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Privacy Policy

Our Privacy Commitment

The Baby Bunting group of companies (consisting of Baby Bunting Group Limited (ACN 128 533 693), Baby Bunting Pty Ltd (ACN 128 546 154)  (and their related bodies corporate) (Baby Bunting, we or us) is committed to complying with all applicable privacy laws.

This privacy policy describes our personal information management practices. By providing your personal information to us, you consent to our handling of your personal information as outlined in this privacy policy. This policy does not apply to our current or former employees' personal information to the extent such information is directly related to their employment.

This privacy policy was last updated in September 2025 noting it may change from time to time. It is available on our Australian and New Zealand websites (Website).

What kinds of personal information do we collect?

We collect personal information that is reasonably necessary for our functions and activities. The information we collect depends on which products and services you use, how you transact or interact with us and our relationship with you and may include:  

  • your personal details such as your name, addresses, post code, email address, mobile number, date of birth, gender, marital status, family details and identification documents;
  • your payment and transaction/order information;
  • your financial information, such as credit card details, tax file number and GST number;
  • your interests, hobbies, preferences, testimonials, opinions and shopping habits, including what, how and when you buy from us (or our Marketplace Sellers) or have expressed an interest in buying from us (or our Marketplace Sellers);
  • photos of you and/or your family or friends that you post on our website or our social media pages and your username for social networking sites that you use or refer to in conjunction with our goods and services;
  • on-site information when you visit a Baby Bunting store or premise including images/videos/audio from cameras inside and outside of our stores (including in car parks, click and collect areas and in-store) and vehicle number plate details;
  • limited optional health information, such as whether you or a family member is pregnant (including expected due date) or has recently given birth, allergies or health concerns;  
  • your online activity including your shopping habits and information about how you interact with our websites, ads, social media profiles, QR codes and electronic communications including what you click on or your engagement with chatbots (eg through Livechat). It may also include device identifiers (IP address), location data, dates, times, file metadata, referring website/app, data entered and user activity (such as links clicked), adding items to a basket, adding items to a wish list and making purchases. This may be done via the use of cookies, tags and pixels; and
  • images taken of products (which may also include an image of you) when they are delivered to your home.

Sensitive information

If we collect your sensitive information such as health information, we will do so only with your consent and in accordance with applicable law (unless you provide this information to us unsolicited eg as part of a customer care interaction, social media post or product review). We will take appropriate measures to protect the security of this information.  

Providing personal information about other individuals

You may provide personal information about other individuals to us (eg by adding a secondary holder to your loyalty account or authorising a person to collect your order or make a payment on your layby). In those instances, it is your responsibility to tell that person that you’re giving us their personal information and about this privacy policy. 

Providing personal information to third parties

If you provide your personal information to a third party via a link from our website (such as when you enter a competition or provide survey or review responses operated by third parties), that information is collected and managed by that third party subject to their privacy policy.

Do you have to provide your personal information to us?

Unless it is impractical to do so, or we are required or authorised by law to collect your personal information, we will allow you to deal with us anonymously or by using a pseudonym.  

However, in some circumstances, this will not allow us to provide you with our services (such as online transactions and arranging for deliveries of products etc). If you are a job applicant, we will not be able to assess your application without collecting your personal information.

How do we collect and hold personal information?

Direct collection

We will usually collect personal information directly from you. For example, we may collect your personal information when:

  • you register with us, for example to create an account;
  • you purchase (including by placing a product on layby) or collect products or services from us (either online, in-store or over the telephone) or from a Marketplace Seller through the Baby Bunting Marketplace;
  • a Marketplace Seller shares personal information with us in our capacity as the administrator of the Baby Bunting Marketplace;
  • you communicate with us to make an enquiry, complaint or to engage in a refund/warranty process, either online (for example through the Customer Care contact form, price beat promise form, warranty form or Livechat function) or when you call our stores or Customer Contact centre (noting those calls are recorded);
  • when you connect to our in-store Wi-Fi network, or our Wi-Fi tracking system is able to detect your mobile device in-store;
  • via CCTV systems in stores (including car parks and click & collect area) and other Baby Bunting premises to ensure security and safety for team members and customers;
  • you enter one of our competitions or promotions or attend an event (in-store or online);  
  • when you publicly comment about us on social media sites (for example so that we can answer questions about our products);
  • you use our website (including engagement with chatbots e.g. Livechat), apps, QR codes (in-store and online) or engage via our social media platforms;
  • you provide a review or testimonial or participate in a survey;
  • you sign up to the Baby Bunting talent community or apply for employment or a contracting role with us (whether directly or through an agency);
  • you are, or you work for, a supplier or partner to us;  
  • you deal with us in other ways involving the need for personal information to be provided to us (for example, making a claim against Baby Bunting); or
  • you become a shareholder of Baby Bunting Group Limited.

