Burrells privacy policy outlines our commitment to protecting and respecting your privacy. We regularly review this policy to ensure the best possible service to customers. By visiting our website you are accepting and consenting to the views and practices described in this notice.

Any personal information provided to or gathered by us is controlled by


West Midlands Merchants,

Brinton House,

Exchange Street,


DY10 1BT

Your Privacy is important to Burrells Please take the time to read our Privacy Policy to understand how we collect, use, share, and store your personal information. We have updated our Privacy Policy in accordance with the Data Protection Regulation (GDPR), in effect from 25 May 2018.

This Privacy Statement applies to all websites on which this Privacy Statement is shown, including our sister sites T H Baker, The Jewel Hut and House of Watches. Please note that if a Burrells website links to a different privacy statement, then that privacy statement will apply to your use of that site.

What Is Personal Information?

Personal Information is data or information that, either alone or in combination with other information collected, identifies an individual. Personal information may include:

  • Full name
  • Address
  • Contact details – i.e. email address, mobile/phone number
  • Your purchase history with Burrells
  • Analytics that show how you and other users navigate our website – i.e. IP address and operating system
  • Payment details (only when you make a purchase).

What Personal Information Is Needed To Create a Burrells Account?


When you create an account on the Burrells website, we will ask you to provide your name and email address. Your email address and the password you create allow you to log in to your account. Your Burrells account is password-protected. For extra security, we recommend that you use a variety of upper and lower case letters, numbers, and symbols in your password. We only use your name to help verify your account should you call our customer support team.


What Personal Information Is Needed To Buy Products on Burrells Website?


If you purchase a product on Burrells website, we will ask you to provide your name, mailing address, email address and a contact number. We collect this personal information so that we can process your order and fulfil your purchase effectively.

We do not view or store your payment card information. A third party, Checkout.com, processes customer payment card information when Burrells customers use a payment card to make a purchase on Burrells website. We recommend you carefully review Checkout.com - Privacy Policy


What Personal Information Is Needed When you Contact Customer Support at Burrells?


If you contact our customer support representatives via email, telephone or in person, we may collect Personal Information.

This information may include your name, mailing address, phone number, email address, contact preferences, and information about the Burrells products you own - such as their serial numbers and date of purchase. We may also create event logs that capture information relating to the support or service issue. This information is only used to help us diagnose product or website related issues.

We may also need to access your Burrells account in order to provide you the necessary assistance. To improve customer service, subject to applicable laws, we may also record and review conversations with customer support representatives, and analyse any feedback provided to us through voluntary customer surveys.

We may use Personal Information to communicate with you about your account, your transactions, important product information, notice about important changes to this Privacy Statement, and, consistent with applicable laws and your allocated choice of marketing correspondence (see below), we may send you offers and promotions relating to our products.


Other Uses of Personal Information by Burrells


Burrells may use Personal Information for internal statistical, marketing or operational purposes. This includes generating sales reports and analysing demographic, user interest, and purchasing trends among our customers.


Data Processing Outside the European Economic Area


Your personal information may be processed by us or our service providers outside the European Economic Area in countries that don’t have the same standards of protection for personal information as the UK. If your personal information is processed outside the European Economic Area we will ensure that your personal information will be adequately protected as required by data protection law.


Is Your Personal Information Available to Third Party Service Providers?


Yes. Burrells uses third party service providers to help administer certain activities on our behalf. We may share Personal Information about you with such third party service providers. This information will only be to the extent necessary for the sole purpose of enabling them to perform services on our behalf.


This includes:

  • Fulfilling purchases
  • Shipping products
  • Processing credit card payments (Checkout.com & SagePay):

A third party, Checkout.com & Sagepay, processes customer payment card information when Burrells customers use a payment card to make a purchase on a Burrells site. We recommend you carefully review Checkout.com - Privacy Policy and Privacy at Sage | Sage UK

Burrells use of this third party email provider complies with applicable data protection laws and the choices available to you as described below under ‘Marketing Correspondence’.

  • Sending emails (Zoho):

Burrells use of this third party email provider complies with applicable data protection laws and the choices available to you as described below under ‘Marketing Correspondence’.

  • Providing advertisements (Google Ad’s, Bing, Criteo and Facebook):

From time to time, we provide email addresses of selected Burrells customers who have opted to receive marketing correspondence about Burrells products to social network providers. This is so that social network providers can help us display advertisements on the social network pages of other users who share common qualities (e.g., demographics and interests) with the selected Burrells customers.

