Privacy Policy

Just Horse Riders Ltd is the controller of your personal data when you use our Site and services. This means we decide how your personal data is processed and for what purposes.

If you have any questions about this policy or your rights, please contact us using the details above. We do not routinely appoint a Data Protection Officer as we are not required to do so; however, privacy queries will be handled by our management team.

We collect the following types of personal data depending on how you interact with us:

2.1 Information You Provide Directly

• Contact details — your name, billing and delivery address, email address and telephone number, provided when placing an order, creating an account or contacting us.
• Account information — login credentials and preferences when you create an account on our Site.
• Order details — products and quantities you order, payment method, delivery instructions and any messages or notes.
• Payment details — credit or debit card information processed through secure payment processors (we do not store full card details on our systems).
• Marketing preferences — your choices about receiving newsletters, promotional offers and communications.
• Other information — survey responses, product reviews and any communications you send us.
• Your sizes and your animals — the sizes you buy, and anything you choose to tell us about your horses, dogs, other animals and your children's sizes. See section 4.
• A photo, if you search with your camera — only if you choose to take one. See section 5.

2.2 Information We Collect Automatically

• Technical data — IP address, browser type, device identifiers, operating system, time zone, approximate location and platform.
• Usage data — pages visited, date and time of visits, products viewed or added to basket, and navigation patterns.
• Cookies and similar technologies — we use cookies to deliver our Site, remember preferences and analyse traffic. See our Cookie Policy for details.

2.3 Information from Third Parties

• E-commerce and payment providers — Shopify, Klarna, PayPal and other payment processors provide transaction and verification data.
• Delivery companies — Evri and Royal Mail provide tracking and delivery confirmation.
• Marketing and analytics providers — Google Analytics and Microsoft Clarity (how our pages are used), Google, Meta (Facebook and Instagram) and Pinterest ads, and our email services.
• Customer review platforms — Reviews.io provides the reviews and feedback you submit.
• Loyalty points — Influence.io keeps your points balance and rewards.

Under the UK GDPR, we must have a lawful basis to process your personal data. The table below explains how we use your data and the legal basis for each purpose.

We do not make decisions based solely on automated processing (including profiling) that have legal or similarly significant effects on individuals.

We'd like to have the right size ready for you, and for your horse, your dog and your children. Everything in this section is there to make that quicker. Telling us anything about your animals or your children is always optional.

4.1 The Sizes You Buy

When you order from us, we note the sizes you buy (for example boots, jodhpurs, hats, rugs, tack and dog coats) and the products you buy regularly, so that we can show you the right size first and remind you when you might be running low. When you are signed in, we use it to pre-select your usual size on product pages – you can always choose a different one. We do this in our legitimate interest in making shopping with us quicker and reducing wrong-size returns; it never changes the price you pay or what you can buy.

4.2 “Your Usual Is Due” Reminders

When something you buy regularly is due, we may show you a small reminder while you are signed in on our website – once for each time it is due, and no more than once a week. To check that these reminders are useful and not a nuisance, we record whether a reminder was shown to you and whether you tapped it, closed it or bought the item within two weeks. We keep these records against your customer number (never your name or email address) in our own analytics database, held for us by Supabase in London, for 13 months, after which they are deleted. A small number of customers, picked at random, are not shown reminders, so that we can compare. You can ask us to stop showing you reminders at any time.

4.3 If You're Not Signed In

When you add some horse items to your basket – for example a rug, headcollar, bridle, fly mask, horse boots, girth or bit – we may ask whether it's for your horse and offer to remember its size. If you tap “Yes, save”, that size (for example “Cob”) is kept only in your own browser on this device, so we can choose it for you next time you look at a similar item. If you tap “No thanks”, your browser remembers not to ask about that kind of item again for 30 days. This note holds only the size, nothing about who you are, and is never sent to us. Clearing your browser's data for our site removes it.

When you add riding boots, a riding hat, jodhpurs, gloves or a top to your basket, we may also ask who it's for – you, another adult or a child – and offer to remember that size. If you answer, the size and who it's for (“you”, “an adult” or “a child”) are kept only in your own browser on this device, so next time we can choose your size for you (or your child's size on children's items) and show the others in the size list – you can always choose a different one. If you tap “No Thanks”, your browser remembers not to ask about that kind of item again for 30 days. This note holds nothing about who you are and is never sent to us. Clearing your browser's data for our site removes it.

