‌Effective Date: September 4, 2026‌

Welcome to the privacy policy of Liforme Ltd, the operator of the e-commerce website www.liformeltd.com. At Liforme, we specialize in designing, manufacturing and distributing compact, durable small fitness gear for every home and on-the-go workout session, serving over 48,000 happy customers across the United Kingdom and beyond. We are committed to protecting the personal data and privacy rights of every visitor, registered user and customer who interacts with our website, purchases our products, or engages with our brand community. This Privacy Policy is designed to clearly explain how we collect, use, store, share and protect your personal information, in full compliance with all applicable data protection regulations, and to outline your rights with respect to your personal data. By accessing, browsing or making purchases on our website, you acknowledge that you have read, understood and agree to the practices described in this document. If you do not agree with any part of this policy, please refrain from using our services and website.

1. Company Identification and Contact Information

For the purposes of applicable data protection laws, the data controller for all personal information processing activities conducted through our website is Liforme Ltd. You can reach us for any privacy-related inquiries, requests or concerns using the following contact details:

• Full registered company name: Liforme Ltd
• Official website: www.liformeltd.com
• Contact email address: myrth@liformeltd.com
• Contact telephone number: +44 20 7388 1111
• Registered physical address: Forum 2N, Centro Forum, 74-80 Camden Street, London, NW1 0EG, United Kingdom

Our dedicated data protection team is available to respond to all privacy-related correspondence within 3 business days of receipt, and we will work to resolve any concerns you may have about your personal data processing in a transparent and timely manner.

2. Types of Information We Collect

We only collect information that is necessary to deliver our high-quality fitness gear products and related services to you, and we never gather unnecessary or excessive personal data without your explicit knowledge. The categories of information we may collect include:

2.1 Information You Provide Directly to Us

This refers to all data you voluntarily submit when interacting with our website, including but not limited to:

• ‌Account Registration Data‌: When you create a user account on our website to manage your orders, save favorite products, or access exclusive member benefits, we collect your full name, valid email address, chosen password, and preferred contact preferences.
• ‌Transaction and Order Data‌: When you make a purchase of our fitness products, including resistance bands, yoga blocks, massage balls and other home workout equipment, we collect your full billing address, delivery address, telephone number, payment details (including partial payment card numbers, encrypted payment information and billing contact details), and order history including the specific items you purchased, order value, purchase date, and order status updates.
• ‌Communication Data‌: When you contact our customer support team via email, our website contact form, or telephone to ask product questions, request return services, inquire about warranty coverage, or provide feedback about our products, we collect the content of your messages, your contact information, and any additional details you choose to share with us.
• ‌Survey and Feedback Data‌: When you voluntarily participate in our customer satisfaction surveys, leave product reviews, or submit testimonials about your experience using our compact fitness gear, we collect your feedback content, your stated name (if you choose to display it publicly), and any demographic information you opt to provide to help us improve our product offerings.
• ‌Marketing Preference Data‌: When you sign up for our newsletter to receive updates about new product launches, exclusive deals, workout tips, and promotional offers, we collect your email address, your stated fitness interests, and your preferences for how you would like to receive marketing communications from us.

2.2 Information We Collect Automatically

When you visit and browse our website, we automatically collect certain technical data to help us optimize website performance, improve user experience, and maintain website security:

• ‌Device and Browser Data‌: We collect information about the type of device you use to access our website, your operating system version, your browser type and version, unique device identifiers, your internet protocol (IP) address, and your device language settings.
• ‌Website Usage Data‌: We collect data about your browsing behavior on our website, including the pages you view, the links you click, the amount of time you spend on each page, the order of pages you visit, search terms you enter on our website, page response times, download errors, and the actions you take on our shopping cart and checkout pages.
• ‌Cookies and Similar Tracking Technologies‌: We use industry-standard cookies, web beacons, and similar tracking tools on our website to distinguish you from other visitors, remember your preferences, keep you logged in to your account, analyze website traffic patterns, and deliver personalized shopping experiences. You can manage your cookie preferences at any time through your browser settings, though disabling certain functional cookies may limit your access to some features of our e-commerce website.

