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Dreams is committed to respecting your privacy rights. This privacy policy, which applies when you visit our stores, use our websites, or contact us by telephone or email, explains:
You don’t need to take any action as a result of this privacy policy, but it’s helpful to understand your legal rights as described below.
It’s important you read this privacy policy together with any other privacy notice or fair processing notice we may provide when we’re collecting or processing your personal data. This is so you’re fully aware of how and why we are using your data. This privacy notice supplements the other notices and isn’t intended to override them.
1. Important information
Who we are
Dreams Limited is the “data controller” of your personal data (referred to as “we”, “us”, “our” or “Dreams”). In simple terms, this means that we: (i) “control” your personal data, including making sure that it’s kept secure; and (ii) make certain decisions on how to use and protect your personal data, but only to the extent that we have informed you about its use or are otherwise permitted by law.
How to contact us or make complaints
If you have any questions regarding our use of your personal data (including any requests to exercise your legal rights), or this privacy policy, please contact [email protected].
Our full contact details are:
Dreams Limited, Knaves Beech Business Centre, 14 Davies Way, Loudwater, High Wycombe, Buckinghamshire, HP10 9YU. FAO: Head of Customer Services.
You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We always appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.
Company details
Dreams limited is a subsidiary of Tempur Sealy International, Inc,. Dreams Limited is registered in England and Wales. Company registration number: 08428347. Registered Office: Knaves Beech, High Wycombe, Bucks, HP10 9YU.
Changes to this privacy policy and your personal data
This privacy policy is regularly reviewed and was last updated on 25/07/2023.
It’s important that the personal data we hold about you is accurate and up to date. Please keep us informed if your personal data changes during your relationship with us.
Third-party sites and links
Our website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We don’t control these third-party websites and aren’t responsible for their processing of your personal data. When you leave our website, we encourage you to read the privacy notice of every website you visit.
2. The personal data we collect about you
The types of personal data that we collect, use and store about you will depend on the product or service you have with us. We collect the following personal data:
The Dreams website is not intended for children. We don’t knowingly collect or solicit personal data from children or anyone under the age of 16.
We don’t collect the following special category of personal data about you; details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, genetic and biometric data. Nor do we collect any information about criminal convictions and offences.
We do however, in certain circumstances, request limited health information for the purpose of ensuring that we can deliver products or collect returns, and also to enable us to deal with any specific concerns or enquiries you may raise. We may also have a requirement to provide basic health information when reporting certain health and safety incidents.
3. How we obtain your personal data
Information you provide to us
We collect information about you directly when you provide it to us in correspondence and conversations (including via email and telephone) and through forms and contracts we may enter with you.
Information we get from other sources
We collect personal data from third parties who have your consent to pass your details to us, or from publicly available sources.
In connection with an employment enquiry, we also collect data regarding your work authorisation status, education history, employment history and professional designations, and other information about your qualifications from third parties.
We may combine personal data that you provide to us with information that we collect from, or about you, in some circumstances. This will include information collected in an online or offline context.
A typical example is where we may share hashed data with third parties such as Google or Facebook so that we can tailor special offers, discounts, promotions, events, and competitions to specific groups of users on those platforms.
4. How we use your personal data
We will only collect and process your personal data where we have the lawful basis to do so.
We use your personal data for the following purposes, and pursuant to the corresponding legal basis:
No automated decision-making, including profiling, is carried out when processing your personal data.
Although we aggregate and analyse the data from our services and sales to understand buying patterns and behaviours, we don’t build individual profiles. We use the data to improve our services and products.
Please note that we may process your personal data for more than one lawful reason depending on the specific purpose for which we are using your data.
Marketing
We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising.
You’ll receive marketing communications from us if you’ve requested information from us or purchased products or services from us, or if you provided us with your details when you entered a competition or registered for a promotion. In each case, you would have explicitly consented to receiving marketing communications from or on behalf of us.
We’ll get your express opt-in consent before we share your personal data with any company outside the Tempur Sealy group of companies for marketing purposes.
You can ask us or our third parties to stop sending you marketing communications from or on behalf of Dreams at any time by contacting [email protected] or by following the unsubscribe link on any related communications you receive from or on behalf of Dreams.
Where you opt-out of receiving marketing communications from, or on behalf of Dreams, this doesn’t affect the personal data provided to us as a result of a product or service purchase, warranty registration, product or service experience or other transactions (which we’ll continue to process in order to perform our contract with you, or as a result of our regulatory or legal obligations).
5. Who we share your personal data with
We’ll share your personal data with third parties as required by law or regulation.
We will also share your personal information with the parties set out below for the purposes set out in this privacy policy:
Registered credit reference agencies, in order to identify and prevent fraudulent transactions. Such agencies may keep a record of that information (although a credit check may not be performed, and your credit rating unaffected);
Affiliates and certain external third party service providers and professional advisors, including:
In order to provide services on our behalf; and third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets.
Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy.
We ensure any third party that provides a service to or for us, which involves the processing of your personal data:
6. How we keep your personal data secure
We’ve put in place security measures to prevent your personal data from being accidentally lost, used, unlawfully accessed, altered or disclosed. On our website, this includes ensuring all transactions with details that you send to us are secure and encrypted while it is sent across a secure connection. You can see that the shopping bag and checkout on our website is secure because a padlock symbol or key will appear in your browser (usually near the website address). The encryption technique we use is certified by VeriSign (one of the world's most respected certification bodies for internet firms). This means that the information you send to us can’t be read by anyone other than the Dreams team.
We limit access to your personal data to only those employees, agents, contractors and other third parties who have a business need to know. They’ll only process your personal data on our instructions, and they’re subject to a duty of confidentiality. We also train and instruct our employees that all personal data must be handled in accordance with this privacy policy and applicable privacy and data protection laws, and any misuse by employees is subject to disciplinary action.
We have put in place procedures to deal with any suspected personal data breaches and will notify you and any applicable regulator of a breach where we are legally required to do so.
7. How long we retain your personal data for
We only retain your personal data for as long as necessary to fulfil the purpose we collected it for, including for the purpose of satisfying any legal, accounting, or reporting requirements.
To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purpose for which we process your personal data and whether we can achieve that purpose through other means, and the applicable legal requirements.
In some circumstances we may anonymise your personal data (so that it can’t be associated with you) and aggregate it for research or statistical purposes, in which case we may use this information indefinitely and without further notice to you.
For further information on how long we retain your personal data for, please contact [email protected].
8. International transfers of your personal data
We share your personal data with our partners, Bazaarvoice, and GetTimely, in the legitimate business interests of managing the performance of the Dream’s website. Please note that these partners are based outside the European Economic Area in the US, and the transfer of your personal data to such partner companies will be made in accordance with the applicable data protection legislation. For information on the safeguards applied to such transfers, please contact [email protected].
9. Your legal rights
You have the right to access the personal data we hold about you, and there are ways you can control the methods in which we store and process information about you.
We have explained these individual rights and controls below. To exercise these rights and controls, please contact us at [email protected].
10. Glossary