4.4 Who Your Order Was For

After you order, we may ask who an item was for – for example which of your horses a rug was for. If you tell us, we keep your animals' names, their sizes and, if you choose to give it, their birthday, so that we can have the right size ready for you and add birthday points to your account. When we add birthday points, our loyalty points provider, Influence.io, sees only your animal's name, so the note on your points can say whose birthday it is.

When you're signed in and add riding boots, a riding hat, jodhpurs, gloves or a top to your basket, we may also ask who it's for – but only if your account doesn't already have that size. If it's for you, we save that size to your account as your size. If it's for your child, we save the size only (never a name or age), listed as “Child 1” and so on. If it's for another adult, we don't save anything. It's the same as adding the size on your “My Horses & Sizes” page, and you can change or remove it there at any time.

4.5 Your “My Horses & Sizes” Page

When you're signed in, you can also tell us yourself on your “My Horses & Sizes” page:

• Your horses and dogs — their names, sizes and birthdays; for horses, if you choose, what they are, their height and weight, and anything we should know (for example that they're prone to laminitis, so we never suggest sugary treats), plus a short note of your own;
• Your other animals — for example cats, chickens, sheep or goats: a name and how many;
• Your children — their sizes only, and when you last checked them, so we can remind you when it may be time to measure again. Never a name or age;
• You — your own sizes (you can give a size both ways, for example glove size 7 and Medium), what you ride, and your birthday (day and month only, for birthday points).

Everything there is optional, and you can change or remove it on that page at any time.

4.6 Children

Our shop is for adults. We never ask for a child's name, age or birthday, and we don't knowingly collect personal information from children. If you are a parent or guardian and think a child has given us their details, please contact us and we will delete them.

4.7 Where This Is Kept, and Your Choices

All of this is kept with your customer record in our shop, which is held by Shopify, for as long as you have an account with us or until you ask us to delete it. We only use it for our own shop and our own emails to you – to choose the right sizes and show you things that suit you – and we never sell it. You can ask us to show you, correct or delete it, or to stop using it, at any time by emailing hello@justhorseriders.co.uk.

On phones and tablets, our site search has an optional camera button. The camera only switches on when you tap it, and nothing from the camera is sent anywhere until a barcode is found or you take a photo.

• Scanning a barcode — the barcode is read on your device, and only the barcode number is sent to our search, just as if you had typed it.
• Taking a photo — if you tap “No barcode? Take a photo”, that one photo is sent securely to our AI service provider, Anthropic, only to turn it into search words. The words appear in the search box, where you can check and change them before searching. We don't keep the photo. As with any search, we keep only the words.

Please point the camera at the product only, not at people or documents.

Who Sends Them

Just Horse Riders Ltd, from hello@justhorseriders.co.uk.

What We Send

Besides emails about your orders and deliveries (which always come, because they're part of your order), we send marketing emails to people who want them:

• our monthly thank-you offer;
• a reminder if you leave something in your basket;
• a reminder when something you buy regularly is probably due, or when things come back in stock in your size;
• a weekly clearance email, only when there's something new;
• a weekly email about what's new in the shop (you can turn this one off on its own);
• a welcome email when you sign up.

Who Gets Them

Only people who have signed up for our emails, or who have bought from us or actively started a purchase and were given the chance to opt out of marketing (the email box at checkout) – the law lets shops email their own customers about similar products, as long as it's easy to stop. We never buy lists, and we never send marketing emails to anyone who has unsubscribed.

When You Ask Us to Tell You It's Back

If a size is sold out, you can tap “Tell me when it's back” on the product page. We'll then send you one email when that size is back in stock – even if you haven't signed up for our marketing emails, because you asked for it.

To do this we keep which size you asked about, when you asked, and your email address (if you're signed in, we use the one on your account). If you weren't already a customer, this creates a customer record for you, but it doesn't sign you up for marketing emails. If you never buy from us, we delete that customer record once your requests have ended.

The request ends when we've sent that one email, if you buy the item in the meantime, or after 18 months – whichever comes first. If you unsubscribe or take a month off from our emails after asking, we won't send it, and the email itself has “Unsubscribe in one click” like all our emails.

To stop misuse, we keep a scrambled code made from your email address and your internet (IP) address – never the addresses themselves – and limit how many requests can be made each hour. Records of these requests are deleted after 24 months, like our other email records.

What We Use to Choose Products for You

To show you products you're likely to want in our emails (for example “Picked for You”, or a reminder about something you looked at), we note which products and collections you look at and add to your basket on our website, but only if you've allowed analytics and marketing cookies in our cookie banner. When you buy from us, we link this to your account; until then, we keep it only against a scrambled code for your browser, never your name or email address. We don't record your searches or the full addresses of the pages you visit. We keep it for 12 months, and you can stop it at any time by changing your cookie choices or turning off our marketing emails.

Why We're Allowed To (the Legal Part)

If you signed up for our emails, we rely on your consent – you can withdraw it at any time. If you bought from us and didn't opt out, we rely on our legitimate interest in telling our own customers about similar products (the law calls this the “soft opt-in”). We also rely on legitimate interests to make our emails relevant to you, to test which versions work best and to keep a small group who don't receive them, as described below. You can object to any of this at any time, and we will stop.

Making Them Relevant to You

We may use what you've bought from us – sizes, the products you buy again, and anything you've told us about your horse or other animals – to show products that suit you. If you buy something regularly, we may remind you when it's probably due, either by email or on our website when you're signed in, but only once each time, and never for something you already get on a subscription. We also look at the times of day you usually shop with us and click our emails, so we can send emails at a time that suits you. You can object to any of this at any time and we'll stop (unsubscribing stops it completely).

What We Record

We record which marketing emails we sent you, whether they were delivered or bounced, which links you clicked, whether you unsubscribed or reported a message as spam, and which version of an email you received. Links in our emails go through our own website for a moment so we know which part of the email was useful. Our own emails don't use tracking pixels to see whether you opened them.

How We Improve Them

We try different versions of our emails (for example a different photo or subject line) and record which version you received, so we can keep the ones people find most useful. A small, randomly chosen group of customers doesn't receive our promotional emails, so we can measure honestly what our emails add. To measure that, we compare orders from our own records (when an order was placed and its value) between people who got an email and people who didn't; the results are only ever looked at as totals, never person by person. Wording is written with the help of AI tools using product information only – never your personal details.

Who Helps Us

Amazon Web Services delivers our emails from London and tells us whether each one was delivered or bounced. Our email app is hosted by Vercel and keeps its records in a database run by Supabase in London – our main email systems and email database are hosted in London. Vercel is a US company: technical information about how the app is used (service logs, which include IP addresses and browser details, kept for about a day) may be processed in the United States under the UK International Data Transfer Addendum. Where these companies process customer information on our behalf, they do so under contracts that restrict how they may use it.

Stopping or Changing Them

Every marketing email has “Unsubscribe in one click” and “Choose which emails you get”. You can pick which kinds you want, or take a month off. Unsubscribing takes effect straight away and updates your customer record. You can also reply to any email or contact us. If an address bounces or someone marks our email as spam, we stop sending marketing emails to that address.

How Long We Keep Things

Records of which marketing emails we sent and what happened to them are deleted after 24 months. If you unsubscribe, we keep a one-way pseudonymised identifier derived from your email address – not the address itself – solely so that we can recognise it and make sure marketing isn't sent to you again (including if your address is uploaded again from another system). Your choices on the “Choose which emails you get” page are kept for as long as we might email you.

We only share your personal data when necessary for the purposes described in this policy and where we have a lawful basis. We may share with:

• Service providers and processors — our e-commerce platform (Shopify), payment processors, IT providers, delivery companies, marketing agencies, analytics providers and review platforms. These third parties only process data on our instructions under appropriate confidentiality agreements.
• Professional advisers — lawyers, auditors and insurers where necessary for compliance, legal claims or defending rights.
• Law enforcement and regulatory authorities — where required by law or in response to valid requests (tax authorities, courts, police).
• Successors — in the event of a merger, acquisition or asset sale, your data may be transferred to continue providing services.

