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The privacy and security of your personal information is extremely important to us. This privacy notice explains how and why we use your personal data, to make sure you stay informed and can be confident about giving us your information.  

We will keep this page updated to show you all the things we do with your personal data. This policy applies if you are a member of the Moorcroft Club, visit our shops, visit our website, email, call or write to us.

We will never sell your personal data and will only share it with organisations we work with when it’s necessary and the privacy and security of your data is assured. 

Who are ‘we’?

In this policy, whenever you see the words ‘we’, ‘us’, ‘our’, ‘Moorcroft’, ‘Moorcroft Club’, ‘Collectors Club’, ‘Design Consort’ it refers to W Moorcroft Holdings Limited and its wholly owned subsidiary W Moorcroft Limited.

If you have any questions in relation to this privacy policy or how we use your personal data they should be sent to  or addressed to the GDPR Officer, W Moorcroft Ltd, Sandbach Road, Burslem, Stoke-on-Trent, ST6 2DQ.

What personal data do we collect?

Your personal data (any information which identifies you, or which can be identified as relating to you personally for example, name, address, phone number, email address) will be collected and used by us. We will only collect the personal data that we need. 

We collect personal data in connection with specific activities such as registration to use our websites, membership requests, placing an order, or registration for an event, etc. 

You can give us your personal data by filling in applications, by registering to use our websites, entering a competition or by corresponding with us (by phone, email, social media, post or by joining as a member/customer). 

This personal data you give us may include name, title, address, date of birth, age, gender, country, email address, telephone numbers, bank details, photographs, usernames and passwords.

Our shops and sites have Closed Circuit Television (CCTV) and you may be recorded when you visit them.

Personal data provided by you

This includes information you give when interacting with us, for example joining the Collectors Club or registering on our websites, placing an order, booking a tour or communicating with us. For example:

  • Personal details (name, date of birth, email, address, telephone, gender) when you join as a member
  • Consents, communication and feedback
  • Photographs, videos, interviews when you attend Moorcroft event or via social media
  • Financial information (payment information such as credit or debit card or direct debit details) when you make a purchase

Information collected using our website

We may automatically collect the following information:

  • Technical information, including the Internet protocol (IP) address used to connect your computer to the Internet, your login information, browser type and version, time zone setting, browser plug-in types and versions, operating system and platform and if you access our website via your mobile device we will collect your unique phone identifier
  • Information about your visit, including, but not limited to the full Uniform Resource Locators (URL) and query string, clickstream to, through and from our website (including date and time), products you viewed or searched for, page response times, download errors, length of visits to certain pages, page interaction information (such as but not limited to, scrolling, clicks, and mouse-overs), methods used to browse away from the page, and any phone number used to call our customer service number
  • Information about your purchases including but not limited to delivery address, payment address, invoice value, details of products purchased, method of payment
  • The terms that you use to search our website

Please note that certain services on our website will not be available to you until you have registered to use our website.

Personal data created by your involvement with us

Your activities and involvement with us will result in personal data being created. This could include products you have purchased, payment methods, billing address, delivery address, details of competitions you have entered, details of events you have attended, participation in promotions. We also operate CCTV at all of our sites in which you may be recorded when you visit them.

Information we generate

We perform analysis on the information we hold, which can in turn generate personal data. For example, by analysing your address we may send you details of events we are holding or attending near to you, which may be of interest.

Information from third parties

Our online payment solutions are carried out using a third party 'payment gateway' (e.g. Sagepay) which is a direct connection to a payment service provided by a bank. This means that when you input card data into the payment page, you are communicating directly with the bank and the bank passes your payment to us, this means that your payment card information is handled by the bank and not processed or held by us.

We may also obtain a fraud risk score from our ‘payment gateway’ provider which enables us to manage and identify any high risk fraudulent transactions. Moorcroft does not store any credit card information.

How we use your personal data

We will only use your personal data on relevant lawful grounds as permitted by the EU General Data Protection Regulation (GDPR) (from 25 May 2018)/UK Data Protection Act and Privacy of Electronic Communication Regulation. For the purpose of the GDPR, W Moorcroft Ltd of Sandbach Road, Burslem, Stoke-on-Trent, ST6 2DQ will be the ‘controller’ of all personal data we hold about you.

Personal data provided to us will be used for the purpose or purposes outlined in any fair processing notice in a transparent manner at the time of collection or registration where appropriate, in accordance with any preferences you express. If asked by the police, or any other regulatory or government authority investigating suspected illegal activities, we may need to provide your personal data.

Your personal data may be collected and used to help us to communicate with you concerning new event and new product releases, membership renewals, special promotions or to complete your order. Below are the main uses of your data which depend on the nature of our relationship with you and how you interact with our various services, websites and activities. 

