Legal

Privacy policy

Last updated 26 July 2026.

This notice explains what personal data Enkay Academy Ltd (FurFix® is a trading name of Enkay Academy Ltd) collects when you use getfurfix.com, why we collect it, and what rights you have. We are the data controller for that data.

What we collect

When you place an order

Your name, email address, delivery and billing address, phone number if you give one, and the contents of your order. Card details are entered directly with our payment provider and never reach our servers — we receive only a confirmation and the last four digits.

When you take the Coat Code® quiz

Your answers about your dog — breed, coat, age, lifestyle and the grooming problems you’re having — and your dog’s name if you give one. The quiz works without an account and without an email address. If you choose to have your result emailed to you, we also store that address.

Photographs you upload to the Coat Code® quiz

If you can’t place your dog’s coat, the quiz lets you upload a photograph so our AI assistant, Ethan, can suggest the closest coat type. We use it once, for that, and nothing else. It is sent to our AI provider to be analysed and is discarded as soon as the suggestion comes back — we don’t store it, we don’t attach it to your result, we don’t use it to train any model, and nobody at Enkay Academy Ltdsees it. Your browser also shrinks the photograph and strips its embedded data, including any location the camera recorded, before it leaves your device. Ethan’s suggestion is only ever a suggestion: you choose whether to accept it, and you can always pick the description yourself instead.

When you sign up to emails

Your email address and where you signed up from, so we can tell a quiz signup from a footer signup and not send you the wrong thing.

When you contact us

Your name, email, order number if relevant, and whatever you tell us in the message.

Automatically

Basic technical data — IP address, browser and device type, pages visited — used to keep the site working and secure and to understand what people look at. Your basket is stored in your own browser, not on our servers.

Why we use it, and our lawful basis

To fulfil your order — packing, shipping, handling returns and answering questions about it. Lawful basis: performance of a contract.
To give you a Coat Code result and the routine that goes with it. Lawful basis: performance of a contract, or legitimate interests where you take the quiz without buying anything.
To send marketing emails, where you’ve asked us to. Lawful basis: consent, withdrawable at any time.
To keep accounting and tax records. Lawful basis: legal obligation.
To improve the site and prevent fraud. Lawful basis: legitimate interests.

Who we share it with

We do not sell personal data, and we never will. We share it only with the processors we need to run the shop — a payment provider, a delivery courier, an email platform for transactional and marketing email, our hosting provider, our accountant, and an AI provider that analyses quiz photographs if you choose to upload one. Each is bound by contract to use it only on our instructions.

How long we keep it

Order and transaction records: six years, for tax purposes.
Marketing contacts: until you unsubscribe, and then a suppression record so we don’t email you again by mistake.
Quiz results: kept while the result link is in use, and deleted after two years of inactivity.
Contact messages: two years from when the query is closed.
Photographs uploaded to the quiz: not kept at all. There is nothing to delete and nothing to ask us for.

Cookies

We use the cookies and local storage needed to make the site work — keeping your basket, remembering your cookie choice — and, with your consent, analytics to understand how the site is used. You can clear or block them in your browser; the basket will stop persisting if you do.

Your rights

Under UK GDPR you can ask us for a copy of your data, ask us to correct it, ask us to delete it, object to or restrict how we use it, and ask for it in a portable format. You can withdraw consent to marketing at any time using the unsubscribe link in any email.

To exercise any of these, email hello@getfurfix.com. We respond within one month. If you’re unhappy with how we’ve handled your data you can complain to the Information Commissioner’s Office at ico.org.uk.

Children

The site is not directed at children and we don’t knowingly collect data from anyone under 16.

Changes

If we change this notice we’ll update the date at the top, and for anything significant we’ll tell subscribers by email.

Contact

Enkay Academy Ltd
Registered office: TBC
Company no. 15748245
hello@getfurfix.com