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Privacy policy
Last updated: July 8, 2026
This Privacy Policy ("Policy") explains how Sugartown Worldwide LLC d/b/a Lilly Pulitzer ("Lilly Pulitzer," "we," or "us") collects, uses, discloses, and otherwise processes personal information about you. This Policy applies to information we collect when you access or use our website, mobile app, and other online products and services that link to this Policy (collectively, the "Services"), shop in our stores, communicate with customer service, or otherwise interact with us. We may provide different or additional notices of our privacy practices with respect to certain products or services, in which case those notices will supplement or replace the disclosures in this Policy.
We may change this Policy from time to time. If we make changes to this Policy, we will notify you by revising the date at the top of the Policy. If we make material changes, we will provide you with additional notice (such as by adding a statement to the Services or sending you a notification). We encourage you to review this Policy regularly to stay informed about our information practices and the choices available to you.
Collection of personal information
The categories of personal information we collect and the sources from which we collect it depend on your interactions with us and are described in more detail below.
Personal information you provide directly to us
We collect personal information directly from you, including when you engage in any of the activities listed below:
- Place an order from our website;
- Make a purchase at one of our stores;
- Return an item or make an exchange from a previous purchase;
- Inquire about our products or services;
- Contact us to request assistance or provide feedback, including communication with customer service;
- Interact with our store associates, such as through in-store stylist appointments;
- Create an online account and profile;
- Subscribe to receive our emails or text messages;
- Use our mobile app;
- Enter a contest or sweepstakes;
- Submit a product review;
- Participate in a marketing survey, promotion, or event, or join our rewards program; and
- Interact with us on social media, including by posting content and tagging us.
The types of personal information we collect directly from you may include your name, email address, postal address, phone number, birthday, marketing and communications preferences, product and style preferences, size information, account information (such as account password and promo award cards), government-issued ID, information provided in your product reviews (such as username, photos, city, state, age range, height, and body type), and any other information you choose to provide.
If you make a purchase from us, we work with a third-party payment processor to collect and process your payment information.
Personal information we collect automatically
We automatically collect personal information when you access and use our Services or shop in our stores, including:
- Device and usage information: We collect information about how you access and use our Services, including device information, such as your browser type, hardware model, operating system version, IP address, unique device identifiers, and mobile network, app version, and language settings. We also collect information about your activity on our Services, such as items placed in your shopping cart, your access times, pages viewed, the routes by which you access our Services, and your use of any hyperlinks available within our Services.
- Transaction information: When you make a purchase or return, we collect information about your transactions, including records of products or services you purchased, returned, or are considering purchasing from us, the purchase price, and the date and location of the transaction.
- Information collected via cookies, web beacons, and other tracking technologies: We and our partners use cookies, web beacons, and other tracking technologies to collect information about your browsing behavior, purchase behavior, and other engagement with our Services. Cookies are small data files stored on your hard drive or in device memory that help us improve our Services and your experience, see which areas and features of our Services are popular, and count visits. Web beacons (also known as “pixel tags” or “clear GIFs”) are electronic images that we use on our Services and in our emails to help deliver cookies, count visits, and understand usage and campaign effectiveness. See the "Targeted Advertising and Analytics" and "Cookies and Similar Tracking Technologies" sections below for further information.
- Video, images, audio and chat information: We collect video recordings and photographs in our stores for security, fraud, and loss prevention purposes, and we may record calls you place to customer service. If you contact customer service through our chat feature, we may monitor and retain your chat conversations, including for training purposes. Please do not use the chat feature or participate in calls with us if you do not consent to our monitoring and retention of chat conversations and calls with you.
- Precise geolocation information: If you use our mobile app, with your consent, we may collect information about the precise location of your device. You may stop the collection of precise geolocation information at any time (see the "Your Privacy Choices" section below for details).
Personal information we collect from other sources
We may collect personal information about you from other sources. For example, we may collect personal information about you from:
- Other companies if we offer joint promotions and marketing campaigns;
- Other customers who provide information about you, such as to send you a gift, or invite you to participate in a refer-a-friend program;
- Providers of rewards programs;
- Order processing partners, such as fraud prevention partners, shipping partners, and fulfillment partners; and
- Marketing and advertising companies, data co-ops, mailing list providers, and market research companies.
The types of personal information we collect from other sources may include your name, email address, mailing address, demographic information (such as your age range), product preferences, and product purchases.
Personal information we derive
We may derive information or draw inferences about you based on the information we collect. For example, we may infer your approximate location based on your IP address or that you are interested in purchasing certain products based on your browsing behavior on our Services.
