1. Introduction

This Cookie Policy explains how Apparel Brands Ltd (“we”, “us”, “our”) uses cookies and similar technologies on www.apparelbrands.co.uk (“the Site”). It explains what they are, why we use them, and your rights to control them.

We use cookies to provide, improve, protect, and personalise our services. Except for cookies strictly necessary for the Site to function, we only set cookies after obtaining your prior consent.

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2. What are cookies and similar technologies?

A cookie is a small text file placed on your device (computer, smartphone, tablet) when you visit a website. Cookies can store information such as your preferences and browsing habits.

“Similar technologies” include local storage, web beacons, pixels, and device identifiers, which also store or access information on your device.

These technologies help us remember your settings, enable secure access, measure Site usage, and deliver relevant content/ads.

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3. Legal basis & compliance

We comply with the UK Privacy and Electronic Communications Regulations (PECR) and data protection laws (UK GDPR / Data Protection Act 2018). ICO+2activeMind.uk+2

Under PECR, we must:

• Inform you when cookies or similar technologies are used. ICO+1
• Explain what they do and why. ICO+1
• Obtain valid consent before setting non-essential cookies. Syrenis+3ICO+3activeMind.uk+3

Consent must be:

• Freely given (you have a real choice). iubenda+1
• Specific and informed (you know exactly what you are consenting to). activeMind.uk+1
• Unambiguous (you take a clear action, e.g. clicking “Accept”). iubenda+1
• Easy to withdraw at any time. https://secureprivacy.ai/+2iubenda+2

We do not set non-essential cookies before you consent. You have the option to reject cookies (or change preferences) at any time.

Some cookies are exempt from needing consent (strictly necessary for the Site to operate). ICO+2activeMind.uk+2

Recent legal changes (Data Use & Access Act 2025) introduce new exceptions (e.g. for statistical or appearance cookies) under strict conditions. Syrenis+1
However, marketing and profiling cookies still require explicit consent.

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4. Types of cookies we use

Below is an illustrative list (you should replace this with an actual audit):

CategoryPurposeTypical CookiesDuration / ExpiryStrictly necessaryEssential for site operation, security, shopping cart, login sessionssession_id, _csrf, cart_idSession or short-termFunctional / PreferencesRemember your site preferences (e.g. language, display)locale, theme_choiceMonths / persistentAnalytics / PerformanceMeasure visits, page views, site usage_ga, _gid, _gat (Google Analytics)1 year / 24 hours / etc.Marketing / AdvertisingDeliver ads, track user behaviour across sitesFacebook pixel, Google Ads cookies, third-party ad tagsVaries, typically months

For each cookie, you should list:

• The name
• Its purpose
• Whether it is first-party or third-party
• How long it remains on the device
• Any third parties involved
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5. How to control cookie preferences

You can manage cookie consent in several ways:

1. Cookie banner / consent manager: Use our cookie settings panel (e.g. “Accept All / Reject / Manage Preferences”).
2. Change settings: You can withdraw or change your consent at any time via the “Cookie Settings” link in the footer of the Site.
3. Browser settings: You can also block or delete cookies via your browser settings (e.g. “Clear cookies” or “Block third-party cookies”). Remember that blocking all cookies may impair site functionality. ICO+1
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6. Third-party cookies

We may allow third-party services (e.g. analytics providers, advertising networks, social media) to place cookies via our Site. Their use is subject to your consent (unless strictly necessary). We are not responsible for these third parties’ privacy practices. Please review their privacy/cookie policies.

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7. Data retention & anonymisation

We retain non-identifiable aggregated data for as long as necessary to provide insights and improve the Site, or as required by law. Personal data collected through cookies are handled in accordance with our Privacy Policy.

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8. Updates to this policy

We may update this Cookie Policy from time to time (for example, when adding or removing cookies or when regulations change). The revised version will have an updated “Last updated” date. If changes are material, we may seek fresh consent from users.

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9. Contact us

If you have questions about this Cookie Policy or our use of cookies, contact us at:

• Email: joanne.reidy@apparelbrands.co.uk
• Postal address: Apparel Brands Limited. 18 Hilton Street, Manchester, M1 1FR

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