Privacy Policy

Who are we?

Our company is Danimac Ltd trading as Danielles (company number3871939 ) and our correspondence address is unit B5 Claydons Lane, Rayleigh, Essex, SS6 7UP
We have been appointed by the school your child attends to supply you with your child’s school uniform under the online trading name Being an online retailer, we are of necessity a processor of personal data.

Lawful basis for processing personal data

Our lawful basis for processing personal data gathered through our e commerce website under the General Data Protection Regulation (GDPR) is Legitimate Interests. 
Specifically, our interests in processing personal data are:

fulfilling contracts to supply goods
Issuing obligatory electronic communications such as order confirmation emails
Subject to consent, maximising the relevance of any electronic marketing communications we send to customers and to better ensure that other information we might communicate is also relevant.
Disclosing information about possible criminal acts or security threats to the authorities.

What information do we collect?

We only collect information that is entered directly into our website, so there are no external sources for personal addresses, email address and billing & delivery names. 
Additionally, we request,  contact telephone numbers  for communication purposes in case of queries on the order . Cardholder data is entered separately into a third-party payment gateway and so is out of scope for GDPR, but PCI compliant.

How long do we retain personal data?

The personal data you provide is held indefinitely so:

Repeat customers can view orders placed previously for their convenience, which also serves as providing a route to satisfying individuals’ right of access to their personal data
Repeat customers do not need to periodically recreate their account
We can retain sales and tax collection data should it be required by HMRC or other authorities
Whilst personal data is held indefinitely, to better ensure our marketing is relevant, only order data generated within the past two years will be processed for marketing purposes.

What information do we share?

We share billing name, billing address and email address with our payment processor for them to check that the details given match the card issuer’s records  and for issuing customers with an electronic confirmation of payment. Additionally, we share some non-personal data necessary for payment processing and for commissioning refunds.

All personal data shared with third-parties is necessary for completing contracts to supply goods and for complying with consumer legislation. 
No personal data we share with third-parties is subsequently processed for marketing purposes, profiling or otherwise monetised.

Personal data maybe disclosed when expressly requested by a law enforcement agency for the prevention of crime or when it is otherwise compulsory for us to disclose to an authority. 
For example, as part of a VAT inspection by HMRC. 

Your GDPR rights

We process personal data based on legitimate interests and as such you have the right to object to your personal data being used for marketing purposes. 
 If you raise an objection we must discontinue processing your personal data for direct marketing.

You have the right of access to the personal data we hold about you. The personal data we hold is limited to just the information you have provided us and there are no external sources.

You have the right to rectification if any personal data we hold about you is incorrect.
 In practise, this is likely to be limited to changes to information you have entered in to our website, such as a change of address, which you can correct yourself when logging in to your account. 
Nonetheless, please feel free to contact us if you have any difficulty editing your details. If you wish us to edit personal data we hold for you, 
We will take proportional steps to establish the identity of the person requesting the rectification.

You have the right to object to or restrict our continued processing of your personal data. Within the scope of our business, unless you have given us an order to process, regular ongoing processing is limited to marketing activities unless we have a legal obligation to disclose personal data.

How do we protect your information?

All cardholder data (CHD) is entered directly in to WorldPay’s(cardsave) & Paypal secure PCI DSS compliant payment gateways and under no circumstances is CHD disclosed to us by any of our payment providers
We only receive a transaction status and id number to reference your purchase.

Connections to our website server are encrypted so information you send and receive whilst browsing our website are protected with encryption, making it harder for data to be intercepted by third-parties.

We attest through annual self-assessment submitted to WorldPay (cardsave) that all our payment channels meet the standards set by the PCI SSC for the secure processing of CHD.

Use of Cookies

Our website stores small text files on users’ computers called cookies to improve the shopping experience. Cookies are not programs and therefore cannot contain viruses or other malicious software.
The cookies our website places on shoppers’ computers perform the following functions:

Session cookie to test if cookies are enabled on the visitor’s browser
Persistent cookie that stores a unique reference to the visitor’s shopping cart contents and authentication details for the customer logged in sections.
Persistent cookie that stores a reference to the visitor’s order number after an order has been generated.
We operate an ‘implied consent’ cookie policy which means we assume you are happy with our use of cookies. If you are not happy, then you should either not use our website, delete the cookies having visited our site, or you should browse the site using your browser’s anonymous usage setting
 (called “Incognito” in Chrome, “InPrivate” for Internet Explorer, “Private Browsing” in Firefox and Safari etc.)
The WorldPay payment gateway has it’s own Cookie Policy which can be viewed via the link

Cookies set by EKM

When browsing the internet and using online services, this sometimes involves placing small amounts of information on your web enabled device, this includes small files known as cookies. They cannot be used to identify you personally.

Cookies are used to improve services for you, for example:

You can read more about these small files yourself, at this useful website About Cookies.

EKM uses cookies in several places. We've listed each of them below with more details about why we use them and how long they will last.

Name Purpose Content Expires
Optimizely Analytics Unique ID 2025
Google Analytics & Tag Manager Analytics Unique ID 2025
ekmPowershop_cookie Ascertains your country to deliver correct currency Your country and currency On Exit
ASP Session ID Tracks your visit to our website Unique ID On Exit
Zoho Live Chat Service and CRM Unique ID On Exit

Your shop visitors Cookies

If you have an online shop with us, your shop itself will deliver cookies to your visitors browser, these are listed below.

Name Purpose Content Expires
ekm_USERNAME Temporary cookie generated to test if cookies are enabled on the visitors browser. TestCookies=ACTIVE&RS=FALSE&
72 hrs (3 days)
ekm_pp_USERNAME Stores a unique reference to visitors cart contents. Stores authentication details for customer logged in section. Unique ID On Exit
ekm_tmp_ORDERNUMBER Stores a reference to the visitors order number after an order has been generated. Unique ID On Exit

Third Party Cookies

We use a number of third party suppliers who may also set cookies on their websites. EKM doesn't control the usage of these cookies. You should check the third party websites for more information about these.

Third Party Name Purpose Info
Comm100 visitorTempInfo_***
These are used so we can communicate with you via the Live Chat tool.
AdRoll __adroll Targeting platform which enables us to display ads catered to your interests.


We use the following services on to monitor our visitors. This is so we can ensure you are getting the best possible experience from our website. If you would like more information on these particular services a link is provided.


This site uses Hotjar web analytics service. Hotjar makes use of cookies to identify our visitors across multiple pages/sessions primarily used for conversion funnel analysis. We are using the information collected by Hotjar to improve our website, make it more user-friendly and monitor that it is performing correctly. Hotjar creates 7 persistent cookies which automatically expire after 365 days. For more information see Cookies Stored by Hotjar.