2.3 Information We Receive From Third Parties

In limited circumstances, we may receive additional information about you from trusted third party sources, including:

• ‌Payment Processing Partners‌: Our regulated payment service providers share limited transaction verification data with us to confirm your payment validity and prevent fraudulent purchase activities, in full compliance with payment card industry security standards.
• ‌Delivery and Logistics Partners‌: Our UK-based distribution partners provide us with delivery status updates, delivery confirmation information, and minor contact detail verifications to ensure we can successfully deliver your ordered fitness gear to your specified address.
• ‌Analytics Partners‌: Our authorized website analytics providers supply us with aggregated, anonymized user trend data that helps us understand overall website traffic patterns, without disclosing any personal identifiable information that can be linked directly to you as an individual user.

3. How We Use Your Personal Information

We only process your personal data for lawful, clearly specified purposes that are directly related to delivering our products and services to you, and we never use your information in ways that are incompatible with the purposes disclosed in this Privacy Policy. The core purposes for which we use your personal data are:

3.1 To Process and Fulfill Your Orders

We use your order and transaction data to complete the purchase process, process your payment, arrange for the shipment of your selected fitness equipment from our local UK distribution hub, track your delivery status, send you order confirmation and shipping notification emails, handle post-delivery issues such as damaged goods reports, and manage our 30-day unused item return process for full product refunds. This processing is necessary for the performance of the sales contract between you and Liforme Ltd.

3.2 To Manage Your User Account and Deliver Customer Support

We use your account registration information to create and maintain your secure user profile on our website, allow you to access your order history, save your preferred delivery addresses, and manage your saved shopping cart contents. We also use your contact information to respond directly to your customer support inquiries, assist you with product usage questions, help you make use of our 2-year manufacturer warranty for quality issues, and resolve any technical problems you encounter while using our website. This processing is carried out based on our legitimate interest in providing responsive, high-quality customer service to our users.

3.3 To Improve Our Products and User Experience

We analyze aggregated usage data, customer feedback, and product review information to identify popular product categories, improve our existing line of compact fitness gear, develop new small space-saving workout tools that fit home, office and travel scenarios, optimize our website navigation and checkout flow, and tailor our product recommendations to match the fitness interests of our customers. As a brand with 5 years of specialized fitness product experience and 60+ professional R&D staff, this data analysis helps us ensure all our equipment is rigorously tested for every fitness level from beginner to professional, and meets the high quality standards our customers expect. This processing is based on our legitimate interest in continuously improving our product offerings and website performance.

3.4 To Send Relevant Marketing Communications

When you have given your explicit opt-in consent, we use your email address to send you our newsletter with updates about new yoga block designs, new resistance band collections, exclusive promotional deals, home workout guidance, and special offers for our registered members. We always include a clear, simple unsubscribe link in every marketing email we send, and you can opt out of marketing communications at any time by clicking that link, updating your marketing preferences in your user account settings, or sending us an email at myrth@liformeltd.com with your request. After you opt out of marketing, we will still send you non-promotional transactional communications that are necessary for your order processing and our ongoing service relationship, such as order confirmations, return policy updates, and security alerts for your user account.

3.5 To Ensure Website Security and Prevent Fraud

We use your device data, IP address information, and transaction behavior data to monitor for unauthorized access attempts to our website, detect fraudulent purchase activities, prevent payment fraud, protect our users’ accounts from unauthorized access, and maintain the overall security of our e-commerce platform. This processing is necessary to comply with our legal obligations related to financial transaction security, and also serves our legitimate interest in protecting the safety of our customers and our business operations.

3.6 To Comply with Legal Obligations

We may process your personal data when it is necessary for us to comply with our legal obligations under applicable United Kingdom and European data protection laws, tax regulations, consumer protection laws, and court orders or legally valid requests from competent public authorities.

4. Sharing of Your Personal Information

We never sell, rent, or lease your personal identifiable information to third parties for their own marketing purposes without your explicit written consent. We only share your information with carefully selected third parties when it is strictly necessary to deliver our services to you, under the following limited circumstances:

• ‌Authorized Service Providers‌: We share necessary information with our trusted third party service providers who perform critical functions on our behalf, including payment processors who handle secure payment transactions, delivery and logistics partners who ship your orders to your provided address, website hosting providers who maintain the security and operation of our e-commerce platform, IT support providers who help us maintain our website systems, and email service providers who deliver our transactional and marketing emails to you. All of these service providers are bound by strict data protection agreements that require them to protect your personal data to the same high standards we follow, and they are not permitted to use your personal information for any purposes other than the specific functions they are contracted to perform for us.
• ‌Business Transaction Transfers‌: In the event that Liforme Ltd undergoes a merger, acquisition, full or partial sale of our business assets, or other corporate restructuring process, your personal data may be transferred as part of the disclosed business assets. We will provide explicit advance notice to all our registered users before any such transfer takes place, and we will ensure that the receiving party agrees to uphold the same privacy protection standards outlined in this Privacy Policy.
• ‌Legal and Safety Disclosures‌: We may disclose your personal information when we are legally required to do so by a valid court order, government authority request, or applicable law, or when we reasonably believe that disclosure is necessary to protect the legal rights, property, or personal safety of Liforme Ltd, our customers, our employees, or members of the general public.

5. Data Storage and Security Protection

All of your personal data that we collect is stored on secure, password-protected servers located within the United Kingdom, in line with our operation as a London-based fitness gear brand with a local UK distribution hub. We implement strict, industry-standard technical and organizational security measures to protect your personal information against unauthorized access, accidental loss, alteration, destruction, or unlawful disclosure:

• All sensitive transaction and payment data is encrypted using end-to-end secure socket layer (SSL) technology during transmission and storage, to prevent unauthorized interception of your payment details.
• Our internal access to personal customer data is strictly limited to authorized staff who require the information to perform their specific job functions, including customer support teams, order processing staff, and R&D quality teams, and all access is logged and audited on a regular basis.
• We carry out routine security audits, system updates, and cybersecurity training for all our staff to maintain the integrity of our data protection systems.
• We retain your personal data only for as long as it is strictly necessary to fulfill the purposes for which it was collected: we keep order transaction data for 7 years to comply with UK tax and commercial record-keeping legal requirements, we keep your user account data for as long as your account remains active, and we delete or anonymize your personal data securely once it is no longer required for any legal or operational purpose.

All of our fitness gear products are made with non-toxic, BPA-free materials, and we apply the same rigorous quality and safety standards we use for our physical products to the protection of your personal digital data. Our systems are designed to ensure that your information is handled with the same level of care that we use to test our fitness equipment for durability and safety for all users from beginners to professional fitness enthusiasts.

6. Your Rights Under Applicable Data Protection Law

As a user located in the United Kingdom or other applicable jurisdictions, you hold a comprehensive set of legal rights over your personal data, which you can exercise at any time free of charge by contacting us via myrth@liformeltd.com or calling our support line on +44 20 7388 1111. These rights include:

