Privacy
Notice.

Welcome to the Website Privacy Notice ("Notice") for 78 Brand Co. and our parent company, 78 World Market LLC (collectively referred to as "we," "us," or "our").

We respect your privacy and are committed to protecting your personal information, which we refer to in this Notice as "Personal Data." This Notice details how we look after your Personal Data, your privacy rights (which may vary depending on where you live), and how the law protects you.

It is important that you read this Notice, along with any other privacy notices we may provide when collecting or processing Personal Data about you, so that you are fully aware of how and why we are using your data. This Notice supplements other notices and is not intended to override them.

1. Information About Us
2. Personal Data We Collect
3. How Your Personal Data Is Collected
4. How We Use Your Personal Data
5. How We Disclose Your Information
6. Data Security and Retention
7. Your Legal Rights
8. If You Have Concerns About Your Personal Data
9. Changes to This Notice
10. California Privacy Notice

Purpose of this Notice

This Notice describes how 78 Brand Co. collects and processes your Personal Data through your use of this website, including any data you may provide to us or that we receive from third parties.

When we refer to "applicable law" in this Privacy Notice, we mean the laws and regulations relevant to our processing of your personal information. Depending on where you live, this may include federal, state, provincial, and local laws in the United States and Canada.

Data Controller

78 Brand Co. and 78 World Market LLC serve as the data controllers and are responsible for this website.

Data Privacy Team

We have designated a Data Privacy Team responsible for overseeing questions in relation to this Notice. If you have any questions, including requests to exercise your legal rights, please contact them using the details below:

• Full Name of Legal Entities: 78 Brand Co. / 78 World Market LLC
• Contact Group: The Data Privacy Team
• Email Address: LegalTerms@78brand.com
• Postal Address: 1111 N Taft Ave, Berkeley, IL 60163
• Phone Number: 312-344-1602 (Available Monday to Friday, 9:00 AM to 5:00 PM CST)

Third-Party Links

This website may include links to third-party websites, plug-ins, and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements.

Children and This Website

This website is not aimed at or intended for children under the age of 16.

"Personal Data" refers to any information about an identifiable living individual. It does not include data where the identity has been removed (Aggregated or De-identified Data).

We may collect, use, store, and transfer different kinds of Personal Data about you, categorized as follows:

• Identity Data: First name, last name, username, title, date of birth, and gender.
• Contact Data: Billing address, delivery address, email address, and telephone numbers.
• Financial Data: Bank account and payment card details handled via secure payment processors.
• Transaction Data: Details about payments to and from you and other details of products you have purchased from us.
• Technical Data: Internet protocol (IP) address, login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website.
• Profile Data: Your username and password, purchases or orders made by you, interests, preferences, feedback, and survey responses.
• Usage Data: Information about how you use our website, products, and services.
• Marketing and Communications Data: Your preferences in receiving marketing from us and our third parties and your communication preferences.

Aggregated Data

We also collect, use, and share Aggregated Data such as statistical or demographic data. Aggregated Data may be derived from your Personal Data but is not considered personal information under the law as it does not directly or indirectly reveal your identity.

Sensitive Personal Data

We may collect select items of Sensitive Personal Data (such as voluntary information about your race, ethnicity, or health feedback in response to surveys regarding our products) only when necessary and where you provide your explicit consent.

Loyalty and Promotional Programs

When you choose to join our loyalty programs, contests, or promotional campaigns, we gather information including your name, contact details, purchase history, receipts, and program activity. This data is used to provide customized rewards, understand consumer needs, and facilitate program communications.

Failure to Provide Personal Data

Where we need to collect Personal Data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services).

We use different methods to collect data from and about you, including:

1. Direct Interactions: You give us your Identity, Contact, and Financial Data by filling in forms or by corresponding with us by post, phone, email, or social media.
2. Automated Technologies: As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions, and patterns. We collect this data by using cookies, server logs, and other similar technologies.
3. Third Parties or Publicly Available Sources: We may receive Personal Data about you from various third parties, such as analytics providers (like Google), payment/delivery services, and advertising networks or data aggregators.

We will only use your Personal Data when the law allows us to. Most commonly, we use your data in the following circumstances:

• To perform the contract we are about to enter into or have entered into with you (e.g., processing and delivering an order).
• Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
• Where we need to comply with a legal or regulatory obligation.

Generally, we do not rely on consent as a legal basis for processing your Personal Data other than in relation to sending third-party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us at LegalTerms@78brand.com.

Specific Purposes for Processing

• Operations & Logistics: Managing orders, payments, fees, and tracking shipments.
• Business Development: Conducting market research, forecasting, and consumer preference modeling to improve 78 Brand Co. products.
• Security: Protecting our corporate assets, information networks, and verifying user identity.
• Legal Enforcement: Responding to law enforcement requests, managing legal claims, and meeting regulatory compliance requirements.

