Privacy Notice

We are A Beauty Inc Ltd (formerly Laced), a marketplace for buyers and sellers of authentic footwear. We are a company registered in England and Wales under company number 15824605.

You can find us at Building 8, Floor 3, Exchange Quay, Salford, M5 3EJ, and our registration details with the ICO (the UK’s data protection authority) can be found on the Information Commissioner's Office register.

If you have any questions about this privacy notice, including any requests to exercise your legal rights, please contact us at help@laced.com.

Deviating provisions for non UK residents

If you reside a territory outside of the United Kingdom as listed here, the additional provisions for your territory as set out below in paragraphs will apply to your use of the marketplace and in respect of your personal data. These additional provisions will prevail should there be any conflict with anything else in this Privacy Notice.

  1. How Do We Use Your Data?

    • Where you sign up to sell sneakers or other products via our website, www.laced.com, we will collect your name, email address, IP address, bank account details and telephone number to take steps to enter into a contract with you to facilitate the sale via our website. We may also collect additional data such as your date of birth and a form of ID to ensure we fulfil our legal obligations by undertaking our internal checks to ensure the suitability of you as a seller and to enter into and execute an agreement with you.
    • Where you sign up to purchase sneakers or other products via our website we will collect your name, email address, IP address, billing address, payment address (if different), country and telephone number to take steps to enter into and execute a contract with you, to create an account, and to purchase products via our website. Please note we will not collect your financial information such as card details - we use Stripe, a third party payment provider to do so.
    • When you sign up to receive our news updates. We will handle your personal information (such as your name, email address and, if you sign up for text messages, your mobile number) to provide you with our news updates by email, text message (SMS) or app push notification, in line with any preferences you have told us about. When we send you our news updates because you have opted-in to receive them, we rely on your consent to contact you. If we contact you by email and you haven’t opted-in, this is because you have already used our services on our website and the contact only concerns similar services and the lawful basis we rely on to do this is our legitimate interest to promote our business. You can unsubscribe from our updates at any time using the unsubscribe link in any email, by replying STOP to a text message, by turning off notifications in the app or your device settings, by changing your preferences in your account, or by emailing help@laced.com.
    • When you use our app. We collect the information you give us when you create an account or buy or sell through the app (as described above), together with technical information about your device (such as device type, operating system, app version, language and time zone), a push notification identifier, your tracking and notification choices, and how you use the app. We use this to provide the app and its features, to keep it working properly and securely, and (where you allow it) for analytics and advertising as described below. Please see section 8 for the services we use in the app.
    • Delivering your order. We share your name, delivery address, telephone number and email address with the courier delivering your order (such as UPS, DHL, Royal Mail and DPD), and for international deliveries, the customs information the courier needs. We do this to perform our contract with you.
    • Preventing fraud and keeping our marketplace safe. We use information about your account, orders, payments, device and IP address to detect and prevent fraud, counterfeit goods and misuse of our marketplace, including through our payment provider Stripe. We do this because it is in our legitimate interest, and that of our buyers and sellers, to keep the marketplace safe, and where needed to comply with our legal obligations.
    • Advertising and measuring our advertising. Where you consent (through our cookie settings on our website, or the tracking permission in our app), we share information about your visit and the actions you take (such as products viewed, searches, items added to your bag, checkouts and purchases, and their value) with our advertising partners, such as Meta (Facebook and Instagram) and Google. We may also share your email address, telephone number and an identifier for your account, in a scrambled (hashed) form, so they can match you to your account with them. We use this to show you relevant Laced adverts on their services, to find people with similar interests, and to measure how well our adverts work. We share this using their website tags and directly from our servers (for example Meta's Conversions API). We rely on your consent for this, and you can withdraw it at any time through our cookie settings, the tracking setting in the app, or your device settings (on iPhone, Settings > Privacy & Security > Tracking).
    • Affiliate partners. If you come to our website from one of our affiliate partners, we share with our affiliate network Awin the details of the visit and of any resulting order (such as an order reference and its value, but not your contact details) so the partner can be paid commission. We rely on your consent for the cookies involved, and otherwise on our legitimate interest to pay our partners accurately.
    • Reviews. After your order is delivered, we may share your name, email address and order reference with Trustpilot so they can invite you to review us. It is in our legitimate interest to collect reviews of our service, and you can choose not to take part.
    • When you contact us either by phone, email or via social media, we will usually collect your name, your gender, social media handle, contact details and any other personal data that forms part of your message to us because it’s in our legitimate interest to make sure we can properly respond to your query.
    • Technical information when you use our website. When you consent to our use of cookies, we collect information about how you use our website. We use this information to improve our website and to better understand how people use it. Please consult our Cookies Policy for more information.
    • When you attend one of our events or a third party event we also attend (including virtual events via video conferencing providers), we will usually collect your name, address, email address and phone number. We collect this information at third party events because it is in our legitimate interest to promote our business and when you attend one of our events, we collect this information because it’s in our legitimate interests to know who’s attending our events.
    • When you apply for a job with us we may collect your name, contact details, recruitment information (e.g. right to work documentation and references), qualifications, accreditations and any additional information we may receive from you or our recruitment partners. We will use your personal information to assess your suitability for our available roles based on our legitimate interest to assess candidates and to perform our contractual obligations or to take steps at your request, before entering into a contract. Where we process your right to work documentation, we will do so to comply with our legal obligations or based on our legitimate interests as your (future) employer.
    • If our business is sold, merged, split or dissolved. We process your personal information for this purpose because we have a legitimate interest to ensure our business can be continued by the buyer or that our corporate restructuring can be properly effectuated.
    • When you represent or work for our commercial relations. We process your personal information for this purpose because we have a legitimate interest to conduct business with you and/or your employer or company which you represent, so that we may contact you and fulfil our (contractual) obligations to such parties.
    • For analytical purposes. We process your personal information for this purpose because we have a legitimate interest in performing analytics about our website and sales, to further plan and develop our business, including our business strategies. We also collect your information via the placement of cookies for analytical purposes as further described in our cookies policy, and through the analytics tools in our app described in section 8.
    • When you complete a survey or feedback interview we may collect your email address, age, gender, household income and country of residence. Please see section 7 for more information about our surveys and feedback interviews.

