Cloud Blvd Privacy Policy

1 About this policy

Cloud Blvd Trading Pty Ltd (ABN 79 667 509 435; ACN 667 509 435), trading as Cloud Blvd (Cloud Blvd, we, us or our), respects your privacy. This policy explains how we collect, hold, use and disclose personal information when you use cloudblvd.com.au, shop with us online or at a Cloud Blvd boutique, create an account, join Cloud Club, contact us, use our returns process, enter a promotion, submit content, apply for a role or otherwise interact with us.

We handle personal information in accordance with the Privacy Act 1988 (Cth), the Australian Privacy Principles and other applicable privacy, direct-marketing and consumer laws to the extent they apply to us. Where a small-business exemption or another exception applies, we still aim to handle personal information consistently with this policy.

2 What is personal information

Personal information is information or an opinion about an identified individual, or an individual who is reasonably identifiable. It can include information that identifies you directly and technical, behavioural or inferred information that can be linked with other information to identify or profile you.

Because Cloud Blvd sells intimate apparel and related products, browsing, fit, wishlist and purchase information may be private and may support inferences about personal or sensitive matters. We do not intentionally collect sensitive information unless it is reasonably necessary, lawful and collected with any consent required by law. Please do not send health information or other sensitive information unless we request it and explain why it is needed.

3 Personal information we collect and hold

Depending on how you interact with us, we may collect and hold:

  1. Identity and contact information, such as your name, email address, telephone number, billing and delivery addresses, account details, social-media handle and preferred contact method.
  2. Order and product information, such as products, sizes and styles purchased, viewed or saved; order value; discounts; gift wrapping; payment status; purchase channel; and in-store, online or Click and Collect history.
  3. Fit and preference information, such as wishlists, saved products, sizing or fit preferences and measurements or answers you choose to enter into a size-recommendation tool.
  4. Payment and fraud-prevention information, such as payment method, masked payment details, transaction identifiers, billing checks, card authorisation status and risk signals. Full payment-card details are ordinarily processed by payment or returns providers and are not available to Cloud Blvd.
  5. Delivery and customs information, such as delivery instructions, selected service, tracking events, proof of delivery, parcel enquiries, destination country, customs information and recipient details.
  6. Returns, exchange and support information, such as return reason, product condition, photographs, approval status, selected remedy, return label or QR-code activity, carrier tracking, Checkout+ status, exchange activity, refunds, store credit and customer-service history.
  7. Gift-card and store-credit information, such as purchaser or recipient details, issue and redemption history, balance, expiry and related fraud or support records.
  8. Cloud Club information, including membership and account identifiers, joining date, eligible online and QVB purchase activity, points earned or adjusted, rewards created or redeemed, optional birthday month and day, Instagram action completed through the Rewards panel, second-purchase status, legacy balance migration, referrals where offered, returns adjustments and suspected misuse.
  9. Device and online activity information, such as IP address, device and browser identifiers, operating system, approximate location, referring pages, pages and products viewed, searches, clicks, session duration, cart activity and advertising interactions.
  10. Marketing information, such as subscriptions, consent records, communication preferences, campaign engagement, suppression status and opt-out records.
  11. Communications and content, such as emails, chat messages, call notes, contact-form submissions, survey responses, reviews, photographs, social-media interactions and competition or giveaway entries.
  12. Recruitment information, such as your resume, work history, qualifications, references and other information you provide when applying for a role.
  13. Information about another person that you provide for delivery, gifting or referral purposes. You should only provide that information where you are authorised to do so.

4 How we collect personal information

We usually collect personal information directly from you when you browse or purchase, create or use an account, identify yourself at a boutique, join or use Cloud Club, subscribe, contact us, use the Returns Portal, request an exchange, submit a review, enter a promotion or apply for a role.

We may also collect information automatically through cookies, pixels, tags, software development kits and similar technologies; from Shopify and apps connected to our store; from payment, delivery, customs, returns, fraud-prevention, customer-service and rewards providers; from advertising, analytics and social-media platforms; from a person who sends you a gift or referral; and from publicly available sources where lawful.

If we receive personal information we did not request, we will assess whether we could lawfully have collected it. If not, we will take reasonable steps to delete or de-identify it unless it is unlawful or unreasonable to do so.