Indirect collection

We may sometimes collect your personal information other than directly from you where you have authorised this, where it is permitted by law, or where the information is publicly available.  

For example, this may occur when we receive personal information from other companies who, in common with us, have a relationship with you. For example, if you are applying for employment or a contract with us, we may obtain information from your referees. We may also obtain information from any other person authorised to act on your behalf or provide your personal information to us.  

We may also collect personal information about you by accessing data from other sources and then analysing that data together with the information we hold about you in order to learn more about your likely preferences and interests.

In-store Wi-Fi

If you access or log-in to our in-store Wi-Fi network, or we are otherwise able to track your mobile device in-store, and we already hold other information about you or the device you are using, then we may link that information with personal information we hold about you.

Why do we collect, hold, use and disclose personal information?

We collect, hold and use personal Information in several ways, including to provide and improve our products and services and operate effectively. Some examples are set out below:

Transactions, accounts and promotions:

  • to provide services and products to you (including to process payments, provide support, advice or recommendations, engage in supply chain activities and to deal with orders, deliveries, click & collect processes, returns and exchanges);  
  • to share information with Marketplace Sellers who sell goods on our website to allow that seller to deliver your goods and provide ancillary services;
  • to respond to requests, enquiries, complaints, warranty claims, and other customer care or technical support related activities;
  • to understand your preferences so that we may promote goods and services through direct and targeted advertising and marketing to you in a way which may be of interest to you;
  • for marketing, advertisement, publicity and market research including to run competitions/events;
  • for purposes relating to the loyalty program including to manage and analyse the loyalty program and manage individual accounts; and
  • for operating and administering the Baby Bunting Marketplace;

Communication:

  • to communicate with you including to advise on, promote and advertise (through direct and targeted advertising) our products and services (including Marketplace goods); and
  • to inform you of important information regarding the safety of any products or services you have obtained from us, Marketplace Sellers or our trusted partners, including undertaking product recalls;

Improving our product offering, services and customer experience

  • to improve on our service and product offering (including in respect of the Baby Bunting Marketplace);
  • to monitor sales and for quality control purposes (including conducting customer surveys and analysis and seeking feedback on products purchased);
  • to assist in determining your product or service preferences and preferred store locations such as your closest store;
  • to monitor and measure the use of our Websites or apps, including web-based referral channels, data entered and user activity such as links clicked;  
  • to monitor customer traffic in our stores and identify high traffic areas, peak trading times, use of QR codes and frequently visited locations in our stores;

Analysis and reporting:

  • to undertake data processing, geo-tracking, data analysis and matching, market research or trend analysis to better understand your requirements, behaviour, patterns and preferences and to produce other insights about our trading performance and that of our suppliers. For example, this may involve grouping customers into segments with other customers who share similar demographics and shopping behaviours and the generation of product and sales insights relevant to various customer segments;
  • to personalise your experience, enhance the products and services you receive, and to tell you about products and services that may be of interest to you;

Corporate services and other:

  • to manage any claim you make against us;
  • for general business auditing purposes, internal administrative and record-keeping purposes;  
  • to manage your shareholding with us;
  • for recruitment purposes;
  • to help prevent and detect fraud and protect the health, safety and security of our customers, team members and others (including day-to-day surveillance of stores and other premises) including to verify your identity and to assist with investigating and preventing any potential, suspected or actual breaches of law, fraudulent activities and other misconduct;
  • to manage our business relationship with you if you are, or work for, one of our suppliers including to purchase products or services from contractors or suppliers;
  • for any other purpose you have consented to; and
  • for any other purpose required or permitted by law.

We may use AI tools for the purposes set out above including:

  • customer service and support (for example chatbots as part of the LiveChat function);
  • recruitment services and supports;
  • process optimisation and automation;
  • fraud detection and prevention; and
  • personalisation and predictive analytics.