  2. Who Do We Share Your Data With?

    • Suppliers, group companies and subcontractors for the performance of the contract we enter into with them or you. Where you purchase goods using the Laced Marketplace, we will not share your personal data with the seller and where you are a seller you will also remain anonymous towards the buyer of your goods. Where we do share your data with third parties who process personal data on our behalf, we will ensure your data is protected by entering into data processing agreements with the third parties to govern their use of your data.
    • Service providers who help us run our marketplace, on our behalf and under data processing agreements, including: Google Cloud (hosting and data storage); Stripe (payments and fraud prevention); Mailgun (sending emails); OneSignal (push notifications, emails and text messages); Zendesk (customer support); Algolia (product search); Sentry and Scout APM (error and performance monitoring); Mixpanel and Microsoft Clarity (app analytics); and Google Analytics (website analytics, where you consent).
    • Couriers and delivery partners (such as UPS, DHL, Royal Mail and DPD) to deliver your order, as described in section 1.
    • Advertising partners, such as Meta and Google, where you consent, as described in section 1. These partners also use the information for their own purposes under their own privacy policies (for example, to improve their advertising services). For the information collected through Meta's tools on our website, Meta Platforms Ireland Ltd and we are joint controllers for the collection and transfer of that information; Meta's privacy policy is available at facebook.com/privacy/policy.
    • Awin and Trustpilot, as described in section 1.
    • Promotional events and marketing organisations, we do not sell data for marketing purposes, but may share your data with an event organiser including where we run workshops with co-presenters. We will always tell you before (usually on the event registration form) and you will be given the chance to opt-out before we do this.
    • Regulators/ Authorities/ Enforcement Agencies if we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use and other agreements; or to protect the rights, property, or safety of our clients or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection.
    • Prospective buyers of our business under our legitimate interest to ensure our business can be continued by the buyer or that our corporate restructuring can be properly effectuated.

