Privacy Policy

1. Who we are

WPG Brands Inc. is a Canadian brand incubator and operating company headquartered in Toronto, Ontario. We build, operate, and commercialize consumer brands under the WPG platform, including Wake, Pulse, and ALRT.

This policy applies to WPG Brands Inc. and all WPG-operated sales channels — including wpgbrands.com, any WPG direct storefronts, and any WPG brand stores operated directly by WPG Inc. It covers the information we collect when you visit our sites, place an order, apply to our incubator program, or contact us.

2. A note on individual brand stores

WPG brands may operate stores independently of this policy. Where a brand store is operated as a separate legal entity or under its own storefront outside of direct WPG control, that store’s own privacy policy will apply to purchases made there. You can find the applicable policy at the point of purchase.

• Wake → takewake.com
• Pulse → takeyourpulse.shop
• ALRT → stayalrt.ca

3. Information we collect on this site

We collect information in three ways: information you give us when you buy or apply, information collected automatically when you use our sites, and information from third-party platforms we use to operate our stores.

Order and purchase information

• Contact details — name, email address, and phone number.
• Shipping and billing address — to fulfill and deliver your order.
• Payment method — payment type and last four digits. Full card numbers are processed by our payment provider and are never stored by WPG.
• Order contents and history — what you bought, when, and any return or exchange requests.
• Account information — if you create a customer account, your saved address and order history.

Application and inquiry information

• Incubator applications — name, email, brand name, website, and product details submitted through the incubator application form.
• Contact and inquiry forms — name, email, inquiry type, and message.
• Partner and press inquiries — name, company, and contact details.

Information collected automatically

• Technical data — IP address, browser type and version, pages visited, and time spent on pages.
• Device information — screen resolution, operating system, and referring URL. Used in aggregate to improve site and store performance.

4. How we use your information

• To fulfill and manage orders — process your payment, arrange shipping, send order confirmations, and handle returns or exchanges.
• To provide customer support — respond to order questions, track shipments, and resolve issues.
• To review and respond to applications — evaluate brand submissions for the WPG Incubator and communicate our decision.
• To respond to inquiries — reply to contact, partner, and press requests.
• To operate and improve our sites — technical data helps us fix problems, understand usage, and improve performance across all WPG-operated channels.
• To send updates, only if you opt in — if you sign up to receive marketing from WPG, we may send news about the company, brands, or products. You can unsubscribe at any time using the link in any email we send.

We do not use your information for automated decision-making or profiling. We do not sell your personal information to any third party. We do not share it with advertising networks.

5. Disclosure to third parties

We use a small number of trusted service providers to operate this site. Each is bound by contractual obligations consistent with applicable privacy law.

• Shopify — where WPG operates storefronts through Shopify, Shopify powers the checkout, payment processing, and order management. Shopify’s privacy policy governs how they handle the data they process on our behalf. More information is available at shopify.com/legal/privacy.
• Payment processors — payment card transactions are processed by Shopify Payments or another PCI-compliant payment processor. WPG does not store your full card number. The processor receives only what is needed to complete your transaction.
• Cloudflare — this site is hosted and served by Cloudflare (cloudflare.com). Cloudflare processes network-level data (IP addresses, request metadata) to route traffic and protect the site.
• Supabase — form submissions and application data are stored in our Supabase database, with servers hosted in the United States.
• Email delivery — order confirmations, shipping notifications, and any other emails we send are delivered through our transactional email provider. Your email address is used solely to deliver the message.

We may disclose your information if required by law, or to protect the rights, property, or safety of WPG, its users, or the public. We will notify you of any such disclosure where we are legally permitted to do so.

6. Cookies and tracking

This site does not use third-party tracking cookies, advertising pixels, or analytics platforms that track you across the web.

Basic session information may be stored by your browser during your visit to keep the site functioning. This information is not shared with any third party and is not used to identify you personally.

7. Data retention

We retain application data for as long as necessary to evaluate your submission and for a reasonable period afterward for record-keeping purposes. Contact form submissions are retained until the matter is resolved. You may request deletion at any time (see Your Rights below).

8. Your rights

Under Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial privacy laws, you have the right to:

• Access — request a copy of the personal information we hold about you.
• Correction — ask us to correct inaccurate or incomplete information.
• Deletion — ask us to delete your information, subject to any legal obligations we may have to retain it.
• Withdrawal of consent — withdraw your consent to receive marketing communications at any time.
• Complaint — file a complaint with the Office of the Privacy Commissioner of Canada (OPC) if you believe we have not handled your information appropriately.

To exercise any of these rights, contact us at contact@wpgbrands.com. We will respond within 30 days.

9. International visitors

WPG Brands Inc. is based in Canada and this site is operated from Canada. If you access this site from outside Canada, your information will be transferred to and processed in Canada (and, in some cases, in the United States through our service providers). By using this site, you consent to that transfer.

10. Changes to this policy

We may update this policy as the site and our operations evolve. When we do, we will update the date at the top of this page. Material changes will be communicated through a notice on this site. Continued use of this site after a change constitutes acceptance of the updated policy.

11. Contact

For any questions about this policy or to exercise your rights: