1. Who we are
Forever Furnishings is a UK-based online furniture curation, sourcing and retail business. We help customers across Wolverhampton, the West Midlands and the wider UK choose furniture that fits modern homes, including trend-led pieces inspired by 2026 styles such as curved seating, modular layouts, natural woods and textured upholstery.
For the purposes of data protection law, Forever Furnishings is the data controller for personal data processed through this website. That means we determine why and how your personal data is processed. Where we use service providers (for example, website hosting, analytics, email delivery or payment processing), those providers act as processors or independent controllers depending on the service.
2. Personal data we collect
The information we collect depends on how you use our website. We aim to collect only what is needed to provide curated furniture recommendations, fulfil orders, improve the site, and meet legal obligations. We do not intentionally collect special category data (such as health information, political opinions, or religious beliefs) and we ask customers not to submit that type of information through our forms.
2.1 Data you provide to us
- Full name (for example, when requesting curation or contacting us).
- Email address (so we can reply to your enquiry and send order communications).
- Phone number (optional in some cases, used for delivery coordination and support where relevant).
- Message content (for example, room requirements, style preferences, budget range, delivery notes).
2.2 Data we collect automatically
- IP address and approximate location derived from it (typically at city level).
- Browser and device information (device type, operating system, browser version, screen size, language settings).
- Usage and behavioural data (pages viewed, clicks, time spent, navigation paths, and interactions with key calls to action).
- Cookie identifiers and similar technologies (as described in the cookies section).
- Server logs (request timestamps, referring pages, error logs for stability and security).
2.3 Purchase and transaction data
If you place an order, we process information required for fulfilment and customer service, such as contact and delivery details. Payment information (for example, card details) is typically processed by a payment provider and not stored on our web servers. Where a finance option is made available through partners, those partners may be separate controllers for the finance application and will provide their own privacy information at the point of application.
3. How we collect personal data
We collect data through a combination of direct interactions and automated technologies. This helps us run the website, respond to enquiries, and understand which parts of our curated collections are useful to customers searching for furniture in 2026, including popular categories such as curved sofas, modular seating and sustainable furniture.
3.1 Web forms and communications
When you submit a form on our website, such as a request on Curated For You or a message via Contact, we collect the information you enter and use it to respond. If you contact us by email or phone, we may keep a record of the conversation for customer service and quality assurance.
3.2 Cookies, analytics and similar technologies
We use cookies and similar technologies to support website functionality, measure performance, and understand how visitors navigate our pages. Our cookie banner allows you to accept or reject non-essential cookies. Essential cookies may still be used to provide core site features and security.
3.3 Analytics tools
We may use analytics tools such as Google Analytics 4 to measure website traffic and engagement, and we may use advertising measurement tools such as the Meta Pixel to understand performance of our campaigns. These tools can collect information about your device and your interactions with the site. Where required, we use consent-based controls for marketing and analytics cookies.
3.4 Server logs
Like most websites, our servers automatically record certain information when you visit. Server logs help us keep the site stable, diagnose errors, and protect against suspicious activity. Log data may include IP address, request time, URL, and user agent.
4. Legal basis for processing (UK GDPR Article 6)
We process personal data only where we have a valid lawful basis under the UK GDPR. The basis depends on the context of the processing. The most common bases are: consent, performance of a contract, and legitimate interests.
| Data category | Purpose | Lawful basis |
|---|---|---|
| Name, email, phone, message | Respond to enquiries and provide curation recommendations | Legitimate interests (Art. 6(1)(f)) and/or contract steps (Art. 6(1)(b)) |
| Order and delivery details | Fulfil purchases, coordinate delivery, handle returns and support | Contract (Art. 6(1)(b)) and legal obligation where applicable (Art. 6(1)(c)) |
| IP address, device and usage data | Security, fraud prevention, site reliability and diagnostics | Legitimate interests (Art. 6(1)(f)) |
| Analytics cookies and metrics | Measure performance and improve site content | Consent (Art. 6(1)(a)) where required for non-essential cookies |
| Marketing cookies and ad measurement | Understand campaign performance and improve relevance | Consent (Art. 6(1)(a)) where required |
Where we rely on legitimate interests, we balance our business interests (for example, providing customer support and keeping the site secure) against your rights and freedoms. You can object to processing based on legitimate interests in certain circumstances, as described in the rights section.
5. How we use personal data
We use personal data to run our website, deliver our services, and improve the experience for shoppers looking for curated furniture in the UK. Our focus is on providing useful recommendations, clear product information, and reliable support from our team in Wolverhampton for customers across the West Midlands and nationwide.
