Privacy Policy – REEF@ Sandals, Shoes, Boots & Apparel

Last updated as of October 3, 2025

This Privacy Policy (this “Policy”) describes how Reef Lifestyle, LLC, including all direct and indirect subsidiaries (collectively “Reef,” “we,” “our,” or “us”), collect, use, disclose, and safeguard your personal information through your interactions with us through websites that link to this Policy (“Sites”), mobile applications (the “Mobile Apps”), other digital properties, our events, and our physical locations, and online and offline services related thereto (collectively, the “Services”). Other Reef websites, products, and services may have their own privacy policies. This Policy, together with our Terms of Service, collectively govern your use of our Services.

From time to time, we may change this Policy. If we do, we will post an amended version on this webpage. Please review this Policy periodically.

1. THE INFORMATION WE COLLECT

We collect the following types of personal information:

Information You Provide

When using our Services, you may provide us with your personal information in the following circumstances:

Account Creation.If you create an account with us, you may provide us with some or all of the following information: basic contact information such as your full name, email address, mailing/billing address, and phone number, in addition to birth date, and/or a password for future logins that you will create.
Newsletter Subscription. If you subscribe to our newsletter, you will provide us with your email address and/or phone number.
Customer Service. If you contact our customer service department, you may need to provide us with some basic contact information and additional information so that we can respond to your questions or concerns as completely and thoroughly as possible. We may conduct audio or audio-visual recordings if you participate if you call our customer service phone number.
Purchases. When you make a purchase, register a product or conduct a return, you will provide us with some or all of the following information: your basic contact information, the products you want to purchase or register or return and dates of purchase/feedback, physical address, billing address and credit/debit card or gift card information or information pertaining to any other payment method authorized by Reef (collectively, “Payment Method”) through third-party credit card processing companies. We use third parties to process payments. The payment vendors may collect name, billing address, e-mail address, telephone number, and payment card number to facilitate your payment. Visit a Store or Attend Events and Programs. We collect video footage and audio recording, including CCTV footage, as well as other information related to the security of our premises, if you visit one of our physical locations or attend an off-site event or program, If you register for or attend an event or program that we host, sponsor, or attend, you will provide basic contact information and other information related to your attendance at the event or program. At our stores and events, we may also collect information, such as still images or audiovisual materials depicting you.
Loyalty Program or Promotions. If you sign up for our loyalty program or participate in a sweepstakes, contest, giveaway, or other promotion (each a “Promotion”), you will provide us with your name, email address, and you may choose to provide us with your birth date and gender.
Refer a Friend. To refer a friend, you will provide us with your name and email address, and the email address of the friend you are referring.
Feedback, Inquiries and Responses to Surveys and Quizzes. If you provide design or product feedback or make other submissions to us, we may collect this information. If you participate in a survey or a quiz, you may choose to provide responses to us along with certain demographic information such as your gender and age, income, ethnicity, family size, and marital status. We may conduct audio or audio-visual recordings if you provide feedback via or participate in surveys via video or phone.
Business Information. We may collect personal information from business clients or vendors, including company name, name, physical address, phone number, email address, and credit card or banking information. We also collect customer service, feedback, store visit and event information as described herein when those circumstances apply to our business clients and vendors.
Information Request. If you request additional information about our products or services, we may collect this information.

Information Automatically Collected As You Navigate Our Site

We automatically collect certain personal information through your use of the Services, such as the following:

Usage Information. For example, browsing activity, the pages on the Services you access, date and time of access, the frequency of access, forms you complete, search terms, what you click on, the URL that referred you to our Services, user behavioral metrics on our Services such as mouse movements, clicks, certain user inputs, scrolling, whether you open and how you interact with our emails, error logs and similar information.
Device Information. For example, hardware model, operating system, application version number, IP address, device and app identifiers, browser type and language, and device type.
Location Information.Location information from visitors on a city-regional basis, including general location inferences based on your IP address.

Additionally, we may derive information or draw inferences about you based on the other types of personal data we collect.

