Privacy policy

Privacy Policy

Last updated: 8 September 2026

The Profound Group ("we", "us", "our") operates theprofoundgroup.co.za and provides products and services through our online store.

We respect your privacy and are committed to protecting your personal information. This Privacy Policy explains how we collect, use, store and disclose your personal information when you visit our website, purchase products, create an account, contact us or otherwise interact with our services.

Our online store is powered by Shopify, which provides the e-commerce platform that enables us to offer our products and services online.

This Privacy Policy should be read together with our Terms of Service and other applicable policies.

1. Personal Information We Collect

Depending on how you interact with The Profound Group, we may collect or process information including:

Your name and surname.
Email address and telephone number.
Billing and delivery addresses.
Account information and preferences.
Order and transaction information.
Products you view, add to your cart, purchase, return or exchange.
Payment and payment confirmation information.
Communications you send to us.
Device, browser and network information.
IP address and similar technical identifiers.
Information about how you interact with our website.
Marketing and communication preferences.

Payment information may be processed by Shopify and/or our authorised payment service providers. We do not necessarily have direct access to your complete payment card details.

2. How We Collect Your Information

We may collect personal information:

Directly from you when you place an order, create an account, complete a form or contact us.
Automatically when you browse or use our website, including through cookies and similar technologies.
From Shopify and other service providers that assist us in operating our online store.
From delivery, payment, marketing and other business partners where permitted by law.

3. How We Use Your Personal Information

We may use your personal information to:

Process and fulfil your orders.
Process payments and refunds.
Arrange delivery of products.
Manage returns and exchanges.
Create and manage customer accounts.
Communicate with you regarding your orders.
Respond to questions and provide customer support.
Improve our website, products and customer experience.
Detect and prevent fraudulent or suspicious transactions.
Maintain the security of our website and services.
Send promotional or marketing communications where permitted.
Comply with applicable legal, regulatory, accounting and tax requirements.
Establish, exercise or defend legal claims.

We will process personal information only where we have an appropriate lawful basis or where processing is otherwise permitted or required by applicable law.

4. POPIA and Protection of Personal Information

The Profound Group is committed to handling personal information in accordance with applicable South African privacy legislation, including the Protection of Personal Information Act, 2013 (POPIA).

We aim to collect and process personal information only where necessary for legitimate business purposes, contractual obligations, legal requirements or where you have provided appropriate consent.

Where applicable, you may request access to, correction of, or deletion of personal information held about you, subject to our legal obligations and any limitations provided by law.

5. How We Share Personal Information

We may share personal information with trusted third parties where necessary to operate our business and provide our services, including:

Shopify.
Payment service providers.
Banks and financial institutions where applicable.
Courier and delivery companies.
Website hosting and technology providers.
Customer support providers.
Marketing and advertising providers.
Professional advisers such as accountants or legal advisers.
Government, regulatory or law-enforcement authorities where required by law.

We only disclose information where reasonably necessary, authorised by you or otherwise permitted or required by law.

We do not sell your personal information as part of our ordinary business operations.

6. Shopify

Our online store is powered by Shopify.

Shopify may collect and process information about your interaction with our store to provide its e-commerce platform, payment, security and related services.

Information processed through Shopify may be transferred to or processed in countries outside South Africa.

Shopify's processing of personal information is also governed by its own privacy policies and terms.

7. Cookies and Similar Technologies

Our website may use cookies and similar technologies to:

Keep the website functioning correctly.
Remember your preferences.
Maintain your shopping cart.
Understand how visitors use our website.
Improve website performance.
Measure advertising and marketing effectiveness.
Help prevent fraud and improve security.

You may be able to control or disable certain cookies through your browser settings. Disabling some cookies may affect the functionality of the website.

8. Marketing Communications

Where permitted by law, we may use your contact information to send you information about products, promotions, special offers or other updates from The Profound Group.

You can unsubscribe from promotional email communications at any time by using the unsubscribe link provided in the communication or by contacting us at:

info@theprofoundgroup.co.za

Unsubscribing from marketing communications will not prevent us from sending necessary transactional communications relating to your orders, account or customer service requests.

9. Security of Your Information

We take reasonable technical and organisational measures to protect personal information against loss, misuse, unauthorised access, disclosure, alteration or destruction.

However, no website, internet transmission or electronic storage system can be guaranteed to be completely secure.

You are responsible for maintaining the confidentiality of your account credentials and should not share your password or login information with anyone.

10. Retention of Personal Information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including to:

Process and maintain transaction records.
Provide customer support.
Meet accounting and tax requirements.
Resolve disputes.
Prevent fraud.
Comply with applicable laws and regulations.
Enforce our agreements and policies.

When information is no longer reasonably required, it may be securely deleted, destroyed or de-identified, subject to applicable legal requirements.

11. Your Privacy Rights

Subject to applicable law, you may have the right to:

Request access to personal information we hold about you.
Request correction of inaccurate or outdated personal information.
Request deletion or destruction of certain personal information.
Object to certain processing of your personal information.
Withdraw consent where processing is based on consent.
Opt out of direct marketing communications.
Lodge a complaint regarding the processing of your personal information.

To exercise your privacy rights, contact:

info@theprofoundgroup.co.za

We may need to verify your identity before processing certain requests.

12. Children's Privacy

Our online store is not specifically intended for children.

We do not knowingly collect personal information from children without appropriate consent where such consent is required by law.

If you believe that a child has provided personal information to us without appropriate authorisation, please contact us at info@theprofoundgroup.co.za.

13. Third-Party Websites

Our website may contain links to websites, applications or services operated by third parties.

We are not responsible for the privacy, security, content or practices of third-party websites. We recommend reviewing the privacy policy of any third-party website before providing personal information.

14. International Transfer of Information

Some of our service providers, including Shopify and other technology providers, may process or store personal information outside South Africa.

Where personal information is transferred internationally, we will take reasonable steps to ensure that such transfers are handled in accordance with applicable data protection requirements.

15. Complaints

If you have concerns about how The Profound Group processes your personal information, please contact us first so that we can investigate and attempt to resolve your concern.

You may also have the right to lodge a complaint with the relevant South African regulatory authority, including the Information Regulator of South Africa, where applicable.

16. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business practices, services, technology or legal and regulatory requirements.

The latest version will be published on our website with an updated "Last updated" date.

We encourage you to review this Privacy Policy periodically.