Privacy policy last updated September 2026

Sharps Furniture Group Limited, understands that your privacy is important to you and that you care about how your personal data is used and shared.

Sharps Furniture Group Limited is made up of a number of related companies and a brand – including:

  • Sharps Furniture Group Limited, a limited company registered in England under company number 16354308, whose registered address and main trading address is Springvale Park Industrial Estate, Bilston, West Midlands WV14 0QL. Through the https://www.sharpsfurnituregroup.co.uk/ website.

  • Sharps Bedrooms Limited, a limited company registered in England under company number 07685430, whose registered address and main trading address is Springvale Park Industrial Estate, Bilston, West Midlands WV14 0QL. Through the https://www.sharps.co.uk/ website.

  • Bedrooms Direct, a trading brand of Sharps Bedrooms Limited, operating through the Bedrooms Direct website. www.bedroomsdirect.com  Please use the Sharps Bedrooms Limited address and company number. 

  • Fittingly Limited, a limited company registered in England under company number 11425528, whose registered address and main trading address is Springvale Park Industrial Estate, Bilston, West Midlands WV14 0QL.Through the https://www.fittingly.co.uk/ website.

  • Clever Closet Limited, a limited company registered in England under company number 7548546, whose registered address and main trading address is Unit B, Springvale Park Industrial Estate, Bilston, West Midlands WV14 0QL. Through the https://clevercloset.co.uk/ website.

For simplicity throughout this notice, “we” or “us” refers to all brands within the group.

We respect and value the privacy of everyone who visits our websites and will only collect and use personal data in ways that are described here, and in a manner that is consistent with our obligations and your rights under the law.


Please read this Privacy Policy carefully and ensure that you understand it.

1. Definitions and Interpretation

In this Policy, the following terms shall have the following meanings:

"Cookie"
means a small text file placed on your computer or device by Our websites when you visit certain parts of Our websites and/or when you use certain features of Our websites. Details of the Cookies used by Our websites are set out in section 15, below;

"Cookie Law"
means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003;

"Personal Data"
means any and all data that relates to an identifiable person who can be directly or indirectly identified from that data. In this case, it means personal data that you give to Us via Our websites. This definition shall, where applicable, incorporate the definitions provided in the UK General Protection Regulation (UK GDPR) and the Data Protection Act 2018.

"We/Us/Our"
Sharps Furniture Group Limited is made up of a number of related brands – including Sharps Bedrooms Limited, Bedrooms Direct,  Fittingly Limited and Clever Closet Limited.


2. Information about us

2.1 Our VAT numbers are:

  • Sharps Furniture Group Limited VAT Number - 937766961

  • Sharps Bedrooms Limited (including Bedrooms Direct) VAT number - 118167418.

  • Fittingly  Limited VAT number - 321316156

  • Clever Closet Ltd VAT Number - 229417206

2.2 Our Data Protection Officer can be contacted by email at dataprotectionoffice@sharps.co.uk or by post by writing to Data Protection Office, Sharps Furniture Group, Regal House, 18 High Street, Bagshot, Surrey, GU19 5AA.


3. What does this policy cover?

This Privacy Policy applies only to your use of Our websites and, where appropriate, an AI‑enabled Live Chat service. Our websites may contain links to other websites. Please note that We have no control over how your data is collected, stored, or used by other websites, and We advise you to check the privacy policies of any such websites before providing any data to them.

We may use an AI‑enabled Live Chat service to help us respond to enquiries efficiently and consistently. When you contact us via Live Chat, your interaction may be handled initially or partially by artificial intelligence technology, with human oversight in place. This processing is carried out in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.


4. Your rights

4.1 As a data subject, you have the following rights under the GDPR which this Policy and Our use of personal data have been designed to uphold:

4.1.1 The right to be informed about Our collection and use of personal data.

4.1.2 The right of access to the personal data We hold about you (see section 13);

4.1.3 The right to rectification if any personal data We hold about you is inaccurate or incomplete (please contact Us using the details in section 16);

4.1.4 The right to be forgotten – i.e. the right to ask Us to delete any personal data We hold about you (We only hold your personal data for a limited time, as explained in section 6 but if you would like Us to delete it sooner, please contact Us using the details in section 16;

4.1.5 The right to restrict (i.e. prevent) the processing of your personal data;

4.1.6 The right to data portability (obtaining a copy of your personal data to re-use with another service or organisation);

4.1.7 The right to object to Us using your personal data for particular purposes; and

4.1.8  The right, under Article 22 UK GDPR, not to be subject to a decision based solely on automated processing, including profiling, where such a decision produces legal effects concerning you or similarly significantly affects you.

4.2 If you have any cause for complaint about Our use of your personal data, please contact Us using the details provided in section 16 and We will do Our best to solve the problem for you. If We are unable to help, you also have the right to lodge a complaint with the UK’s supervisory authority, the Information Commissioner’s Office.