The Main Companies That Help Us

• Shopify — our shop is hosted by Shopify, which processes your information when you visit and buy from us: your account, your orders, and the sizes and animals you tell us about. Shopify may share it with companies in other countries to provide its services (see section 8). How Shopify uses it is explained in the Shopify Consumer Privacy Policy. If you use Shop or other Shopify services, Shopify may also link your account to them.
• Payment providers — Shopify Payments, PayPal and Klarna take your payment. We never see your full card number.
• Linnworks — our order system, used to pick, pack and send your order.
• Evri and Royal Mail — deliver your parcels.
• ReturnZap — handles returns you start online.
• Influence.io — your loyalty points.
• Reviews.io — product and shop reviews.
• Klaviyo — the sign-up forms on our website, and some of our emails while we move to our own email system.
• Amazon Web Services, Vercel and Supabase — our own email and search systems (see section 6).
• Anthropic — turns a camera-search photo into search words (see section 5).
• Google, Meta, Microsoft and Pinterest — analytics and advertising, using cookies where you allow them (see section 9). Our advertising partners use some information under their own privacy notices.
• WhatsApp — if you choose to message us on WhatsApp.

We may disclose aggregated or anonymised statistics that do not identify you to third parties.

Our service providers (including e-commerce platforms, payment processors and analytics providers) may process your personal data outside the United Kingdom.

If your data is transferred to a country that has not been deemed to provide an adequate level of protection, we will put in place appropriate safeguards, such as standard contractual clauses or other legally recognised transfer mechanisms, and will ensure that you can obtain a copy of these safeguards upon request.

For example: Vercel, a US company, may process technical service logs from our email app for about a day, under the UK International Data Transfer Addendum; a photo you take for camera search is sent to Anthropic in the United States only to turn it into search words, and we don't keep it; and Shopify, Google, Meta, Microsoft and Pinterest may process data outside the UK.

We use cookies, pixels and similar technologies to collect technical and usage information. Cookies help us remember your preferences, keep you signed in, understand how you use our Site and show you relevant content.

Under UK law, visitors must be told that cookies are being used and what they do. For non-essential cookies, we must obtain your agreement before using them.

Our Cookie Policy explains:

• The different categories of cookies (strictly necessary, performance, functional, advertising)
• The purposes for which we use each cookie
• The duration of each cookie
• How you can manage your preferences or withdraw consent

You can change your cookie settings at any time by using the cookie banner or contacting us.

Notes Kept Only in Your Browser

Some small notes stay on your own device and are never sent to us. For example, if you're not signed in and tap “Yes, save” for your horse's size, that size is kept in your browser; if you tap “No thanks”, your browser remembers not to ask about that kind of item again for 30 days (see section 4.3). These notes hold nothing about who you are. Clearing your browser's data for our site removes them.

We keep your personal data only for as long as necessary to fulfil the purposes for which it was collected, including satisfying legal, accounting or reporting requirements. We will either delete or anonymise your data when it is no longer required.

Under data protection law, you have the following rights in respect of your personal data:

If you wish to exercise any of your rights or have questions about this policy, please contact us:

We may need to verify your identity before responding to your request. We will respond within one month of receiving your request (or as allowed by law) and will inform you if we need more time.

In most cases, you can choose whether to give us your personal data. However, some information is required for us to enter into a contract with you or comply with our legal obligations.

Where you are required to provide personal data, we will tell you why and what will happen if you do not provide it. If you do not provide required data, we may not be able to fulfil your order or supply goods to you.

Everything we ask about your sizes, your animals and your children's sizes is optional.

Our Site may contain links to third-party websites or social media platforms. These websites have their own privacy policies and we do not accept any responsibility or liability for their policies. We encourage you to read the privacy policy of every website you visit.

We may also embed social media widgets or use plug-ins to help you share content. These may place cookies on your device and are subject to the providers' own privacy policies.

We may update this policy from time to time to reflect changes in our practices or applicable law. When we make changes, we will update the "Last updated" date at the top and, where appropriate, notify you by email or by posting a notice on our Site.

We encourage you to review this policy periodically to stay informed about how we protect your data.

Recent Changes

• October 2026 — new sections on your sizes and animals (4), searching with your camera (5) and our emails (6); the companies that help us are now named (7); and we've updated how long we keep things (10) and how to complain (11).