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Privacy Policy

Your privacy is important to us, so we acknowledge and are committed to protecting your privacy, as well as that of other third parties who provide personal data to us. The following Privacy Policy outlines the information we collect about you, how we use the information and the choices you have to review or restrict this. By using any of our services, you confirm you have agreed to our Terms of Service and read and understood this Privacy Policy.on a mission to bring high-quality, sustainably made prescription glasses to anyone in the world, no matter where they live and how much money they have.

Scope of Our Privacy Policy

Our Privacy Policy explains how we gather information about you and how we may store, maintain and use that information.

Who are we?

When we refer to ‘we’ ‘our’ or ‘us’ that means Dresden Optics Pty Ltd and any wholly owned subsidiaries. Our headquarters are in Australia but we operate and have offices in Australia, Canada and our online store operates worldwide.

For European Union data protection purposes, when we act as a controller in relation to your personal data Dresden Optics Pty Ltd is our representative in the European Union.

Personal data we collect

When we say “personal information” or “personal data” we mean identifiable information about you like your name, e-mail, address, telephone number, payment information, prescription information, support queries, community comments and so on. If you can’t be identified then this Privacy Policy doesn’t apply.

When do we collect your personal data?

When you visit our website, stores or use our services, we collect personal data. We do this in the following ways:

Information you provide us directly for example:

  • Making customer purchases
  • Accepting customer orders
  • Processing credit card payments
  • Arranging product holds
  • Creating an account
  • Accepting gift voucher payments
  • Joining our membership/subscribing to receive emails
  • During conversations with our team members;
  • When you communicate with us directly (by email, telephone, direct mail or any other means);
  • When you interact with us by using devices within our stores; or
  • If you are a candidate for employment, when you complete forms in relation to the recruitment and selection process, for the purpose of assessment.

What we collect and why:

Your Name and Contact details such as your residential or business address, email address and telephone number

To provide you with products and services that you have requested from us we provide your personal data to third parties that assist us in providing products and services you have requested, such as delivery service providers, send order updates via email and sending you information about our new products and services.

Your gender and date of birth

To provide you with the best advice – gender and age affect optometry advice and treatment, including with prescription glasses and contact lenses.
To provide you with the most relevant content communications and share with you your member benefits such as your welcome, anniversary and birthday vouchers.

Your company name (if applicable)

To deliver your purchase to you

Your payment information (don’t worry we don’t keep it)

To create orders, transaction records, agreements for the sale of products or services, accounts, tax invoices or receipts and refunds.

If you are a candidate for employment, to assess your suitability for a position at Dresden

If you are a candidate for employment, we may collect other information as further set out in our application forms or during the recruitment process. This may include information relating to your employment history, working eligibility rights, suitability for the role you are applying for, and your referee details.

Contact history between Dresden and you

To answer your questions and provide you with information or advice and to consider and respond to complaints made by you.

Your shopping preferences and a list of products and services you have purchased from Dresden. This may include your shopping history,
prescription information, items, colours, or other attributes of products and services we have provided to you or may provide to you in the future

To provide you with relevant consumer information and notify you of products and special offers that may be of interest to you.

Information we require to deliver, service or fulfil warranty obligations for products or services

We want to give you the best service possible, without the relevant information we can’t.

Your marketing preferences, including the type of marketing materials you wish to receive and the method of delivery (email, SMS, direct mail, social advertising, or other)

To communicate with you, including about products and services, special offers and events that might interest you.

Information you provide to us via application forms, or directly to team members within our stores in relation to our products and services.

Carry out administration, marketing, planning, fraud and loss prevention activities, procurement, product and service development, quality control and research to improve the way Dresden and its related bodies corporate and service providers provide products and services to you

Your responses to surveys, competitions and promotions

To be eligible to participate and have the opportunity to win, we need to have this information.

Information about how you use our website such as currency and location preferences

To give you the best shopping experience

Login details for linking your social media account to us

It makes it easier and faster for you to use our site.

We may also collect personal data about you from the following third parties:

If you are a candidate for employment, we may collect information about you from your nominated referees, where you have authorised us to do so.

We also collect information automatically, for example when you visit our website like your IP address and device type. We also collect information when you navigate through our websites and services, including what pages you looked at and what links you clicked on. This information helps us get a better understanding of how you are using our website and services so we can continue to provide the best experience possible.

Some of this information is collected using cookies and similar tracking technologies. You can read our cookie notice below.

How we use your data

The primary purpose for our use of your data is to operate our websites, provide you with our services in store and online and to manage our relationship with you.