  3. Where Is Your Data Stored?

    4. We store your personal data in the United Kingdom (“UK”) and the European Economic Area (“EEA”); our main database is hosted by Google Cloud in Belgium. Some of the service providers and partners listed in section 2 (including Stripe, Meta, Google, Mailgun, OneSignal, Mixpanel, Sentry and Algolia) are based in, or process data in, the United States. Where they do, the transfer is covered by the UK-US data bridge or the EU-US Data Privacy Framework, or by standard contractual clauses approved for that purpose. We will not transfer personal data relating to you to a country which is outside of the UK or the EEA unless one of the following scenarios under the UK GDPR or GDPR, or any successive legislation, applies:

    • the country or recipient is covered by the relevant adequacy regulations under Article 45 GDPR, Article 45 UK GDPR;
    • appropriate safeguards have been put in place which meet the requirements of Article 46 GDPR or Article 46 UK GDPR; or
    • one of the derogations for specific situations under Article 49 GDPR or Article 49 UK GDPR is applicable to the transfer. These include (in summary):
    • the transfer is necessary to perform, or to form, a contract to which we are a party:
      • with you; or
      • with a third party where the contract is in your interests;

    • the transfer is necessary for the establishment, exercise or defence of legal claims;
    • the transfer is necessary for us to comply with our legal obligations, for example, following a binding order of a competent authority, a judicial ruling or another obligation we may be required to fulfil;
    • you have provided your explicit consent to the transfer; or
    • the transfer is necessary for the establishment, exercise or defence of legal claims;
    • the transfer is of a limited nature, and is necessary for the purpose of our compelling legitimate interests, such as to obtain advice, determine, exercise or defend our legal position and rights.

  4. How Long Do We Keep Your Data For?

    5. We will only retain your personal information for as long as we believe we need it unless we are required to keep it for longer to comply with our legal, accounting or regulatory requirements.

    When determining for how long to retain your personal information, we will take into account factors including:

    • our contractual obligations and rights in relation to the information involved;
    • legal obligation(s) under applicable law to retain data for a certain period of time;
    • statute of limitations under applicable law(s);
    • potential disputes; and
    • guidelines issued by relevant data protection authorities.

    Otherwise as a general rule, we will securely erase your information (to the extent legally and technically practicable) where we no longer require your information for the purposes collected.

    In some circumstances we may carefully anonymise your personal data and how our website is used, so that it can no longer be associated with you, and we may use this anonymised information indefinitely without notifying you. We use this anonymised information to analyse our business and improve it moving forward.

  5. What Are Your Rights Under Data Protection Laws?

    6. Under certain circumstances, you have various other rights under applicable data protection laws, including the right to:

    • access your personal data (also known as a “subject access request”);
    • correct incomplete or inaccurate data we hold about you;
    • ask us to erase the personal data we hold about you;
    • ask us to restrict our handling of your personal data;
    • ask us to transfer your personal data to a third party in a machine-readable format;
    • object to how we are processing your personal data; and
    • withdraw your consent to us handling your personal data, only if the legal basis for processing your personal data is your consent.

    You also have the right to lodge a complaint with us or the Information Commissioner’s Office, the supervisory authority for data protection issues relating to A Beauty Inc Ltd. If you are based outside of the UK, you may also lodge a complaint with the competent supervisory authority in your country. You can find your relevant supervisory authority here.

    Please keep in mind that privacy law does not provide for absolute rights, but that these rights may apply to you in specific situations depending on all relevant circumstances in a specific case.

  6. Questions, Comments And More Detail

    7. Your feedback and suggestions on this notice are welcome.

    We've worked hard to create a notice that's easy to read and clear. But if you feel that we have overlooked an important perspective or used language which you think we could improve, please let us know by email at help@laced.com.

  7. Research data collection

    8. In addition to the data collection methods mentioned in this privacy notice, we periodically offer our customers the chance to engage with surveys and feedback interviews. The collective purpose of these surveys and interviews is to gain a deeper understanding of our customers and their experiences with Laced. The topics may vary, and the surveys often focus on collecting feedback to enhance Laced, as well as understanding products and shopping preferences.

