Privacy Policy

Last updated: 4 August 2026

This policy explains how BELWOOD AND ROE LTD, trading as Daniel Roe, collects and uses personal information when you visit our website, apply for a trade account, contact us, place an order or otherwise deal with us.

1. Who we are

BELWOOD AND ROE LTD is the data controller responsible for the personal information described in this policy.

Trading name: Daniel Roe
Registered in: England and Wales
Company number: 14168465
Registered office: 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ
Workshop and correspondence address: 38 Dewsbury Road, Ossett, WF5 9NQ
Email: hello@danielroe.co.uk
Telephone: 01924 682284

2. Who this policy applies to

This policy applies to trade-account applicants and customers; the directors, owners, employees and representatives of those businesses; delivery recipients and site contacts; suppliers and professional contacts; website visitors; and anyone who contacts or otherwise deals with us.

3. Personal information we collect

Depending on how you interact with us, we may collect:

  • Identity and contact information: name, job title, business represented, email address, telephone number, billing address, delivery address and site-contact details.
  • Business and trade-account information: company name, company number, business type, website or business profile, account status, login details and information used to assess trade status.
  • Order and project information: quotations, selected products and configurations, measurements, colours, order history, invoices, payment status, delivery details, production and delivery dates, returns, warranty claims and related correspondence.
  • Payment information: payment method and transaction reference. Card details are normally collected and processed directly by Stripe and are not stored by us in full.
  • Communications: emails, messages, form submissions, telephone notes, complaints, reviews and customer-service records.
  • Technical and security information: IP address, browser and device information, pages viewed, login attempts, server logs, fraud indicators and cookie identifiers.
  • Marketing information: preferences, campaign engagement and unsubscribe or objection records.

Please do not send us special-category personal data or information about criminal convictions unless we have specifically requested it and explained why it is needed.

Where we ask for information needed to assess a trade application, enter into or perform a contract, or meet a legal requirement, you are free not to provide it. However, we may then be unable to approve or administer a trade account, respond fully to an enquiry, accept or fulfil an order, arrange manufacture or delivery, process a payment, or deal with a return or warranty claim. We will indicate where information is required.

4. How we collect information

We collect information directly from you through our website, trade application, checkout, email and telephone; from the business you represent or another person involved in an order; automatically through essential website technologies and server logs; from payment, delivery and IT providers; and from public business sources such as Companies House and company websites.

5. How and why we use information

We use personal information only where we have a lawful basis.

Contract and steps before a contract

  • reviewing trade-account applications and responding to enquiries;
  • preparing quotations and processing payments and orders;
  • planning manufacture, scheduling production and arranging delivery or collection;
  • managing accounts, returns, warranty claims and after-sales support; and
  • communicating about products, orders and contractual matters.

Legal obligations

  • keeping accounting, tax and company records;
  • meeting data-protection, product-safety and fraud-prevention duties;
  • responding to lawful requests from courts, regulators and public authorities; and
  • protecting legal rights and handling disputes.

Legitimate interests

  • operating, securing and improving our website and business;
  • verifying trade status and managing commercial risk;
  • maintaining customer, supplier and professional relationships;
  • analysing sales and demand, preventing fraud and recovering debts; and
  • sending relevant business-to-business marketing where the law permits it.

When relying on legitimate interests, we consider whether the use is necessary and balance it against the individual's rights and reasonable expectations.

Consent

We rely on consent where the law requires it, including for certain marketing and non-essential cookies. Consent can be withdrawn at any time without affecting earlier lawful processing.

6. Trade-account checks and decisions

We may compare a trade application with public Companies House records to confirm that a company is active and that submitted details match. Where the required details match our published criteria, an application may be approved automatically. A failed or inconclusive check is referred for manual review and is not automatically rejected solely because the automated check did not succeed.

You may ask us to review a trade-account decision by contacting hello@danielroe.co.uk. We do not otherwise use solely automated processing to make decisions that produce legal or similarly significant effects.

7. Trade marketing

We may contact business customers and prospective business customers about relevant products, samples, launches and trade services where the law permits. The rules differ for corporate subscribers, sole traders and some partnerships, so we use consent where required and legitimate interests where appropriate.

Marketing emails will identify us and offer a way to opt out. You can object at any time using the unsubscribe facility or by emailing us. We may keep a minimal suppression record so that we continue to respect the request. Service messages about an account, order, delivery, safety issue or contract are not marketing.