5 Anonymity and information you choose not to provide

You may browse much of the website without identifying yourself, although cookies and device information may still be collected. Where lawful and practicable, you may use a pseudonym for a general enquiry.

You do not have to provide personal information. However, if you do not provide information we reasonably need, we may be unable to process or deliver an order, provide Click and Collect, create or secure an account, administer Cloud Club or birthday points, complete an exchange, assess a return or faulty-item claim, investigate a parcel, respond to an enquiry, enter you in a promotion or consider a job application.

6 Why we collect use and disclose personal information

We may collect, hold, use and disclose personal information to:

  1. provide, operate, secure and improve our website, boutiques, accounts, products and services;
  2. process payments, review orders, provide discreet delivery, arrange Click and Collect, complete customs documentation, track parcels and investigate delivery issues;
  3. administer returns, Checkout+, Standard and Instant Exchanges, faulty-item claims, refunds, store credits, gift cards and customer support;
  4. create, authenticate, support and secure customer accounts, wishlists and Cloud Club memberships;
  5. attribute eligible purchases, calculate and adjust points, issue and redeem rewards, administer birthday and second-purchase benefits, process eligible referrals, reconcile legacy balances and investigate program errors or misuse;
  6. send service messages about orders, delivery, returns, accounts, security and Cloud Club;
  7. send marketing where we have consent or are otherwise permitted by law, personalise content and offers, measure campaigns and manage opt-outs;
  8. analyse website and store performance, understand customer preferences, improve merchandising and develop products;
  9. detect, investigate and prevent fraud, misuse, security incidents, chargebacks and breaches of our terms;
  10. administer reviews, surveys, events, competitions and giveaways;
  11. recruit and assess job applicants;
  12. comply with law, enforce our rights, cooperate with regulators and resolve disputes; and
  13. support a proposed or completed sale, restructure or transfer of all or part of our business, subject to appropriate confidentiality and legal safeguards.

7 Cloud Club Rewards

When you join or use Cloud Club, we link the information needed to operate the program across our online store and the QVB boutique. This may include your account and contact details, membership identifier, eligible purchases, returns and cancellations, points activity, reward-code creation and redemption, optional birthday month and day, Instagram action completed through the Rewards panel, second-purchase status, legacy balance migration, referrals while a referral offer is active and suspected misuse.

We use this information to enrol and identify you, attribute qualifying purchases, calculate or correct points, issue and redeem rewards, administer birthday and second-purchase awards, process eligible referrals, reverse or restore points after returns or cancellations, protect existing-member entitlements, investigate errors or misuse and analyse program performance.

Cloud Club has no current VIP tiers, tier thresholds, Facebook earning activity or ongoing tier-based benefits. If the program changes, we will update this policy where the change materially affects personal-information handling.

Cloud Club is provided through Smile.io and integrated with Shopify, Shopify POS and communication providers such as Klaviyo. These providers process relevant membership, transaction and communication information for us and may process it outside Australia as described in section 12.

Joining Cloud Club does not by itself subscribe you to promotional email or SMS. Marketing consent is requested separately. We may still send non-promotional messages reasonably necessary to administer membership, points, rewards, security or material program changes.

If a referral offer is active and you share another person's details, you confirm that you have permission to do so. We use the information only to administer the referral, communicate as authorised and apply fraud controls. A referred person is not subscribed to general marketing without their own valid consent.

You may ask us to correct your Cloud Club information or close your membership. Before closure, we will explain the effect on unused points and provide a reasonable opportunity to redeem where applicable. We may retain transaction, security and legal records after closure where reasonably required or required by law. The commercial program rules are contained in section 11 of the Cloud Blvd Terms and Conditions.

8 Orders delivery returns and exchanges

For online and Click and Collect orders, we use order, contact, payment-status and fulfilment information to assess and process the transaction, send confirmations, prepare discreet packaging, arrange collection or delivery and provide support. Delivery providers may receive names, addresses, telephone numbers, email addresses, shipment details and customs information needed to transport and track a parcel. Destination and transit authorities may receive information required by law for an international shipment.

Cloud Blvd currently uses Australia Post and DHL for relevant delivery services. Tracking and delivery events may be provided to us by those carriers and used to send updates, investigate delay or loss, verify delivery and resolve disputes.