We rely on the accuracy of the personal information provided to Us, including any email addresses, telephone numbers or addresses. If you enter an incorrect or third-party email address, We are not responsible for any unintended disclosure of personal data or communications sent to that address. Any personal information that you provide to Us needs to be given with the owner’s full consent. It is your sole responsibility to ensure that all information submitted to Us is accurate and up to date. While We implement appropriate security measures to protect personal data, We are not liable for any inaccurate personal data provided to Us via Our websites or other communication methods.

4.3 For further information about your rights, please contact the Information Commissioner’s Office or your local Citizens Advice Bureau.


5. What data do we collect

Depending upon your use of Our websites, We may collect some or all of the following personal and non-personal data (please also see section 15 on Our use of Cookies and similar technologies) In addition, we may use AI Live Chat

5.1 Personal contact details such as name; email addresses, telephone numbers and home address

5.2 To deliver the best possible web experience, We collect technical information about your internet connection and browser as well as the country and telephone code where your computer is located, the web pages viewed during your visit, the advertisements you clicked on, and any search terms you entered. To do this we are collecting your IP address, Web Browser Type and Version and Operating System.

5.3 Details of your visits to Our websites, and which site you came from to Ours and the site you exit to;

5.4 Details of your interactions with Us online, in Our showrooms, with Our contact centers and any other touch point you may have directly with Our representatives throughout your journey with Us across Our brands within the group.

5.5 Personal details which help us to recommend items of interest. For example, you may tell Us information to help Us provide you with a style profile. This allows Us to recommend appropriate products.

5.6  Open rates, click through rates and engagement with email and SMS marketing campaigns, including through the use of pixels and customer engagement platforms such as Braze. 

5.7 We process personal data through our AI Live Chat in order to respond to queries, improving the accuracy, quality, and performance of our services and monitoring and maintaining service security and quality. It is important that you do not provide any sensitive data.


6. Sensitive types of information

In exceptional circumstances, We may need to hold and/or use the following types of personal information about a customer:

  • Health data (limited to broad categories such as impaired vision)

These categories of personal data are subject to additional legal safeguards under data protection legislation, and We are required to set out the legal basis for processing this data. The legal bases which We are likely to rely on, and which are set out in detail in applicable data protection laws, are that:

  • We require this data to ensure that any order can be processed to provide the appropriate customer experience

  • The processing is necessary:

    • For protecting the vital interests of individuals

    • For assisting certain regulators such as the FCA.


7. How do we use your data?

7.1 All personal data collected online, in-store or via telephone is processed and stored securely, for no longer than is necessary in light of the reason(s) for which it was first collected. We will comply with Our obligations and safeguard your rights under the GDPR at all times. For more details on security see section 8, below.

7.2 Our use of your personal data will always have a lawful basis, either because it is necessary for Our performance of a contract with you, because you have consented to Our use of your personal data (e.g. by subscribing to emails), or because it is in Our legitimate interests. Specifically, We may use your data for the following purposes:

7.2.1 Providing and managing your order;

7.2.2 Providing and managing your access to Our websites;

7.2.3 Personalising and tailoring your experience on Our websites;

7.2.4 Supplying Our products and services to you (please note that We require your personal data in order to enter into a contract with you);

7.2.5 Personalising and tailoring Our products and services for you;

7.2.6 Replying to emails from you;

7.2.7 Supplying you with emails that you have opted into (you may unsubscribe or opt-out at any time). We will process all opt-out requests as soon as possible, but please note that due to the nature of our IT systems and servers it may take a few days for any opt-out request to be implemented;

7.2.8 Customer postcode profiling

7.2.9 Analysing your use of Our websites and gathering feedback to enable Us to continually improve Our websites and your user experience;

7.3  With your permission and/or where permitted by law, We may also use your data for marketing purposes which may include contacting you by email, telephone, text message and post with information, news and offers on Our products and services, and on occasion the products and services of carefully selected partner brands that We believe may be of interest to you. We will always clearly identify the partner brand in any such communication, and We will not share your personal data with that partner unless you have separately consented to this. We will not share your data with other companies not owned by Us for their marketing purposes unless you give explicit consent, however We may share them with suppliers, subcontractors and independent third parties carrying out certain tasks on Our behalf. For example, to dispatch a complimentary gift that includes information ahead of your design visit and /or for the purpose of dispatching a complimentary gift containing information to assist you in preparing for your design visit. We will not, however, send you any unsolicited marketing or spam and will take all reasonable steps to ensure that We fully protect your rights and comply with Our obligations under the GDPR and the Privacy and Electronic Communications (EC Directive) Regulations 2003. We may share limited first-party data with trusted technology partners, including Google, Microsoft and Meta, for purposes such as advertising optimisation, analytics, and service improvement. Where limited first-party data is shared, We ensure that any personally identifiable information (PII) is hashed or anonymized. We only share such data in accordance with GDPR, and only with partners who commit to using it securely and solely for authorised purposes. Data is not shared for resale by these partners. We use Braze, a customer engagement platform, to manage, personalise and send marketing and transactional communications (such as email and SMS messages) and to build customer profiles for this purpose. Braze processes personal data on Our behalf as a data processor (and its sub-processors - Braze Subprocessors | Braze), under contractual terms that require it to keep data secure and to act only on Our instructions. Where limited first-party data is shared, We ensure that any personally identifiable information (PII) is hashed or anonymized. We only share such data in accordance with GDPR, and only with partners who commit to using it securely and solely for authorised purposes. Data is not shared for resale by these partners.   