8. Cookies and similar technologies

Our website uses essential cookies and similar technologies to provide the basket and checkout, keep trade-account users signed in, remember necessary preferences, process secure payments, prevent fraud and protect the site. Disabling these technologies may stop parts of the website from working.

If you choose to allow statistical cookies, we use Google Analytics, deployed through Google Tag Manager, to understand visits and actions such as product views, configurator use, price-free design sharing, trade applications, checkout and completed purchases. We do not send names, email addresses, business details, account details or private order or design-share tokens to Google. Google Analytics and its tags remain blocked until statistical consent is given.

We do not currently use optional advertising or audience-profiling cookies. You can reject optional cookies, change your choice or withdraw consent at any time through Cookie preferences. You can also control cookies through your browser settings. Further details, including current cookie lifetimes, appear in the Cookie Policy available through the preference panel.

9. Who we share information with

Where necessary for the purposes above, we may share personal information with:

  • Hostinger, which provides website hosting, backups and related security services;
  • Stripe, which processes card payments and helps prevent payment fraud;
  • Google Workspace for business email and Google Calendar for limited order and production-scheduling information;
  • Google Analytics and Google Tag Manager for consented website statistics and conversion measurement;
  • couriers, delivery partners and collection or site contacts needed to fulfil an order;
  • manufacturing, component and service suppliers where limited information is needed to fulfil an order;
  • Companies House when checking submitted company details against the public register;
  • accountants, insurers, solicitors, IT support and other professional advisers;
  • banks, fraud-prevention, debt-recovery and dispute-resolution providers where appropriate; and
  • courts, regulators, law-enforcement bodies and public authorities where disclosure is required or permitted by law.

We may also share necessary information with a genuine buyer or adviser during a sale, investment, merger or restructuring of the business. Service providers acting for us must protect information and may use it only for the agreed service. We do not sell personal information to advertisers.

10. International transfers

Some service providers may process information outside the United Kingdom. Where the destination is not covered by UK adequacy regulations, we use an appropriate lawful safeguard where required, such as the UK International Data Transfer Agreement, the UK Addendum to approved standard contractual clauses or another permitted mechanism. Contact us if you would like more information about the safeguard used for a particular service.

11. How long we keep information

We keep information only for as long as reasonably necessary for its original purpose and for applicable accounting, tax, warranty, fraud-prevention and dispute requirements. Typical periods are:

  • Orders, invoices, payment references and accounting records: normally six years after the end of the relevant financial year.
  • Trade accounts and customer records: while the relationship is active and normally up to six years after the last transaction where needed for legal or commercial records.
  • Production scheduling information: while needed to manufacture and deliver the order, then deleted or archived in line with the related order record.
  • Enquiries and unsuccessful trade applications: normally up to two years after the last meaningful contact, unless a longer period is justified.
  • Warranty, complaint and dispute records: for the time needed to investigate and resolve the matter and, where appropriate, establish or defend legal claims.
  • Marketing records: until consent is withdrawn, an objection is made or the information is no longer useful, with a limited suppression record retained where necessary.
  • Website and security logs: for a shorter period appropriate to diagnostics, security and fraud prevention unless an incident requires longer retention.

We may anonymise information so it can no longer identify an individual and use that anonymous information for statistics and business analysis.

12. Security

We use appropriate technical and organisational measures designed to protect personal information, including access controls, account security, reputable providers, backups and security monitoring. No internet service is completely secure, so please use a strong, unique password and tell us promptly if you suspect unauthorised account activity.

13. Your data-protection rights

Depending on the circumstances, you may have the right to ask for access, correction, erasure or restriction; object to processing based on legitimate interests; object at any time to direct marketing; receive certain information in a portable format; and withdraw consent where processing is based on consent.

These rights are not absolute and exemptions may apply. We may ask for information to verify your identity. To exercise a right, email hello@danielroe.co.uk. We normally respond within one month, although the law permits longer for some complex or repeated requests.

14. Third-party websites and children

Links to third-party websites or services are provided for convenience; their privacy practices are outside our control. Our website and trade services are intended for business users and are not directed at children. We do not knowingly collect children's information for trade-account or sales purposes.

15. Changes, contact and complaints

We may update this policy when our services, providers or legal obligations change. The current version will appear here with a revised update date.

Questions, requests or complaints should be sent to:

Email: hello@danielroe.co.uk
Post: BELWOOD AND ROE LTD, 38 Dewsbury Road, Ossett, WF5 9NQ

You also have the right to complain to the Information Commissioner's Office. We would appreciate the opportunity to address the concern first.