Legal
Privacy Policy
Last updated 20 October 2026
This policy covers the Adaptly website (adaptly.app and adaptly.northadapt.com) and the Adaptly iPhone app. It explains what personal data we collect, why, and your rights under UK data protection law (UK GDPR and the Data Protection Act 2018).
Who we are
Adaptly is run by North Adapt Ltd, 66 Paul Street, London, EC2A 4NA, United Kingdom. We are the "controller" of your data. Contact: adaptly@northadapt.com.
What we collect
- Visiting the website: nothing that identifies you. Our hosting provider keeps standard server logs (such as IP address and browser type) for security and reliability.
- The app has no accounts. Outfits, items and boards you save are stored on your device and, if you use iCloud, synced through your own iCloud account by Apple. We never receive them and can't see them.
- Advertising in the app: only if you allow it, your device's advertising identifier and basic usage data, collected by our advertising partner.
- If you email us: your email address and what you tell us.
Why we use it, and our legal basis
- To keep the site and app secure and working: legitimate interests.
- Personalised advertising and any analytics: your consent, which you can withdraw at any time in the app.
- To reply to your messages: legitimate interests.
We don't sell your personal data and we don't send marketing emails.
Who we share it with
We use these service providers to run Adaptly. They process data on our instructions:
- Cloudflare (website hosting, and delivery of the app's product catalogue and images)
- Apple (iCloud, only if you use it for your saved items; this is between you and Apple)
- Our advertising partner (in the app, only if you consent)
Some providers are based outside the UK. Where that happens we rely on approved safeguards such as the UK International Data Transfer Agreement or the UK Extension to the EU–US Data Privacy Framework.
When you tap through to a shop you leave Adaptly. That shop has its own privacy policy and is responsible for the data it collects.
How long we keep it
We hold no account data. Your saved items stay on your device until you remove them, delete the app, or turn off iCloud sync for Adaptly in iOS Settings. Server logs are kept for a short period set by our host. Emails you send us are kept as long as needed to deal with your request.
Your rights
You can ask to see, correct, delete, restrict or move any personal data we hold about you (for example, emails you sent us), and object to how we use it. Email us and we'll respond within one month. If you're unhappy with how we handle your data you can complain to the Information Commissioner's Office at ico.org.uk.
Children
Adaptly is not aimed at children under 13.
Cookies
See our Cookie Policy.
Changes
If we change this policy we'll update the date above and, for significant changes, tell people through the app.