Privacy Policy

PRIVACY POLICY

Last updated: 29 September 2026

1. WHO WE ARE

Global Designs Fenton Limited, trading as Vivid Squid Wholesale (“we”, “us” or “our”), is the data controller responsible for personal data collected through the Vivid Squid Wholesale website and in connection with our trading activities.

Vivid Squid Wholesale is a trading name of Global Designs Fenton Limited.

Our contact address is:

Global Designs Fenton Limited
Trading as Vivid Squid Wholesale
Unit 9, Hatch Mews Business Park
Station Road
Hatch Beauchamp
Taunton
Somerset
TA3 6SE
United Kingdom

2. SCOPE OF THIS POLICY

This Privacy Policy explains how we collect, use, store and protect personal data when you:

• visit or use the Vivid Squid Wholesale website;
• apply for or operate a trade account;
• place an order with us;
• request a quotation or information;
• request bespoke, personalised or location-specific artwork;
• contact us by telephone, email, online form or other means;
• interact with us at trade shows or other business events;
• subscribe to or interact with our marketing communications; or
• otherwise conduct business with us.

Vivid Squid Wholesale operates on a business-to-business wholesale basis. Although our Customers are businesses, we process personal data relating to individuals working for or representing those businesses.

This policy does not apply to third-party websites which may be accessible through links from our Website.

3. PERSONAL DATA WE COLLECT

Depending upon how you interact with us, we may collect and process the following categories of personal data:

Identity and contact information

This may include your name, job title or role, business name, trading name, email address, telephone number and billing and delivery addresses.

Trade account information

This may include information provided when opening or maintaining a trade account, your account status, customer number, purchasing history, credit arrangements and information reasonably required to establish or administer a business relationship with you.

Order and transaction information

This may include orders, quotations, invoices, credits, returns, payment status, delivery information and purchasing history.

Custom artwork and design information

Where we create bespoke, personalised or location-specific artwork for your business, we may retain information associated with that artwork, including the Customer or account for whom it was originally created, relevant locations, design requirements, correspondence and artwork approvals.

Payment information

Card payments are processed through our payment service providers. We do not ordinarily store complete payment card numbers ourselves.

Where credit facilities or account terms are provided, we may retain information necessary for invoicing, credit control and debt recovery.

Communications

We may retain emails, online enquiries, correspondence, notes of telephone conversations, artwork requests and approvals, complaints and other communications between you and us.

Marketing information

This may include your marketing preferences, subscriptions, unsubscribe requests and information about interactions with marketing communications.

Technical and usage information

When you use our Website, information may be collected about your device and use of the Website, including IP address, browser type, device type, pages viewed, referring pages or websites and approximate geographic information.

Cookie information

We may collect information through cookies and similar technologies in accordance with your cookie choices and our Cookie Policy.

4. HOW WE COLLECT PERSONAL DATA

We may collect personal data:

• directly from you when you create an account, place an order, request artwork, contact us or provide information to us;
• from your employer, business or another authorised representative of your organisation;
• automatically when you use our Website;
• through our ecommerce, accounting, order-management and customer-management systems;
• from payment processors, delivery companies and other service providers involved in fulfilling transactions;
• at trade shows, exhibitions and other business events; and
• from publicly available business information where appropriate.

5. HOW AND WHY WE USE PERSONAL DATA

We only process personal data where we have an appropriate lawful basis.

Contract

We may process personal data where necessary to take steps at your request before entering into a contract or to perform a contract with you.

This may include:

• creating and administering trade accounts;
• processing orders;
• arranging payment;
• creating, maintaining and approving custom artwork;
• arranging delivery;
• handling returns, shortages and claims; and
• providing customer service.

Legitimate interests

We may process personal data where necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.

This may include:

• managing relationships with our business Customers;
• maintaining records of Customers and transactions;
• managing our library of bespoke and location-specific designs;
• identifying previous artwork and designs associated with Customer accounts;
• demonstrating examples of the bespoke artwork and products we are able to create;
• assisting Customers in selecting styles, layouts and design approaches;
• improving our products, artwork, services and Website;
• protecting our systems and preventing fraud;
• managing credit and recovering debts;
• establishing, exercising or defending legal claims; and
• appropriate business-to-business marketing.

