1.1 Definition

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified so that it cannot identify or be reasonably linked to you.

1.2 Categories of Personal Information

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

• Contact details including your name, address, billing address, shipping address, phone number, and email address.
• Financial information including credit card, debit card, and financial account numbers, payment card information, transaction details, form of payment, and other payment details.
• Account information including your username, password, security questions, preferences and settings.
• Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel, and your past transactions.
• Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
• Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
• Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.

2.1 Sources of Collection

We may collect personal information from the following sources:

• Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information.
• Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies.
• From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf.
• From our partners or other third parties.

3.1 Provide, Tailor, and Improve the Services

We use your personal information to process your payments, fulfil your orders, manage your account, arrange shipping, facilitate returns and exchanges, and create a customised shopping experience for you, such as recommending products related to your purchases.

3.2 Marketing and Advertising

We use your personal information to send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements based on your activity on the Services. This includes the use of advertising platforms such as Meta (Facebook and Instagram), Google, and YouTube to deliver relevant ads to you and to measure the effectiveness of our advertising campaigns. You may opt out of marketing communications at any time.

3.3 Security and Fraud Prevention

We use your personal information to authenticate your account, provide a secure payment and shopping experience, and detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity.

3.4 Communicating with You

We use your personal information to provide customer support, respond to your inquiries, and maintain our business relationship with you.

3.5 Legal Reasons

We use your personal information to comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, and to enforce or investigate potential violations of our terms or policies.

4.1 Service Providers

We may share your personal information with Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfilment and shipping). They are contractually obligated to protect your data.

4.2 Business and Marketing Partners

We may share your personal information with business and marketing partners to provide marketing services and advertise to you. Our business and marketing partners will use your information in accordance with their own privacy notices.

4.3 Meta (Facebook & Instagram)

We use the Meta Pixel, Meta Conversions API, and Advanced Matching on our store. This means that certain customer activity data — including pages visited, products viewed, items added to cart, and purchases — may be shared with Meta Platforms, Inc. to enable us to measure ad performance, build audiences, and deliver relevant advertisements on Facebook and Instagram.

Your personal data shared with Meta may include your email address, phone number, name, and browser/device identifiers, which Meta uses to match your activity to your Facebook or Instagram account. You can manage how Meta uses your data for advertising via your Off-Facebook Activity settings. For more information, please refer to Meta's Privacy Policy.

4.4 Google & YouTube

We use Google Analytics, Google Ads (including remarketing tags), and the Google & YouTube sales channel on our store. Customer activity data — such as pages visited, products viewed, and purchase events — may be shared with Google LLC to enable us to measure website performance, run advertising campaigns on Google Search, Google Shopping, YouTube, and the Google Display Network, and to build remarketing audiences.

Your data shared with Google may include your IP address, browser/device identifiers, and hashed contact information. You can manage Google's use of your data via Google's My Account privacy settings and opt out of personalised advertising at Google Ads Settings. For more information, please refer to Google's Privacy Policy.

4.5 At Your Direction

We may disclose your personal information when you direct, request or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations.

4.6 Corporate Affiliates

We may share your personal information with our affiliates or otherwise within our corporate group in connection with our business operations.

4.7 Business Transactions & Legal Obligations

We may disclose your personal information in connection with a business transaction such as a merger or bankruptcy, to comply with applicable legal obligations, to enforce any applicable terms of service or policies, and to protect or defend the Services, our rights, and the rights of our users or others.

5.1 Shopify as Host

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside.

5.2 Shopify Enhanced Features

To help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our Store, along with other merchants and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes.

5.3 Shopify Privacy Resources

To learn more about how Shopify uses your personal information and any rights you may have, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may exercise certain rights with respect to your personal information via the Shopify Privacy Portal.

6.1 Use of Cookies

We use cookies and similar technologies to remember your preferences and settings, analyse website traffic and user behaviour, provide personalised content and advertisements, and improve website functionality. This includes first-party cookies set by our store as well as third-party cookies set by advertising and analytics partners including Meta (Facebook Pixel), Google Analytics, and Google Ads.

6.2 Cookie Controls

You can control cookies through your browser settings. Disabling cookies may affect certain website functionality. You may also opt out of interest-based advertising by visiting the Digital Advertising Alliance opt-out page or by using the platform-specific controls described in Section 4 above.

7.1 Third Party Sites

The Services may provide links to websites or other online platforms operated by third parties. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators.

8.1 Age Restriction

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted.

8.2 Sale of Minors' Data

As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

9.1 Security Measures

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

9.2 Retention Period

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide you with Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies. Order and transaction data is typically retained for 7 years in accordance with Singapore tax and accounting regulations.

10.1 Available Rights

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. These rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

• Right to Access / Know — You may have a right to request access to personal information that we hold about you.
• Right to Delete — You may have a right to request that we delete personal information we maintain about you.
• Right to Correct — You may have a right to request that we correct inaccurate personal information we maintain about you.
• Right of Portability — You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
• Managing Communication Preferences — You may opt out of receiving promotional emails at any time by using the unsubscribe option displayed in our emails. If you opt out, we may still send you non-promotional emails, such as those about your account or orders.

10.2 Exercising Your Rights

You may exercise any of these rights by contacting us using the contact details provided below, or by visiting https://privacy.shopify.com/en. We will not discriminate against you for exercising any of these rights. We may need to verify your identity before processing your requests, as permitted or required under applicable law.

11.1 How to Complain

If you have complaints about how we process your personal information, please contact us using the contact details provided below. Depending on where you live, you may have the right to appeal our decision or lodge your complaint with your local data protection authority.

12.1 Cross-Border Transfers

Please note that we may transfer, store and process your personal information outside the country you live in, including to countries where our manufacturing facilities or service providers are located.

12.2 EEA and UK Transfers

If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognised transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

13.1 Policy Updates

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on this website, update the "Last Updated" date and provide notice as required by applicable law.

14.1 Privacy Officer

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please contact our Privacy Officer:

Email: privacy@hoiiy.com
Registered Office: 176 Orchard Road, #05-05, The Centrepoint, Singapore 238843
Warehouse: 2022 Bukit Batok Street 23, #02-116, Bukit Batok Industrial Estate Park A, Singapore 659527