Marketing communications 

Your privacy is important to us, so we will always keep your details secure. We would like to use your details to keep in touch about things that may matter to you. 

By joining the Moorcroft Club, you have chosen to hear from us about Moorcroft generally, information of forthcoming events, new product releases, memberships and special promotions. We may also from time to time send you details of connected parties, for example, but not limited to RSPB, RHS, or authorised Moorcroft retailers special events.

Non-club Members who want to receive information about Moorcroft generally, or hear about forthcoming events, new product releases, memberships and special promotions, will have to formally consent to receiving this information before we will be able to start sending this to you.

We will never share your information with companies outside Moorcroft for inclusion in their marketing. If you agree to receive marketing information from us you can change your mind at a later date (see Updating Marketing Preferences below). 

However, if you tell us you do not want to receive marketing communications, then you may not hear about events, new product releases or promotions that may be of interest to you.

We will always follow your choice on how you want to receive communication, however, there are some communications that we need to send, to fulfil our contractual requirements, such as:

  • Transactional messaging – e.g. shop purchase confirmations, shipping confirmations
  • Membership related mailings – e.g. membership renewals reminders, Journals, catalogues, notification of new product launches, notification of forthcoming events

Note: You can cancel your membership mailings at any point (see Updating Data and Marketing Preferences below), however your membership fee will not be refunded, and until the expiry of your membership we are still required to advise you of any changes to your membership.


We use the personal data you provide as a member to service your membership.  This includes sending renewal information to annual members by mail and email, sending Club Journals, membership cards, Club Gift vouchers, Annual Catalogues, notification of events, notification of new product releases. We are required to provide these forms of communication under our contractual requirements with you.

We will also use your personal data to provide notification of articles of interest relating to Moorcroft, special promotions, discount schemes, discounts and offer information to ensure you are aware of matters we believe that are of interest to you.

Your personal data will be used to verify you when you register on the  or web sites and when you use your club membership card at a Moorcroft shop or event.

We may also record purchases made by members via the Moorcroft shops, websites and Moorcroft Club.

Retail sales and events management 

We process customer data in order to fulfil retail activities and our contractual obligations. Your data will be used to communicate with you throughout the process, including to confirm we have received your order and payment, to confirm dispatch, to clarify where we might need more detail to fulfil an order, or to resolve issues that might arise with your order. We may also hold dietary and disability requirements for events. 

We use photographs, interviews and videos of Members and visitors attending Moorcroft events for the purpose of promoting Moorcroft and informing Club members of matters of interest via the Club Journal, websites and social media pages.



CCTV is used to provide security and protect both our members and visitors and Moorcroft. CCTV will only be viewed when necessary (e.g. to detect or prevent crime) and footage is stored for set period of time after which it is recorded over.  Moorcroft complies with the Information Commissioner’s Office CCTV Code of Practice and we put up notices so you know when CCTV is used. We operate CCTV at all our sites to fulfil our legal requirement to provided security and protection for staff, members and visitors.


To do this we will analyse how you interact with us (e.g. on our website, what events you attend) and use geographic information to let you know what’s happening in your local area.

We use specific tools to profile how you interact with us online, for example, Google Analytics. We collect information on the use of the Moorcroft website. Most of the information we collect is aggregated, however we may also collect some personal data for the use of personalising your experience, and to ensure the site is functioning as intended.

The personal information that is collected includes transactional information (i.e. order details) for Memberships, and Online Shop Purchases. We also collect data on individual user activity when they create or log into their Moorcroft online account.

If you have agreed that we can contact you for marketing purposes, we will use your contact details for communication purposes based on the methods of communication you have selected.

Keeping your information

We will only use and store your information for as long as it is required for the purposes it was collected for. How long it will be stored for depends on the information in question, what it is being used for and, sometimes, statutory legal requirements. 

We will review your personal data every year to establish whether we are still entitled to process it. If we decide that we are not entitled to do so, we will stop processing your personal data except we may retain your personal data in an archived form in order to be able to comply with legal obligations. We may also retain your personal data for the duration of  any period necessary to establish, exercise or defend any legal rights.

If you have created an account on any of our websites your personal data will be retained until such time as you either terminate the account, or request that your data be deleted. To ensure that you receive news, offers and other information of interest to you, you may be asked to update your consent to receive the information every 12 months.

Storage of information

Moorcroft operations are based in the UK and we store all of our data within the European Union (EU).

Disclosing and sharing information

When we allow third parties acting on behalf of Moorcroft to access to your information, we will always have complete control of what they see, how long they see it for and what they are allowed to do with it. We do not sell or share your personal information for other organisations to use.