Our Returns Portal and related return services are provided through Redo and integrated providers. They may process order and account identifiers, return reasons, photographs, eligibility information, selected outcomes, labels, QR codes, tracking, Checkout+ coverage, exchange details and payment-authorisation information. For Instant Exchange, the returns provider and payment provider process the temporary card authorisation and any permitted later charge. Cloud Blvd does not ordinarily receive the full card number.

We use return and exchange information to assess eligibility, provide the selected or legally required remedy, calculate store credit or refunds, manage replacement stock, prevent duplicate benefits or fraud, update Cloud Club points and maintain service and dispute records. The Returns and Exchanges Policy and Terms and Conditions govern the commercial outcome; this Privacy Policy explains the related data handling.

9 Marketing and service communications

We may send email, SMS or other commercial electronic messages where you have consented or where the law otherwise permits. Our messages identify the sender and provide a clear, functional way to unsubscribe. You can opt out at any time using the unsubscribe link, replying STOP where available, updating your preferences or contacting us. We action unsubscribe requests within the period required by the Spam Act 2003 (Cth).

Opting out of marketing does not stop necessary communications about orders, delivery, returns, security, accounts or Cloud Club. We keep suppression records so we can honour your choice. We do not sell or rent customer lists.

10 Cookies pixels analytics and targeted advertising

Our website uses cookies, pixels, tags and similar technologies for necessary functions, preferences, analytics, customer experience, fraud prevention, advertising and campaign measurement. These technologies may collect device, network, browsing, cart, transaction and interaction information and may link it with information held by us or a platform.

Providers currently used or integrated with our website may include Shopify, Klaviyo, Smile.io, Meta, Google, TikTok, Pinterest, Reddit, Crazy Egg, Yotpo, Swym, Instafeed and server-side or tag-management providers. The technologies and providers may change as our services develop.

Because interactions with intimate-apparel products may support private or sensitive inferences, we treat tracking configuration and data minimisation as particularly important. We do not intentionally use health information or other sensitive information for targeted advertising. Depending on the technology, provider and applicable law, non-essential analytics and advertising technologies may require your choice before operating.

You can use available cookie or privacy-preference controls and platform or browser settings to manage non-essential technologies. Blocking some technologies may affect optional features but should not prevent basic browsing or purchasing. Advertising platforms may use information they receive to measure ads, match audiences and show personalised advertising under their own privacy terms and your settings.

11 Who we disclose personal information to

We may disclose personal information where reasonably necessary to:

  1. ecommerce, hosting, account and point-of-sale providers, including Shopify;
  2. Cloud Club providers, including Smile.io, and communication providers including Klaviyo;
  3. payment, digital-wallet, buy-now-pay-later and fraud-prevention providers selected for a transaction;
  4. delivery, logistics and customs providers, including Australia Post, DHL and their contractors;
  5. returns and exchange providers, including Redo and integrated payment, label and carrier providers;
  6. gift-card, store-credit, customer-support, review, wishlist, size-recommendation, analytics, advertising and social-media providers;
  7. IT, cloud storage, cybersecurity, professional, accounting, insurance and legal advisers;
  8. regulators, courts, law-enforcement bodies and other persons where required or authorised by law; and
  9. a prospective buyer, investor or adviser in connection with a business transaction, subject to appropriate safeguards.

Some recipients act on our instructions, while others, such as payment, delivery, customs and advertising platforms, may handle information under their own privacy policies. We remain responsible for our own handling of personal information.

12 Overseas processing and disclosure

Cloud Blvd is based in Australia, but providers supporting our ecommerce, Cloud Club, communications, payments, returns, analytics, advertising, customer service and delivery may process or receive personal information overseas. Countries in which recipients are likely to be located include Australia, Canada, the United States, Ireland, the United Kingdom, Singapore and New Zealand, as well as destination and transit countries relevant to an international order.

Provider locations and infrastructure can change. Where the Australian Privacy Principles apply, we take the reasonable steps required by law before disclosing personal information to an overseas recipient. Overseas recipients may be subject to different privacy laws and government-access regimes.

13 Security and data breaches

We take reasonable technical and organisational steps to protect personal information from misuse, interference, loss, unauthorised access, modification and disclosure. Measures may include access controls, authentication, encryption in transit, staff procedures, vendor controls, monitoring and incident-response processes. No internet transmission or storage system is completely secure.

