Privacy policy
Last updated: 6 Aug 2026
This Privacy Policy explains how Love the Sales Limited, trading as THECODE (“THECODE”, “we”, “us” or “our”), collects, uses, shares and protects personal data in connection with the THECODE website, mobile applications and related products and services that link to this Privacy Policy (together, the “Services”).
Your trust is important to us, and we are committed to handling your personal data safely, securely and transparently.
This Privacy Policy applies to personal data processed by Love the Sales Limited in connection with the Services. Our Retail Partners and certain other third parties may process your personal data independently for their own purposes. Where they do so, their own privacy policies will apply to that processing.
“Personal data” means information relating to an identified or identifiable individual. This includes information such as your name, email address, delivery address, purchase history and support communications. Information that has been irreversibly anonymised so that it can no longer identify you is not personal data and is not covered by this Privacy Policy.
We may update this Privacy Policy from time to time. We will publish the updated version through the Services and change the “Last updated” date above. Where required by law, or where a change materially affects how we use your personal data, we will also bring the change to your attention by email, through the Services or by another appropriate method.
You can read the whole policy below, or if you haven’t got much time, you can jump to the section you need using the navigation links below.
Who are ‘we’?
When we refer to “THECODE”, “we”, “us” or “our”, we mean Love the Sales Limited, trading as THECODE. Love the Sales Limited is the controller responsible for the personal data described in this Privacy Policy, except where this Privacy Policy explains that another organisation acts as a separate or joint controller.
We operate THECODE, a curated online marketplace through which customers can discover and purchase luxury and premium fashion supplied by selected Retail Partners. We operate the marketplace and checkout, process orders and payments, provide customer services and share relevant order information with Retail Partners so that they can fulfil purchases.
Love the Sales Limited is a company incorporated in England and Wales under company number 08642577. Its registered office is at 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ. Love the Sales Limited is registered with the UK Information Commissioner’s Office under registration number ZA221226.
The personal data we collect and how we collect it
When you visit our websites or use our services, we collect personal data. The ways we collect it can be broadly categorised into the following:
i. Information you provide to us directly
We collect personal data that you provide when you:
create or manage a THECODE account;
browse for or purchase products;
provide billing, delivery or contact information;
add products to a wishlist, save preferences or follow brands;
communicate with our customer-service team;
submit a review or other content;
enter a competition, promotion, survey or poll;
subscribe to marketing communications or update your preferences;
interact with us through social media; or
otherwise communicate or transact with us.
If you don’t want to provide us with personal data, you don’t have to, but it might mean you can’t use some parts of our websites or services.
ii. Information we collect automatically
We collect some information about you automatically when you visit our websites or use our services, like your IP address and device type. We also collect information when you navigate through our websites and services, including what pages you looked at and what links you clicked on. This information is useful for us as it helps us get a better understanding of how you’re using our websites and services so that we can continue to provide the best experience possible (e.g., by personalising the content you see).
Some of this information is collected using cookies and similar tracking technologies. If you want to find out more about the types of cookies we use, why, and how you can control them, take a look at our cookie policy.
iii. Information we get from third parties:
The majority of information we collect, we collect directly from you. We may also receive personal data from third parties, including:
Retail Partners, for example information about order acceptance, fulfilment, delivery, returns and refunds;
payment service providers and fraud-prevention providers;
delivery, returns and logistics providers;
advertising, analytics, affiliate-measurement and social-media platforms;
customer-service, review and communications providers;
identity or account-login providers where you choose to use a third-party sign-in service; and
publicly available sources where permitted by law.
We will use personal data received from third parties only for purposes that are compatible with the reason it was collected and as otherwise described in this Privacy Policy.
We use information received from third parties to operate, personalise, protect and improve our Services, to process and fulfil orders, and to verify information provided to us.
We will only process your personal data where we have a lawful basis to do so. Depending on the circumstances, we may process your personal data:
where it is necessary to enter into or perform a contract with you;
where it is necessary for our legitimate interests, or those of a third party, provided that those interests are not overridden by your rights and interests;
where it is necessary to comply with a legal obligation; or
where you have given us your consent.
If we don’t collect your personal data, we may be unable to provide you with all our services, and some functions and features on our websites may not be available to you.
Depending on how you use the Services, the personal data we collect may include:
your name, email address, telephone number and account login details;
your billing and delivery addresses;
information about your orders, products purchased, returns, exchanges, refunds and customer-service enquiries;
limited transaction information provided by Ryft or Klarna, such as the payment method selected, payment status and transaction reference. Love the Sales Limited does not access, receive or store your payment card details;
your preferences, wishlists, followed brands, sizes and product interests;
communications with us and with Retail Partners where those communications are conducted through or shared with THECODE;
competition, promotion, survey and review submissions;
information you provide when reporting suspected fraud, counterfeit products or other concerns; and
any other information you choose to provide.
When you use the Services, we may automatically collect:
IP address, device type, operating system, browser type and app version;
device identifiers, cookie identifiers, advertising identifiers and session identifiers;
pages, products and brands viewed;
searches, clicks, browsing paths and interactions with the Services;
basket, wishlist, shopping and purchase activity;
referral source and advertising campaign information;
approximate location derived from your IP address and, where you have permitted it, more precise device location;
technical logs, crash information and security events; and
information about the emails, notifications and advertisements you open or interact with.