    All market research data captured in surveys and feedback interviews are anonymised, unless explicitly stated otherwise prior to collection, and will be held securely. Anonymised data may be aggregated for analysis and used for profiling purposes, helping us better understand customer preferences and improve our service. Depending on the survey topic, in addition to questions related to the subject, we may also ask for information such as email address, age, gender, household income and country of residence. We collect this data to provide additional context to customer responses, ultimately helping us better understand our customers to provide the best service. Before agreeing to participate, the specific purpose will be outlined, and respondents can choose whether to proceed. Participation is entirely optional, and consent to further processing of personal information (if any is collected) can be withdrawn at any time, for any reason, by emailing research@laced.com . If you choose to participate, you will be entered into one of our prize draws. Terms and conditions related to entering our prize draws can be found here

  8. Data Collection in Our App: Analytics, Advertising and Notifications

    9. We use certain tools and services in our app to provide personalised notifications, to understand how the app is used and improve it, to keep it working properly, and (where you allow it) to measure and personalise our advertising. These services include:

    • OneSignal: We use OneSignal to send you personalised push notifications, such as order updates, reminders and promotions, and to send our emails and text messages. You can enable or disable push notifications at any time through the app settings or your device’s notification settings, and manage email and text message preferences as described in section 1.
    • Mixpanel: We use Mixpanel to analyse app usage and user interactions, helping us improve features and the overall user experience. Mixpanel may collect events such as screens viewed, button taps, session duration, and technical information (e.g., device type, operating system, anonymised IP addresses). Mixpanel only runs if you allow tracking in the app.
    • Microsoft Clarity: We use Microsoft Clarity to understand how the app is used, for example where people tap and scroll and where they run into difficulties, so we can improve it. Clarity may record how you interact with app screens. Clarity only runs if you allow tracking in the app.
    • Sentry: We use Sentry to detect and fix crashes and errors. When the app crashes or something goes wrong, Sentry receives technical details about the error and your device, and, if you are signed in, your account identifier and email address so we can investigate. We do this because it is in our legitimate interest to keep the app working properly.
    • Meta (Facebook and Instagram): If you allow tracking, the app sends shopping events (such as products viewed, searches, items added to your bag, checkouts and the value of your orders), together with technical information about your device, to our servers, which pass them to Meta to measure and personalise our adverts, as described in section 1. If you do not allow tracking, these events are not shared with Meta.

    On iPhone and iPad, we ask for your permission before tracking you across other companies’ apps and websites, and you can change this at any time in Settings > Privacy & Security > Tracking. On Android, we ask whether you want to share your data and you can change this in the app. You have the option to opt-out of non-essential tracking and manage your preferences for both push notifications and analytics data collection through the app settings or your device settings at any time.

This privacy notice was last updated on 05 November 2026.

If you reside in one of the following countries, the additional provisions set out below for your territory will apply to your use of the marketplace and in respect of your personal data and these additional provisions will prevail should there be any conflict with anything else in this Privacy Notice. References to any sections or paragraphs are references to such sections of the Privacy Notice above.

For Dutch Residents

If you are based in the Netherlands, the supervisory authority to lodge a complaint is the Autoriteit Persoonsgegevens, located at Hoge Nieuwstraat 8, 2514 EL, The Hague, +31 (0)88 1805 250 or via the website www.autoriteitpersoonsgegevens.nl/een-tip-of-klacht-indienen-bij-de-ap.

For French Residents

The below supplements section 5 in:

5. What Are Your Rights Under Data Protection Laws?

You have various other rights under applicable data protection laws, including the right to:

  • determine what happens to your personal data after your death.

You also have the right to lodge a complaint with us or the Information Commissioner's Office, the supervisory authority for data protection issues in England and Wales. If you are based in France, the supervisory authority to lodge a complaint is the Commission nationale de l'informatique et des libertés, located at 3 Place de Fontenoy TSA 80715, 75334 PARIS CEDEX, +33 (0)7 01 53 73 22 22, www.cnil.fr

For German Residents

The contact details of the controller, A Beauty Inc Ltd, are: help@laced.com, optionally: Building 8, Floor 3, Exchange Quay, Salford, M5 3EJ, United Kingdom.

The legal basis of the data processing operation is: Article 6 para 1 lit. a), b), c), f) GDPR, Sect. 26 Federal Data Protection Act, Sect. 7 of the Act Against Unfair Competition.

If you are based in Germany, you may lodge a complaint with a supervisory authority at your usual place of residence or your place of work.