Privacy Policy.
Last updated: 23/05/2026
1. Who we are
The ApexTide (“we”, “us”, “our”) is a UK trade supplier of curtain wire and related hardware, operating from 41 Marsden Close, Solihull, B927JR. For privacy queries, contact us at info@theapextide.com.
2. What information we collect
We collect information you provide directly: name, company name, business address, email, phone, VAT number, and trade references when you apply for a trade account. We also collect order history, payment information (processed by our payment provider, not stored by us), and communications with us.
Automatically, we collect IP address, browser type, pages visited, and referring site, via standard server logs and analytics cookies.
3. Why we collect it
To verify trade eligibility, process orders, deliver products, handle customer service, send transactional emails, comply with UK tax law, and improve our website. We do not use your data for marketing without explicit consent.
4. Lawful basis
Under UK GDPR, our lawful bases are: contract (processing orders), legitimate interest (improving service, fraud prevention), legal obligation (tax records), and consent (marketing emails, where applicable).
5. Who we share data with
We share only what is necessary with: payment processors (Stripe, where applicable), couriers (Royal Mail, DPD, others as needed), and our IT infrastructure providers (GoDaddy, Microsoft 365). All process data on our behalf under data processing agreements.
We never sell your data. We do not share with third parties for marketing.
6. How long we keep it
Order and tax records: 7 years (UK legal requirement). Account data: until you request deletion. Marketing consent: until withdrawn. Server logs: 90 days.
7. Your rights
Under UK GDPR you have the right to: access your data, correct inaccuracies, request deletion, restrict processing, port your data to another service, and withdraw consent. Email info@theapextide.com to exercise any of these rights. We respond within 30 days.
You also have the right to complain to the UK Information Commissioner’s Office (ICO) at ico.org.uk.
8. Cookies
We use essential cookies for site functionality (cart, login session) and optional analytics cookies (Google Analytics) to understand site usage. You can manage cookie preferences via the cookie banner or your browser settings.
9. Security
We use HTTPS across the site, encrypted database connections, secure password storage (hashed), and access controls. While no system is 100% secure, we follow industry best practice. In the unlikely event of a data breach affecting your information, we will notify you and the ICO within 72 hours as required by law.
10. Changes to this policy
We may update this policy as our business or the law evolves. We will post any changes here with an updated date. If changes are material, we will email registered users.
11. Contact
Email: info@theapextide.com
Address: 41 Marsden Close, Solihull, B927JR