7.4 Third parties whose content appears on Our websites may use third party Cookies, as detailed below in section 15. Please refer to section 15 for more information on controlling Cookies. Please note that We do not control the activities of such third parties, nor the data they collect and use and advise you to check the privacy policies of any such third parties.

7.5 We may also use the personal data that we collect about you to improve Our efficiency, service levels and activities across companies owned by Us and to analyse our customer segments to determine customer overlap between companies and use this information to inform future strategies (including marketing strategies). We undertake these activities with legitimate interest to make improvements across our business. As set out in more detail below, we may share your data with companies owned by Us for this purpose.

7.6 We may also obtain your contact details from third party sources, for marketing purposes using Legitimate Interests as the legal basis.

7.7 Our AI Live Chat and Braze Our CEP does not carry out solely automated decision-making that produces legal or similarly significant effects on you, as defined under Article 22 UK GDPR. All interactions are subject to human oversight, and decisions with significant impact are made by humans, not AI alone.  

7.8 You have the right to withdraw your consent to Us using your personal data at any time, and to request that We delete it.

7.9  AI Live Chats can be tagged as “delete” and an automated routine will remove these on a regular basis. 

7.10 We do not keep your personal data for any longer than is necessary in light of the reason(s) for which it was first collected. If you wish your information to be deleted earlier than this, please contact Us for more details at dataprotectionoffice@sharps.co.uk, (or using the contact details below in section 16).

Sharps Furniture Group Limited: dataprotectionoffice@sharps.co.uk


8. How and where do we store your data?

8.1 We only keep your personal data for as long as We need to in order to use it as described above in section 7, and/or for as long as We have your permission to keep it.

8.2 Data security is very important to Us, and to protect your data We have taken suitable measures to safeguard and secure data collected through Our websites.

8.3 Live Chat records, including those processed by AI, are retained only for as long as necessary to fulfil the purposes described in this policy, after which they are securely deleted or anonymised, unless a longer retention period is required by law.

8.4 We use Braze, Inc. as a data processor for customer engagement and marketing communications. Braze hosts Personal Data within the EU. Certain of Braze's sub-processors, who provide functions such as customer success, business operations, and technical and engineering support (including 24/7 technical support), are located outside the EU/UK, including Braze group affiliates such as Braze Brazil Ltd and Fuse who operate from South Africa. Where Personal Data is transferred to these sub-processors, appropriate safeguards are in place, including the EU-US and Swiss-US Data Privacy Frameworks, the UK Extension to the EU-US Data Privacy Framework, and the 2021 EU Standard Contractual Clauses, as applicable. Transfers to Brazil are additionally supported by the European Commission's adequacy decision in respect of Brazil. We have carried out a Data Protection Impact Assessment in respect of our use of Braze, which is available on request.https://www.braze.com/company/legal/subprocessor

8.5 Please see section 9.4 with reference to where data is stored


9. Do we share your data?

9.1 We want to give you the best possible customer experience. One way to achieve this is to get the richest picture We can of who you are by combining the data We hold across the companies in Our group, third parties and data from publicly-available lists about you. We share personal data to review, analyse, improve service levels and undertake marketing activities across companies. This helps inform business decisions and serve you to Our best ability. We do this on the basis of Our legitimate business interest set out in this policy. For example, by combing this data We can personalise your experience and decide which inspiration or content to share with you

9.2 We may sometimes contract with third parties to supply products and services to you on Our behalf. These may include payment processing, delivery of goods, search engine facilities, advertising, and marketing. In some cases, the third parties may require access to some or all of your data. Where any of your data is required for such a purpose, We will take all reasonable steps to ensure that your data will be handled safely, securely, and in accordance with your rights, Our obligations, and the obligations of the third party under the law.

9.3 We may compile statistics about the use of Our websites including data on traffic, usage patterns, user numbers, sales, and other information. All such data will be anonymised and will not include any personally identifying data, or any anonymised data that can be combined with other data and used to identify you. We may from time to time share such data with third parties such as prospective investors, affiliates, partners, and advertisers. Data will only be shared and used within the bounds of the law.

