HanesBrands Europe Consumer Privacy and Cookie Notice

Sheridan UK Limited operates the Sheridan and Bonds brands in the UK and EU. We are part of the Hanesbrands Inc Group. Hanesbrands is a socially responsible manufacturer and marketer of leading everyday basic apparel and homewares under some of the world’s strongest brands. 

We respect our consumers and recognize the importance of protecting the privacy and security of your information or data. This notice sets out how we look after your personal information when you visit our website (regardless of where you visit it from) and provides information about your privacy rights and how the law protects you.

Purpose of this Notice

This notice aims to give you information on how Sheridan UK Limited collects and processes your personal data through your use of this website, including any data you may provide through this website, when you sign up to our newsletter, purchase products or take part in a competition.

This website is not intended for children and we do not knowingly collect data relating to children.


Sheridan UK Limited is the controller and responsible for your personal data (referred to as "Sheridan", "we", "us" or "our" in this notice).

We have an employee who is responsible for overseeing questions regarding this Notice. If you have any questions about this Notice, including any requests to exercise your legal rights, please contact us using the details below.

Contact details:

Full name of legal entity: Sheridan UK Limited

Email address: privacyofficeraustralasia@hanes.com

Postal address: Sheridan UK Limited, 1 St Peter’s Square, Manchester, M2 3DE

We encourage you to get in touch if you have any concerns with how we collect or use your personal information. You do have the right to lodge a complaint directly with the Information Commissioners Office, the data protection regulator in the UK. Their contact details can be found on their website www.ico.org.uk. We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.


This version was last updated on 13 October 2022. Historic versions can be obtained by contacting us.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Third-party links

This 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 do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.

The data we collect about you

Personal data, or personal information, means any information about an individual from which they can be identified. It does not include data where the identity has been removed (anonymous data).We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

  • Identity Data includes name, title, gender, age, date of birth.

  • Contact Data includes addresses, email addresses, telephone numbers and social media profiles.

  • Profile Data includes your username (usually your e-mail address) and password, purchases or orders made, your preferences and feedback.

  • Customer Service Data includes interactions with us via our website, over the phone, on social media or otherwise.

  • Transaction Data includes details about payments to and from you and other details of products you have purchased from our website.

  • Financial Data includes bank account and payment card details (usually you will pay us through a third-party payment provider and we will not collect this Financial Data ourselves).

  • Marketing and Communications Data includes your preferences in receiving marketing from us and your communication preferences.

  • Technical Data includes internet protocol (IP) address, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, type of mobile device you use, and other technical data on the devices you use to access this website.

  • Usage Data includes information about how you use our website. This can include information about your visits to our website, including the full Uniform Resource Locators (URL) clickstream to and through our website, products you viewed or searched for, page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), and methods used to browse away from the page.

Aggregated data such as statistical or demographic data, is a further category of data that we collect, use and share for our business purposes. Aggregated Data may be derived from your personal data but is not considered personal data at law as it does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data with that of other customers to calculate the percentage of users accessing a specific website page or product type. If we combine or connect Aggregated Data with your personal data so that it can identify you, we treat the combined data as personal data.

We do not actively collect any data defined as Special Categories of Personal Data. This includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data. Equally we do not actively collect any information about your criminal convictions and offences.

If you do not provide personal information

Where we need to collect personal data and you fail to provide that data when requested, we may not be able to provide products or services to you. In this case, we may have to cancel a product or service but we will notify you if this is the case at the time.

How is your personal information collected?

We use different methods to collect information from and about you, including through:

  • Direct interactions. You may give us your Identity Data, Contact Data and Financial Data by filling in website forms or by corresponding with us by post, phone, email, on our website or otherwise. This includes personal data you provide when you:

    • purchase our products;

    • create an account on our website;

    • log in to your website account using credentials from a Social Media Platform;

    • subscribe to our newsletters;

    • request marketing be sent to you;

    • add items to your Wish List;

    • enter a competition or promotion; or

    • provide feedback to us.

  • Automated interactions. As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. Please see our cookie policy at the end of this Notice for further details.

  • Third parties and publicly available information. We may receive personal data about you from various third parties and public sources as set out below:

    • Technical Data from analytics providers such as Google based outside the UK;

    • Contact, Financial and Transaction Data from providers of technical, payment and delivery services, based within and outside the UK.

    • Identity and Contact Data from publicly availably sources such as Companies House.

