The Specialist Plant Marketplace

Fenn — Privacy Policy

Last updated: 11 June 2026

Herboo Limited · fennplants.com · hello@fennplants.com

Introduction

Herboo Limited, trading as Fenn ("Fenn", "we", "us", "our"), is committed to protecting and respecting your privacy. Our registered office is at 28A Regents Park Road, London, NW1 7TR and our company number is 12310879. We are the Data Controller for the purposes of UK GDPR and the Data Protection Act 2018.

This Privacy Policy explains what personal data we collect from you, how we use it, who we share it with, and your rights in relation to it. It covers your use of fennplants.com and the Fenn mobile application (the "App"). It also covers the cookies used on fennplants.com.

To contact us about your data or to make a complaint, email hello@fennplants.com. You may unsubscribe from marketing communications at any time by clicking the unsubscribe link in any email we send you or by updating your account preferences.

By using our website, App, or our services, you confirm that you have read and understood this Privacy Policy. The website and App are not intended for anyone under 16.

What information do we collect?

When you register an account, place an order, complete a form, sign up for marketing, contact us, or browse our website or App, we collect and process the following:

When you register or update your account: your name, email address, telephone number, password, and delivery address. If you sign in using Sign in with Apple, we receive an identity token and, where you choose to share them, your name and email address from Apple.

When you place an order: your name, delivery and billing address, contact telephone number, and payment information. We do not store your full payment card details — these are processed securely by Stripe. We collect details of the products you purchased including species, nursery, price, and quantity.

When you use the App: your garden profile including garden areas you create, plants you log, notes you add, care history, and identification history. This data is stored on our servers and associated with your account.

When you identify a plant: a photograph you take or upload is processed to identify the plant species. This image is transmitted to third-party AI services (PlantNet and OpenAI) for identification. We do not retain submitted identification images beyond the period necessary to generate the identification result, except where you choose to save the image to your garden profile.

When you use Rosa: messages you send to Rosa, our AI garden companion, are transmitted to OpenAI to generate responses. We may retain conversation history to provide continuity within a session. We do not use your Rosa conversations to train AI models.

When you grant location access: if you choose to share your location with the App, we collect your device location to provide weather information, region-specific care advice tailored to your climate zone, and to display specialist nurseries near you. Location data is not shared with third parties for marketing purposes. You may withdraw location access at any time through your device settings.

When you use community features: if you post photographs, comments, or other content to the Plots community, that content is stored on our servers and displayed to other users of the App. You retain ownership of content you post. See the Terms and Conditions for the licence you grant us to display your content.

When you contact customer services: your name, email address, order history, addresses, and the history of your communications with us.

When we send you marketing: your name, email address, purchase and browsing history, device information, and shopping preferences.

When you browse our website: your device information, cookie identifiers, and browsing behaviour, used to maintain and improve the site.

When you subscribe to the App: your subscription status and purchase history are processed by Apple (App Store) or Google (Google Play) and by RevenueCat, our subscription management provider. We receive subscription status information from RevenueCat to determine whether your account has access to premium features. We do not receive your full payment card details from Apple or Google.

When you enable push notifications: your device push notification token is stored to send you notifications including trial expiry reminders, care tip alerts, and referral updates. You may disable push notifications at any time through your device settings.

Fraud checks may be carried out at the point of payment by us or our payment provider. We do not sell, rent, or provide your personal information to third parties for their own marketing purposes.

How do we use your information?

We use the information we collect to fulfil your orders and deliver our services; to process payments and prevent fraud; to provide customer service and respond to queries; to operate the App including plant identification, garden management, Rosa, and community features; to send you push notifications where you have enabled them; to send you marketing and product recommendations where you have consented or we have a legitimate interest in doing so; to maintain, improve, and secure our website and App; to comply with our legal obligations; and to monitor the quality of our services.

The legal basis for processing your data is performance of our contract with you for order-related processing and App service delivery; our legitimate interests in running and improving our business; your consent where we rely on it for marketing communications and optional data collection such as location; and compliance with legal obligations where required.

Who do we share your information with?

We share your information with third parties only where necessary to provide our services. We do not share your data for third-party marketing purposes. The categories of third parties we work with are:

Nursery partners: when you place an order, we share your name, delivery address, and order details with the nursery fulfilling your order. Nursery partners may not use this information for any purpose other than fulfilling your order.

Payment providers: we use Stripe to process payments securely for website orders.

PlantNet: plant photographs you submit for identification are transmitted to PlantNet, a botanical research platform, for species identification. PlantNet processes images in accordance with their privacy policy at plantnet.org.

OpenAI: plant photographs and messages you send to Rosa are transmitted to OpenAI to power identification and AI responses. OpenAI processes this data in accordance with their privacy policy at openai.com/privacy. We have enabled data controls to prevent your data being used to train OpenAI models.

RevenueCat: your App subscription status and purchase history are processed by RevenueCat, our subscription management provider. RevenueCat processes this data in accordance with their privacy policy at revenuecat.com/privacy.