If you sign up to be notified by email when a particular Burrells product is available for purchase, we may also provide your email address to social network providers so they can help us display relevant advertisements about that product on your social network pages.

  • Analysing usage of our website and tracking effectiveness of our marketing campaigns (Google Analytics):

Google Analytics is used to track site statistics, user demographics, interests and behaviour on websites. We also use Google Search Console to help understand how our users find our website and to improve our search engine optimization. Learn more about how this analytics information may be used, and how to control the use of your information.

  • Allowing users to connect to their social network (e.g. Facebook):

Social networks linked to a Burrells website, may use cookies or other tracking methods for their own purposes to gather information about your use of our site with any of your Personal Information that they may have. We may also obtain analytics information from social networks. This information is used to help us measure the effectiveness of our content and advertisements on social networks. These cookies are controlled by the third parties, so we recommend that you read their privacy policies. Get to know the Facebook privacy policy.


Affiliate Links and Third Parties’ Privacy Practices

Our website may contain links to other sites that are not operated by Burrells, and therefore operate under a different privacy policy. These linked sites and apps are not under our control and we are not responsible for the privacy practices or the content of any linked sites and apps. We recommend that you carefully review the privacy statements of any third parties to which you provide Personal Information

Our affiliate partners, Awin, use cookies to anonymously record that a user has clicked on a referral link, referring the user to our site. This information is collected to enable us to pay a commission to the network and its affiliates for any sales they drive on our site. Cookies remain active for a period of 30 days. Find out more about cookies below.

Generating Customer Feedback & Reviews: Trustpilot

Is customer feedback a form of marketing communication?


Do we use Customer Feedback as a form of marketing Communication?

No. Customer feedback is only used for market research. Collecting feedback and reviews, demonstrates how consumers have rated their experience with our company, and forms a normal and crucial part of the customer journey. Feedback enables us to better understand our customers in order to improve our retail and customer service. Our customer feedback provider is Trustpilot.

Do we require consent to collect feedback from a customer?

No. We may contact you about a specific Burrells transaction or service you have used and ask for feedback. Please note we do not use any customer feedback for marketing communications without your consent.


Subject to applicable laws in your jurisdiction, we may also disclose Personal Information about you to others (given your consent) as we believe to be necessary or appropriate: (a) under applicable law or regulation, including laws or regulations outside your country of residence; (b) to comply with legal process; (c) to respond to requests from public authorities and law enforcement officials, including officials outside your country of residence; (d) to assist or support theft investigations involving Burrells products or property, (e) to enforce any of our terms and conditions or policies; (f) to protect our operations or those of any of our affiliates and subsidiaries; (g) to protect the rights, privacy, safety or property of Burrells, its affiliates and subsidiaries, you or others; or (h) to permit us to pursue available remedies or limit the damages that we may sustain.

We may also transfer Personal Information to an affiliate, a subsidiary or a third party in the event of any reorganisation, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of Burrells business, assets or stock, including, without limitation,in connection with any bankruptcy or similar proceeding.

Controlling Your Personal Information


You may choose to restrict the use of your personal information and opt out of receiving direct email marketing communications from us. When you are asked to provide information on the website, look for a tick box that you can tick or untick to indicate your preferences.

Alternatively, if you have already signed up to receive emails from Burrells, please note that you can unsubscribe from our mailing list at any time by clicking the link available in all outgoing e-mails. Otherwise, you can request to be removed from our mailing list by emailing [email protected], calling us on 01962 859967 or making the request in writing to the following address:


West Midlands Merchants,

Brinton House,

Exchange Street,


DY10 1BT

Please be assured that information about our customers is an important part in the running of our business and we will not sell on this information to other parties. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy.




Burrells uses cookies and similar technologies in order to recognise return customers and to facilitate and improve the customer browsing experience.

Burrells website in assistance with third-party analytics service providers may collect certain information when you visit our site.


This information includes:

  • IP address
  • Geographic location of the device
  • Browser type
  • Browser language
  • Date and time of your request
  • Time(s) of your visit(s)
  • Demographics
  • Page views
  • Page elements (e.g., links) that you click.

We may use cookies, pixel tags, web beacons, or other similar tools on our site or in our email messages to assist us in collecting and analysing such information. We use this analytics information to provide better, more relevant content on our site, to measure the effectiveness of advertisements, to identify and fix problems, and to improve your overall experience on our site.