Who do we share personal information with?

We may disclose your personal information to:

  • our suppliers and Marketplace sellers where that is necessary or desirable to assist with resolving issues associated with refund requests, product warranty claims, repairs or product recalls;
  • professional advisers (such as lawyers, accountants, consultants or auditors) and insurers;
  • payment systems operators and financial institutions;
  • third party service providers that assist us in performing our functions and activities (e.g. providers of customer care support, communication (e-mail, SMS) or data storage services, phone providers, IT support services, recruitment services and HR administration services);
  • organisations authorised by us to conduct promotional, research, fundraising or marketing activities, including to manage and operate campaigns, promotions or host events;
  • third parties who undertake data monitoring, analysis and matching activities, including around trends in customer preferences or the nature of transactions;
  • third parties who assist and support with the operation and maintenance of our Website, online services or apps;
  • third parties who display advertising or content (including personalised advertising / direct marketing) on or from third party platforms based on your personal information or preferences (eg Meta, Instagram, Tiktok, Google) or assist with such activities;
  • third parties (including regulatory bodies and law enforcement bodies) who assist in investigating and preventing any potential, suspected or actual breaches of law, fraudulent activities or other misconduct;
  • our related entities, and any potential third-party acquirer of our business or assets;
  • third parties to whom you have requested we disclose your information; and
  • any other person as required or permitted by law. 

Direct marketing, targeted advertising and personalisation

In accordance with relevant laws and any opt-out preferences, we may use your personal data (including Sensitive Data) to better understand your interests and tailor the advertising and content you see. This may include customised marketing messages, targeted communications, and identifying customer groups with similar characteristics (who may receive targeted marketing). Occasionally, we may contact you to share updates or promotional information about products and services offered by us, our Marketplace Sellers or trusted business partners that we believe may be relevant or appealing to you.

You may unsubscribe from our direct marketing communications. If you do not wish to be contacted for direct marketing purposes, you can change your preferences in the preference centre in your Baby Bunting account or contact us at enquiries@babybunting.com.au.

We may disclose your personal information to third-party platforms such as Meta, Instagram, Tiktok, Google and YouTube for the purposes of marketing products and services to you based on your information and preferences. For example, we may target banners and ads to you when you are on other websites, apps and third-party platforms.

What steps do we take to keep personal information secure

We take all reasonable steps (including technical, administrative and organisational measures) to protect personal information under our control from misuse, interference, loss, unauthorised access, modification or disclosure. We have a range of security measures in place based on industry good practise.  

However, you acknowledge that the security of personal information transmitted over the internet cannot be guaranteed and that you do so at your own risk.  

Except to the extent liability cannot be excluded due to the operation of statute, we exclude all liability (including in negligence) for the consequences of any unauthorised access to, disclosure of, misuse of or loss or corruption of your personal information. Nothing in this privacy policy restricts, excludes or modifies or purports to restrict, exclude or modify any statutory consumer rights under any applicable law. Please notify us immediately if you become aware of any security breach.

Do we share your personal information overseas?

In some circumstances, we may share or send your personal information to overseas recipients. For instance, we currently share data with reliable providers who offer storage and processing services, such as data centres and email platforms. These services operate across various geographic regions.  

Some of the third parties we share personal information with are located outside Australia, including but not limited to the United States, Singapore, Philippines, Japan, Israel, India, EU countries, New Zealand and the United Kingdom. We require these parties to take appropriate measures to protect your information and ensure the sharing and handling of such personal information is in accordance with applicable law.  

We may also transfer information to overseas suppliers where you have a product safety issue, or a public liability issue arises so that the supplier can investigate and manage the issue. The country to which your information is disclosed will depend on the supplier involved. 

How do we deal with personal information shared as part of a job application?

When you apply for a role with Baby Bunting, we may collect personal information that is relevant to your application. This may include details such as your name, contact information, employment history, education and qualifications, eligibility to work in Australia/visa status, criminal history, health information and any other information you provide to us as part of the recruitment process.

We collect, use, and disclose this information for the purpose of assessing your application. This may involve verifying the information you provide, conducting reference checks with individuals you have nominated, assessing your application against the requirements of the role and conducting interviews with you.