Use of personal information
We use the personal information we collect to provide, maintain, and improve our products and services. We also use personal information to:
- Process and fulfill your orders and facilitate returns and exchanges;
- Communicate with you about products, services, contests, promotions, and other information offered by Lilly Pulitzer and others that we think will interest you, unless you have opted out of such communications (see "Opting Out of Marketing Communications" for more information);
- Develop new products and services;
- Provide and administer our loyalty program;
- Administer and fulfill our contests, sweepstakes, and other promotions and deliver rewards;
- Identify, report, and repair errors that impair the functionality of our Services;
- Analyze trends and statistics, learn more about your shopping preferences and your interaction with our Services, and improve your shopping experience;
- Detect, investigate, and prevent security incidents and protect against malicious, deceptive, fraudulent, or illegal activity;
- Respond to your comments, questions, and requests and provide customer service;
- Personalize the Services, and our offerings, including to understand purchases you make across locations (such as if you make a purchase at a retail store and from our online store using the same payment method), and to provide content or features that match your profile and interests;
- Target advertisements to you on third-party platforms and websites unless you have opted out (see the "Targeted Advertising and Analytics" for more information);
- Create de-identified and aggregate data that cannot reasonably be linked to you;
- Comply with our legal and financial obligations; and
- Carry out any other purpose described to you at the time the information was collected.
Target advertising and analytics
We engage others to provide analytics services, serve advertisements, and perform related services across the web and in mobile apps. To do this, Lilly Pulitzer and these entities may use cookies, pixels, web beacons, SDKs, device identifiers and other technologies to collect information about your use of the Services and other websites and applications, including your IP address, device identifiers, web browser and mobile network information, pages viewed, time spent on pages or in mobile apps, links clicked, order information, items added to cart, and conversion information. This information is used to deliver advertising targeted to your interests on other companies’ sites or mobile apps and analyze and track data, including to understand how our ads perform, determine the popularity of certain content, and better understand your online activity. [We may also engage vendors that use cookies and similar tracking technologies to match your anonymous browsing activity with information you have previously provided to us, such as when you created an account or made a purchase. This process, sometimes referred to as “reidentification,” allows us and our vendors to recognize you across sessions and devices, even when you are not logged in, so that we can deliver more relevant advertising and marketing tailored to your interests and preferences.]
You can turn off cookies and similar technologies used for ad targeting purposes by clicking the "Your Privacy Choices” link found in the footer of our website and following the instructions in the pop-up window. [If you are not logged in, do not have an account, or we are unable to associate your request with your account or other identifiers,] [In certain circumstances], your opt-out choice will be linked to your browser [or device] only; therefore, you will need to renew your opt-out choice if you visit our website from a new device or browser, or if you clear your browser’s cookies.
In addition to ad targeting activities that rely on cookies and similar technologies, we work with advertising partners to translate other identifiers, such as your email address or phone number, into an unique identifier (called a hash value) that such partners can then use to show you ads that promote Lilly Pulitzer across the web and in mobile apps. Depending on where you reside, You may opt out of these disclosures by filling out our web form.
Some of the activities described in this section may constitute “targeted advertising,” “sharing,” or “selling” under certain state privacy laws. See the "Additional Information for Specific Jurisdictions” section for more information and the privacy rights available to residents of these states.
You can also learn more about interest-based ads and opt out of having your web browsing information used for behavioral advertising purposes by companies that participate in the Digital Advertising Alliance, by visiting www.aboutads.info/choices.
Disclosures of personal information
In certain circumstances, we disclose the personal information we collect about you. We disclose the personal information we collect as described in the "Targeted Advertising and Analytics " section above and in the following scenarios:
- Corporate affiliates. We may disclose personal information among our holding company, subsidiaries, and corporate affiliates for the purposes described in the "Use of Personal Information" section above.
- Vendors and service providers. We make personal information available to our vendors, service providers, and contractors who perform services on our behalf, who may be located in other countries, such as companies that assist us with web hosting, shipping and delivery, fraud prevention, customer service, surveys, payment processing, analytics, and marketing and advertising.
- Third-party business partners. We may share your personal information with third parties to use for their own commercial purposes (such as advertising and marketing) or to expand the reach and effectiveness of our own marketing campaigns. Depending on where you reside, you may opt out of such disclosures by following the instructions
- Corporate transactions. Personal information may be disclosed or transferred as part of, or during negotiations of any purchase, sale, lease, merger, amalgamation or any other type of acquisition, disposal, securitization, or financing involving Lilly Pulitzer.