We may also engage one or more third party service providers to provide online advertisements on our behalf. They may use a pixel tag or other similar technology to collect information about your visits to sites, and they may use that information to send you targeted advertisements.


What is a cookie?

A cookie is a text file which contains information helping a computer or device to remember something a user has done previously on that website, e.g. the items in a customer's basket.  A cookie is placed by the website within the computer or device via the user's web browser, and is subsequently sent back to the same website by the browser.

Cookies are harmless files and do not carry viruses, install malware or cause any harm to your computer.

Burrells uses cookies to help deliver the best shopping experience for customers.  We use different types of cookies (outlined below) including authentication cookies, which help the website recognise whether a user is logged in or if it needs to ask the user to do so.

The website also employs cookies and similar technologies placed by third party partners, which enables us to provide users with relevant advertising and further improve the shopping experience.

Do I have to accept the use of cookies?

By using Burrells website, mobile website and associated Apps, you agree to our Privacy Policy and to the use of cookies by Burrells and carefully selected third party partners.  If you do not agree, please refer to the Managing Your Cookies section for details on how to disable cookies.

Please note that to make full use of Burrells website, cookies need to be enabled on your browser as certain features will not work if cookies are disabled.

If you choose to disable cookies, you may still browse the site but the online shopping experience will be diminished.  For example, if cookies are not allowed then you will not be able to complete a purchase as cookies are required throughout all stages of the ordering process.

How long do you keep cookies for?

Most cookies will only be kept for the duration of a visit to Burrells.  Some cookies, including those placed by our carefully chosen third party partners, may be kept for longer.

Do cookies contain personal information?

Although cookies enable an improved shopping experience by helping Burrells website recognise return customers, we can confirm that cookies do not contain confidential information.  This includes personal details such as home address, telephone number and/or credit card details.

Burrells does not control the information stored by third party cookies.

What types of cookie do you use?

Like most retail websites,Burrells uses two primary types of cookie: session cookies and persistent cookies.

Session cookies last only for the duration of your visit toBurrells website.  These cookies help users' complete key activities on the website such as placing an order, and generally help improve the shopping experience.  Session cookies are administered by us and no personal data is stored after you have left the website.

Persistent cookies are stored on your computer or device's browser and remain until they are deleted or expire.  These cookies are used to measure user engagement for marketing purposes and to support your experience on the website, allowing us to test enhancements and further improve customer's online browsing.


Google Analytics

Google Analytics is Google's free web analytics tool that helps us to understand how visitors engage withBurrells website.  In order to do this, it uses a set of cookies with names like '__utma' and '__utmz' to collect information anonymously and report website trends without identifying individual visitors.  These cookies do not pass or store personal information such as names, addresses, telephone numbers, email addresses, or credit card details.

 You can learn more about Analytics cookies and privacy information here Google’s Privacy & Terms site

Advertising cookies

Google uses certain cookies to make advertising more engaging to users.  This includes advertising cookies that select ads based on user preferences and avoid showing ads the user has already seen. 

Google uses cookies, including user preference cookie PREF, to help personalise ads on Google properties like Google Search.  It also uses cookies for advertising served outside of Google; its main advertising cookie is called 'id' with others named things like _drt_, FLC, NID and exchange_uid.

Conversion cookies are also used for advertising purposes; these allow us to see when a user has clicked a Burrells ad and subsequently purchased a product.  Such cookies remain for a limited time before expiring and do not contain information that can identify you personally.

For more information on Google advertising cookies and how to manage them, click here.

Session state cookies

Session state cookies are used by websites to collect information about browsing patterns and onsite user interactions.  These 'session state cookies' help to enhance the user browsing experience and can be used byBurrells and Google to measure the effectiveness of pay per click advertising.

Social networks

Burrells has a presence on various social networking sites, including Facebook.  The use of these pages may result in the hosting sites dropping cookies onto your computer or device.

Burrells does not control the setting of these cookies and accepts no liability in connection with them. To fully understand how these cookies function, please consult the social network in question for more information on what they do with cookies and how these can be managed.

Share tools

Burrells allows customers to share products on social networking sites such as Facebook. By sharing content in this way, please be aware that the social network may send cookies to your browser.

Burrells does not control the setting of these cookies and accepts no liability in connection with them.  To fully understand how these cookies function, please consult the social network in question for more information on what they do with cookies and how these can be managed.