Legal obligations

We may process information where necessary to comply with legal or regulatory obligations.

This may include:

• accounting and taxation requirements;
• maintaining appropriate business records;
• product safety and traceability requirements;
• responding to lawful requests from authorities; and
• complying with other applicable laws and regulations.

Consent

Where consent is required, we may rely upon your consent, including for certain forms of electronic marketing and non-essential cookies.

Where processing is based on consent, you may withdraw your consent at any time.

6. CUSTOM ARTWORK, CUSTOMER CATEGORIES AND DESIGN EXAMPLES

A significant part of the Vivid Squid Wholesale service involves creating bespoke and location-specific artwork for our trade Customers.

We maintain a library of artwork that we have created, including custom and location-specific designs. This helps us manage artwork efficiently, identify existing designs and demonstrate to other trade Customers the range and type of work that we can produce.

Custom artwork may be organised on our Website into categories associated with the relevant Customer account, business, trading name or location. These categories and the artwork contained within them may be visible to other authorised trade Customers using our Website.

For example, where we have produced artwork featuring a particular castle, landmark, town, attraction or destination, we may direct another Customer to existing artwork so that they can see examples of the styles, layouts and products that we are able to produce.

The display of such artwork does not transfer ownership of the artwork or grant any Customer permission to reproduce it. Intellectual property rights and restrictions relating to our artwork are governed by our Terms & Conditions of Trade.

Where Customer account information is used to organise or identify artwork, we aim to use business or trading information rather than unnecessary personal information.

Customers should not submit personal information for inclusion within artwork unless it is necessary for the requested product.

Where artwork or its associated category identifies an individual, sole trader or other identifiable person, we will process that information in accordance with applicable data-protection law.

If you believe that artwork or a category displayed on our Website contains personal information which should not be publicly visible to other trade Customers, please contact us so that we can review it.

7. BUSINESS-TO-BUSINESS MARKETING

We may use business contact information to communicate with existing and prospective business Customers about Vivid Squid Wholesale products, catalogues, ranges, new designs, exhibitions, offers and other information relevant to our wholesale business.

The rules applying to electronic marketing differ depending upon the type of recipient.

Where electronic marketing is sent to corporate subscribers, we may send relevant business-to-business marketing where permitted by applicable law.

Where the recipient is an individual subscriber, including certain sole traders and partnerships, we will only send electronic marketing where we have an appropriate lawful basis and the requirements of applicable electronic marketing legislation have been met.

Where applicable, this may include consent or the existing-customer exemption commonly referred to as the “soft opt-in”.

You can unsubscribe from marketing communications at any time by using the unsubscribe facility included in our marketing emails or by contacting us.

We may retain limited information about an unsubscribe request to ensure that your preference continues to be respected.

8. COOKIES AND SIMILAR TECHNOLOGIES

Our Website may use cookies and similar technologies.

Some cookies are necessary for the Website to function correctly, including functions such as account login, shopping basket and checkout.

Other cookies may be used for functionality, analytics, performance or marketing purposes.

Where required by law, non-essential cookies will only be used after you have provided the appropriate consent.

You may be given options to accept, reject or manage non-essential cookies through the Website's cookie controls.

Further information about the cookies we use should be provided through our Cookie Policy and/or cookie settings.

9. PAYMENT PROCESSING

Online payments are processed using third-party payment service providers.

Payment information is transmitted securely to the relevant payment provider. We receive information confirming the status of a transaction but do not ordinarily receive or store complete payment card details.

Where Customers purchase using an approved credit account, we process information necessary for invoicing, account administration, credit control and debt recovery.

10. SHARING PERSONAL DATA

We do not sell personal data.

We may share personal data where reasonably necessary with organisations that assist us in operating our business.

These may include:

• ecommerce and website service providers;
• IT and hosting providers;
• payment processors;
• accounting and financial systems;
• order and inventory management providers;
• email and communications providers;
• delivery companies, couriers and freight providers;
• professional advisers, including accountants, insurers and legal advisers;
• credit-control and debt-recovery providers where necessary; and
• regulatory bodies, law-enforcement agencies, courts or other authorities where disclosure is legally required.