We and third parties use cookies, pixels and other tracking technologies on the Services to collect such information for the purposes set forth in this Policy including to understand how you use the Services and facilitate serving relevant ads.

Third Party Information

In some cases, we may receive certain personal information about you from a third party, including:

Other users: For example, when one of your friends refers you, they will provide us with your email address. When our customers submit any personal information about another individual to us, our customers are responsible for making sure they have the authority to do so.
Publicly and commercially available sources: as permitted by law, including contact information, demographic, and interests.
Social Media Services: if you interact with us through a social media service or log in using social media credentials. Depending on your social media settings, we may have access to your information from that service, such as your name, email address, friend or followers/following list, profile and demographic information, current city, comments about or reactions to our Services, and the people/sites you follow.
Data analytics providers and advertising partners: including usage information, demographic information, information about your activity and transactions on other websites or platforms or with other companies, and inferred interests about you.

2. HOW WE USE YOUR INFORMATION

We may use the personal information we collect to:

Process your account registration.
Process and fulfill your order, including sending you emails to confirm your order status and shipment, and to provide other related communications.
Send you our newsletter.
Sign you up for our Loyalty Program.
Identify your preferences to customize our communications and marketing and advertising, including to create audiences for our advertisements, target our advertisements, and generate reports about the performance of our advertisements.
Manage and record your settings, consents, communications and opt-out choices.
Administer a Promotion.
Communicate with you about our Services or to inform you of any changes to our Services and to respond to your inquiries.
Operate and improve our Services and products, including to analyze visits to our Services and learn about our visitors to deliver the best user experience.
Comply with the law and maintain the integrity and security of our Services.
Defend our legal rights and the rights of others.
Investigate, prevent, or take action regarding illegal activities, suspected fraud, situations involving potential threats to the physical safety of any person, or violations of our Terms of Use and to otherwise fulfill our legal obligations.
Fulfill any other purposes for which you provide your information, or any other purpose we deem necessary or appropriate.

Combined Information.

For the purposes discussed in this Policy, we may combine the information that we collect through the Services with information that we receive from other sources, both online and offline, and use such combined information in accordance with this Policy.

Aggregate/De-Identified Information.

We may aggregate and/or de-identify any information collected through the Services so that such information can no longer be linked to you or your device (“Aggregate/De-Identified Information”). We may use Aggregate/De-Identified Information for any purpose, including without limitation for research and marketing purposes, and may also disclose such data with any third parties in our discretion.

Artificial Intelligence.

We or our vendors may use artificial intelligence and large language models and tools to assist us in processing your information for these purposes.

3. DISCLOSING YOUR INFORMATION

We may disclose the personal information that we collect about you in the following ways:

Vendors. We engage vendors and service providers to perform services in connection with the operation of our business. We may disclose personal information with vendors to the extent necessary for them to provide services to you or us that are aligned with the purposes outlined above. Examples of these services include payment processing and authorization, text messaging services, fraud protection and credit risk reduction, product customization, order fulfillment and shipping, marketing and promotional material distribution, website evaluation, data analysis and, where applicable, data cleansing.
Affiliates. Personal information collected through our Services may be disclosed between our brands and affiliates, including future affiliates that are owned or operated by Reef.
Third Parties that Provide Advertising Services. Third parties collect or receive certain information about you and/or your use of the Services to provide ads (including targeted ads) or to measure and analyze ad performance about our Services. We share or allow certain third parties to collect device information (e.g., browser type, IP address, or device ID), usage information, or click information obtained through cookies or other tracking technologies for these purposes. We may also disclose information, including personal information about you (e.g., e-mail address) in hashed or other obscured format to advertise our Services.
Comply with Laws and Protect Our Rights and the Rights of Others. We may disclose personal information if we believe doing so is necessary to comply with applicable law or valid legal process (e.g., a subpoena or search warrant), provided, however, that where permitted by applicable law, we shall provide you with e-mail notice prior to disclosure of any personal information. We may also disclose personal information if we believe such release is necessary or appropriate (in our sole discretion) to protect the rights, property, or safety of Reef, or any of our respective affiliates, service providers, or customers, or as Reef deems necessary to resolve disputes, troubleshoot problems, prevent fraud and otherwise enforce the Terms of Use.
With Your Consent or At Your Direction. We may also disclose your information with your consent or as otherwise disclosed at the time of data collection or sharing.
Corporate Transactions. As with any business, it is possible that as ours develops, we might go through a business transition, such as a merger, acquisition by another company, or the sale of all or a portion of our assets, or buying online stores or other assets, including at bankruptcy. In such transactions or in contemplation thereof, information about customers, including your personal information, may be transferred.
Other Users of this Service or the Public. Our Services may allow you to provide comments in various sections of our Services, such as in product reviews. Please be aware that the information you post in these areas may be available to visitors of our Services and to the general public.