9.4  We may sometimes use third party data processors that are located outside of the European Economic Area (“the EEA”) (The EEA consists of all EU member states, plus Norway, Iceland, and Liechtenstein). European Economic Area ("the EEA") (The EEA consists of all EU member states, plus Norway, Iceland, and Liechtenstein). Where We transfer any personal data outside the EEA, We will take all reasonable steps to ensure that your data is treated as safely and securely as it would be within the UK and under the GDPR, including reliance on adequacy decisions, Standard Contractual Clauses, or equivalent approved transfer mechanisms. Further detail on our use of Braze as a processor, including its sub-processor (Braze Subprocessors | Braze ) arrangements, is set out in section 8.4. 

9.5 In certain circumstances, We may be legally required to share certain data held by Us, which may include your personal data, for example, where We are involved in legal proceedings, where We are complying with legal requirements, a court order, or a governmental authority.

9.6 We may use third‑party suppliers to provide AI and Live Chat technology. These suppliers act as data processors and are bound by contractual agreements requiring them to process personal data only on our documented instructions, keep data secure and confidential and comply with UK data protection law.


10. PRIZE DRAWS AND COMPETITIONS 

When you enter a competition or promotional incentive, We may collect your contact details and entry information to administer the promotion, contact winners and fulfil prizes. 

Where a promotion is run with a partner organisation, you may choose to receive marketing communications from a company or brand in the Sharps Furniture Group Limited and/or the partner organisation. Marketing consent is optional and not required for entry. If you provide consent, We will share your relevant contact details with the applicable organisation for marketing purposes. You can withdraw your consent at any time. 

Competition entry data will be retained only for as long as necessary to administer the promotion and comply with legal and regulatory requirements. 

11. What happens if our business changes hands?

11.1 We may, from time to time, expand or reduce Our business and this may involve the sale and/or the transfer of control of all or part of Our business. Any personal data that you have provided will, where it is relevant to any part of Our business that is being transferred, be transferred along with that part and the new owner or newly controlling party will, under the terms of this Privacy Policy, be permitted to use that data only for the same purposes for which it was originally collected by Us.

11.2 In the event that any of your data is to be transferred in such a manner, you will not be contacted in advance and informed of the changes. When contacted you will not, however, be given the choice to have your data deleted or withheld from the new owner or controller.


12. How can your control your data?

12.1 In addition to your rights under the GDPR, set out in section 4, when you submit personal data via Our websites, you may be given options to restrict Our use of your data. In particular, We aim to give you strong controls on Our use of your data for direct marketing purposes (including the ability to opt-out of receiving emails from Us).

12.2 You may also wish to sign up to one or more of the preference services operating in the UK: The Telephone Preference Service (“the TPS”) and the Mailing Preference Service (“the MPS”). These may help to prevent you receiving unsolicited marketing. Please note, however, that these services will not prevent you from receiving marketing communications that you have consented to receiving.


13. How can you access your data?

You have the right to ask for a copy of any of your personal data held by Us (where such data is held). Under the GDPR, no fee is payable and We will provide any and all information in response to your request free of charge. We may refuse to comply with the data request if it is manifestly unfounded and/or excessive. Please contact Us for more details at:

or using the contact details below in section 16.


14. Sharing your photos with us

14.1 If you agree that We can use your photo(s) We will add them to our websites sharps.co.uk,  clevercloset.co.uk, sharpsfurnituregroup.co.uk and www.fittingly.co.uk and www.bedroomsdirect.com. We may also from time to time use the photos through other media such as through our social channels, elsewhere on our website, in printed publications or through other marketing.

14.2 You also agree that you own the rights to the photo(s) and that it does not require further permissions to be published.

14.3 If you would like us to remove your photo(s) from Our websites at any time please contact us at 


15. Our use of cookies

Please find our Cookie Policy on Our Cookie Policy page. 

On this page you will find more information on cookies, and how We use them, and you will be able to manage your cookies.


16. Contacting us

If you have any questions about Our websites or this Privacy Policy, please contact Us by emailing Us at:

or by writing to Data Protection Office, Sharps Furniture Group, Springvale Park Industrial Estate, Bilston WV14 0QL. Please ensure that your query is clear and refers to the brand you wish to address, particularly if it is a request for information about the data We hold about you (as under section 13, above)


16. Changes to our cookie policy or privacy policy

We may change this Privacy Policy from time to time (for example, if the law changes). Any changes will be immediately posted on Our websites and you will be deemed to have accepted the terms of the Privacy Policy on your first use of Our websites following the alterations. We recommend that you check this page regularly to keep up-to-date.

Get in touch

Want to know more about Sharps Furniture Group?

Then get in touch with our team. Whether it’s a press enquiry or just a simple question, just drop us a message.  

Contact Us PR & Media