As explained in Section 6, certain business names, trading names, locations and associated custom artwork may also be visible to other authorised trade Customers through the Website where this forms part of our artwork library and design service.

Service providers processing personal data on our behalf are required to handle that information appropriately and in accordance with applicable data-protection requirements.

11. INTERNATIONAL TRANSFERS

Some organisations providing services to us may process or store personal data outside the United Kingdom.

Where personal data is transferred internationally, we will take appropriate steps to ensure that the transfer complies with applicable UK data-protection law.

Depending upon the destination and circumstances, safeguards may include UK adequacy regulations, the International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses or another legally recognised transfer mechanism.

12. DATA RETENTION

We retain personal data only for as long as reasonably necessary for the purpose for which it was collected, including satisfying legal, accounting, tax, regulatory and reporting requirements.

Business account, order, invoice and transaction records will generally be retained for at least the period required for accounting and taxation purposes.

Information relating to contractual disputes, product safety or legal claims may be retained for longer where reasonably necessary.

Artwork, design files and associated design records may be retained for an extended period as part of our intellectual property, product history and design library. This allows us to reproduce previously ordered products, manage our designs and demonstrate examples of our work.

Where it is no longer necessary for an individual's personal information to remain associated with retained artwork, we may remove or minimise that personal information while retaining the underlying artwork and design records.

Marketing information may be retained while you remain subscribed. Where you unsubscribe, we may retain limited information on a suppression list so that we can continue to respect your request.

Technical and analytics information is retained in accordance with the settings of the relevant systems and your cookie preferences.

13. DATA SECURITY

We use appropriate technical and organisational measures designed to protect personal data against unauthorised access, loss, alteration, disclosure or destruction.

These measures may include access controls, password protection, encryption in transit, system security, backups and restrictions on access to information.

Where we use third-party systems and service providers, we take reasonable steps to use providers offering appropriate security arrangements.

No electronic system can be guaranteed to be completely secure, and we maintain procedures for responding to suspected personal-data breaches.

14. YOUR DATA PROTECTION RIGHTS

Depending upon the circumstances, UK data-protection law may give you rights including the right to:

• request access to personal data we hold about you;
• request correction of inaccurate or incomplete personal data;
• request deletion of personal data in certain circumstances;
• request restriction of processing in certain circumstances;
• object to certain processing, including processing based on legitimate interests;
• object to direct marketing;
• request portability of certain personal data; and
• withdraw consent where we rely upon consent for processing.

These rights are not absolute and may be subject to exemptions or other legal requirements.

A request concerning personal data associated with custom artwork does not necessarily require us to delete the underlying artwork where we have a separate lawful basis for retaining that artwork or where the artwork itself does not constitute personal data.

To exercise your rights, please contact us.

We may need to verify your identity before acting upon a request.

15. DIRECT MARKETING RIGHTS

You have the right to object to the use of your personal data for direct marketing.

You may unsubscribe from marketing emails at any time using the unsubscribe facility contained within the communication or by contacting us.

We will not charge you for exercising this right.

16. COMPLAINTS

If you have concerns about how we process your personal data, please contact us first so that we have an opportunity to address them.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data-protection supervisory authority.

17. THIRD-PARTY LINKS

Our Website may contain links to websites operated by third parties.

We are not responsible for the privacy practices of third-party websites and recommend reviewing the privacy information provided by the relevant third party before providing personal information to them.

18. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy periodically to reflect changes to our business, Website, systems or legal obligations.

The current version will be published on our Website together with the date it was last updated.

Where appropriate, significant changes may also be communicated by email or through a notice on our Website.

19. CONTACT US

For questions about this Privacy Policy, how we process your personal data or to exercise a data-protection right, contact:

Data Protection
Global Designs Fenton Limited
Trading as Vivid Squid Wholesale

Unit 9, Hatch Mews Business Park
Station Road
Hatch Beauchamp
Taunton
Somerset
TA3 6SE
United Kingdom