NEW ERA PRIVACY POLICY

This policy describes how New Era Cap Company Limited and its affiliated entities, ("New Era," "we," "our") collects, uses, and shares information on www.neweracap.co.uk and www.neweracap.eu. 

 

Types Of Information We Collect.

The following provides examples of the type of information that we collect from you and how we use this .

Context	Types of Information	Primary Purpose for Collection and Use of Information
Account Registration	We collect your name and contact information when you create an account. We also collect information relating to the actions that you perform while logged into your account.	We have a legitimate interest in providing account relating functionalities to our users. Accounts can be used for easy checkout and to save your preferences and transaction history.
Order Placement	We collect your name, billing address, shipping address, email address, phone number, and credit card number when you place an order. For Klarna payment options, we want to pass to Klarna certain of your information, as well as contact and order details, in order to make sure you pay for your payment options and tailor the payment options for you. General information on Klarna you can find here. Your information is handled in accordance with applicable data protection law and in accordance with the information contained in Klarna's Privacy Policy.	We use your information to perform our contract to provide you with products or services.
Cookies and first party tracking	We use cookies and clear GIFs. “Cookies” are small pieces of information that a website sends to a computer’s hard drive while a web site is viewed. See our Cookie Preferences on the footer for more information.	We have a legitimate interest in making our website operate efficiently.
Cookies and Third Party Tracking	We participate in behavior-based advertising, this means that a third party uses technology (e.g., a cookie) to collect information about your use of our website so that they can provide advertising about products and services tailored to your interests on our website, or on other websites.  See our Cookie Preferences on the footer for more information.	We have a legitimate interest in engaging in behavior-based advertising and capturing website analytics.  You can opt-out of receiving advertising based upon your browsing behavior from some network advertising companies by going to the Network Advertising Initiative and the Digital Advertising Alliance websites, although to completely prevent advertising based upon your browsing behavior you should also disable the cookies on your browser.
Demographic Information	We collect information from you, such as your age or location.	We have a legitimate interest in understanding our users and providing tailored services.
Distance Information	When you use one of our Apps we collect your location from the GPS, Wi-Fi, and/or cellular technology in your device to determine your location and your distance from a store that sells our products.	We have a legitimate interest in understanding our users and providing tailored services.  In some contexts our use is also based upon your consent to provide us with geo location information.
Email Interconnectivity	If you receive marketing and/or promotional emails from us, we use certain tools to capture data related to when you open our message, click on any links or banners it contains and make purchases.	We have a legitimate interest in understanding how you interact with our communications to you.
Feedback/Support	If you provide us feedback or contact us for support we will collect your name and email address, as well as any other content that you send to us, in order to reply.	We have a legitimate interest in receiving, and acting upon, your feedback or issues.
Newsletter distribution	When you sign up to our newsletter we will collect your email address or mobile phone number.	When you have given your consent. about our products or services.
Mailing List	When you sign up for one of our mailing lists we will collect your email address or mobile phone number.	When you have given your consent. about our products or services.
Mobile Devices	We may collect information from your mobile device such as unique identifying information broadcast from your device when visiting our website or when visiting one of our stores.	We have a legitimate interest in identifying unique visitors, and in understanding how users interact with us on their mobile devices.
Partner Promotion	We collect information that you provide as part of a co-branded promotion with another company.	We have a legitimate interest in fulfilling our promotions.
Surveys	When you participate in a survey we may collect information that you provide through the survey.  If the survey is provided by a third party service provider, the third party’s privacy policy applies to the collection, use, and disclosure of your information.	We have a legitimate interest in understanding your opinions, and collecting information relevant to our organization.
Sweepstakes or contests	When you participate in a sweepstakes or contest we collect information about you which includes contact information to notify you if you are selected.	We have a legitimate interest in operating the sweepstakes.  In some contexts we are also required by law to collect information about those that enter into our sweepstakes, and we have a legitimate interest in complying with those laws.
Website interactions	We use technology to monitor how you interact with our website. This may include which links you click on, or information that you type into our online forms.  This may also include information about your device or browser.	We have a legitimate interest in understanding how you interact with our website to better improve it, and to understand your preferences and interests in order to select offerings that you might find most useful.  We also have a legitimate interest in detecting and preventing fraud.
Web logs	We may collect information from you, including your browser type, operating system, Internet Protocol (IP) address (a number that is automatically assigned to a computer when the Internet is used), domain name, click-activity, referring website, and/or a date/time stamp for visitors.	We have a legitimate interest in monitoring our networks and the visitors to our websites.  Among other things, it helps us understand which of our services is the most popular.
Employment	If you apply for a job posting, or become an employee, we collect information necessary to process your application or to retain you as an employee.  This may include, among other things, your Social Security Number. Providing this information is required for employment.	We use information about current employees to perform our contract of employment, or the anticipation of a contract of employment with you.  In some contexts, we are also required by law to collect information about our employees.  We also have a legitimate interest in using your information to have efficient staffing and work force operations, and for evaluating job applicants.

