Privacy Notice

1. Who We Are

Squad Labs Ltd is a UK-registered technology company (Company No. 15567909) registered in England and Wales. We build and operate ROO, a global digital wardrobe network, and SQUAD, an IP licensing platform. In this notice, “we”, “us” and “our” refer to Squad Labs Ltd.

2. Data We Collect

We may collect and process the following categories of personal data:

• Identity Data — your name, username or similar identifier, and date of birth.
• Contact Data — your email address, telephone number, and postal address.
• Account Data — your account credentials, preferences, and settings.
• Wardrobe & Transaction Data — item details, purchase history, resale activity, and royalty information processed through ROO and SQUAD.
• Technical Data — IP address, browser type and version, device identifiers, time zone, and operating system.
• Usage Data — information about how you use our websites, products, and services.
• Marketing & Communications Data — your preferences for receiving marketing from us and your communication preferences.

We do not collect any special categories of personal data (also known as sensitive data).

3. How We Use Your Data

We use your personal data for the following purposes, each supported by a lawful basis under UK GDPR:

• To provide our services — including registering your account, managing your wardrobe on ROO, processing licensing agreements on SQUAD, and facilitating transactions. (Lawful basis: contract performance.)
• To improve our products — analysing usage patterns, diagnosing technical issues, and developing new features. (Lawful basis: legitimate interests.)
• To communicate with you — sending service updates, responding to enquiries, and, where you have opted in, sending marketing communications. (Lawful basis: consent or legitimate interests.)
• To comply with legal obligations — including fraud prevention, regulatory reporting, and responding to lawful requests from authorities. (Lawful basis: legal obligation.)

4. Sharing Your Data

We share your personal data only with trusted service providers who assist in operating our platforms, such as cloud hosting, payment processing, email delivery, and analytics providers. These third parties process your data solely on our behalf and under our instructions. We do not sell your personal data to third parties.

5. International Transfers

Your data may be transferred to, stored in, or processed in locations outside the United Kingdom, including the European Economic Area (EEA) and Japan. Where we transfer data internationally, we ensure appropriate safeguards are in place, such as standard contractual clauses approved by the UK Information Commissioner’s Office (ICO) or adequacy decisions recognising the destination country’s data protection standards.

6. Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected, including to satisfy legal, accounting, or reporting requirements. When determining the appropriate retention period, we consider the amount, nature, and sensitivity of the data, the risk of harm from unauthorised use or disclosure, and applicable legal requirements. When your data is no longer needed, we will securely delete or anonymise it.

7. Your Rights Under UK GDPR

Under UK data protection law, you have the following rights in relation to your personal data:

• Right of access — to request a copy of the personal data we hold about you.
• Right to rectification — to request correction of inaccurate or incomplete data.
• Right to erasure — to request deletion of your personal data in certain circumstances.
• Right to restrict processing — to request that we limit how we use your data.
• Right to data portability — to receive your data in a structured, commonly used, machine-readable format.
• Right to object — to object to processing based on legitimate interests or for direct marketing purposes.
• Right to withdraw consent — where processing is based on consent, you may withdraw it at any time.

To exercise any of these rights, please contact us at privacy@squadlabs.co.uk. You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk.

8. Cookies

Our websites use cookies and similar technologies to distinguish you from other users, improve your experience, and analyse site traffic. For detailed information about the cookies we use and how to manage your preferences, please see our Cookie Preferences page.

9. Changes to This Notice

We may update this Privacy Notice from time to time to reflect changes to our practices, technologies, legal requirements, or other factors. We will notify you of any material changes by posting the updated notice on our website with a revised “Last updated” date. We encourage you to review this notice periodically.

10. Contact

If you have questions or concerns about this Privacy Notice or how we handle your personal data, please contact us at privacy@squadlabs.co.uk.