Personal data collected and processed by us may be shared with the following groups where necessary:

  • Moorcroft employees
  • Third party IT infrastructure providers who host the website and provide IT support in respect of the website and the Moorcroft IT system;
  • Service Providers providing services to us, such as but not limited to, delivery companies, payment gateway providers, printers, automated email service providers
  • Advisors

These authorised third parties are not permitted to use your personal data for any other purposes than those described in this Privacy notice and they are required to keep your personal data strictly confidential.

We may also disclose your personal information to third parties if we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use or cookie policy and other agreements; or to protect the rights, property, or safety of Moorcroft, our members, and visitors. This includes exchanging information with other companies and organisations for the purposes of fraud protection.

How we secure your data 

Information system and data security is imperative to us to ensure that we are keeping our customers, members and employees safe.

We have implemented generally accepted standards of technology and operational security in order to protect personal data from loss, misuse, or unauthorised alteration or destruction. Only certain approved personnel are permitted to access your data. All personnel from Moorcroft or from authorised third parties who are granted access to personal data are required to keep such data confidential.

We maintain a variety of physical, electronic and procedural safeguards to protect your personal data. We operate a thorough process for assessing, managing and protecting our systems which ensures that they are up to date and secure against the ever-changing threat landscape.

Moorcroft has an active PCI-DSS compliance programme in place. This is the international standard for safe card payment processes. As part of our compliance to this very stringent standard, we ensure that our IT systems do not directly collect or store payment card information; for example, the full 16 digit number on the front of the card or the security code on the back.

Please note that where you are transmitting information to us over the internet this can never be guaranteed to be 100% secure.


Updating your data and marketing preferences 

We want you to remain in control of your personal data. If, at any time, you want to update or amend your personal data or marketing preferences please contact us in one of the following ways: 

Website via My Account

If you have an online user account, you can amend or edit your personal data or marketing preference directly on the website.

Email us:

Email:  with your full name, full address and Club member number (if applicable).

Call us:  

01782 820 500.    Open 9.30am - 4.30pm weekdays. 

Write to: 

W Moorcroft Ltd
Sandbach Road,

Verification, updating or amendment of personal data will take place within 30 days of receipt of your request.


Your data protection rights

Where Moorcroft is using your personal data on the basis of consent, you have the right to withdraw that consent at any time. You also have the right to ask the Moorcroft to stop using your personal data for direct marketing purposes.

You can tell us by contacting us using the details above.

If you do so, we will update our records, and will not send you further direct marketing, but we may continue to contact you to the extent necessary for the purpose of fulfilling any outstanding contractual obligations.

Not Providing your data

You may choose not to provide your personal data to us. However, it should be noted that some features of our website and other services may not be fully available to you if you choose not to provide us with your personal data (e.g. we may not be able to process your orders without the necessary information).

Erasure, or restriction of processing your data

If you believe that we are processing your data which is not accurate; or processing is illegal; or we are not processing your data in accordance with the processing purpose; or you want to oppose the processing, you may contact us in writing at:

W Moorcroft Ltd
Sandbach Road,

or email

to request the erasure, or restriction on the processing of your data. We will investigate your request, before deciding what action to take.

Right to object

You may have the right to object, on legitimate grounds, to the processing of your personal data

Subject access rights

You have the right to request a copy of the personal data that we hold about you, together with information regarding the nature, processing and disclosure of that data. If you would like further information on your rights or wish to exercise them, please write to us at:

GDPR Request,

W Moorcroft Ltd
Sandbach Road,

or email

We will also need you to provide information that will help us confirm your identity. If we hold personal information about you, we will give you a copy of the information in an understandable format together with an explanation of why we hold and use it.

Once we have all the information necessary to respond to your request we will provide your information to you within one month.   

What to do if you’re not happy

In the first instance, please talk to us directly so we can resolve any problem or query.

You also have the right to contact the Information Commissions Office (ICO) if you have any questions about Data Protection. You can contact them using their help line 0303 123 1113 or at, or write to them at

Information Commissions Office,

Wycliffe House,

Water Lane,




Cookies and links to third party websites


Cookies are small text files placed on your computer when you visit websites to collect standard internet log information and visitor behaviour information. This information is used to track visitor use of the website and to compile statistical reports on website activity. We use first party cookies (cookies that we have set, that can only be read by our website) to personalise your online experience.

You can set your browser not to accept cookies, however, in a few cases some of our website features may not function as a result.

Links to other websites

Our websites may, from time to time, contain links to and from the websites of our partner networks, advertisers and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we don’t accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites. This privacy policy applies solely to the personal data collected by the Moorcroft website.  

Changes to this privacy policy

We will amend this privacy policy from time to time to ensure it remains up to date and reflects how and why we use your personal data and new legal requirements. Please visit our website to keep up to date with any changes. The current version will always be posted on our website. 

This privacy policy was last updated on 23 May 2018.