How we use your personal information

We will only use your personal data when the law allows us to. Most commonly, our use of your personal data will be for the following reasons:

  • Contract Reason - where we need to perform the contract we have entered into with you;

  • Legitimate Interests Reason - where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests. Our legitimate interest is conducting and managing our business to enable us to give you the best products and service, and the best and most secure experience when interacting with us. As required by law, we ensure 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 do not 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);

  • Legal Obligations Reason - where we need to comply with a legal or regulatory obligation, such as for the investigation of crime or to meet responsible lending criteria;

  • Consent Reason – where you have consented to our use of your personal information, such as when you consent to receive electronic marketing materials from us. You have the right to withdraw consent to marketing at any time by contacting us or by using the opt-out/unsubscribe link in any email which we send to you.

Purposes for which we will use your personal information

We have set out in the following table a description of the ways we may use your personal information, and which of the legal reasons described above that we rely on to do so. We have also identified what our legitimate interests are where appropriate.

We may process your personal data for more than one lawful reason depending on the purpose for which we are using your data. Please contact us using the details set out at the beginning of this Notice if you need details about the specific reason we are relying on to process your personal data where more than one ground has been set out in the table below.


Lawful basis for processing including basis of legitimate interest

To set up a new customer account.

(a) Contract Reason.

(b) Legitimate Interests Reason (in order to fulfil a contract with a customer, which is in our and their legitimate interests).

To carry out our obligations to a customer under our contract with them, including to provide products which they purchase from us.

(a) Contract Reason.

(b) Legitimate Interests Reason (in order to fulfil a contract with a customer, which is in our and their legitimate interests).

To process and deliver a customer’s order including:

(a) Manage payments

(b) Collect and recover money owed to us

(a) Contract Reason.

(b) Legitimate Interests Reason (in order to fulfil a contract with a customer, which is in our and their legitimate interests and to recover debts due to us).

To provide customer service and support.

(a) Contract Reason

(b) Legitimate Interests Reason (in order to fulfil a contract with a customer, which is in our and their legitimate interests and to ensure that we give the best customer service to our customers)

To enable a consumer to take part in a prize draw or competition

(a) Contract Reason.

(b) Legitimate Interests Reason (to understand what our customers think of our products and to grow our customer base).

To make recommendations and suggestions to our customers about our goods that may be of interest to them

(a) Consent Reason

To manage our relationship with a customer which will include:

(a) Notifying a customer about changes to our terms or Notice

(b) Asking a customer to leave a review

(a) Contract Reason

(b) Legal Obligations Reason

(c) Legitimate Interests Reason (to keep our records updated and to understand what customers think of our products)

To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)

(a) Legitimate Interests Reason (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise)

(b) Legal Obligations Reason.

To monitor the use of our website.

Legitimate Interests Reason (to ensure that our website is being used in accordance with our acceptable use policy)

To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you

Legitimate Interests Reason (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy)

To use data analytics to improve our website, products, marketing, customer relationships and experiences

Legitimate Interests Reason (to define types of customers for our products, to keep our products and website relevant, to improve and grow our business and to inform our marketing strategy)


We endeavour to provide choices to our customers regarding certain personal data uses, particularly around marketing and advertising.

Promotional offers from us

We may use your Identity, Contact, Technical, Usage and Profile Data to identify which of our products or product categories we think you may want and what may be of interest to you. This is how we decide which offers may be relevant for you.

You will receive electronic marketing communications from us regarding our products if you have signed up to our mailing list (either when using our website or when participating in a competition or promotion) and consented to receive marketing materials or if you have requested information from us.

Third-party marketing

In very limited circumstances, for example where we run a joint promotion with another company, we may request express consent before we share your personal data with that other company for marketing purposes. We do not share your personal information with other third parties for marketing purposes.

Opting out/Unsubscribing

You can ask us or third parties to stop sending you marketing messages at any time by following the opt-out or unsubscribe links on any marketing message sent to you or by contacting us using the details in this Notice at any time.

Where you opt out of receiving these marketing messages, we may still use your non marketing purposes, such as to maintain your account with us or to deliver goods you have ordered from us.

Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. Please contact us if you have any queries as to how a specific new purpose is compatible with the original purpose.

If we need to use your personal data for an unrelated purpose, we will contact you and explain the legal basis which allows us to use your personal information in this way.

We may also process your personal data without your knowledge or consent where this is required or permitted by law.

Disclosures of your personal data

We may have to share your personal data with the parties set out below for the purposes set out in the table above.

  • External Third Parties such as:

    • Our service providers, such as freight partners, embroiderers and payment gateway providers acting as processors based in the United Kingdom who assist in the delivery of products you purchase from us;

    • Service providers acting as processors based worldwide who provide IT and system administration services and software which enables us to have features such as live chat.

    • Cloud service providers acting as processers based worldwide who provide cloud services.

    • HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers based in the United Kingdom who require reporting of processing activities in certain circumstances.

    • Email marketing platforms acting as processors based worldwide who provide email marketing solutions and services.

    • Fraud prevention agencies, law enforcement and credit agencies acting as controllers based in the United Kingdom for the prevention and detection of fraud.

  • Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets, or from whom 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 Notice.

We require all third parties to respect the security of your personal data, to process your personal data only for the specified purposes and in accordance with our instructions, and to treat it in accordance with the law.

International transfers

Some of our external third parties are based outside the UK so their processing of your personal data will involve a transfer of data outside the UK.

Whenever we transfer your personal data out of the UK, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

  • we will only transfer your personal data to countries that provide an adequate level of protection for personal data;

  • we may use specific contracts to ensure your personal information has the same protection it has in the UK, irrespective of the laws of the country in which the recipient is based.

Data security

We have adopted appropriate security measures to prevent your personal data from being accidentally lost, altered, used, disclosed or accessed in an unauthorised way.  We limit access to your personal data to those employees, agents, contractors and other third parties who have a need to know related to the purpose for which your data was collected. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.  We also have in place procedures to deal with any suspected data breach and will notify you and any applicable regulator of a breach where legally required.

Data retention

For how long will you use my personal data?

We only retain your personal information for as long as needed to fulfil the purposes for which we collected it, and for the purpose of satisfying any legal, accounting, or reporting requirements.

By law we keep basic information about our customers (including Contact, Identity, Financial, Transaction, Profile and Customer Service Data) for six years after they cease being customers for tax purposes.

In some circumstances we may anonymise your personal data so that it can no longer be associated with you for purposes such as research or analysis. In this instance we may use this information indefinitely without further notice to you.

Your legal rights

You have a number of ‘Data Subject Rights’.  Below is some information on these rights and how you can exercise them. There is more information on the Information Commissioners’ website www.ico.org.uk:

  • Request access to your personal data. You have the right to request a free copy of the personal information that we hold about you.

  • Request rectification of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold updated. We may ask you for evidence to show it is inaccurate.

  • Request erasure (also known as the Right to be Forgotten) and the Right to restriction of processing – You have the right to request that we stop processing, or delete, some or all of your personal information that we hold. If you exercise this right we will keep a note of your name linked to your request and it won’t prevent us from processing any new information you provide to us subsequently. We may not always be able to comply with your deletion request for specific legal reasons. If this occurs, we will notify you.

  • Request the transfer of your personal data. You have the right to ask us to electronically move, copy or transfer your personal information in a machine readable format.

  • Withdraw consent at any time where we are relying on consent to process your personal data. This will not affect the lawfulness of any processing carried out before you withdraw your consent.

  • Reject automated decision making, including profiling. We sometimes use your personal information to make decisions by automated means. This involves us analysing your account activity including applications, orders, payments etc. We do this to confirm your identity and prevent and detect crime. This automated decision making is necessary if you would like to continue to shop with us online. You have a right to reject automated decisions but it may mean that you can only shop with us in our stores.

If you wish to exercise any of the rights set out above, please contact us. Please note that the exercise of some of these rights by you may affect our ability to provide you with access (or continued access) to our website, products and services. These rights may also be limited in some circumstances, for example, if fulfilling your request would reveal personal information about another person, if you ask us to delete information which we are required to have by law, or if we have compelling legitimate interests to keep it. We will let you know if that is the case and will then only use your information for these purposes.


You will not have to pay a fee to access your personal data (or to exercise any of the other rights). We may refuse to comply with your request if it is clearly unfounded, repetitive or excessive.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access personal data or to exercise any of your other rights. This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will contact you and keep you updated.

Cookies Policy

What are Cookies

We use a variety of technologies such as cookies to better understand how our website is used, personalize your experience, and deliver you with advertising and online content tailored to your interests. Cookies are tiny text files that are stored on your computer when you visit or interact with web pages.

These cookies receive and store certain types of information whenever you view our promotions and advertisements, or when you use our website. This information may include the pages you visit, the web address from which you came, the type of browser / device / hardware you are using, purchase information, checkout process information, search terms, mobile geographic location, and which of our emails you open.

To find out more information you can visit www.whatarecookies.com, a third party site for which we are not responsible.

Cookie consent

Saving a cookie on a device is dependent upon your choices as a user and the device browser you use. If you allow cookies on your device, these may be saved on your device, integrated into the pages you view, and can be stored temporarily in a dedicated area on your device. These cookies will only be readable by the issuer.

