Privacy Policy

The website (the “Site”) is brought to you by North Point Brands, LLC (f/k/a Cheeky Fly Fishing, LLC) (“Cheeky,” “we,” “us,” or “our”).  Cheeky is committed to protecting your privacy and is publishing this privacy policy (the “Privacy Policy”) to provide information about our policies and procedures regarding the collection, use and disclosure of personal information we receive through the Site.  This Privacy Policy is incorporated into, and is part of, our Terms of Use which govern your access to and use of the Site.  If you have comments, suggestions, questions or concerns about our Privacy Policy, please contact us at

Our Privacy Policy was last updated on March 5, 2021.

Here are some links to help you navigate our Privacy Policy:


A. Information You Provide to Us.

    • Subscribing to Cheeky’s Newsletter. When you visit the Site, we invite you to join our newsletter distribution list by providing your email in a field located at the bottom of most pages of our Site and clicking “SUBSCRIBE.” From time to time we may enable pop-up windows on the Site to give visitors additional opportunities to subscribe to our newsletter.  No matter how we ask you to join our distribution list, doing so is always completely voluntarily. 
    • Contacting Cheeky. We like hearing from customers and fellow fishing enthusiasts and want to make it easy for you to get in touch with Cheeky. You can send us a note directly through our Site by filling out the form on the bottom of the Contact page or by messaging us by chat in the lower right hand corner of the Site. We ask you to provide your name and email along with your message. Please know that if you contact us this way or by email, we may keep a record of your contact information and correspondence, and may use your email address, and any information that you provide to us in your message, in order to respond to you.  We also love seeing the photos and videos people send us and do want you to know that we frequently use this media on the Site and in our marketing materials unless you tell us that you do not want your photos and/or videos shared publicly. 
    • Prospective Dealers. We are always looking to partner with others in the industry and provide a way on the Site for shops to let us know they’d like to become a Cheeky dealer. Prospective dealers should visit the Find a Dealer page on the Site and send us the following information: name, email, shop location, point of contact, phone number and website URL, and we also provide room on the form to send us a message.
    • Submitting Comments on The Blitz. Our blog – The Blitz – is a celebration of all things fishing and features the latest Cheeky insider information, tips from the pros and videos and articles for anglers of all levels. It’s great when readers want to comment on our content and we provide a submission form at the end of each post for you to send us your name, email and thoughts about what you read or watched on The Blitz.   Please be advised that we review submissions before posting them on the Site and it is in our sole discretion whether or not to approve a comment for online publication.  When sending us your comments, we ask you to provide your name and email so that we can communicate with you about your submission and stay in touch with you about Cheeky.
    • Product Reviews. We appreciate feedback on our products and welcome customer reviews submitted to us directly through the Site using the form appearing on every product page. Or just as easy you can send us product reviews by e-mail.  As with blog comments we screen product reviews before we publish them on the Site.

B. Information We Collect About Your Interaction With The Site. We may collect additional information about your interaction with the Site without identifying you as an individual (“Anonymous Information”), by using cookies or other technologies. For example, we may receive certain standard information that your browser sends to every website you visit, such as your IP address, browser and operating system type, and information about the device you are using (such as whether it is a mobile device or a desktop computer).  We may use Anonymous Information for any purpose in our discretion.  For clarity, Anonymous Information means information that is not associated with or linked to your personal information and does not permit the identification of individual persons.


A. How We May Use Your Information. We may use the information we collect from and about you through the Site for any of the following purposes: (i) to operate the Site and to provide products and services to you, (ii) to respond to your requests and inquiries, (iii) to contact you and to communicate with you in order to respond to your requests for additional information, (iv) to send you newsletters, alerts and updates, (v) to notify you about important changes to the Site or our business, (vi) to review Site usage and operations and to improve the content and functionality of the Site, (vii) to protect the security or integrity of the Site or our business, (viii) to enforce our Terms of Use, or (ix) to tailor the Site to your needs and the needs of other visitors.