Notice Concerning Do Not Track

Your browser settings may allow you to automatically transmit a “Do Not Track” signal to online services you visit. Note, however, there is no consensus among industry participants as to what “Do Not Track” means in this context. Like many online services, we currently do not alter our practices when we receive a “Do Not Track” signal from a visitor’s browser. To find out more about “Do Not Track,” you can visit https://www.allaboutdnt.com, but we are not responsible for the completeness or accuracy of this third-party information.

4. THIRD-PARTY LINKS & PLUG-INS

The Services may provide links to third-party websites or apps, including our social media pages. We do not control the privacy practices of those websites or apps, and they are not covered by this Policy. You should review the privacy policies of other websites or apps that you use to learn about their data practices.

5. YOUR RIGHTS & CHOICES

Privacy Rights

Depending on the location in which you reside, you may have certain privacy rights regarding your personal data. Please review the sections below if you are a California, Canada, Colorado, Connecticut, Delaware, Iowa, Maryland, Minnesota, Montana, Nebraska, Nevada, New Hampshire, New Jersey, Oregon, Tennessee, Utah or Virginia resident. Your privacy rights may include (if applicable), the right to:

Confirm whether or not we are processing your personal data and to access such personal data.
Obtain a copy of your personal data that we collected from and/or about you in a portable and, to the extent technically feasible, readily usable format that allows you to transmit the information to another controller without hindrance, where the processing is carried out by automated means.
Delete personal data that we collected from and/or about you, subject to certain exceptions.
Correct inaccurate personal data that we maintain about you, subject to certain exceptions.
For Oregon and Minnesota residents only: Receive a list of specific third parties to which we disclose consumers’ personal information to.

As provided in applicable law, you also have the right to not be discriminated against for exercising your rights. We do not use personal data for profiling in furtherance of decisions that produce legal or similarly significant effects concerning individuals.

Certain information may be exempt from such requests under applicable law. We will take reasonable steps to verify your identity and confirm your request, such as by verifying your name and email address. Depending on your jurisdiction, you may be permitted to designate an authorized agent to submit certain requests on your behalf. In order for an authorized agent to be verified, you must provide the authorized agent with signed, written permission to make such requests or a power of attorney. We may also follow up with you to verify your identity and/or your authorization before processing the authorized agent’s request.

If you would like further information regarding your legal rights or would like to exercise any of them, please visit this link or email us at: privacy@reef.com. California residents you may also contact us at the number in Contact Us below.

Colorado, Connecticut, Delaware, Iowa, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Tennessee, Texas, and Virginia residents may appeal the denial of a request. To exercise such an appeal right, email us at privacy@reef.com.

Right to Opt Out of Sales of Personal Information and Processing/Sharing of Personal Information for Targeted Advertising Purposes.

We and our third-party partners use cookies and similar technology to help us market our Service, provide you with more relevant advertisements, and analyze the performance of our ads and the types of consumers who see and interact with them. We may also provide certain identifiers, like a hashed email address, to third-party platforms so that those platforms can display Reef ads to potentially interested audiences. Although these advertising activities are a common way to promote their products and services, under certain laws these activities as considered “selling” personal information or “sharing” or “processing” personal information for targeted advertising purposes and require us to make certain disclosures about these activities, which we provide below.

