Privacy policy

Last updated: December 11, 2025

Section 10 operates this store and website, including all related information, content, features, tools, products and services, in order to provide you with a curated shopping experience (the “Services”). Section 10 is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us.

If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

By using and accessing the Services, you acknowledge that you have read and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect

“Personal information” means information that identifies or can reasonably be linked to you. Personal information does not include de-identified or aggregated information.

We may collect or process the following categories of personal information, depending on how you interact with the Services and as permitted by applicable law:

  • Contact information: name, email, phone number, billing/shipping address.

  • Financial and transaction details: credit or debit card information, payment confirmation, form of payment, and order history.

  • Account information: username, password, preferences, and settings.

  • Shopping behavior: items viewed, added to cart, wishlisted, purchased, exchanged, or returned.

  • Communications: information you provide when contacting customer support or communicating with us.

  • Device information: browser, device type, IP address, network connection, and unique identifiers.

  • Usage data: how you browse or interact with the Services.

  • Inferences drawn from the above categories.

Sources of Personal Information

We may collect personal information from:

  • Direct interactions: when you create an account, place an order, or communicate with us.

  • Automatic collection: through cookies, web beacons, log files, and similar technologies.

  • Service providers: who provide technology, analytics, payment processing, or fulfillment services.

  • Business partners or third parties.

How We Use Your Personal Information

We may use personal information to:

Provide, Improve, and Personalize the Services

Including order processing, shipping, account management, product recommendations, and tailoring your shopping experience.

Marketing and Advertising

We may send promotional emails or text messages, and show online advertisements based on your activity. You may opt out at any time.

Security and Fraud Prevention

To authenticate accounts, detect and prevent fraud, and maintain a secure environment.

Communicate with You

Including customer support, order updates, and service notifications.

Legal Compliance

To comply with applicable law, respond to valid legal processes, and enforce our terms.

Cookies and Other Tracking Technologies

Shopify uses cookies and similar technologies to enable core site functionality, remember your preferences, understand usage patterns, and support personalized advertising.

You can manage cookie preferences through your browser settings. For more information about how Shopify uses cookies, visit:
https://www.shopify.com/legal/cookies

How We Disclose Personal Information

We may disclose personal information to:

  • Shopify

  • Vendors, service providers, and contractors (IT, shipping, analytics, support)

  • Business and marketing partners

  • Affiliates within our corporate group

  • Third parties when you request or authorize disclosure

  • Authorities, courts, or regulators when required by law

  • Other parties in the event of a business transaction (merger, sale, etc.)

Relationship with Shopify

The Services are hosted by Shopify. Shopify collects and processes personal information about your use of our store and may process certain information as a separate, independent data controller, particularly when supporting cross-merchant analytics, enhanced security, or personalized advertising.

To learn more about how Shopify processes your personal information, please review the Shopify Consumer Privacy Policy:
https://www.shopify.com/legal/privacy

Depending on where you reside, you can exercise rights related to Shopify’s use of your data through the Shopify Privacy Portal.

Legal Basis for Processing (EEA/UK Users)

Where required by law (GDPR/UK GDPR), we process personal information based on one or more of the following:

  • Performance of a contract (e.g., fulfilling your orders)

  • Your consent (e.g., certain marketing communications)

  • Our legitimate interests (e.g., improving Services, fraud prevention)

  • Compliance with legal obligations

Children’s Data

We do not knowingly collect personal information from children under the age of majority in your jurisdiction.

Security and Data Retention

We take reasonable security measures, but no method of transmission or storage is completely secure.
We retain personal information only as long as necessary for:

  • account maintenance

  • providing the Services

  • legal or tax requirements

  • dispute resolution

Your Rights and Choices

Depending on your location, you may have rights to:

  • Access or know the personal information we hold

  • Delete your information

  • Correct inaccuracies

  • Port your information

  • Opt out of sale or sharing (where applicable)

  • Restrict or object to certain processing

  • Withdraw consent (where applicable)

You may exercise these rights by contacting us using the details below.

International Transfers

Your information may be transferred to countries outside your residence. When required, we rely on approved transfer mechanisms (e.g., Standard Contractual Clauses).

Changes to This Privacy Policy

We may update this Privacy Policy from time to time. Updates will be posted with a revised “Last updated” date.

Contact Us

If you have questions or wish to exercise your rights, contact us at:

Email: section10merch@sullysbrand.com
Address:
282 Rantoul Street
Beverly, MA 01915
USA