 

Prospective job applicants

In addition to the information that we collect from you directly, we also receive information about you from other sources, including third parties, business partners, our affiliates, or publicly available sources.  For example, if you submit a job application, or become an employee, we may conduct a background check.

Direct marketing

At New Era, we may send marketing communications about our products, services, membership programs through either SMS or email. Some of this information may be based on the profile we have created of you based on your preferences to ensure you receive information relevant to you. When receiving email marketing messages, we may use certain tools to capture data related to when you open our message, click on any links or banners it contains and make purchases.

You will only receive our marketing communications where you have given your consent and you are able to opt out of receiving our marketing communications at any time by:

SMS Marketing Messages: reply to any SMS message with the word STOP, END, CANCEL, REVOKE, OPT OUT, UNSUBSCRIBE, or QUIT .

Email Marketing Messages: Click the “Unsubscribe” link at the bottom of any promotional email you receive from us.  You will then be directed to a page where you can confirm your opt-out preferences.   

Use of artificial intelligence

In order to streamline and create efficiencies in the services we offer you, we may in certain instances incorporate the use of automated processing including the use of artificial intelligence (AI). For example, we may utilize certain generative AI services provided by third-parties to develop or suggest the content of marketing communications that we choose to send to you. Some of these messages may be tailored to your interests based on information available to us.

Children’s privacy

New Era realizes that children may visit this website, and New Era encourages children to consult with their parents before submitting any information to any website, including ours. However, New Era believes that it is ultimately the parents' responsibility to supervise their children's online activities and consider using parental control tools available from online services and software manufacturers that help provide a kid-friendly online environment. These tools can also prevent children from disclosing their names, addresses, and other personally identifiable information online without parental permission. New Era will not knowingly collect any personally identifiable information from children under the age of 13 without first obtaining parental consent. If a child under 13 submits information to New Era and we learn that the information is from a child under 13, we will attempt to delete the information as soon as possible.

Google Signals.

Our website uses Google Signals. Google signals are session data from sites and apps that Google associates with users who have signed into their Google accounts, and who have turned on Ads Personalization. This association of data with these signed-in users is used to enable cross-device reporting, cross-device remarketing, and cross-device conversion export to Ads.

Users have the option to opt in or out using the toggle on our cookie banner.

Use And Processing Of Information

In addition to the purposes and uses described above, we use your information in the following ways:

• To identify you when you visit our websites or our stores.
• To provide products and services or to process returns.
• To improve our services and product offerings.
• To streamline the checkout process.
• To conduct analytics.
• To respond to inquiries related to support, employment opportunities, or other requests. 
• To send marketing and promotional materials, including information relating to our products, services sales, or promotions.
• For internal administrative purposes, as well as to manage our relationships.

We will only collect and use your information if we are lawfully permitted to do so.

If we use third-party data providers, we will ensure that they are lawfully allowed to share the information with us.

The lawful bases we rely on for processing this information are that:

·        we have your consent to do so;

·        we have an obligation to carry out actions for the conclusion or performance of a contract with you;

·        we are under a legal obligation to process your information;

·        we have a legitimate interest to pursue; and/or

·        the processing in the public interest; and/or

·        the processing protects your vital interest;

It is your right to refuse to give information, but this refusal may limit our ability to provide the required products and services to you. We will only collect the information from you that is necessary and relevant to the service or product we have to provide and will store your information for as long as it is required in line with the purpose it was collected unless applicable law requires further retention.

Sharing Of Information.