How we use your data
First and foremost, we use your personal data to operate our websites and provide you with any services you’ve requested, and to manage our relationship with you. We also use your personal data for other purposes, which may include the following:
To communicate with you: This may include:
providing you with information you’ve requested from us (like price drop alerts on items you have shortlisted, or sale alerts for brands you are following) or information we are required to send to you
operational communications, like changes to our websites and services, security updates, or assistance with using our websites and services
marketing communications (about THECODE or another product or service we think you might be interested in) in accordance with your marketing preferences
asking you for feedback or to take part in any research we are conducting (which we may engage a third party to assist with).
To support you: This may include assisting with the resolution of technical support issues or other issues relating to the websites or services, whether by email or otherwise.
To enhance our websites and services and develop new ones: For example, by tracking and monitoring your use of websites and services so we can keep improving, or by carrying out technical analysis of our websites and services so that we can optimise your user experience and provide you with a more efficient service
To protect: So that we can detect and prevent any fraudulent or malicious activity, and make sure that everyone is using our websites and services fairly and in accordance with our terms of use.
To market to you: In addition to sending you marketing communications, we may also use your personal data to display targeted advertising to you online – through our own websites and services or through third party websites and their platforms. To match your profile and interest, we may create a profile of your preferences and provide advertisements, content or features. You can manage these communications in accordance with Section 7 (Your rights and choices) below.
To analyse, aggregate and report: We may use the personal data we collect about you and other users of our websites and services (whether obtained directly or from third parties) to produce aggregated and anonymised analytics and reports, which we may share publicly or with third parties.
To Administer Contests, Sweepstakes, and Promotions: From time to time, we may invite you to enter various contests, sweepstakes, surveys or promotions. If you choose to participate in a contest or promotion, your personal data may be used to administer the contest, such as to determine your eligibility for the contest or to award a prize.
The lawful basis we rely on will depend on how and why we use your personal data. We generally rely on performance of a contract when operating your account, processing orders and providing customer support; legitimate interests when protecting, analysing, personalising and improving our Services; consent where required for marketing, cookies or similar technologies; and legal obligation where we are required to retain or disclose information by law.
How we share your information
There will be times when we need to share your personal data with third parties. We do not sell your personal data and only share it with third parties to operate our Services. We will only disclose your personal data to:
third party service providers and partners who assist and enable us to use the personal data to, for example, support delivery of or provide functionality on the website or services, or to market or promote our goods and services to you
regulators, law enforcement bodies, government agencies, courts or other third parties where we think it’s necessary to comply with applicable laws or regulations, or to exercise, establish or defend our legal rights. Where possible and appropriate, we will notify you of this type of disclosure
an actual or potential buyer (and its agents and advisers) in connection with an actual or proposed purchase, merger or acquisition of any part of our business
other people where we have your consent.
Security
Security is a priority for us when it comes to your personal data. We’re committed to protecting your personal data and have appropriate technical and organisational measures in place to make sure that happens.
We take reasonable measures to protect information about you from loss, theft, misuse and unauthorized access, disclosure, alteration, and destruction. We use a secure, encrypted connection (using a TLS protocol) on all pages of the website.
All information you provide to us is hosted and stored securely on Microsoft Azure cloud-based services (for further information on the measures taken by Microsoft to protect the security of their servers and your personal data, please see: https://www.microsoft.com/en-us/trustcenter/security/azure-security).
Retention
The length of time we keep your personal data depends on what it is and whether we have an ongoing business need to retain it (for example, to provide you with a service you’ve requested or to comply with applicable legal, tax or accounting requirements).
We’ll retain your personal data for as long as we have a relationship with you and for a period of time afterwards where we have an ongoing business need to retain it, in accordance with our data retention policies and practices. Following that period, we’ll make sure it’s deleted or anonymised.
Your rights and choices
It’s your personal data and you have certain rights and choices relating to it. When it comes to marketing communications, you can ask us not to send you these at any time – just follow the unsubscribe instructions contained in the marketing communication, or manage your preferences by logging into your account settings, or send your request to [email protected].
While using our services, you may in some cases have the option to decline providing us information. However, your choice to not provide information may impact your use of certain features or services.
You also have rights to:
know what personal data we hold about you, and to make sure it’s correct and up to date
request a copy of your personal data, or ask us to restrict processing your personal data or delete it
object to our continued processing of your personal data
You can exercise these rights at any time by sending an email to [email protected].
If you’re not happy with how we are processing your personal data, please let us know by sending an email to [email protected]. We will review and investigate your complaint, and try to get back to you within a reasonable time frame. You can also complain to your local data protection authority. They will be able to advise you how to submit a complaint.
What about cookies?
Please see our Cookie Policy for information as to how we use cookies in relation to our Services. This includes our own cookies and those of third parties.
Retailers on THECODE
THECODE works with a variety of retailers (“THECODE Partners”) in order to offer you the widest possible choice of products through the services. We promote the items offered by the THECODE Partners through the Services. When you choose to buy an item, you will be taken directly to their online store.
Please note that:
the third-party business will use and share your personal data in accordance with its privacy policy;
you should check its policy before completing any transaction involving such third-party business; and
such third-party business is solely responsible for its use and sharing of your personal data.
Our Privacy Policy does not apply to these Third-Party Websites and we make no representations regarding the policies or business practices of any such Third-Party Websites.
How to contact us
We’re always keen to hear from you. If you’re curious about what personal data we hold about you or you have a question or feedback for us on this policy, our websites or services, please get in touch.
As a technology company, we prefer to communicate with you by email – this ensures that you’re put in contact with the right person, in the right location, and in accordance with any regulatory time frames.
Our email is [email protected].
Luxury, unlocked.
