Privacy notice.

Last updated 12 October 2026

Who we are

Valen Trading is a trading name of Butyros Limited. Butyros Limited is the controller of personal data collected through this site. Our registered office is 60 Cheapside, London EC2V 6AX. Company number 16497512. You can contact us about privacy at [email protected] or by writing to the registered office.

Information we collect

Depending on how you use the site, we collect your name, business and contact details, trading postcode, company and VAT details, account login details, enquiries, marketing choice, quotation and order information, saved lists and account activity. Passwords are stored as one-way password hashes, not as readable passwords.

We also collect account activity when you are logged in to your trade account: what you search for and how many results come back, the products you view, your baskets (including basket value), your logins and your sign-up.

If you upload a document for a quote comparison, you must confirm that you are authorised to share it. Valen stores the exact original upload and a structured comparison in private storage for up to 30 days to provide and support that comparison. Uploaded documents cannot be compared without this acknowledgement. Pasted lines create no original file for Valen to store. CSV, Excel and text-based PDF files are parsed by Valen. Photographs and scanned PDFs are sent securely to a specialist document-reading provider to transcribe the printed product data. Under the provider's standard commercial terms, it may separately retain inputs and outputs for up to 30 days. We may retain an account comparison, offer or quotation record needed to provide the service and maintain your account record.

Why we use it

We use personal data to respond to enquiries, assess trade applications, create and secure accounts, prepare quotations, process accepted business, provide account records, prevent misuse, meet legal and accounting duties and improve our trade service.

Our lawful bases are taking steps at your request before a contract and performing a contract, our legitimate interests in operating and securing a business-to-business wholesale service, compliance with legal obligations and, for optional marketing, your consent. You can withdraw marketing consent at any time by emailing us.

We also use your account activity to run and look after your trade account. For example, we use it to help you reorder, to pick up baskets you have not finished, and to improve our range. Your sales rep sees short summaries of it before visiting you.

Your account activity on our trade site

When you are logged in to your trade account on valentrading.com, we record what you do on the site so we can serve your account well. This is our own logging, kept on our own systems. It does not use advertising trackers.

What we record

• Searches: the words you search for and how many results came back
• Products you view
• Baskets, including basket value
• Logins
• Sign-ups, when you create your account

How we use it

• To help you reorder the products you buy
• To spot baskets you started but did not finish, so we can help you complete them
• To improve our range. If a search finds nothing, our team may review it so we can stock what customers ask for.

Who sees it

Your sales rep sees short summaries of your recent activity before visiting you, such as products you have been looking at. They do not see a click-by-click record.

If you message us on WhatsApp, our AI assistant may see your recent searches and baskets so it can help you faster. It only uses them to reply to you. It will not message you first about them.

If you are not logged in

We count visits from people who are not logged in as totals only. We never name you or link those visits to you.

Our lawful basis

We use your account activity to perform our contract with you, and for our legitimate interests in serving your account, supporting our sales team and improving our range.

How long we keep it

We keep detailed account activity for about 13 months. After that, we keep only monthly totals.

Your choices

This logging is separate from the optional analytics described in our cookies and analytics section. Those analytics stay off unless you choose Allow analytics. You can ask what account activity we hold about you, or object to how we use it, at any time. Just email [email protected].

Sharing and international processing

We share personal data only where needed with service providers that host and support the site, professional advisers, payment, fulfilment and delivery providers used for accepted business, and public authorities where the law requires it. We do not sell personal data.

Some service providers may process data outside the UK. Where this happens, we rely on an applicable adequacy regulation or approved contractual safeguards. Contact us if you would like more information about the safeguards relevant to your data.

Retention and security

We keep data only for as long as needed for the purpose collected, the life of an account or trading relationship, legal and accounting requirements, security and the handling of claims. The exact period depends on the record and those requirements. Expired sign-in sessions are removed, and necessary session cookies expire after eight hours.

We use access controls, encrypted HTTPS connections, one-way password hashing and private server storage. No internet service can guarantee absolute security, so please contact us promptly if you believe your account has been compromised.

Cookies and analytics

The customer portal uses strictly necessary tt_session and tt_csrf cookies for sign-in and request security. Optional analytics stays off until you choose Allow analytics. The site remains fully usable without analytics, and you can reject it just as easily from the same choice panel.

With your permission, our analytics provider (PostHog, hosted in the United States) helps us understand how trade buyers use the site. After you allow analytics we record the pages you visit and their addresses, the words you type into catalogue search (after anything shaped like an email address or telephone number is removed), navigation choices, interaction outcomes such as sign-in, quotation, application and delivery-check results, random journey and session identifiers used to recognise a returning browser, your IP address and the approximate location derived from it, your device type, the domain of the site that referred you, campaign tags in the link you followed, and any postcode you check for delivery, together with its district (for example EC2). With your permission we also record a replay of your visit, so we can see how the site works for real customers and fix anything that gets in your way. A replay is a video-style recording of what appears on your screen and how you use it, on the public site and, if you sign in, your account portal, plus technical details about how the site loads and works (including the requests your browser makes and their content) so we can fix problems quickly. Password fields are always masked and are never recorded. Replays are stored securely by PostHog in the United States for up to 90 days, and you can switch this off at any time through Privacy settings, which stops recording straight away.

Global Privacy Control and Do Not Track keep analytics off even if a choice was previously saved. You can reject or clear your analytics choice at any time through Privacy settings. Doing so stops collection and removes the queued session events held by your browser. Settings require JavaScript; without JavaScript optional analytics does not run. Necessary authentication and request-security cookies are separate and are never read by analytics.

Your rights

Depending on the circumstances, you may have rights to access, correct, erase or restrict your personal data, object to processing, receive portable data and withdraw consent. These rights are not absolute. To exercise a right, email [email protected]. We may need to verify your identity.

Your right to object: you can object at any time to direct marketing and, in some circumstances, to processing based on legitimate interests.

Complaints and changes

Please contact us first so we can try to resolve a concern. You can also complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint or by calling 0303 123 1113.

We will update this notice when our processing changes and publish the revised date on this page.