Managing cookies


If you would like to manage the cookies placed on your computer or device, then there are options available to you.

If you do not want information collected through the use of these technologies, there is a simple procedure in most browsers that allows you to automatically decline many of these technologies, or to be given the choice. If you reside in a jurisdiction that requires us to obtain your consent to use cookies on our sites then you will have an opportunity to manage your cookie preferences on the sites. The only cookies that cannot be disabled are those needed for core site functionality.

You can also delete cookies stored in your browser after you have been online.  Whilst this does not mean you won't continue to collect cookies after future browsing sessions, it means you have the freedom to delete your cookies after visiting a site.  To clear cookies on all devices, you need to clear all browsers on all different devices used.

If you shareBurrells content on social networks, you may be sent cookies from these sites. We don’t control the sending of these cookies, so we advise you to check these third-party (social sharing) websites for more information about their cookies and how to manage them.

For more information regarding this practice and to opt-out of such collection and use of this information by our third party service providers, please see Networkadvertising.org.


Advertisement Event Logs


If you choose to use theBurrells website or interact with our advertisements, we may collect information such as which advertisements were viewed, how often they were clicked and how often certain actions such as saving a coupon were performed. This helps our advertising providers provide you with relevant content and advertising.


Browser settings


You can manage the cookies on your computer or devices through your internet browser – simply use the links provided below.  Please noteBurrells is not responsible for the content of external websites.



    https://support.mozilla.org/en-US/kb/Enabling and disabling cookies







Ways you may share personal information or directBurrells to share your personal information


Commenting on Blogs and Social Media Pages


Burrells website has blogs and similar features through which you can post information, messages and materials. Please note that any information you disclose through such services or otherwise on our sites may become public information, and may be available to visitors to the sites and to the general public. We urge you to exercise discretion and caution when deciding to disclose Personal Information, or any other information, on our website.




If you enter into a sweepstakes, contest or similar promotion, we may use the information you provide to administer those promotions. To the extent that the terms and conditions of any such promotion regarding the treatment of Personal Information about you conflict with this Privacy Statement, the terms and conditions of the promotion will control.


Marketing Correspondence


We and other members of the T. H. Baker group of companies may use your Personal Information to send you marketing-related correspondence (including emails) related toBurrells products. This is in accordance with the email preferences you have specified in your account. By ticking the tick box to receive promotional e-mails, you agree to receive marketing communications fromBurrells and associated companies. We do not share Personal Information with third parties for the third parties’ marketing purposes.


How to Opt-Out of Marketing Correspondence 


To opt out of receiving all marketing-related correspondence from Burrells , please update your email preferences in your account or click "Unsubscribe" from any marketing email you receive from Burrells .




In order to be able to offer you Klarna’s payment options, we will pass to Klarna certain aspects of your personal information, such as contact and order details, in order for Klarna to assess whether you qualify for their payment options and to tailor the payment options for you. General information on Klarna you can find here. Your personal data is handled in accordance with applicable data protection law and accordance with the information in Klarna’s privacy policy.


Privacy Statement Updates


We may change this Privacy Statement from time to time as we add new products, as we improve our current offerings, or as technologies and laws change. Any changes will become effective upon our posting of the revised Privacy Statement on our affected websites.


Retention of Personal Information


We will retain your Personal Information for the period necessary to fulfil the purposes for which your Personal Information has been collected as outlined in this Privacy Statement unless a longer retention period is required by law.


How To Review, Edit, Or Delete Your Personal Information?



You may request access to your Personal Information at any time. You may request that inaccurate Personal Information be updated at any time. You can also request to have your Personal Information and Burrells account deleted at any time. Burrells will respond promptly to your requests in accordance with applicable law.

Please note for your protection, we may only carry out a request if the Personal Information provided matches the particular email address that you use to send us your request. We may need to verify your identity before implementing your request. We may decline to process requests that compromise the privacy of others, are extremely impractical, or would cause us to take any action that is not permissible under applicable laws. Additionally, as permitted by applicable laws, we may need to retain certain Personal Information for a longer period of time for recordkeeping purposes, such as retaining records relating to your purchases for warranty or accounting purposes.


If you have any queries regarding our Privacy Policy, or wish to make an access, correction or deletion request you can contact our customer service team via the following:


Tel: 01562 312 224

Email: [email protected]

Address: Burrells , West Midlands Merchants, Brinton House, Exchange Street, Kidderminster, DY10 1BT