Privacy policy

Last updated: 2 October 2026

This Privacy Policy explains how Attenger Ltd trading as The Practical Birth & Baby Co. (“we”, “us”, “our”) collects and uses personal information when you visit or buy from https://www.thepracticalbirthandbabyco.com/ (the “Site”).

We aim to handle your data in line with UK GDPR and the Data Protection Act 2018. By using the Site you acknowledge this policy. If you don't agree, please don't use the Site.

Who is the data controller?

Attenger Ltd is the data controller for personal data processed through this shop. Trading name: The Practical Birth & Baby Co.

What we collect

  • Contact and order details - name, email, phone, billing/shipping address, and order history.
  • Payment confirmation - payment providers process card details; we don't store full card numbers.
  • Messages you send us - for example via the contact form or email.
  • Technical and usage data - IP address, device/browser info, pages viewed, and similar data collected through cookies, pixels and analytics.

Cookies, pixels, analytics and AI tools

We use cookies and similar technologies to run the shop (including Shopify platform cookies), remember preferences, and understand how the Site is used.

We may also use tracking pixels and analytics tools (for example advertising or analytics pixels) to measure traffic, improve the Site, and understand which pages or offers people find useful.

We may use AI-assisted tools to help us operate and improve the business (for example drafting or analysing site activity). Where those tools process personal data on our behalf, we treat them as processors or service providers and expect appropriate safeguards.

You can control many cookies through your browser settings. Blocking some cookies may affect how the Site works. For Shopify's own cookies, see Shopify's cookie policy.

Why we use your information (lawful bases)

  • Contract - to take payment, fulfil orders (digital download or physical dispatch), and handle returns.
  • Legitimate interests - to secure the Site, prevent fraud, improve our products and pages, and understand Site activity via analytics/pixels, in ways that don't override your rights.
  • Legal obligation - where the law requires us to keep or share records.
  • Consent - where we need it (for example some marketing emails or non-essential cookies/pixels). You can withdraw consent at any time.

Sharing your information

We share personal data with service providers who help us run the shop - for example Shopify, payment processors, email tools, analytics/advertising partners, and carriers for physical orders. We don't sell your personal information.

International transfers

Some providers (including Shopify) may process data outside the UK. Where required, we rely on appropriate safeguards such as standard contractual clauses.

How long we keep data

We keep personal data only as long as needed for the purposes above, including legal and accounting retention periods, then delete or anonymise it where we can.

Your rights

Under UK data protection law you may have rights to access, correct, delete or restrict use of your personal data, to object to certain processing, and to withdraw consent where we rely on it. You can also complain to the UK Information Commissioner's Office (ICO).

To exercise your rights, email hello@thepracticalbirthandbabyco.com or use our Contact page.

Children

This shop is aimed at adults buying birth and baby support products. We don't knowingly collect personal data from children.

Contact

Attenger Ltd trading as The Practical Birth & Baby Co.
Email: hello@thepracticalbirthandbabyco.com
Website: https://www.thepracticalbirthandbabyco.com/