Privacy Policy

This privacy notice sets out how Awave Ltd uses and protects any personal information we collect about you when you use this website. 

We are committed to protecting and respecting your privacy and your rights under the General Data Protection Regulations (GDPR) 2018. This policy explains the information we hold about you, and who else may have access to it.

The only personal information we will have is that which is voluntarily supplied by you.

Who are we?

Awaveshoes is an online trading name of Awave Ltd who is the data controller. Our office is based at Incon House, 10 Stilebrook Road, Olney, Buckinghamshire, MK46 5EA. 

The bases on which we process information about you?

The new GDPR law requires us to list our reasons (from six defined bases) for which we may collect and process your personal information. They are:

Contractual Obligations
When you create an account, buy a product from us or agree to our terms and conditions, a contract is formed between us. In order to comply with our contractual obligations we must process information you gave us.
For example, if you order shoes from us, we’ll need your address details and pass them on to our courier to deliver your purchase.

In certain situations, we can collect and process your information with your consent. For example, you need to opt-in and tick a box to receive email newsletters.

Legitimate interest
We require your information in specific situations, as might reasonably be expected as part of running our business, and which does not impact your rights, freedom or interests. For example, we combine customers shopping history to identify trends to determine demand, or develop new products.

Legal Compliance
If the law requires us to, we may need to collect and process your information.
For example, we will pass on information of people involved in criminal activity to legal authorities or requests with proper authorisation such as a search warrant or court order.

When and where do we collect personal information? 

We collect information about you when you create an account with us or place an order for our shoes. We also collect information when you voluntarily complete customer surveys, provide feedback, participate in competitions and engage with us on social media. Website usage information is also collected using cookies. 

What sort of personal information do we collect?

When opening an account with us: Title, First Name, Last Name, Company Name (if applicable), Billing/Delivery Address, Email and Telephone/Mobile number. For your security, we will also keep an encrypted login password. 

Other information we collect relating to an order placed: Date and time of order, Payment method, Product details, Value of order, shipping method, and whether you are a new customer, a returning one or a guest.

Your social media username, if you interact with us through those channels, to help us respond to your comments, questions or feedback.

To deliver the best possible web experience, we collect technical information about your internet connection, device you used such as mobile or desktop, and country. Cookies are also used, see below for further details.

Please note, we do not store your payment information such as credit card number on this site. The payment form is hosted on highly secure servers provided by our payment providers, Secure Trading and Paypal. Your card details are not retained by in any way.

How and why do we use the information about you?

We collect information about you to process your order, manage your account and, if you agree, to email you about our product updates and promotions we think may be of interest to you. 

If you choose not to share your personal information with us, we will not be able to provide the services you have asked for.

Here is how we will use your personal information and why:

To process any orders you make on our website. If we do not collect your personal information during checkout, we will not be able to process your order. For example, your name/address/order details need to be passed onto our warehouse to supply, and our courier to deliver, the shoes that you ordered. We will also need to keep your details for a period afterwards to fulfil our VAT obligations.

To respond to your queries, refund requests and complaints. Processing the information you sent enables us to respond. We also keep a record of these to inform any future communication with us and to demonstrate how we communicated with you throughout.

With your consent, to send you our newsletter.  We periodically email news of new-season products, special offers, discounts, promotions and competitions etc. You need to opt-in to receive this newsletter.

How long will your personal information be kept for?

Whenever we collect or process personal information, we will only keep it for as long as is necessary and use it only for the purpose for which it was collected.

At the end of the retention period, we will delete your information completely.

When you place an order, we will keep the personal information you gave us i.e. your name and contact details for six years so we can comply with our legal and contractual obligations.

If you have not used your account for more than five years we will consider it as inactive and we will contact you to ask whether you want to keep it open. Unless you respond with ‘yes’, we will delete the account.

Who do we share your personal information with?

We share your personal information with trusted third parties and only provide the information they need to perform their specific services. We work with them to ensure that your privacy is respected and protected at all times.

All the third parties we work with are based in the United Kingdom:

  • IT and website support companies

  • Delivery couriers: We use several couriers such as DPD, Parcelforce and MyHermes.

  • Warehouse: Our shoes are stored and shipped from one location based in the United Kingdom.

