Privacy Policy

Last updated: May 2026

This privacy policy explains how The LOTD Group Limited trading as By The Cap ("By The Cap", "we", "us", "our") collects, uses, and protects your personal data. We are committed to handling your information responsibly and in accordance with UK GDPR and the Data Protection Act 2018.

Who we are

The LOTD Group Limited (company number 17039627) is a company registered in England and Wales. Our registered office is 66 Paul Street, London, England, EC2A 4NA. Our trading name is By The Cap.

Please note: our registered office is not a returns address. Any parcels sent to this address will be rejected. Returns instructions are provided upon a confirmed returns request. Please follow the process outlined in our returns policy.

You can contact us at concierge@bythecap.com.

What data we collect

We may collect and process the following personal data:

  • Name and email address (when you sign up to our waitlist or place an order)
  • Delivery address and phone number (when you place an order)
  • Payment information (processed securely by our payment provider, we do not store card details)
  • Browsing and device data (via cookies and analytics tools on our website)
  • Communications you send us (e.g. emails to our concierge address)

How we use your data

We use your personal data for the following purposes:

  • To process and fulfil your orders
  • To send you marketing communications about By The Cap, including new CAP releases, early access and editorial content, where you have consented to this
  • To show you relevant advertising on third-party platforms such as Meta (Facebook and Instagram), including through Custom Audiences and Lookalike Audiences
  • To improve our website and customer experience
  • To comply with our legal obligations

Lawful basis for processing

We process your data on the following legal bases under UK GDPR:

  • Consent: for marketing communications and advertising. You gave this consent when you signed up to our waitlist or opted in at checkout. You can withdraw it at any time.
  • Contract: to fulfil orders you have placed with us.
  • Legitimate interests: to operate and improve our business, where this does not override your rights.
  • Legal obligation: where we are required to process data by law.

Waitlist sign-up

When you sign up to the By The Cap waitlist, you are consenting to receive marketing communications from us, including early access notifications, new CAP launches, and brand updates. We may collect additional information as part of the sign-up process from time to time. You can unsubscribe at any time by clicking the unsubscribe link in any email or by contacting us at concierge@bythecap.com.

Third-party services

We use trusted third-party services to operate our business, including our e-commerce platform, delivery partner, email marketing, payment processing and advertising platforms. These providers may process your personal data on our behalf and are required to handle it securely and in accordance with UK GDPR. We do not sell your personal data to any third party.

Cookies

Our website uses cookies to improve your experience and to help us understand how our site is used. This includes analytics cookies and, where you have consented, advertising cookies such as the Meta Pixel. You can manage your cookie preferences via the cookie banner on our website.

How long we keep your data

We retain your personal data for as long as necessary to fulfil the purposes outlined in this policy, or as required by law. For customers, we typically retain order data for six years for accounting and legal purposes. For marketing contacts who have not engaged or purchased, we will periodically review and remove inactive data.

Your rights

Under UK GDPR, you have the right to:

  • Access the personal data we hold about you
  • Request correction of inaccurate data
  • Request deletion of your data ("right to be forgotten")
  • Withdraw consent for marketing at any time
  • Object to processing based on legitimate interests
  • Request restriction of processing in certain circumstances

  • Lodge a complaint with the ICO at ico.org.uk

To exercise any of these rights, contact us at concierge@bythecap.com.

Data security

We take reasonable technical and organisational measures to protect your personal data from unauthorised access, loss or misuse. Our website is hosted on Shopify, which maintains industry-standard security practices.

Changes to this policy

We may update this privacy policy from time to time. Any changes will be posted on this page with an updated date. We encourage you to review it periodically.

Contact us

If you have any questions about this privacy policy or how we handle your data, please contact us at concierge@bythecap.com.