We also use your personal data for other purposes which may include the following:


providing you with information you have requested from us or we are required to send you

operational communications like changes to our website and services

marketing communications in accordance with your marketing preferences

asking you for feedback

To enhance our website and services

To protect you so that we can detect and prevent any fraudulent or malicious activity

To market to you

In addition to sending you marketing communications, we may also use your personal data to display targeted advertising to you online – through our own websites or through third party websites and their platforms.

To analyse, aggregate and report

We may use the personal data we collect to produce aggregated and anonymised analytics and reports which we may share publicly or with third parties.

If we are unable to collect your personal data

If we are unable to collect your personal data, some or all of the following may occur:

  • We may be unable to provide products or services to you, to the requested standard or at all;
  • We may be unable to communicate with you to provide information about products and services that you have purchased from us, or may intend to purchase in the future;
  • We may be unable to tailor the content of our marketing communications to suit your preferences;
  • Your experience when interacting with us may be delayed or not as efficient as you may expect;
  • If you are a candidate for employment, we may not be able to process your application for a position at Dresden.


A cookie is a small text file that is saved to, and, during subsequent visits, retrieved from your computer or mobile device. We use cookies to enhance and simplify your visit online. We do not use cookies to store personal data, or to disclose information to third parties.

We use temporary (session cookies) to check whether you are logged in or if you put an item in your shopping cart.

We use customer preference cookies to make sure your shopping experience is as seamless as possible by remembering your preferences like your location.

We use third-party cookies to collect statistics in aggregate form in analysis tools such as Google Analytics. The cookies used are both permanent and temporary cookies (session cookies). The permanent cookies are stored on your computer or mobile device for no longer than 24 months.

We also use third-party cookies for remarketing through our website or other social media channels. Any advertisements served by Google, Inc., and affiliated companies may be controlled using cookies. These cookies allow Google to display ads based on your visits to this site and other sites that use Google advertising services. Any tracking done by Google through cookies and other mechanisms is subject to Google’s own privacy policies. Information about how you can opt out of Google’s use of cookies can be found by visiting

Google’s Ads Settings

By using our site, you agree to us placing these sorts of cookies on your device and accessing them when you visit in the future. You can easily erase cookies from your computer or mobile device using your browser. For instructions on how to handle and delete cookies please look under “Help” in your browser. You can choose to disable cookies, or to receive a notification each time a new cookie is sent to your computer or mobile device. Please note that if you choose to disable cookies, you will not be able to take advantage of all our features.

How we hold your personal data

We may hold your personal data in either electronic or hard copy form.

If you provide information to us electronically we retain this information in our computer systems and databases. This includes computer software programs, internet servers and hosted internet solutions provided by third parties.

If you provide information to us in hard copy (paper), this information is destroyed once it has been transferred to our electronic files.

We will only hold your information for as long as you have your account, the amount of time we need to provide you with the service you have requested, or the amount of time that is needed to provide you with support related issues. We might also retain information for a longer period of time if it is needed to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse and enforce our terms and conditions.

If you chose to unsubscribe from receiving emails from Dresden, please unsubscribe using the link provided at the bottom of an email sent to you and follow the prompts. This will unsubscribe you from receiving emails in our systems, however it will not remove the details you have provided Dresden from our systems. If you would like to have all of your details removed from our systems, please contact us via hello@dresden.vision or calling us (02) 5300 3003  and request for your details to be deleted from our systems (unless we need to retain it for the purposes set out in this Privacy Policy). There is more on this below.

How we keep your data safe

We understand the importance of your personal data and have a Data Security Policies in place to safeguard and secure the information we collect to prevent unauthorised access or disclosure, maintain data accuracy and ensure the appropriate use of information.

How we share your data

We do not sell any of your personal data, this includes your name, address and email address. However, your personal data may be disclosed to any of the following:

  • our employees, contractors or service providers, to the extent reasonably necessary to fulfil our obligations to you. This may include internet service providers, IT systems administrators, mailing houses, couriers, payment processors, and data entry service providers;
  • our business advisors, including lawyers, accountants or other professional service providers, to the extent reasonably required;
  • professional service providers, suppliers and other third parties with whom we have commercial relationships, for business, marketing, online marketing and retargeting and related purposes;
  • if required by law, to any person authorised by such law. This may include the police service, ambulance service, or government departments or regulators in connection with law enforcement activities.

Where applicable information is shared with a third party, these third parties are obliged to observe the confidential nature of such information and are prohibited from using any or all of this information other than for the purpose for which it was provided.