If we suspect a data breach, we will investigate and take steps to contain and assess it. Where the Notifiable Data Breaches scheme or another law applies, we will notify affected individuals and the relevant regulator when required.

14 How long we keep information

We keep personal information only for as long as reasonably needed for the purposes described in this policy, to meet legal, tax, accounting, consumer-remedy, warranty, fraud-prevention and dispute requirements, or to establish and defend legal claims. Retention periods vary by record and system.

Transaction and accounting records are generally retained for at least the period required by Australian law. Account, returns and Cloud Club records may be held while the account or membership is active and for a reasonable period afterwards. Marketing records are held until consent is withdrawn or no longer needed, while suppression records may be retained to honour an opt-out. Unsuccessful job-application information is retained only for a reasonable recruitment period unless you agree otherwise.

When personal information is no longer required, we take reasonable steps to delete or de-identify it, subject to legal and technical limits, including secure backups and records we must retain.

15 Access correction deletion and other requests

You may request access to personal information we hold about you or ask us to correct information that is inaccurate, out of date, incomplete, irrelevant or misleading. You may also ask us to delete information, close an account or membership, object to or restrict certain processing, or receive a copy of information where a law applicable to you provides that right.

We may need to verify your identity before acting. We will respond within a reasonable time and explain any lawful reason for refusing or limiting a request. A deletion request is not absolute: we may retain information needed for completed transactions, security, legal obligations, marketing suppression, disputes, fraud prevention and statutory record keeping.

To make a request, email info@cloudblvd.com.au with the subject Privacy Request. You do not need to use a particular form.

16 Automated and computer assisted decisions

We arrange for computer programs to use personal information in operating the website and Cloud Club and in supporting transaction, security, fraud, returns and marketing processes. The kinds of information used may include account and contact details, order and return history, payment and fraud-risk signals, device and approximate-location information, Cloud Club activity, marketing preferences and website interactions.

Programs may make routine decisions or calculations without human involvement, such as calculating Cloud Club points, determining whether a configured reward condition has been met, issuing or applying a reward code, producing a return option under configured eligibility rules, or selecting content and communications based on recorded preferences and activity.

Programs may also do things substantially and directly related to decisions by flagging an order, account, Instant Exchange, return or Cloud Club activity for fraud, security, eligibility or misuse review. A staff member or relevant service provider may use that output when deciding whether to request verification, pause fulfilment, restrict an account or benefit, approve a process or investigate an issue.

We do not intend to use a solely automated process to determine a statutory consumer remedy or the final outcome of a privacy complaint. If an automated or computer-assisted process materially affects you, contact us for an explanation or human review where required by law. This section is intended to address the automated-decision transparency requirements applying from 10 December 2026.

17 Privacy complaints

If you have a privacy concern or believe we have not handled your information appropriately, contact our Privacy Officer at info@cloudblvd.com.au and include enough detail for us to understand the issue. We will acknowledge and investigate the complaint, may ask for further information and aim to provide a response within 30 days.

If you are not satisfied with our response and the Privacy Act applies, you may contact the Office of the Australian Information Commissioner at oaic.gov.au. The OAIC generally expects you to complain to us first and allow a reasonable time for us to respond.

18 Children and young people

Our products and Cloud Club are intended for adults and are not directed to children. If you are under 18, please use our services only with the involvement of a parent or guardian. We do not knowingly seek to profile children for targeted advertising. If you believe a child has provided personal information without appropriate authority, contact us so we can assess and address it.

19 Third party websites platforms and international rights

Our website may link to external websites, payment services and social platforms. Their privacy practices are governed by their own policies. We are not responsible for an independent third party's practices merely because we provide a link, although we remain responsible for our own handling of personal information.

If you are outside Australia, mandatory privacy rights in your country may also apply. You may contact us using section 21 to exercise any applicable right. We do not use this policy to exclude a right that cannot lawfully be excluded.

20 Changes to this policy

We may update this policy to reflect changes to law, technology, providers or our practices. We will publish the updated policy with a new effective date and, where appropriate, provide additional notice of a material change. We encourage you to review this page periodically.

21 Contact us

Privacy Officer
Cloud Blvd Trading Pty Ltd
ABN 79 667 509 435 | ACN 667 509 435
Email: info@cloudblvd.com.au
Customer service: online@cloudblvd.com.au
Phone: (02) 9418 8478
Website: cloudblvd.com.au