- Professional advisors. We disclose personal information to our legal, financial, insurance and other advisors in connection with the kinds of corporate transactions described above or in connection with the management of Lilly Pulitzer’s business or operations.
- Law enforcement authorities and individuals involved in legal proceedings. We may disclose personal information about you, if necessary, in our good faith judgment, to comply with laws or regulations or in response to a valid subpoena, order, or government request, or to protect the rights, property, or safety of Lilly Pulitzer or others.
- With Your Consent and At Your Direction We make personal information available to third parties when we have your consent or you intentionally direct us to do so. For example, if you decide to submit a product review, you direct us to post the personal information you provide publicly.
We also disclose aggregated or de-identified information that cannot reasonably be used to identify you. Lilly Pulitzer processes, maintains, and uses this information only in a de-identified fashion and will not attempt to re-identify such information, except as permitted by law.
Your privacy choices
Updating your account information
You can review and modify your online account information at any time. To access your online account, simply click "Sign In" at the top of any web page and sign in when prompted. You can also review and modify your mobile application information by logging into your mobile application account, selecting “Profile” and then selecting “Edit Info.” You can also update your account information by calling customer service at 1.888.725.4559.
Opting out of marketing communications
If you would like to stop receiving promotional emails, or text messages, or phone calls from us, please contact us and specify which list(s) you would like to be unsubscribed from ("Do Not Email," "Do Not Mail," or "Do Not Call"). You can also unsubscribe from our promotional emails or texts by following the instructions in those communications or logging in to your account to manage your subscriptions. If you opt out, we may still send you non-promotional emails, such as those about your account or our ongoing business relations.
As described above, Lilly Pulitzer uses cookies and similar tracking
technologies for various purposes, including to analyze visits to our
websites and deliver targeted advertising on other companies’ sites or
mobile apps. You can turn off cookies used for ad targeting purposes by
clicking the
Your Privacy Choices
link found in the footer of our website and following the instructions
in the pop-up window. In addition, most web browsers are set to accept
cookies by default. If you prefer, you can usually adjust your browser
settings to remove or reject browser cookies. Please note that removing
or rejecting cookies could affect the availability and functionality of
our Services, such as remembering certain account preferences.
Precise geolocation information
When you first launch our mobile app, you will be asked to consent to the app’s collection of precise geolocation information. If you initially consent to our collection of such location information, you can subsequently stop the collection of this information at any time by changing the preferences on your mobile device. You can also update your location settings by switching off location services in your account settings.
Mobile push notifications
With your permission, we may send push notifications to your mobile device. You can deactivate these notifications at any time by changing the notification settings on your mobile device.
Additional information for customers residing in certain U.S. States
Alabama, California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Louisiana, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oklahoma, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia have enacted consumer privacy laws that grant their residents certain rights and require additional disclosures (“State Laws”). If you are a resident of one of these states this section applies to you. This section also serves as our California “Notice at Collection”.
Additional Disclosures
Our Policy explains how we collect, use, and disclose information about you, as well as our targeted advertising and analytics practices. As required by certain State Laws, we use the tables below to explain this same information.
Collection, Use, and Disclosure of Personal Information for Business Purposes
| Categories of personal information | Categories of recipients | Use of personal information |
|---|---|---|
|
|
|
Personal information that we “Share,” “Sell,” or Use for “Targeted Advertising”
We disclose the following categories of personal information to third parties for the purpose of targeting ads to you on third-party sites and services, to expand the reach and effectiveness of our own marketing campaigns, and to we allow certain third parties to use this information for their own marketing purposes. These disclosures may be considered “sales,” or “sharing,” or use of personal information for “targeted advertising” under certain State Laws, and the table below covers the categories of personal information we disclose for these purposes and the categories of third parties that receive it.
| Categories of Personal Information “Shared,” “Sold,” or used for Targeted Advertising | Categories of third parties |
|---|---|
| Identifiers | Data co-ops and advertising and marketing networks |
| Commercial information | Advertising and marketing networks |
| Internet and electronic network activity information (including information from cookies) | Advertising and marketing networks |
Other details about our information practices
We collect personal information directly from you (for example, when you place an order from our website or make a purchase at one of our stores), automatically when you access or use our Services or shop in our stores, and from third-party sources such as joint marketing partners, each described in more detail in the "Collection of Personal Information" section above.
We do not engage in sales, sharing, or targeted advertising using personal information about consumers we know to be under the age of 18.
