Privacy Policy

Overview

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:

• what personal data we collect;
• how we use that personal data;
• disclosures of your personal data to third parties; and
• the legal basis on which we rely on to process your personal data.

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:

• your name, age/date of birth and gender;
• your contact details: postal address including billing and delivery addresses, telephone numbers (including mobile numbers) and e-mail address;
• purchases and orders made by you;
• your online browsing activities on our website;
• your password(s) if you have an account with us;
• when you make a purchase or place an order with us (whether online or offline), your payment card details; although this information is not stored on our systems;
• when you enter a Dreams competition (online or offline), your name, email address contact telephone number, postal address and or age declaration;
• your communication and marketing preferences;
• your interests, preferences, feedback and survey responses;
• your location;
• your signature for evidencing alongside delivery and customer exchanges; still images of the delivery location for unsuccessful attempted deliveries;
• your correspondence and communications with Dreams; and
• other publicly available personal data, including any which you have shared via a public platform such as X (formerly Twitter), Google, or Meta (formerly Facebook).
• when you visit our stores which have a CCTV system operating for the security of both customers and our staff. These systems may record your image during your visit.

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, de-identified, aggregated, or anonymised data with third parties such as Google or Meta so that we can tailor special offers, discounts, promotions, events, and competitions to specific groups of users on those platforms. In such instances, we would utilise the AAM Pixel (Meta) or the Google tag to provide us with valuable insights into user behaviour, preferences, and conversion attribution.

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:

PURPOSE	LEGAL BASIS
To register you as a new customer.	Performance of a contract with you.
To process and deliver your order including: (a) managing payments, fees and charges; and (b) collecting and recovering money owed to us.	(a) Performance of a contract with you. (b) Necessary for our legitimate interests (to recover debts due to us).
To manage our relationship with you, which will include: (a) notifying you about changes to our terms or this privacy policy; and (b) asking you to leave a review or take a survey.	(a) Performance of a contract with you. (b) Necessary to comply with a legal obligation. (c) Necessary for our legitimate interests (to study how customers use and rate our products and services, to develop them and our business).
To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you.	(a) Consent (b) Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy).
To improve our website and the products and services that we offer and notify you about changes to our services.	Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy).
To verify your identity and to identify and prevent fraudulent transactions.	(a) Necessary for our legitimate interests. (b) Legal obligation to comply with the legal or regulatory obligation.
To enable Dreams to manage customer service interactions with you.	Necessary for our legitimate interests (to understand how our customers use our products and services and improve our business).
To use or disclose your personal data where we have a legal right or duty (for example in relation to an investigation by a public authority or in the case of legal dispute).	To comply with a legal or regulatory obligation.
To register you as a competition participant and to administer the competition.	Consent of the individual competition participant.
To electronically record and verify goods delivery and related transactions.	(a) Performance of a contract with you. (b) Necessary for our legitimate interests (to support evidence of the transaction).

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 (see table above).

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 and insurance 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:

  • Bazaarvoice
  • Content Square
  • Dotdigital
  • Evotix
  • Fresh Relevance
  • Get Timely
  • Google
  • Hotjar
  • Kinase
  • LiveRamp
  • Netcall
  • Meta (formerly Facebook)
  • Mimecast
  • OneTrust
  • Pinterest
  • SAP
  • Tradedoubler
  • Trust Pilot
  • Hotjar

• 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:

• enters into an agreement with us and meets our standards for data security and privacy;
• doesn’t use your personal data for any purpose other than the clearly defined purpose relating to the service that such party is providing;
• doesn’t share your personal data with any other organisation without our expressed permission, and;
• holds your personal data securely and retains it only for such period as we instruct.

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].

• Access: You have the right to ask for a copy of the personal data that Dreams holds about you free of charge. However we may charge a ‘reasonable fee’, if we think that your request is excessive, to help us cover the costs of locating the information you have requested. We’ll respond to your request as soon as possible and (save for in certain circumstances) within one month.
• Correction: If there are any inaccuracies in the information we hold about you, please contact us and we’ll correct them.
• Deletion: If you think we shouldn’t be holding or processing your personal data anymore, you can request that we delete it. Please note that this may not always be possible due to legal obligations.
• Restrictions on use: You may request that we stop processing your personal data (other than storing it), if: (i) you contest the accuracy of it (unless the accuracy is verified); (ii) you believe the processing is against the law; (iii) you believe that we no longer need your personal data for the purposes for which it was collected, but you still need your data to establish or defend a legal claim; or (iv) you object to the processing and we need to verify whether our legitimate grounds to process your personal data override your own rights.
• Object: You have the right to object to the processing of your personal data where we are relying on a legitimate interest (or those of a third party) and your situation makes you want to object to processing because you feel it impacts your fundamental rights and freedoms. You also have the right to object where we’re processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.
• Request the transfer: If you wish to transfer your personal data to another organisation (and certain conditions are satisfied), you may ask us to do so, and we’ll send it directly if we have the technical means. Please note this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
• Withdrawal of consent: If you previously gave us your consent to allow us to process your personal data for a particular purpose, but you no longer wish to consent to us doing so, you can contact us to let us know that you withdraw that consent. However, this won’t affect the lawfulness of any processing carried out before you withdrew your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We’ll advise you if this is the case at the time you withdraw your consent.

10. Glossary

TERM	EXPLANATION
“Personal Data”	means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (‘anonymous data’).
“Legitimate interest”	means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We don’t use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
“Performance of a contract”	means processing your personal data where it’s necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.
“Comply with a legal or regulatory obligation”	means processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to.