse how our website is used so we can improve its functionality, content, and user experience
• Personalisation: to tailor product recommendations and content to your interests
• Advertising: to show you relevant ads on social media platforms and measure the effectiveness of our advertising campaigns
• Fraud prevention: to detect and prevent fraudulent transactions and protect our customers and business
• Legal compliance: to comply with applicable laws, regulations, and legal processes

4. Legal Basis for Processing (for visitors from the EEA/UK)

If you are visiting from the European Economic Area or United Kingdom, our legal bases for processing your personal information include:

• Contract: processing necessary to fulfil our contract with you (e.g. processing your order)
• Consent: where you have given us specific consent (e.g. subscribing to our newsletter)
• Legitimate interests: where processing is necessary for our legitimate business interests (e.g. fraud prevention, website analytics, direct marketing to existing customers) provided these do not override your rights
• Legal obligation: where we are required to process your data by law

5. Who We Share Your Information With

We may share your personal information with the following categories of recipients:

• Shipping and fulfilment providers: to deliver your orders
• Payment processors: Stripe, PayPal, Revolut, Klarna, Google Pay, and Apple Pay to process your payments securely
• Email marketing provider: Klaviyo, to send marketing emails and newsletters where you have subscribed
• Analytics providers: Google Analytics, to help us understand website usage
• Advertising platforms: Meta (Facebook/Instagram) for targeted advertising and campaign measurement
• Website hosting: our web hosting provider to operate this website
• Our parent and group companies: Pure Earth Holdings Ltd (UK) and Earthcove, Inc. (US) for business administration purposes
• Professional advisers: accountants, lawyers, and other professional advisers where necessary
• Law enforcement or regulators: where required by law or to protect our rights

We do not sell your personal information to third parties.

6. International Data Transfers

As Earthcove Ltd is part of a group that includes a United States company, your personal information may be transferred to and processed in the United States. Where personal information is transferred outside of the United Kingdom, we take appropriate steps to ensure that your data is treated securely and in accordance with applicable data protection laws.

7. Data Retention

We retain your personal information only for as long as necessary to fulfil the purposes for which it was collected, including:

• Order and transaction data: retained for 7 years for tax and accounting purposes
• Customer accounts: retained for as long as your account is active, plus a reasonable period afterwards
• Marketing data: retained until you unsubscribe or request deletion
• Website analytics: aggregated data retained for up to 26 months

8. Cookies and Tracking Technologies

We use cookies and similar tracking technologies to improve your browsing experience, analyse website traffic, and support our marketing efforts.

Types of cookies we use:

• Essential cookies: required for the website to function (e.g. shopping cart, login sessions). These cannot be disabled.
• Analytics cookies: help us understand how visitors use our website (e.g. Google Analytics).
• Marketing cookies: used to deliver relevant advertisements and track campaign effectiveness (e.g. Meta Pixel).
• Preference cookies: remember your preferences such as language and region settings.

You can manage your cookie preferences through your browser settings. Please note that disabling certain cookies may affect the functionality of our website.

9. Your Rights

Depending on your location, you may have the following rights in relation to your personal information:

• Access: request a copy of the personal information we hold about you
• Correction: request that we correct any inaccurate or incomplete personal information
• Deletion: request that we delete your personal information (subject to certain exceptions)
• Opt-out of marketing: unsubscribe from marketing emails at any time by clicking the “unsubscribe” link in any marketing email or contacting us
• Opt-out of sale/sharing: see Section 11 if you are a California resident

To exercise any of these rights, please contact us at hello@earthcoveswim.com. We will respond to your request within 30 days (or within 45 days for California requests, as required by law).

10. Children’s Privacy

Our website sells products designed for children but the website itself is not directed at anyone under the age of 18. We do not knowingly collect personal information from anyone under 18. Purchases must be made by a parent or legal guardian. If we become aware that we have collected personal information from a person under 18 without appropriate consent, we will take steps to delete that information promptly. If you believe that someone under 18 has provided us with personal information, please contact us at hello@earthcoveswim.com.

11. Additional Rights for California Residents (CCPA/CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) as amended by the California Privacy Rights Act (CPRA).

11.1 Categories of Personal Information Collected

In the preceding 12 months, we have collected the following categories of personal information:

• Identifiers: name, email address, postal address, phone number, IP address
• Commercial information: products purchased, order history, payment records
• Internet or electronic network activity: browsing history on our website, interactions with our ads, device information
• Geolocation data: approximate location derived from IP address

11.2 How We Use Personal Information

We use personal information for the business and commercial purposes described in Section 3 above.

11.3 Sale and Sharing of Personal Information

We do not “sell” personal information in the traditional sense. However, our use of certain advertising cookies (such as Meta Pixel) may constitute “sharing” of personal information under the CCPA/CPRA. You may opt out of this sharing — see Section 11.5 below.

11.4 Your California Privacy Rights

As a California resident, you have the right to:

• Know: request that we disclose the categories and specific pieces of personal information we have collected about you, the sources of that information, and the purposes for which it was collected
• Delete: request that we delete personal information we have collected about you, subject to certain exceptions
• Correct: request that we correct inaccurate personal information
• Opt out of sharing: direct us to stop sharing your personal information for cross-context behavioural advertising purposes
• Non-discrimination: exercise your privacy rights without receiving discriminatory treatment

11.5 How to Submit a California Privacy Request

To exercise any of these rights, you may:

• Email us at hello@earthcoveswim.com with the subject line “California Privacy Request”

We will verify your identity before processing your request. We will respond within 45 days, with the possibility of a 45-day extension if necessary (we will notify you of any extension).

You may designate an authorised agent to submit a request on your behalf. We may require proof of authorisation before processing such a request.

12. Do Not Track Signals

Some browsers include a “Do Not Track” (DNT) feature that signals to websites that you do not want to be tracked. There is currently no uniform standard for how to respond to DNT signals, and our website does not currently respond to DNT signals. However, you can manage your cookie preferences through your browser settings as described in Section 8.

13. Third-Party Links

Our website may contain links to other websites operated by third parties. This Privacy Policy applies only to our website. We are not responsible for the privacy practices or content of those sites and encourage you to read their privacy policies before providing any personal information.

14. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or applicable law. The date of the most recent update will always be shown at the top of this page. We encourage you to review this policy periodically. Where required by law, we will notify you of material changes.

15. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at:

Earthcove Ltd

Unicorn House, 2nd Floor

Station Close

Potters Bar

Hertfordshire, EN6 1TL

United Kingdom

Email: hello@earthcoveswim.com

Earthcove Ltd is a wholly owned subsidiary of Pure Earth Holdings Ltd, registered in England and Wales, Company No. 17289830.