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We supply to trade customers worldwide, working with interior designers, architects, hotels, restaurants and more. Trade account holders receive an exclusive discount on items from our collection and bespoke products, with no minimum order amount.


With our new website structure you can keep updated with your order progress and tracking details. Best of all our clients can use the exclusive traders discount when making a purchase.


We offer a customised service,  with the use of our extensive materials and finishes. Speak to one of our sales advisors to get a quotation.


Many delighted customers around the world have received our products. Enquire about our international delivery service to receive a quotation based on your order and location.



SM London Limited (“we”) are committed to protecting the privacy of individuals who visit our website (“Visitors”), individuals who purchase goods or services from us (“Customers”) and individuals who go through our job recruitment process (“Job Applicants”). Visitors, Customers and Job Applicants are referred to together in this privacy notice as “you” or “your”.

We are the ‘data controller’ of your data which you may supply to us. We make decisions about how your personal data is used. We are entirely open about our information gathering practices and will respond to requests sent to us within a reasonable period of time. If you have any queries about our use of your personal data, we can be contacted by email.

The General Data Protection Regulation (GDPR) impacts how organizations record, store and use personal data.  This legislation is designed to give you, as ‘data subjects’, greater control and new rights over how organizations record, store and use your data.

This privacy notice sets out our uses of personal data, our privacy practices and your choices regarding the use, access and correction of your personal data.

When we collect your data

We gather data when you browse, purchase, make enquiries or sign up for a newsletter either on our website or directly through a sales person. We also gather data during the staff recruitment process. We will not collect any information unless it is either specifically, knowingly and voluntarily provided by you or collected with your consent. The information we collect will be accurate and, so far as we are able to, kept up to date. You can check this at any time by contacting us and we will immediately correct any inaccuracies you report.

Explaining our privacy practices

We process personal data according to the following principles:

We keep to a minimum the amount of information we hold.

We use data to respond to enquiries, fulfil orders and provide information about our furniture (the lawful basis for this is “legitimate interest”).

We also use data to complete transactions with you on our website, via phone sales and also via our showroom (the lawful basis for this is “contract”).

We also use data to communicate with Visitors and Customers where they have signed up and opted in to receive information from us (the lawful basis for this is “consent”).

We only hold data for as long as necessary.

We apply appropriate security mechanisms to protect personal data we hold.

Our legitimate business interests are balanced with your interests, rights, freedoms and consent.

Visitors' personal data

We are the data controller of your personal data which we collect or you provide by:

Filling in forms on this website, if you report a problem with it, or if you contact us

Visiting our website, accessing pages and resources

Responding to voluntary research surveys

With your consent updates or material which we believe will be of interest to you

The interactive features of the website, when you choose to use these

Notifications of website content changes.

Customers' personal data

We are the data controller of your personal data which we collect or you provide by making enquiries, requesting quotes or placing orders.

We gather permissions and will use your personal data to send out communications about topics such as:

Any enquiry, quote or order you place with us

To keep you updated of news and offers from SM London

Invitations to events and special promotions

There are certain types of event-specific emails that you will always receive from us, regardless of your contact permissions. These include confirmation of a purchase on our website, delivery notification of an order or if we require further information from you regarding delivery of an order. We may also contact you by phone regarding any of these. We also use personal data to fulfil contracts, to send goods you have bought, to prepare and send invoices and to collect payments.

We will respect how you want to be contacted and about which areas of our brand. Equally, if we are asked to never contact you again, we will respect this decision although if it may impact our ability to perform a contract with you. On request we will remove your personal data from our database.

We currently share you data with Pay4later Limited (or another provider we may use in the future) to check whether we can approve your application for finance and to grant you finance.

Job applicants personal data

If you submit an employment application to us, including CVs or resumes, all of the information submitted may be used for any and all purposes ordinarily associated with processing an employment application.

How to check and update your contact preferences

You can check and update your contact preferences at any time by emailing We suggest you do that now, so that we have your most up to date contact preferences and can continue to communicate with you in the way you would like.