In addition to the specific situations discussed elsewhere in this policy, we disclose information in the following situations:

Affiliates and Acquisitions. We share your information with our corporate affiliates (e.g., parent company, sister companies, subsidiaries, joint ventures, or other companies under common control).  If another company acquires our company, business, or our assets, we will also share your information with that company. 

Other Disclosures with Your Consent.  We will ask if you would like us to share your information with other unaffiliated third parties who are not described elsewhere in this policy.

Other Disclosures without Your Consent. We will disclose information in response to subpoenas, warrants, or court orders, or in connection with any legal process, or to comply with relevant laws.  We may also share your information in order to establish or exercise our rights, to defend against a legal claim, to investigate, prevent, or take action regarding possible illegal activities, suspected fraud, safety of person or property, or a violation of our policies, or to comply with your request for the shipment of products to or the provision of services by a third party intermediary.

Public.  Some of our websites provide the opportunity to post comments, or reviews, in a public forum.  If you decide to submit information on these pages, that information will be publicly available.

Partner Promotion. We may offer contests, sweepstakes, or other promotions with third party partners.  If you decide to enter a contest, sweepstakes, or promotion that is sponsored by a third party partner the information that you provide will be shared with us and with them. Their use of your information is not governed by this privacy policy.

Service Providers. We share your information with service providers.  Among other things service providers help us to administer our website, conduct surveys, provide technical support, process payments, and assist in the fulfillment of orders.

Law firms, auditors, other professional entities. We may share your information with relevant professional entities in the course of receiving professional advice/ services.

Your Rights

You have the following rights regarding your information:

• Access- you have the right to and receive a copy of your information, and other supplementary information.
• Rectification- you have the right to have inaccurate information about you rectified of completed, if incomplete.
• Erasure- you have the right to have information about you erased.
• Restriction- you have the right to request the restriction or suppression of your information.
• Objection- you have the right to object to the processing of your information in certain circumstances.
• Automated decision making including profiling- should your information be used in automated decision making processes, you have the right to be informed about the processing and to request human intervention/ challenge a decision.
• Data Portability- you have the right to obtain and reuse your information across different services.
  
  

Please note not all rights are absolute and there may be certain occasions where exceptions and exemptions may apply where we cannot comply with your rights request in part or in full, we will advise you if this is the case. To exercise any of your rights please contact us at customer.care@neweracap.com.

How We Protect Information

We are committed to protecting the privacy and security of your information.  We have implemented appropriate technical and organisational measures to protect your information.

Some of our websites permit you to create an account.  When you do you will be prompted to create a password.  You are responsible for maintaining the confidentiality of your password, and you are responsible for any access to or use of your account by someone else that has obtained your password, whether or not such access or use has been authorised by you. You should notify us of any unauthorized use of your password or account.

International Data Transfers

As a multi-national company we transmit information between and among our affiliates.  As a result your information may be processed in a foreign country where privacy laws may be less stringent than the laws in your country. When information originating from the European Economic Area (European Union with the addition of Iceland, Liechtenstein and Norway) and the UK is shared in other jurisdictions, we will enter into standard contractual clauses (including the UK Addendum) or any other method considered by the European Commission and UK Secretary of State as providing an adequate level of information protection. For more information on international data transfers, please contact us at customer.care@neweracap.com.

Contact Information 

If you have any questions, comments, or complaints concerning our privacy practices please contact us at the appropriate address below.  We will attempt, where practical, to respond to your requests and to provide you with additional privacy-related information.

 

Email: privacy.requests@neweracap.com
Online Portal: https://www.neweracap.eu/pages/privacy-requests 

Attention: Customer Care and Legal Department, New Era Cap Company Limited
1^st Floor East
CBX 2 Midsummer Boulevard
Milton Keynes

MK9 2EA
United Kingdom

 

Whilst we aim to deal with each correspondence in line with our obligations under law, if you are not satisfied with our response, you have a right to lodge a complaint to the relevant regulator/ supervisory authority, the contact information of which we have included below depending on your location.

UK

In the UK, this is the Information Commissioner’s Office (ICO). You can contact the ICO on 0303 123 1113 or at casework@ico.org.uk. 

EU

In the EU, information on the relevant regulator/ supervisory authority can be found here.

Changes To This Privacy Policy.  We may change our privacy policy and practices over time.  To the extent that our policy changes in a material way, the policy that was in place at the time that you submitted information to us will generally govern that information.  

 

Last Date of Publication: [10/10/25]