In limited circumstances, we may collect information that is considered “sensitive” under State Laws. For example, we may collect information about your government-issued ID when you make a return for fraud prevention purposes, or, with your consent, your precise geolocation information through our mobile app. We do not use or disclose such sensitive personal information for the purpose of inferring characteristics about you.
We retain personal information for as long as necessary to carry out the purposes for which we originally collected it and for other purposes described in this Policy.
Privacy Rights
Opt Out of Sales, Sharing, Targeted Advertising
You may opt out of activities that we engage in that constitute “sales,” “sharing,” or “targeted advertising” under the State Laws by:
Cookies and Similar Technologies: Following the prompts behind the Your Privacy Choices link in the footer of our website or here. [If you are not logged in, do not have an account, or we are unable to associate your request with your account or other identifiers,][In certain circumstances], your opt-out choice will be linked to your browser [or device] only; therefore, you will need to renew your opt-out choice if you visit our website from a new device or browser, or if you clear your browser’s cookies.
Other Identifiers: Filling out our webform to turn off “targeted advertising,” “sharing,” and “sales” based on your email address, phone number, and postal address.
If you reside in California, Colorado, Connecticut, Maryland, Minnesota, Montana, Nebraska, New Hampshire, or Texas, you can also opt out by visiting our website with a legally recognized universal opt-out signal enabled, such as the Global Privacy Control. [If you are not logged in to your account with us, our processing of the signal will be limited to cookie-based sales, sharing, and targeted advertising for the specific browser or device that you are using.]
Access, correction, and deletion
You have the right to (1) request to know more about and access your personal information, including in a portable format, (2) request deletion of your personal information, and (3) request correction of inaccurate personal information. To request access, deletion, or correction of your personal information, please fill out our. You may also call 1.888.725.4559 to submit a request. Once we receive the request, we will validate the information that you provide and send a message to the email address you provided in the request. Please follow the instructions in that email to verify your email address and/or provide any additional information that may be needed to process your request.
Nondiscrimination
We will not discriminate against you for exercising your privacy rights.
Appeals
If we deny your request, you may have the right to appeal our decision by contacting us at privacy@lillypulitzer.com. If you have concerns about the result of an appeal, you may contact the attorney general in the state where you reside.
Authorized agents
If you are an authorized agent seeking to make a request to opt out of sales, sharing, or targeted advertising on behalf of a consumer, please submit your request
If you reside in California, you may designate an authorized agent to submit an access, correction, or deletion request on your behalf. We may ask your authorized agents to submit proof that they have signed permission from the consumer who is the subject of the request. In some cases, we may also contact you to verify your identity or confirm the authorized agent has permission to submit this request. If you are an authorized agent seeking to make an access correction, or deletion request on behalf of a California resident, please submit your request
Notice of financial incentives
We may provide discounts or other benefits to customers who join membership rewards or loyalty programs or sign up to receive our marketing emails or text messages. These offerings may constitute “financial incentives” or “bona fide loyalty programs” under State Laws (for simplicity, we refer to these offerings as financial incentives throughout this Policy).
If you decide to participate in a financial incentive, we collect relevant personal information from you, such as identifiers (like your email address or phone number), commercial information (like your purchase preferences and interests or purchase history), inferences drawn about your preferences, and other categories of personal information that relate to or are reasonably capable of being associated with you. We disclose this information to our cloud service providers and marketing and advertising partners. You can opt into a financial incentive by following the sign-up or participation instructions provided. If you later decide to opt out, you may do so at any time, such as by following the unsubscribe instructions in the applicable program’s terms and conditions, promotional emails, text messages, or contacting us at privacy@lillypulitzer.com. If you request that we delete any of your personal information that is essential to providing you with the financial incentive, we will not be able to provide you with the benefits of that program (e.g., if you ask us to delete your email address, we will no longer be able to provide you with early access to sales or other benefits via email). In some cases, we may provide additional terms and conditions for a financial incentive, which we will provide to you when you sign up. The value of your personal information is reasonably related to the value of the offer or discount presented to you.
Shine the Light Law - California Residents Only
A California law known as "Shine the Light" permits residents of California to request certain details about the disclosure of their information to third parties for direct marketing purposes. Under Shine the Light, a business must either provide this information or permit California residents to opt in to, or opt out of, disclosure of their information to third parties for direct marketing. Lilly Pulitzer qualifies for this alternative option. To opt out of having information about you shared with third parties for direct marketing purposes, please submit your request
Contact us
If you have any questions about this Policy or our information practices, please contact us at:
1.888.725.4559
privacy@lillypulitzer.com
Lilly Pulitzer
Attn: Guest Services
800 3rd Avenue
King of Prussia, PA 19406
