Privacy policy

RELINE helps you compare fashion rentals across rental platforms. This page explains what personal data we collect when you use shopreline.com and app.shopreline.com, why we collect it, and what you can ask us to do with it.

Who we are

RELINE is a trading name of HEAVENHAUS LIMITED, a company registered in England and Wales (company number 17103331), with its registered office at 71-75 Shelton Street, Covent Garden, London WC2H 9JQ. We are the controller of the personal data described here, and we are registered with the Information Commissioner’s Office (registration number ZC260458). Contact us about anything on this page at hello@shopreline.com.

What we collect

Waitlist and email updates. Your email address, which signup form you used, your approximate country (worked out from your IP address; we do not store the IP address), and when you signed up. We send one email asking you to confirm, and add your address to our mailing list only after you click the link in it; until then we send you nothing else. Every update we send has a one-click unsubscribe link. If you unsubscribe, we keep your address and signup record only so that we never email you again.

Your account. If you sign in, we receive your name, email address and profile photo from the sign-in provider you choose (for example Google). We store the items, lists, likes and follows you save.

How you use RELINE. The searches you run, the results we show, which listings you open or save, and when you click through to a rental platform. We record these against a random session identifier, and against your account if you are signed in.

Your location. To suggest where your rental should be delivered, we use the country your connection comes from, which our host, Vercel, works out from your IP address. We only ask your browser for your location if you tap “Use my location”. If you allow it, your position is rounded to about 11 km on your device before it is sent to our server, which turns it into a country using OpenStreetMap’s Nominatim service. Nominatim sees only that rounded point, not your IP address. We keep only the country, in your browser, for 24 hours, and we do not store or log your position.

Image search. If you search with a photo, we send it to Google’s Gemini service to describe the item so we can find similar rentals. We do not keep the photo.

Creators. If you apply to become a RELINE creator, we collect the details on the application (such as your name, email and social handles), the shop content you publish, and the information needed to pay you commission. Payout details are held by our payments provider, not by us.

Reports about creator shops. If you report a shop, item or post, we keep the report: what you reported, the reason you chose, any note you add and, if you are signed in, your account ID, so our team can review it. We do not store your IP address with it. We do not share your report or your identity with the creator.

Rental platform partners. If you apply to partner with RELINE or sign in to the partner portal for your business, we collect your name, work email address and sign-in details, your application answers, and the business records we keep with your company, such as the bookings we referred, agreements and invoices.

Why we use it

• To email you about our launch and updates, if you joined the waitlist or signed up for updates. We rely on your consent, and you can withdraw it at any time.
• To run the service: search, saved items, your account, and sending you to the rental you chose. This is necessary to provide what you asked for.
• To measure which platforms we send shoppers to, so partners can confirm and pay for the bookings we referred, and to improve our search. We rely on our legitimate interests in running and funding RELINE.
• To give rental platforms aggregated insight into what shoppers search for. These reports are totals and trends. They never identify you.
• To work with rental platform partners: running the partner portal, reporting, agreements and invoicing. This is necessary for our contract with the partner’s business, and for our legitimate interests in running it.

When you click through to a rental platform

Links from RELINE to a rental platform carry a RELINE reference so the platform can tell the visit came from us. Some links go through an affiliate network (such as Awin, CJ or Impact), which sets its own cookie to track whether the visit led to a booking, but only if you accept affiliate cookies on the RELINE app’s cookie bar. If you decline, or haven’t answered, we tell the network you haven’t consented, or send you straight to the brand without the network. If the platform tells us a booking happened, we receive the booking reference and value, never your payment details. The rental platform’s own privacy policy covers what you do on its site. See how RELINE makes money.

Who processes it for us

• Google (Firebase and Google Cloud): hosting our database, sign-in and file storage
• Google (Gemini): describing photos used for image search
• Google (Analytics): measuring visits to shopreline.com, only if you accept cookies
• Vercel: hosting the website, and telling us which country your connection comes from
• OpenStreetMap (Nominatim): turning a rounded location into a country, only if you tap “Use my location”
• Resend: sending waitlist and account emails
• Stripe: paying creators

Some of these providers store data outside the UK, including in the United States. Where they do, the transfer is covered by the UK–US data bridge or the UK’s International Data Transfer Addendum. We do not sell your personal data.

Cookies and similar technology

With your consent, shopreline.com uses Google Analytics to understand how visitors find and use the site. Its cookies (named _ga and _ga_*) are set only after you click Accept on the cookie bar, and last up to two years. Google processes this data for us as a processor. We do not use advertising cookies, and we have Google’s advertising features switched off. You can change your choice at any time with “Cookie settings” at the bottom of any page. Declining removes the Analytics cookies. We remember your choice in your browser’s storage.

The RELINE app (app.shopreline.com) asks separately about affiliate cookies: the cookies an affiliate network sets when you follow one of its links to a rental brand (see “When you click through to a rental platform” above). Nothing is set unless you accept. We remember your answer in a cookie named reline_affiliate_consent for a year, and you can change it with “Cookie settings” at the bottom of any app page. Declining stops new affiliate cookies; one already set lives on the network’s own site, where you can clear it in your browser.

The RELINE app uses your browser’s storage to keep you signed in and remember your preferences, which the service needs to work.

How long we keep it

Waitlist details are kept until you ask us to delete them. After you unsubscribe we use them only to make sure we don’t email you again. Account data is kept until you delete your account or ask us to. Records of searches and clicks are kept for 26 months, after which we delete them or strip anything that links them to you. Records of referred bookings and creator commission payments are kept for six years, because UK tax law requires us to keep financial records that long.

Your rights

You can ask us for a copy of your data, to correct it, to delete it, to restrict or object to how we use it, or to receive it in a portable format. Email hello@shopreline.com and we will reply within one month. If you are unhappy with how we handle your data, please tell us first at the same address: we will acknowledge your complaint within 30 days and try to put it right. You can also complain to the Information Commissioner’s Office at ico.org.uk.

If you are in the European Union

The EU General Data Protection Regulation gives you the same rights described above, and you can use them in the same way. You can also complain to the data protection authority in the EU country where you live or work.

If you are in Canada or the United States

If you are in Canada, you have the same rights to access and correct your data, and to withdraw consent, under PIPEDA and (in Quebec) Law 25. Our person responsible for privacy can be reached at hello@shopreline.com. If you are in the United States, you can use the rights above wherever you live. We do not sell or share your personal data for advertising.

Children

RELINE is for adults: you must be 18 or over to create an account (see our terms). We do not knowingly collect data from children.

Changes

If we change this policy, we will update the date at the top of this page. For significant changes we will also email people on our mailing list.