B. How We May Share Your Information. Cheeky does not sell, lease or rent the personal information you share with us on or through the Site with third parties. Cheeky may disclose your personal information to third parties only (i) as required by law or regulation or as we believe in good faith that disclosure of such personal information is reasonably necessary to: (1) satisfy any applicable law or regulation, (2) to respond to claims and/or to comply with a judicial proceeding, court order or legal process served on us, (3) to protect and defend our rights or property and/or the rights or property of third parties, as permitted by law, (4) to detect, prevent or otherwise address fraud, security or technical issues, or (5) to enforce our Terms of Use; and/or (ii) with our service providers that provide certain services to maintain and operate the Site or to help us deliver products and services to you.

C. Direct Marketing. We may send out marketing communications (such as a newsletter) to our customers to update them about new products or developments with our business, to offer special promotions, or to announce upcoming events or important happenings in our industry. You can always choose to stop receiving newsletters or other communications from us by clicking the “unsubscribe” link at the bottom of a marketing message. Please understand that if you choose not to receive promotional correspondence from us, we may still contact you in connection with your relationship, activities, transactions and/or communications with us.

D. Aggregated Research. We may also share aggregated non-identifiable information about our customers with third parties in order to help market our products and develop new vendor and customer relationships.

As with any business, it is possible that in the future we could merge with or be acquired by another company.  If this occurs, the successor company would have access to the information we collect, but would continue to be bound by this Privacy Policy unless and until it is amended.


Cheeky  will not use phone numbers collected from customers in order to communicate with them by text message without their express consent.   


In order to send you our newsletter and other communications, we use a third party service provider called Klaviyo (“Klaviyo”).  Klaviyo helps us build contact lists and prepare communications for distribution.  Your name and email address may be seen and processed by Klaviyo in order for us to utilize this tool.  We encourage you to read Klaviyo's privacy statement and terms of service by clicking the following links:

You can always choose to stop receiving newsletters or other electronic communications from us by clicking the “unsubscribe” link at the bottom of a Cheeky message.   


Cheeky has partnered with analytics partners (“Analytics Partners”) to collect Anonymous Information about how our Site is used.  Cheeky and its Analytics Partners may use cookies, pixels and other automated technologies to collect information about your visit to our Site, including what parts of our Site you access, what products you view, and what other websites you visit before and after visiting our Site.  

  • A “cookie” is a small computer file that is sent to your computer when you visit a website to make each visit more efficient. Cookies may store user preferences and other information. You may opt out of receiving cookies by instructing your browser to stop accepting cookies or to prompt you before accepting a cookie from websites you visit, by changing your browser options. Please note, however, that by blocking or deleting cookies, you may not be able to use all aspects of the Site. You can learn more about cookies by visiting, which includes useful information on cookies and how to block cookies on different types of browsers and mobile devices.
  • A “pixel” is a piece of computer code that uses cookies to track user behavior during interactions with a website or Facebook ads. It is common for businesses to use pixels on their websites or e-mail marketing messages in order to optimize future advertising campaigns and collect to data to remarket to targeted individuals.

Cheeky or its Analytics Partners may use cookies, pixels and other automated technologies to collect Anonymous Information about your visit to the Site and to serve you advertising through Google, Facebook or other online destinations.  PLEASE BE ADVISED THAT OUR SITE DOES NOT RESPOND TO “DO NOT TRACK” OR SIMILAR SIGNALS.

In order to make sure you understand how our Analytics Partners handle your information and how they may also interact with our Site, we’ve shared hyperlinks below to their policies.   You should visit these pages as Cheeky has no ability to control or monitor our Analytics Partners’ data collection or data use practices. 


Cheeky uses reasonable administrative, physical and technical safeguards designed to secure the personal information you share with us.  Regardless of the precautions taken by us or by you, no data transmitted over the Internet or any other public network can be guaranteed to be 100% secure.  We cannot ensure or warrant the security of any information you transmit to us and you provide all personal information to us at your own risk.


Cheeky does not collect credit and debit card information directly through the Site and kindly asks you not to share this information with us when submitting requests for additional information.  We do use a third-party service provider, Shopify Inc. (“Shopify”), to manage our e-commerce platform, provide us with analytics tools, and to process credit or debit card payments submitted through our online store.  Please note that your payment card information (number, expiration date, security code) and order information is provided directly to Shopify and is stored by Shopify and not by us, and so it is important that you review Shopify’s privacy policy and terms of service linked below to understand its information security practices.  Shopify shares or makes available to us all or some of the following information so that we may complete your order: first and last name, physical address, email address, phone number, the last four digits of your payment card and and information about your transaction and the items you purchased. 