• ‌Right of Access‌: You have the right to request a full copy of all personal information we hold about you, including details about how we process your data and who we have shared it with. We will provide you with this information in a structured, commonly used machine-readable format within one month of receiving your request.
• ‌Right to Rectification‌: If you find that any of the personal data we hold about you is inaccurate, incomplete, or out of date, you have the right to request that we correct and update that information immediately. You can also edit most of your personal details directly in the settings section of your user account on our website at any time.
• ‌Right to Erasure‌: You have the right to request that we delete all of your personal data from our systems, under specific circumstances including when the data is no longer necessary for the original purposes we collected it for, when you withdraw your consent for the processing, or when you object to the processing and there is no overriding legitimate legal reason for us to continue holding your data. We will process your erasure request promptly, unless we are required by applicable law to retain certain limited records for legal or tax compliance purposes.
• ‌Right to Restriction of Processing‌: You have the right to request that we pause the processing of your personal data, in situations where you contest the accuracy of the data, where the processing is unlawful but you do not want us to delete the data, where we no longer need the data but you require it for the establishment, exercise or defense of legal claims, or where you have objected to our legitimate interest based processing pending the verification of our overriding legitimate grounds.
• ‌Right to Data Portability‌: You have the right to receive the personal data that you have directly provided to us, in a structured, machine-readable format, and to request that we transfer this data directly to another data controller where technically feasible, for all processing activities that you have originally given consent for or that are necessary for the performance of our contract with you.
• ‌Right to Object‌: You have the full right to object at any time to processing of your personal data that is based on our legitimate interest grounds, including profiling and direct marketing activities. If you object to direct marketing, we will immediately stop all marketing related processing of your personal data as soon as we receive your request.
• ‌Right to Withdraw Consent‌: At any point where you have previously given your explicit consent for us to process your personal data for specific purposes (such as sending you marketing newsletters), you have the full right to withdraw that consent at any time, without affecting the lawfulness of processing that was already carried out before your consent was withdrawn.

We will never charge you any fee for processing reasonable, legitimate privacy-related requests, and we will respond to your request within one month of receipt. For very complex or large volume requests that require additional time to process, we may extend our response period by a maximum of two months, and we will notify you clearly of this extension and the reasons for the delay within the original one-month window. If you are not satisfied with our response to your privacy request, you also have the right to submit a formal complaint to the relevant data protection supervisory authority in your jurisdiction, which for users based in the United Kingdom is the Information Commissioner’s Office (ICO).

7. Children’s Privacy

Our e-commerce website and fitness products are designed and intended for use by adult users aged 18 years or older. We do not knowingly collect personal identifiable information from children under the age of 16. If we become aware that we have inadvertently collected personal data from a child under the relevant minimum age threshold without verifiable parental consent, we will take immediate steps to securely delete that information from all our servers and systems. If you believe that we may have collected information from a child, please contact our data protection team immediately at myrth@liformeltd.com so we can resolve the issue promptly.

8. Third Party Links

Our website may from time to time contain hyperlinks to external third party websites that are not operated or controlled by Liforme Ltd, such as social media platform links, partner workout advice blogs, or recommended fitness resource pages. We have no control over the privacy policies, data collection practices, and terms of service of these external third party websites. We strongly advise you to review and read the privacy policy of every website you visit after leaving our e-commerce platform, as we do not accept any responsibility or liability for the data processing activities of these external third party sites.

9. Updates to This Privacy Policy

We may occasionally update and revise this Privacy Policy from time to time to reflect changes in our business operations, new legal regulatory requirements, or improvements to our data protection practices. When we make material changes to this policy, we will update the “Effective Date” at the top of this document, and we will post a clear prominent notification on the homepage of www.liformeltd.com and send a notification email to all registered users who have provided us with a contact email address, at least 7 days before the new revised policy comes into effect. Your continued use of our website and services after the effective date of the revised Privacy Policy will constitute your acknowledgment and agreement to the updated terms of the policy. We encourage you to review this Privacy Policy periodically whenever you visit our website to stay informed about how we are protecting your personal information.

10. Contact Us for Privacy Queries

If you have any questions, comments, concerns, or requests related to this Privacy Policy, our data protection practices, or how we handle your personal information, you can reach out to our dedicated data protection team at any time using any of the following contact methods:

• Send an email to our dedicated privacy inbox at myrth@liformeltd.com, and we will respond to your inquiry within 3 business days.
• Call our customer support and privacy hotline on +44 20 7388 1111 during our standard UK business hours.
• Send a physical letter to our registered office address: Forum 2N, Centro Forum, 74-80 Camden Street, London, NW1 0EG, United Kingdom.

At Liforme Ltd, we treat the protection of your personal privacy as seriously as we treat the build quality, safety, and durability of our compact home fitness gear, and we are always committed to being fully transparent and accountable to all our customers about how we look after your personal data.