If you would like to opt out of these activities, Visit Here or “Your Privacy Choices” in our footer, and follow the instructions.

Depending on your jurisdiction, you may be permitted to designate an authorized agent to submit such requests on your behalf. We do not knowingly sell the personal information of minors under 16 years of age without legally required affirmative authorization.

If you enable a legally-recognized browser-based opt-out preference signal on your device or browser, we recognize such preference in accordance with applicable law.

You can also opt out of interest-based advertising as described below.

Marketing Communications.

You may instruct us not to use your information to contact you by email, postal mail, or phone regarding products, services, promotions and special events that might appeal to your interests by contacting us using the information below. You can opt-out of receiving further promotional emails from us by following the unsubscribe instructions provided in the promotional email. Removing your name from the email list may take a reasonable amount of time. You may not opt out of certain operational emails, such as those reflecting our relationship or transactions with you. Please note that, regardless of your request, we may still use and share disclose certain information as permitted by this Privacy Policy or as required by applicable law.

Analytics and Interest-Based Advertising Choices.

Some analytics providers we partner with may provide specific opt-out mechanisms. For example, you may opt out of having Google Analytics use your information for analytics by installing the Google Analytics Opt-out Browser Add-on. In addition to the choices described above, you can choose whether to receive ads based on information about relationships among different browsers and devices (“Interest-based Advertising”). Some Advertising Providers may participate in the Digital Advertising Alliance’s (“DAA”) Self-Regulatory Program for Online Behavioral Advertising. To learn more about how you can exercise certain choices regarding Interest-based Advertising, visit https://www.aboutads.info/choices and https://www.aboutads.info/appchoices for information on the DAA’s opt-out program for mobile apps.

Some of these companies may also be members of the Network Advertising Initiative (“NAI”). To learn more about the NAI and the opt-out options for their members, see https://www.networkadvertising.org/choices. Please be aware that, even if you are able to opt out of certain kinds of Interest-based Advertising, you may continue to receive other types of ads.

We are not responsible for the effectiveness of, or compliance with, any third parties’ opt-out options or programs or the accuracy of their statements regarding their programs.

6. ADDITIONAL INFORMATION FOR CALIFORNIA RESIDENTS

This section applies only to California residents, as it only deals with information that is subject to the California Consumer Privacy Act (CCPA).

During the 12 months leading up to the effective date of this Policy, we collected all of the types of personal information listed below. During that period, we made the following disclosures of that information for the purposes described in the “HOW WE DISCLOSE YOUR INFORMATION” section of this Policy:

Identifiers, such as name, email address, username and password, postal address, telephone number, signature, government-issued identifier, IP address, and other similar identifiers.
Characteristics of protected classifications and demographic information, such as gender, age, race, disability status, sexual orientation, gender identity, military/veteran status, marital status, national origin, and medical information.
Commercial information, including information about your interests and consuming history or tendencies, such as products or services considered; transaction information when you request information, contact customer service, or purchase, return, request or exchange a product or service, including payment card information or other financial information; information provided in response to surveys or other research conducted on our behalf; and information you provide in public forums.
Internet or other electronic network activity information, including information regarding your interactions with us online and information we obtain from third parties about use of our applications on third-party platforms or devices.
Geolocation data, including precise or approximate location information provided by a mobile device or other device or product interacting with or detected by our sites, applications, or physical properties, where we are permitted by law to process this information.
Audio, electronic, visual, or similar information, including telephone call recordings, other voice recordings, and still or video images captured by cameras or readers on or around our physical properties.
Inferences based on the above.

We collect this information so that we can best serve you, including to fulfill your requests and to disclose offers or information that we think you may be interested in. As further described in this Policy, we generally collect and use the above-listed categories of personal information to provide and manage the Services and for other business or commercial purposes, such as advertising, marketing, and to improve our products and services. We disclosed each category to business partners, vendors, government entities, and other third parties as described in the “DISCLOSING YOUR INFORMATION WITH THIRD PARTIES” section of the Policy.

