About us (Controller)

SmartNFlex Ltd (company no. 16623914) is the controller of the personal data we collect through our website.
Address: 55A Burnley Road, London, NW10 1EE, United Kingdom
Email: contact@smartnflex.com | Tel: +44 7514 499 996

Personal data we collect

• Identity & contact: name, email, phone, billing and shipping addresses.
• Orders & payments: items purchased, prices, order numbers, payment method. We don’t store full card numbers.
• Account details: login, preferences, saved addresses.
• Communications: emails and chats with customer support.
• Technical/usage: IP address, device/browser details, pages viewed, error logs.
• NFC products: tag/ring/pet-tag serial or UID and any configuration you choose to set.

How we use your data and legal bases

• To take and deliver your order, manage your account, returns and warranty — Contract.

• Customer support, site security and fraud prevention — Legitimate interests (and Legal obligation for record-keeping/fraud).

• Legal and financial compliance (tax, accounting, product safety) — Legal obligation.

• Marketing about similar products — Legitimate interests or Consent; you can opt out at any time.

• Analytics and other non-essential cookies — Consent.

Where we rely on legitimate interests, they are to operate and protect our business and to provide an effective service.

Who we share data with

• Service providers (processors): our website/e-commerce platform, payment processors, email/SMS tools, analytics, IT/cloud and security providers.

• Couriers/warehousing: to deliver and receive returns.

International transfers

If we transfer data outside the UK, we use UK-approved safeguards (for example, an adequacy decision, the UK IDTA or the UK Addendum to the EU SCCs). Contact us for details.

How long we keep your data

• Orders & finance records: up to 6 years after the end of the financial year of purchase.

• Support communications: up to 3 years after the issue is resolved.

• Accounts: while active, then deleted or anonymised within 12 months of closure (unless needed for legal claims).

• Marketing preferences: while you receive marketing and up to 3 years after you opt out.

• Cookies: as stated in our Cookie Policy.

Your rights

You can access, correct, delete, restrict or object to our use of your data, and request data portability. You can object to direct marketing at any time. We do not make decisions based solely on automated processing that have legal or similarly significant effects.
To exercise your rights, email contact@smartnflex.com. We aim to respond within one month.

If you don’t provide information

If you choose not to provide information we need to fulfil an order or open an account, we may be unable to provide the service.