  • Law enforcement: Upon a valid request we may be required to disclose your personal information on fraudulent or potentially fraudulent activity.

We do not share/transfer your information outside the EEA.

How do we protect your personal information?

We know how much data security matters to all our customers. We treat your information with care and take all appropriate steps to protect it.

Our website is hosted on the highly secure Bluepark platform. Located in the United Kingdom, the servers are world-class with multiple levels of security.

Secure access to our website is enabled on all our pages using SSL technology. The padlock symbol in your browser header will indicate your communication with the website is encrypted.

Access to your personal information in your account is password-protected.

Should we experience a data breach we will inform all affected customers immediately. We will also inform the ICO (information Commissioner’s Office) if it is likely that there is a risk to customer’s rights and freedoms. Such as personal information being stolen.

Access to your information and correction 

You have the right to request access to personal information we hold about you, and correction when incorrect or incomplete.

All customers who have created an account on this website can access their information by signing-in. You cannot view your IP address and time/date when last signed-in, however you can request this by contacting us.

For corrections, sign in to your online account and change your information from within the Personal Information section.

Checkout-as-guest customers will not be able to access their data as they did not sign up for an account. However we can provide data used within their order on request.

Please note, information stored in a customer’s order remains unchanged if you change your personal information within your account. Upon request this can be changed.

If you would like a copy of your personal information, please email or write to us at the following- Incon House, 10 Stilebrook Road, Olney, Buckinghamshire, MK46 5EA. 


We would like to send you directly (by email only) information about our shoes which may be of interest to you. Our newsletter will inform you of our latest season products, special offers, discounts, promotions and competitions. We need your consent to receive our newsletter and you are free to opt out of hearing from us at any time.

We do not share your information for marketing purposes with other companies.

How to stop the use of my personal data for direct marketing?

There are two ways you can stop direct marketing communications from us:

  1. Click the ‘unsubscribe’ link in any email communication that we send you. We will then stop any further emails from that particular department (Awave Shoes or Pod Heritage).

  2. If you have an account with us log in to your Awave Shoes account. Visit the ‘My Account’ link in the footer or select ‘Sign In’ (top right of every page) and change your preference.

Right to be forgotten

If you want your account deleted from our database please contact us via our ‘contact us’ page. Select ‘Right to be Forgotten’ in the subject line, add your message and send.

Please note, if you have placed an order prior to the deletion, your details will still remain on that order. VAT regulations request us to keep all records of VAT transactions for a minimum of six years.


Cookies are text files placed on your mobile phone, computer or other device  to collect standard internet log information and visitor behaviour information.

We keep our cookies to the bare minimum to allow our website to function as expected - to provide a product and service to our customers.

The following cookies are used on this website:

PHPSESSID - This is a cookie required so that the site can recognise the same user clicking from page to page. Without it, every page would be treated as the first visit to the site and anything added to your shopping cart would be instantly forgotten. This cookie will expire when the browser is closed.

SESSION - This is intended for the user’s convenience. A copy of the initial session ID is created so that you can be classed as ‘returning’ and the contents of your shopping basket will still be available. If as a user you sign in with an email address and password, these log in details will also be saved so that you can remain logged in when returning (the password is encrypted). If you as a user sign out, your login details will be removed from the cookie.

GOOGLE ANALYTICS - This anonymised information is used to track visitor use of the website and to compile statistical reports on website activity.

For further information visit or

You can set your browser not to accept cookies and the above websites tell you how to remove cookies from your browser. However in a few cases some of our website features may not function as a result. 

Other websites 

Our website contains links to other websites. This privacy policy only applies to this website so when you link to other websites you should read their own privacy policies. 

The social media buttons on this website becomes active once you have clicked on the button and will take you to the social media’s website. The only data transferred is product title and image. No personal data is transmitted.

Contacting the regulator

If you feel your information has not been handled correctly, or are unhappy with our response to the use of your personal information, you have the right to lodge a complaint with the Information Commissioner’s Office.

Contact them on 0303 123 1113

Or go online to

Changes to our privacy policy 

We keep our privacy policy under regular review and we will place any updates on this web page and notify you of any changes. This privacy policy was last updated on 18 May 2018. 

How to contact us 

Please contact us if you have any questions about our privacy policy or information we hold about you - click here to go to the contact page.