Managing Cookies

You are able to accept or reject cookies through the settings on your browser. By using our website, you are providing your consent to our use of cookies in accordance with this Notice. If you do not agree to our use of cookies, you should set your browser to block cookies.

If you disable cookies, or delete previously stored cookies, that will mean that your experience of using our website won’t be to its full potential, as some of the cookies help us to identify and resolve errors or display relevant content.

Most browsers have cookies enabled. You can set your browser so that cookies are stored on your device, or rejected either systematically or by the issuer. You can also set your browser so that you will need to accept or reject cookies, before the cookie is likely to be stored in your device.

Each browser is different, and your ability to manage cookies is often described within the browser’s Help menu. You can visit Network Advertising Initiative (https://thenai.org/) to learn more about managing your browser and mobile settings.

Cookies we issue

When you visit our website, subject to the choices made via your browser setting, we will install cookies on your devices that will allow us to recognize the browser on your device for the duration of the cookie session. Cookies we issue are used for the following purposes:

  • Compile statistics such as volume of traffic and use of the various components of our website;

  • Adapt the layout of our website and display preferences (such as language, resolution, operating system) of your device when you visit our website, depending on the hardware and software of your device;

  • Store information you provided through our websites forms (such as account registration) or relating to products, services or information you selected on our website (such as the contents of your shopping cart);

  • Allow you access to restricted or private areas on our website site such as your account, through identifiers or data that you have previously provided;

  • To implement security measures, such as when you are asked to log in again to a content or service after being logged out for a certain period of time.

Cookies issued by third parties

In addition to those cookies set by us when you visit our website, third parties may also set cookies on your device. This may be because they are providing a service to us such as site analytics or maintenance, or because our website contains content or advertising from those third parties. The issue and use of cookies by third parties are subject to the privacy policies of those third parties. We will inform you of the purpose of cookies that we are aware of to allow you to make an informed choice about cookies. For example, we use Google Analytics to better understand how you interact with our website. To opt out, visit: https://support.google.com/analytics/answer/181881?hl=en

Cookies issued by third parties may allow those parties, during the cookie session:

  • To count the number of times advertising content is displayed and delivered via our advertising space

  • To identify the advertisements displayed and the number of users who clicked on each advertisement to calculate statistics

  • To recognize your device upon subsequent browsing of any other site or service on which these advertisers or third also emit these cookies and where appropriate, adapt these third party sites and services or advertisements they display

Interest-based advertising

Interest-based advertising uses information about you to provide relevant, targeted advertising likely to be of interest to you. You can limit your receipt of interest-based ads on websites or in mobile applications by:

  • Deleting and declining cookies on your browser(s)

  • Opting out from receiving interest-based advertising on websites from companies participating in the Digital Advertising Alliance (http://www.aboutads.info/choices/#completed) or the Network Advertising Initiative (http://www.networkadvertising.org/choices/).

Some mobile device operating systems will allow you to limit the use of information to deliver interest-based advertising in mobile applications. You can check the settings on your device for such options that are available through your device’s operating system. Please note: if you choose opt-out of our interest-based advertising, you may continue to see or receive online advertising from us, but such ads may not be as relevant to you.

Further Guidance

We also suggest that you visit the following sites for further guidance about how you can manage your browser settings:

  • http://www.civicuk.com/cookie-law/browser-settings

  • http://www.cnil.fr/vos-droits/vos-traces/les-cookies/

  • http://www.allaboutcookies.org/manage-cookies/

  • http://www.aboutcookies.org/DEFAULT.ASPX?page=1

If several people use your device, or your device has multiple browsers, we cannot ensure that the services and advertisements for your device correspond to your use of this device and not to that of another user of this device. When sharing your device with other people it is your responsibility to configure your choices via your browser settings regarding cookies.

Other technologies

In addition to cookies, we may use other technologies such as web beacons and JavaScript, to help us enable features on our website. Our website may also include plugins from social networks or other third parties, such as the Facebook “Like” button, as permitted by applicable law.

With your consent or as permitted by applicable law, these plugins may send information to the party that provided the plug in, even if you do not click on the plugin. The types of information that may be transmitted include your IP address, information about your browser and device, and the address of the web page you are visiting on our website.

Clicking, using, or loading plugins may also allow place, read, and transmit cookies on your device. These cookies may contain a unique identifier the social network or third party assigns to you. The loading, functionality and use of the plugins are governed by the privacy policy and terms and conditions of the party that provided the plugin.

Changes to this Notice

We may update this Privacy Notice, by posting the updated version on our websites. We will give you reasonable notice of any materials change, but recommend that you regularly visit this page to stay information about how we may use the information collected about you.

Last Updated: October 2022