Apple: if you use Sign in with Apple, Apple processes your authentication in accordance with Apple's privacy policy at apple.com/privacy. If you subscribe via the App Store, Apple processes your payment.

Google: if you subscribe via Google Play, Google processes your payment and subscription status.

Couriers: we share delivery information with courier companies to arrange dispatch and delivery of your order.

Marketing technology: we use third-party tools to support email marketing and product recommendations where you have consented to receive these.

Technology and infrastructure: we use providers to host, maintain, and secure the website and App and store your information.

Analytics: we use analytics providers including Google Analytics to understand how our website is used and to improve it. You can opt out of Google Analytics at www.google.com/policies/privacy/partners.

Customer service: we may use third-party tools to manage and respond to customer queries.

Regulatory requests: we may be required to share your information with regulators or law enforcement. Where permitted by law, we will notify you.

All third parties with whom we share your data are required to handle it securely and in accordance with applicable data protection law.

Where is your information stored?

We are based in the UK and your personal information is primarily stored in the UK and the European Economic Area. Where third-party providers operate outside the UK — including OpenAI and PlantNet, which may process data in the United States — we ensure appropriate safeguards are in place before any transfer, in accordance with UK GDPR requirements. Transmission of information over the internet is not completely secure — once we have received your information, we use appropriate security measures to protect it.

How long do we keep your information?

We keep your information for as long as you have an account with us and for a reasonable period afterwards to handle any queries, complaints, or legal requirements. Specific retention periods depend on the type of data and the legal basis for processing. Where we no longer need your information, we will delete or anonymise it securely.

Garden data, plant records, identification history, and Rosa conversation history are retained for as long as your account is active. If you delete your account, this data is permanently deleted within 30 days. See Account deletion below.

Account deletion

You may delete your Fenn account at any time from within the App under Settings → Account → Delete Account. Requesting account deletion will permanently remove:

- your profile and account credentials
- your garden areas and all plants you have logged
- your identification history
- your Rosa conversation history
- your community posts in Plots
- your wishlist and care history

Account deletion is permanent and cannot be undone. Following deletion, your data will be removed from our active systems within 30 days. Some data may be retained in encrypted backups for up to 90 days before being permanently deleted, and we may retain certain records where required by law — for example, transaction records for tax purposes.

Deleting your account does not automatically cancel an active App subscription. You must cancel your subscription separately through your App Store or Google Play settings before deleting your account to avoid further charges.

Cookies are small text files stored on your device when you browse our website. We use the following types of cookie:

Strictly necessary cookies are required for the website to function — they enable you to log in, maintain your basket, and complete checkout. These are always active.

Performance and analytical cookies help us understand how visitors use the website so we can improve it. We use Google Analytics for this purpose.

Functional cookies remember your preferences and personalise your experience when you return to the website.

Targeting cookies are placed with our permission by third parties to deliver more relevant advertising based on your interests.

You can manage your cookie preferences through your browser settings or via our cookie consent tool when you first visit the website. Blocking all cookies may affect your ability to use some parts of the site.

Security

We take the security of your information seriously. Our measures include not storing payment card details; requiring a unique username and password for account access; restricting access to your data to personnel who need it to perform their duties; using Transport Layer Security (TLS) to encrypt data transmitted during the order process and App usage; and maintaining technical and organisational measures appropriate to the risk of processing.

Your rights

Under UK GDPR you have the following rights in relation to your personal data. To exercise any of these rights, email hello@fennplants.com with as much detail as possible about your request. We will respond within one month, or notify you if we need up to two additional months due to the complexity of your request.

The right to access the personal data we hold about you. The right to receive your data in a portable format to share with a third party, where technically feasible. The right to correct inaccurate data we hold about you. The right to request deletion of your data, subject to any legal obligations we have to retain it. The right to restrict our processing of your data to storage only. The right to object to processing based on our legitimate interests, including for direct marketing. The right to withdraw consent for any processing carried out on that basis, without affecting the lawfulness of processing before withdrawal.

We reserve the right to decline requests where fulfilling them would interfere with another person's rights, reveal confidential business information, or where we have valid legal grounds to retain the data.

Third-party websites and services

This Privacy Policy applies only to fennplants.com and the Fenn App. It does not apply to any third-party websites linked from our website or App. We recommend you read the privacy policies of any third-party services before using them, including PlantNet, OpenAI, RevenueCat, Apple, and Google whose services we use as described above.

Children

The website and App are not intended for anyone under the age of 16. We do not knowingly collect personal data from children under 16. If you believe we have inadvertently collected such data, please contact us at hello@fennplants.com and we will delete it promptly.

Changes to this policy

We may update this Privacy Policy from time to time. Changes take effect immediately on publication to the website. We will notify you of material changes via email or in-app notification where appropriate. If Herboo Limited is acquired by or merged with another company, your information may transfer to the new owners to allow continuation of our services.

For any privacy query or complaint: hello@fennplants.com

By post: Herboo Limited, 28A Regents Park Road, London, NW1 7TR

If you believe we have breached data protection law, you also have the right to complain to the Information Commissioner's Office at ico.org.uk.