International Data Transfers

When we share data, it may be transferred to, and processed in, countries other than the country you live in. These countries may have laws different to what you’re used to. Some of our associated companies with whom we share personal data may also be located overseas. These associated companies will often be subject to privacy and confidentiality obligations dictated by laws in their own jurisdictions. Nevertheless, we will take such steps as are reasonable in the circumstances to ensure that the overseas recipient does not breach relevant privacy law or principles.

For individuals in the European Economic Area (EEA) this means that your data may be transferred outside of the EEA. Where your personal data is transferred outside the EEA, it will only be transferred to countries that have been identified as providing adequate protection for EEA data or to a third party where we have approved transfer mechanisms in place to protect your personal data.

Your personal data will not be shared, sold, rented or disclosed other than as described in this Privacy Policy.

Direct Marketing Communications

We may send you direct marketing communications and information about products and services offered by us via email, SMS, Social Media, or regular mail.

If you have indicated a preference for a method of communication, we will endeavour to use that method wherever practical to do so.

We do not provide your personal data to any other organisations for the purposes of direct marketing.

You may opt out of receiving marketing communications at any time by responding via the channel in which you received the marketing communication or by contacting us via hello@dresden.vision or calling us (02) 5300 3003.

You can unsubscribe from emails by clicking the unsubscribe link on the footer of the email communication you have received.

Please note that this might take a few days for all of our systems to be updated.

If you do choose to stop receiving marketing messages we will still contact you in relation to service communications such as online purchase order updates.

Virtual Try-On & Online Pupil Distance Measurement Tool

The scan captured during the virtual try-on tool and online pupil distance measurement tool serves solely for providing you with a personalized experience and is not retained in our systems; it is erased once you conclude your use of the tool.

How you may access your personal data

You may access your personal data held by Dresden by making a request to us.


Normally we will provide a record of your personal data to you via email and we will not charge a fee.

If your request is unlawful or may interfere with the privacy of others we may reasonably refuse to provide access to your personal data.

Correction of your personal data

If you would like us to update or amend your personal data, please Contact us via hello@dresden.vision or calling us (02) 5300 3003 and we will make the requested amendments.

We may ask you to verify your identity through full name, date of birth and email address to ensure that personal data we hold is not improperly accessed.


The length of time we keep your personal data depends on what it is and whether we have an ongoing business need to retain it (for example, to continue to provide marketing and information to you as an ongoing customer or to comply with applicable legal, tax or accounting requirements).

If we no longer need your information, we will make sure it’s deleted or anonymised.

Candidate for employment

If you are a candidate for employment, you may alternatively contact careers@au.dresden.vision in relation to this Privacy Policy or to access, update or amend your personal data.

Your Rights

You have the right to be informed about how your personal data is being used and the right to access the personal data that we hold about you. You also have the right to request the correction of inaccurate information we hold about you and the right to request that we delete any data related to you or to stop processing or collecting your data.

You also have the right to stop any direct marketing messages we might send and to request the transfer of your data to yourself or another provider.

You have the right to complain to your data protection regulator.

Privacy Complaints

If you believe that we have breached your privacy rights in any way or you would like to discuss any issues about our privacy policy please contact our Privacy Officer (contact details below).

All such enquiries or complaints will be taken seriously and handled with impartiality and discretion.

If you wish to submit a complaint, please provide us with all relevant details such as the date and time of the incident or communication, the circumstances surrounding the event and your concerns about what was said or done. You will also receive an acknowledgment from us within 7 days confirming receipt of your complaint.

Once you have submitted your complaint we will assess it to determine whether or not you have complained about a privacy issue which is covered by the relevant privacy laws. If you have complained about something which is not appropriately dealt with under privacy law, we will write to you and explain why our Privacy Officer is unable to address your complaint.

If you have complained about something which the relevant privacy laws cover, we will thoroughly investigate all aspects of your complaint including ascertaining the relevant facts and what your expectations are for any resolution. During our investigation we may need to seek further information from you as to the nature of or factual circumstances surrounding your complaint.

We will endeavour to respond to you, using your preferred contact method if you have indicated one, at all times promptly and to offer a practical solution which is consistent with our legal obligations.

Contacting us

If you would like to contact us in relation to this Privacy Policy, data protection or your personal data please contact us at:

419 King St

Newtown 2042



This privacy policy is current at the date below. We may update our Privacy Policy from time to time. Please contact us using the contact information above if you would like an updated version of our Privacy Policy.