Anamform

Privacy policy

Last updated: October 2026

Who we are

Anamform Limited (“Anamform”, “we”, “us”) is the controller of the personal data described in this notice. This means we decide why and how your data is used.

Anamform Limited, Unit G9, Swords Enterprise Park, Feltrim Road, Swords, Fingal, Co. Dublin, Ireland.
Email: hi@anamform.ie

This notice explains what we collect when you use anamform.ie, join the Founding List, reserve or buy a topper, or contact us, and the choices you have.

What we collect

  • Founding List and emails: your email address.
  • Sleeper quiz: your answers and the sleeper type they give you, if you choose to take the quiz.
  • Where you found us: the source of your sign-up, such as the page you signed up on and any campaign tags in the link you followed (for example utm_source=instagram).
  • Reservations and orders: your name, email address, phone number, delivery and billing address, and order details such as the size you chose, amounts paid and owed, and the status of your reservation, delivery or return.
  • Payments: card details are entered on Stripe’s secure checkout and handled by Stripe. We never see or store your full card number. Stripe keeps your card on file so the remaining balance can be charged with your authorisation, and shares limited details with us, such as the card brand and last four digits.
  • Messages: anything you send us by email.
  • Technical data: information your browser sends when you visit, such as IP address, browser and device type, and pages visited. Some of this is processed by our hosting provider to deliver the site and keep it secure.
  • Cookies and similar technologies: only if you accept them. See Cookies below.

Why we use it and our lawful basis

Sending you launch news and marketing emails
Consent. We use double opt-in: after you sign up we send a confirmation email, and we only add you to the list once you confirm. Every email has an unsubscribe link. We also see whether emails are opened and links clicked, so we can improve them.
Taking your reservation, charging your deposit and balance, making and delivering your topper, refunds and returns
Contract. We need this information to do what you asked us to do.
Keeping order and payment records
Legal obligation. Irish tax and company law requires us to keep accounting records.
Preventing fraud and running the site securely and reliably
Legitimate interests. It is in our interest, and yours, that payments are genuine and the site works and stays secure.
Analytics and advertising cookies
Consent. They only load if you click Accept, and you can withdraw consent at any time.
Answering your questions
Legitimate interests, or contract if your question is about an order.

We do not sell your personal data. We do not make decisions about you based solely on automated processing.

Who we share it with

We use trusted service providers (processors) who handle data on our behalf and under our instructions:

  • Klaviyo: our email platform (Founding List, launch and marketing emails).
  • Stripe: payments, including deposits, balances and refunds.
  • Shopify: our online shop and order management.
  • Vercel: website hosting.
  • Neon: the database that stores our reservations.
  • Google Analytics, Meta and TikTok: analytics and advertising pixels, only if you accept cookies.

We also share your name, address and phone number with our delivery partner so your topper can reach you. We may share information with professional advisers, or with authorities where the law requires it.

International transfers

Some of our providers are based in the United States or process data there. Where personal data is transferred outside the European Economic Area, the transfer relies on the EU-US Data Privacy Framework (where the provider is certified) and/or the European Commission’s Standard Contractual Clauses.

How long we keep it

  • Marketing emails: until you unsubscribe or ask us to delete your data. We keep a record of your unsubscribe so we don’t email you again.
  • Reservation and order records: 6 years from the end of the financial year they relate to, as required for tax purposes.
  • Emails you send us: as long as needed to deal with your query, and longer if they relate to an order.
  • Cookies: for the periods listed below, unless you clear them sooner.

Your rights

Under data protection law (GDPR) you have the right to:

  • Access a copy of the personal data we hold about you.
  • Rectification: have inaccurate data corrected.
  • Erasure: have your data deleted, unless we must keep it, for example for tax records.
  • Restriction: ask us to limit how we use your data.
  • Portability: receive data you gave us in a commonly used format, or have it sent to another company.
  • Objection: object to us using your data based on legitimate interests, and to direct marketing at any time.
  • Withdraw consent at any time, for example by unsubscribing from emails or changing your cookie choice. This does not affect anything we did before you withdrew it.

To use any of these rights, email hi@anamform.ie. We may need to confirm your identity, and we will reply within one month.

You can also complain to the Data Protection Commission, Ireland’s data protection authority, at dataprotection.ie. We would appreciate the chance to sort out any concern with you first.

Changes to this notice

We may update this notice from time to time. The date at the top shows when it was last changed. If we make significant changes, we will tell you by email or on this site.

Contact us

Questions about this notice or your data? Email hi@anamform.ie or write to Anamform Limited, Unit G9, Swords Enterprise Park, Feltrim Road, Swords, Fingal, Co. Dublin, Ireland.