Our website & servers

Our website and servers use AlphaSSL SSLCertificates to offer secure communications by encrypting all data to and from the site and storage on our servers. AlphaSSL has checked and verified the site’s registered domain name.

SSL is a communications protocol for transmitting private information over the internet. It works by encrypting data that is transmitted over the SSL connection.

We collect information about our customers via server logs, cookies, order forms and competitions. A cookie is a file that your web browser places on your computer’s hard disk for record keeping purposes. The information collected in this way can be used to identify you unless you modify your browser settings. Please view our cookie policy below for more details about the use of cookies on this website.

It is important for you to protect against unauthorized access to your password and to your computer. Ensure that you log out when you finish using a shared computer.

Data processing and protections

We have business and technical partners whom we share data with to handle orders, process credit and debit card payments and provide a range of services, including for fraud protection purposes, to help you obtain finance and to obtain fabric protection services. They are bound by data protection covenants and must process the personal information in accordance with this privacy policy. You should be aware that if we are requested by the police or any other regulatory authority investigating suspected illegal activities to provide your personal information, we are entitled to do so.

In addition to the company’s safeguards, your personal data is protected in the UK by the Data Protection Act 1998 (the “Act”). The Act requires us, as registered Data Controllers, amongst other things to ensure that the data we hold about you should be processed lawfully and fairly. It should be accurate, relevant and not excessive. The information should, where necessary, be kept up to date and not retained for longer than is necessary. It should be kept securely to prevent unauthorized access by other people.

We take the risk of internet fraud very seriously. With the volume of fraudulent credit card transactions increasing, we make every effort to ensure all orders are thoroughly checked using the information already supplied. There is a possibility we may contact you to make additional security checks and we ask for your co-operation to enable us to complete them. Fraudulent transactions will not be tolerated by us and such transactions will be reported to the relevant authorities.


We only hold personal data for as long as is necessary. We may retain and use information in order to comply with our legal obligations, resolve disputes, prevent abuse and enforce our agreements.

Rights to personal data

Opt-out (Right to Restrict Processing)

You may contact us anytime to opt-out of, (i) direct marketing communications, (ii) our collection of personal data. Please note that your use of our website may be ineffective upon opt-out and we may also not be able to perform contracts with you.

Access (Right to be informed, Right of Access)

You may request access to the data we hold about you at any time by contacting us directly.

Amend (Right to Rectification)

You can also contact us to update or correct any inaccuracies in your personal data. If you have contacted us and you need your personal information updated, you can contact us to change or delete your information.

Move (Right to Data Portability)

Your data is portable you can contact us to move your data we hold elsewhere.

Erase and forget (Right to Erasure)

In certain situations, for example when the data we hold about you is no longer relevant or is incorrect, you can request that we erase your data.


We reserve the right to modify this privacy statement at any time. All updates and amendments are effective immediately upon notice, which we may give by any means, including, but not limited to, by posting a revised version of this privacy policy or other notice on our website.


What are Cookies?

Cookies are small text files, which are stored on your computer or mobile device. They are designed to hold a modest amount of data specific to you and our website. This allows us to deliver a page tailored to you, or the page itself can contain some script which is able to carry information from one visit to the website (or related site) to the next.

Most websites contain cookies; they do not harm your computer or mobile device. Cookies need to be enabled in order to make the most out of our site.

We do not store sensitive personal information, but by enabling cookies, it will help you to stay signed in to your account.

We use the following cookies:

Strictly necessary cookies.

These are cookies that are required for the operation of our website. They include, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.

Analytical/performance cookies.

They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, by ensuring that users are finding what they are looking for easily.

Functionality cookies.

These are used to recognize you when you return to our website. This enables us to personalize our content for you, greet you by name and remember your preferences (for example, your choice of language or region).

Targeting cookies.

These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose.


Unit 5, Phoenix Trading Estate, Bilton Rd, Perivale, Greenford UB6 7DZ, United Kingdom

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