Where necessary, we may share your personal information with third-party service providers who assist us with recruitment-related services, including recruitment software vendors and vendors assisting with background or skill assessments (including VISA/CV/criminal checks). In such cases, we will only disclose information that is reasonably required for those purposes.

If your application is unsuccessful, we may retain your information for a limited period in case other suitable opportunities arise, unless you request us not to do so.

How can you access or correct your personal information?

You can request access to, and correction of, the personal information we hold about you at any time. Subject to certain exceptions, we will provide you with that information and make requested corrections. In order to protect your personal information, we may require identification from you before releasing the requested information.

If you find that the information we have is not up to date or is inaccurate, please advise us as soon as practicable so we can update our records and ensure we can continue to provide quality services to you. If there are reasons why we cannot comply with your request, we will notify you of this and our reasoning.  

Contact us

If you have a query, concern or complaint please contact us via email, at, enquiries@babybunting.com.au or write to Baby Bunting’s Privacy Contact Officer, 153 National Drive, Dandenong South VIC 3175.

We may ask you to provide further details about your request or complaint. Our Privacy Contact Officer will investigate the matter and attempt to resolve it in a timely way.

If you consider your privacy concerns have not been resolved satisfactorily by us, or you wish to obtain more information on privacy requirements, you can;

  • if located in Australia, contact the Office of the Australian Information Commissioner on 1300 363 992 or visit their website at www.oaic.gov.au

Additional information for users of our Websites

When you access our Websites to browse, read content, download materials, or make transactions, our systems may automatically collect certain details. These can include the time and date of your visit, your IP address, location data such as suburb or postcode, the type of device and browser you’re using, your operating system, the pages you view, data and information you enter (which may include personal information) and any files you download (Website Data).

We process this Website Data for various purposes, including the below, and the Website Data may be disclosed to third parties, including web analysis services that support these activities:

  • generating reports and statistics;
  • testing and improving the Website;
  • facilitating log-in to your loyalty account;
  • managing and maintaining the Website’s functionality and security;
  • showing content we think may be relevant or interesting to you;
  • displaying product availability and delivery options based on your location;
  • analysing site traffic and user behaviour;
  • evaluating the effectiveness of online advertising and using tools like remarketing and audience targeting and segmentation; and
  • promoting products and services tailored to your interests.

When you use the Live Chat feature on our Websites, you are using a customer service software solution, which may assist you in providing canned responses to common questions, or in using AI assistant functionality to guide you on service or shopping questions. These features use data publicly available on our Website, and data about you, to help tailor a response to assist you.

Amongst others, we use Google Analytics to collect information about the use of our Websites. Google Analytics collects information such as users’ interaction with our Website, how often users visit our Website, what pages they visit, and what other sites they use before coming to our Website. The information generated about your use of our Website (including your IP address) will be transmitted to and stored by Google on servers in the United States. We also use Advertising Features to get more advanced information about our users, such as user demographics, user interests, and frequency of visits. For more information on how Google uses the data collected, read Google’s Privacy Policy to opt out and prevent your data from being collected by Google Analytics, you can download Google's opt out add-on. By using our Website, you consent to Google processing data about you in the manner and for the purposes set out in this Privacy Policy.

Cookies

If you visit our Websites, social media pages or mobile applications or click on advertisements on the online media of other companies, we may collect information about you using technology that is not apparent to you, including by using “cookies”.

Cookies are small data files transferred onto computers or devices by websites for record-keeping purposes and to improve your website user experience. You can learn more about how we use this technology by reading our Cookies Statement.  

You can control and opt out of the use of cookies. If you remove or block cookies on your computer, please be aware that your browsing experience and our Website’s functionality may be affected. Please note, that some data may still be collected separately by tools such as Google Analytics, even though you may have set your browser preferences to reject all cookies.

Tags and trackers

Our Websites may also use tags, trackers and pixels (Trackers), which are small pieces of website code that allow us to transmit Website Data for the activities set out above.  

Our website uses Google Tag Manager (GTM) to efficiently manage and deploy marketing tags, scripts, and tracking codes without manual coding. GTM allows us to streamline integrating and updating various third-party services, such as Google Analytics, conversion tracking, and other marketing tools, ensuring that our website operates smoothly and effectively.

Third party websites

Our Website may contain links to other websites. As we do not have control over third party websites, we are not responsible for the protection and privacy of any information which you provide whilst visiting such sites. Third party sites are not governed by this privacy policy.