Certain data collection on our sites and applications by third parties for purposes of interest-based advertising and social media tools may be a “sale” or “sharing” under the CCPA. Thus, we have “sold” or “shared” certain data elements within the following categories of personal information: identifiers, demographic information, commercial information, Internet or other electronic network activity information, approximate geolocation, and inferences drawn from the above. We “sold” or “shared” each category to or with entities who provide advertising, marketing, or audience measurement; other online third-party branded tools or functionality (such as maps or video players), and social networks to assist us with advertising, marketing, audience measurement, and other functionality on our digital properties. We do not “sell” or “disclose” the personal information of known minors under 16 years of age.

If you would like to opt out of our online disclosure such as through cookie and pixel technology of your personal information for purposes that could be considered “sales” for those third parties’ own commercial purposes, or “sharing” for purposes of targeted advertising, please visit here or “Your Privacy Choices” in our footer, and follow the instructions.

Processing of Sensitive Information.

In certain circumstances, the CCPA allows consumers to request that businesses limit their use of certain sensitive personal information. However, we do not engage in uses of sensitive information for which there is a right to limit under the CCPA.

Other CCPA Rights and Information.

Please see the “Your Rights and Choices” section of the Privacy Policy for information about the additional rights you have with respect to your personal information under California law and how to exercise them. Please also see the “Retention of Information” section of the Privacy Policy.

Shine the Light.

California Civil Code Section 1798.83 permits you to request information regarding the disclosure of your personal information by certain members of Reef to third parties for the third parties’ direct marketing purposes. Reef does not disclose guests’ personal information with other member companies or others outside Reef for those parties’ direct marketing use unless a guest elects that we do so.

Do Not Track Signals.

Notice Of Financial Incentives.

We may provide special offers or discounts to our guests as part of certain programs, promotional campaigns, subscriptions, such as discounts when guests sign up to receive marketing messages or when guests claim a specific offer (collectively, “Programs”). If we offer any Programs in exchange for your personal information, we will provide you with appropriate information about such incentives so that you can make an informed decision as to whether to participate.

To the extent the Programs are reasonably related to the value of guest personal information, the method for calculating this value would include the expenses related to our offer (such as the costs of providing discounts, free shipping, or other promotions, intellectual property or marketing costs, and other related expenses). The value of the guest personal information that we collect will vary depending on the engagement by each guest.

7. EU & UK RESIDENTS

This website is not intended for use by citizens of the European Union or United Kingdom.

If you are a resident of any nation within the European Union, please visit and use www.reef.eu. If you are a resident of the United Kingdom or its territories, please visit and use www.reef.uk.

8. TRANSFERS

Your personal information may be stored and processed outside of your country, province or state of residence, in any jurisdiction where we have facilities or in which we engage vendors, to the extent allowed in accordance with applicable law. You acknowledge and understand that your information may be transferred, processed, and stored outside of your jurisdiction, as it is necessary to provide the Sites and perform the Terms of Use.

9. CHILDREN’S PRIVACY

Our Services are not intentionally designed for or directed at children less than 13 years of age. We do not knowingly collect personal information from children under the age of 13 without the consent of the child’s parent or guardian. We encourage parents and guardians to provide adequate protection measures to prevent minors from providing information unwillingly on the internet. If we are aware of any personal information relating to children that we have collected, we will take steps to securely remove it from our systems.

10. SECURITY

We endeavor to safeguard and protect your personal information. The servers that we store personal information on are kept in a secure physical environment. We also have security measures in place to protect the loss, misuse and alteration of personal information under our control.

Please be advised, however, that no storage facility, technology, software, security protocols or data transmission over the Internet or via wireless networks can be guaranteed to be secure. Any transmission of data at or through our Services or otherwise via the Internet or wireless networks, is done at your own risk.