5.1 Service delivery and customer support
- Respond to questions submitted through our forms and email.
- Provide personalised curation shortlists tailored to style preferences, room sizes and budgets.
- Support order management, delivery coordination and aftercare queries.
- Maintain internal records of support interactions to improve service quality.
5.2 Website performance and improvement
- Analyse which pages are helpful, for example popular collections and guides such as our 2026 trends content.
- Improve navigation, accessibility and device performance.
- Detect and fix errors, broken journeys and slow pages.
5.3 Marketing communications (consent-based where required)
If you choose to receive marketing communications (for example, updates on new curated collections or trend edits), we will use your contact details to send those messages. Where consent is required, you can withdraw consent at any time by contacting [email protected]. We do not sell personal data to third parties.
5.4 Security, fraud prevention and compliance
We use limited technical data (such as IP address and device information) to protect the website and our customers. This includes preventing abuse of forms, investigating suspicious activity, and meeting legal or regulatory requests where applicable.
6. How long we keep personal data
We keep personal data only for as long as necessary for the purposes described in this policy, including to provide support, meet legal obligations, and resolve disputes. Retention periods can vary depending on the type of data and the context. Where possible, we delete or anonymise data when it is no longer required.
| Data type | Typical retention | Reason |
|---|---|---|
| Form submissions and curation requests | 2 years | Customer support history, follow-up, service improvement |
| Customer service emails | 2 years | Quality assurance and dispute handling |
| Order records (where applicable) | 6 years | Accounting and legal compliance expectations in the UK |
| Analytics data | 14 months | Trend analysis and site performance measurement |
| Marketing list (if you opt in) | Until unsubscribe + 30 days | Manage opt-outs and compliance records |
| Security logs | 90 days | Prevent and investigate security incidents |
In some cases we may keep data for longer if required to comply with legal obligations, enforce our Terms of Service, or handle disputes. Where we do so, we limit access and keep the data secure.
8. International transfers
Some of our service providers may process data outside the UK or European Economic Area (EEA), for example where an analytics or email provider operates global infrastructure. When personal data is transferred internationally, we take steps to ensure it is protected with appropriate safeguards.
These safeguards may include the use of Standard Contractual Clauses approved for international transfers, the UK International Data Transfer Agreement (IDTA), or transfers to countries covered by an adequacy regulation recognised by the UK government. We also assess provider security practices and limit the amount of data shared.
9. Your rights under the UK GDPR
You have rights in relation to your personal data. Some rights apply generally, while others depend on the lawful basis used. To exercise your rights, contact us at [email protected]. We may ask for information to verify your identity before responding.
Right of access
You can request a copy of the personal data we hold about you and information about how we use it.
Right to rectification
You can ask us to correct inaccurate data or complete incomplete data.
Right to erasure
You can ask us to delete personal data where there is no valid reason to keep it.
Right to restriction
You can ask us to limit processing in certain situations, for example while a dispute about accuracy is resolved.
Right to data portability
Where processing is based on consent or contract and carried out by automated means, you can request your data in a portable format.
Right to object
You can object to processing based on legitimate interests, and you can object to direct marketing at any time.
9.1 Withdrawing consent
Where we rely on consent (for example, for marketing cookies), you can withdraw that consent at any time. Withdrawing consent does not affect the lawfulness of processing carried out before withdrawal.
9.2 Complaints
If you have concerns about our handling of personal data, please contact us first and we will work to resolve the issue. You also have the right to lodge a complaint with the UK supervisory authority:
The ICO is the UK’s independent authority set up to uphold information rights. You can find guidance and complaint routes via the ICO’s official website.
11. Children’s privacy
Our website and services are not directed at children under 16. We do not knowingly collect personal data from children under 16. If you believe a child has provided personal data to us, please contact [email protected] and we will take steps to delete the information where appropriate.
12. Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to our practices, technology, legal requirements, or the way we deliver our services. When we make changes, we will update the “Last Updated” date at the top of this page. If changes are significant, we may also provide a notice on the website.
Last Updated: January 15, 2026
13. Contact details and data protection contact
If you have questions about this policy, want to exercise your rights, or would like to request deletion or a copy of your data, contact us using the details below. We do not currently appoint a statutory Data Protection Officer (DPO), but we have a dedicated privacy contact point to handle requests.
Use this email for access, deletion, objections, and cookie questions.
Online store only. Please do not send returns to this address unless instructed.
Unsubscribe and deletion requests
If you receive marketing communications and want to stop, you can unsubscribe using the link provided in the message where available, or email [email protected]. For deletion requests, include the email address you used with us and a brief description of your request. We will respond within the timeframes required by law.