We work third party technology and application companies (“Business Partners”) to provide hosting, payment processing, marketing, technology development, business intelligence and analytics and other services.  These Business Partners may have access to or process your information for the purpose of providing those services.  Some functionality on the Site uses white-labelling techniques to serve content from Business Partners while providing the look and feel of our Site.  We discuss certain of our Business Partners in detail in this Privacy Policy, including Shopify, MailChimp and out Analytics Partners.  We may use and work with other Business Partners now or in the future in our discretion.


We do not intentionally gather information from individuals who are under the age of 13.  Upon notification that a child under 13 has provided us with personal information, we will delete the child’s personal information from our records. 

We ask that anyone between the ages of 13 and 18 obtain their parent’s or guardian’s consent before using the Site or sending us their personal information or Customer Content (as defined in our Terms of Use). 


California law allows California residents to ask a company with whom they have an established business relationship to provide certain information about the company’s sharing of personal information with third parties for direct marketing purposes. 

California customers who wish to request further information about our compliance with this law or have questions or concerns about our privacy practices may contact us using the contact information below.


You should be aware that the United States and other countries have not harmonized their privacy regulations.  Because Cheeky and its servers are located in the United States and our services are directed towards the United States market, our Privacy Policy has been prepared to comply with applicable United States regulations.  By accessing and/or using the Site or our services and providing personal information to us through the Site, you are consenting to the transfer of your personal information to the United States and agreeing to the level of privacy protection set out in this Privacy Policy.

Cheeky is committed to complying with the principles of the General Data Protection Regulation (the “GDPR”) enacted by the European Union and has technology and business practices in place for you to take advantage of the choices and protections offered by the GDPR.  For example:

  • You can request a copy of your personal information stored by Cheeky by contacting us directly at the contact information below.
  • You may review and edit the information Cheeky collects about you at any time by contacting us directly at the contact information below. If requested by you, Cheeky will promptly delete any information we store about you. 
  • Please also know that you have the right to complain to your local information protection authority should you have concerns with respect to how we are processing your personal information. Your local data protection authority will be able to give you more information on how to submit a complaint.

If your personal information has been shared with a third party, as described elsewhere in this Privacy Policy, then that third party has received its own copy of your data.  If you have been contacted by one of these third parties and wish to correct or delete your information, please contact them directly.


Canadian citizens, except under circumstances defined by law, are entitled to access their personal information collected by Cheeky.  If you believe that the personal information about you that we have collected is incomplete or inaccurate, please contact us and we will correct the information upon verification of the omission or error and of the identity of the person requesting the change.

Canadian citizens who wish to request further information about our compliance with this law or have questions or concerns about our privacy practices may contact us using the contact information set forth below.


The Site may contain links to other websites.  The fact that we link to a website is not an endorsement, authorization or representation of our affiliation with that third party.  We do not exercise control over third party websites.  These other websites may place their own cookies or other files on your computer, collect data, or solicit personal information from you.  Other sites follow different rules regarding the use or disclosure of the personal information you submit to them.  We encourage you to read the privacy policies or statements of the other websites.  Please be aware that the terms of our Privacy Policy do not apply to these third party websites.


Each time you use the Site, the current version of this Privacy Policy will apply.  When you use the Site, you should check the date of this Privacy Policy and review any changes since the last version.  Visitors can always refuse to accept changes to our Privacy Policy by ending their use of the Site.  Unless stated otherwise, our current Privacy Policy applies to all information that we have about you.  Continuation of your use of the Site shall be considered acceptance of any changes in the Privacy Policy.


If you have any questions about this Privacy Policy, or you wish to update or request that we delete the information you have shared with us, you may contact us at, by phone at (413)-346-4002, or at Cheeky’s physical address:

Cheeky Fishing

60 Roberts Drive, Suite E

North Adams, MA 01247