Profile Building & Automated Decisions

We may combine identity, technical, and usage data to build a profile of your preferences. This helps us decide which products and offers are most relevant to you. If you wish to opt out of data enrichment practices or object to automated decision-making profiles, please contact our Data Privacy Team.

We may share your Personal Data with internal and external third parties for the purposes set out above:

• Internal Affiliates: Between 78 Brand Co. and our parent entity, 78 World Market LLC, for centralized business operations.
• Service Providers: Contractors, technical support networks, shipping carriers, and payment processors executing operations on our behalf under strict data processing agreements.
• Advertising and Media Partners: For targeted, interest-based behavioral advertising. This may include sharing hashed email addresses or technical identifiers with social media and marketing platforms.
• Corporate Transfers: Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets.
• Legal Obligations: Regulatory authorities, tax agencies, or law enforcement bodies when required by applicable mandates.

Data Security

We have put in place appropriate security measures to prevent your Personal Data from being accidentally lost, used, accessed in an unauthorized way, altered, or disclosed. In addition, we limit access to your Personal Data to those employees, agents, contractors, and other third parties who have a business need to know.

Data Retention

We will only retain your Personal Data for as long as reasonably necessary to fulfill the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting, or reporting requirements.

Depending on your geographic location (such as various US states, Canada, or Europe), you may have specific rights under applicable data protection laws:

• Right to Access: Request a copy of the Personal Data we hold about you.
• Right to Correction: Request correction of inaccurate information we maintain.
• Right to Deletion: Request that we delete your Personal Data, subject to certain legal exceptions.
• Right to Opt-Out: Opt-out of the processing of your data for targeted advertising, the sale/sharing of data, or automated profiling.
• Right to Portability: Request the transfer of your data to you or a third party in a structured, machine-readable format.
• Right to Non-Discrimination: You will not receive discriminatory treatment from us for exercising any of your privacy rights.

How to Exercise Your Rights

To exercise any of these rights, please submit a verifiable request to us via:

• Email: LegalTerms@78brand.com
• Phone: 312-344-1602 (M-F, 9am to 5pm CST)
• Mailing Address: 78 Brand Co., Attn: Data Privacy, 1111 N Taft Ave, Berkeley, IL 60163

If you have a complaint or question about how we handle your data, please contact our Data Privacy Team directly at LegalTerms@78brand.com so we can resolve the matter. You also retain the right to lodge a complaint with your relevant local data protection supervisory authority at any time.

We may update this Privacy Notice from time to time. When changes are made, the revised date at the top of the page will be updated. Your continued use of our website or services following these updates signifies your acceptance of the terms.

Effective Date: May 29, 2026

This California Privacy Notice supplements the main Privacy Notice above and applies solely to California residents ("consumers" or "you") pursuant to the California Consumer Privacy Act, as amended by the California Privacy Rights Act (collectively, "CCPA").

Information We Collect

In the preceding 12 months, we may have collected the following categories of personal information:

• Identifiers: Real name, postal address, IP address, unique personal identifier, email address, and account name.
• Protected Classifications: Age, gender, race, or ethnic background (disclosed voluntarily via consumer surveys).
• Commercial Information: Records of products purchased, histories, or consumption tendencies.
• Internet/Electronic Network Activity: Browsing history, search history, and interactions with our digital platforms.
• Professional/Employment Information: Job titles or industry designations if interacting in a B2B capacity.
• Inferences: Profiles reflecting preferences, characteristics, and psychological trends drawn from the data points above.

Sensitive Personal Information Collectable

We only collect items of sensitive personal information (such as precise geolocation for store-locator features or voluntary demographic data) with your explicit consent or as permitted by law. We do not use or disclose sensitive personal information for purposes other than those specified under the CCPA guidelines.

Disclosures, Sales, or Sharing of Personal Information

We do not sell your personal information for monetary compensation. However, under the CCPA, sharing information with ad networks for cross-context behavioral advertising may be categorized as a "sale" or "share."

The table below summarizes our disclosure practices over the past 12 months:

Consumer Request Statistics

The following table metrics show the data subject requests processed from across the United States during the previous reporting cycle:

California Opt-Out and Rights Enforcement

If you are a California resident, you may explicitly command us to limit the use of your sensitive personal data or opt out of the sale/sharing of your information.

• To execute an Opt-Out, email LegalTerms@78brand.com with the subject heading "CCPA Opt-Out Request" or call 312-344-1602 during our standard operating hours (M-F, 9am to 5pm CST).