PRIVACY POLICY
Last updated: 17 July 2026
Allen Sports EU B.V. (“Allen Europe”, “we”, “us”, “our”) is committed to protecting the privacy of visitors to eu.allen.bike (our “Website”) and of our customers. This Privacy Policy explains what personal data we collect, why we collect it, how we use and protect it, and what rights you have.
Allen Sports EU B.V. is the data controller for personal data collected through this Website. Our registered address is: [Veldheimerlaan 45B 1402 LB, Bussum, NETHERLANDS]. If you have any questions about this policy or wish to exercise your rights, please contact us at customerservice@allen.bike.
This policy applies to personal data collected through eu.allen.bike. It does not apply to data collected by Allen Sports EU B.V. or any other Allen group entity through their own websites or services.
1. WHAT PERSONAL DATA WE COLLECT AND HOW
We collect personal data in the following ways:
Data you provide directly: When you create an account, place an order, sign up for our newsletter, enter a contest or promotion, contact our customer service team, or respond to a survey, you may provide us with information such as your name, email address, postal address, telephone number, and payment details.
Data collected automatically: When you visit our Website, we automatically collect certain technical data, including:
- Cookies and similar technologies: We use session cookies (which expire when you close your browser) and persistent cookies (which remain on your device for a set period) to recognise your browser, keep items in your shopping cart, understand your preferences, and improve our service. You can control cookies through your browser settings. Disabling certain cookies may affect the functionality of the Website. For full details of the cookies we use and how to manage them, please see our Cookie Policy.
- Log data: Our servers automatically record information your browser sends when you visit the Website, such as your IP address, browser type, referring and exit pages, pages viewed, and timestamps.
- Web beacons (clear gifs): We may use web beacons to track anonymous usage patterns on the Website and to determine whether emails we send have been opened.
- Third-party advertising cookies: Third-party vendors may place advertising cookies on the Website to serve relevant ads on other websites based on your prior visits. Third-party advertising, analytics and social-media providers process information in accordance with their own privacy notices and that non-essential cookies are activated only after user consent.
- IP address, browser and device information, operating system, approximate location, website interactions, referral source, shopping activity and cookie identifiers, where applicable
2. HOW WE USE YOUR PERSONAL DATA AND OUR LEGAL BASES
We only process your personal data where we have a lawful basis to do so under the General Data Protection Regulation (GDPR). The table below sets out our purposes and the legal basis for each:
| Purpose | Legal basis (GDPR Art. 6) |
| Processing and fulfilling your orders, including payment and delivery | Performance of a contract (Art. 6(1)(b)) |
| Creating and managing your customer account | Performance of a contract (Art. 6(1)(b)) |
| Responding to your customer service enquiries and complaints | Performance of a contract / Legitimate interests (Art. 6(1)(b) and (f)) |
| Sending you transactional emails (order confirmations, shipping updates, return confirmations) | Performance of a contract (Art. 6(1)(b)) |
| Sending you marketing emails, newsletters, and promotional offers | Consent (Art. 6(1)(a)) — you may withdraw consent at any time |
| Improving and personalising our Website and services | Legitimate interests (Art. 6(1)(f)) |
| Fraud prevention, security, and legal compliance | Legal obligation / Legitimate interests (Art. 6(1)(c) and (f)) |
| Complying with our legal and regulatory obligations | Legal obligation (Art. 6(1)(c)) |
Where we rely on legitimate interests, we have assessed that our interests are not overridden by your rights and freedoms. You have the right to object to processing based on legitimate interests — see Section 6 below.
3. HOW LONG WE KEEP YOUR DATA (RETENTION PERIODS)
We retain personal data only for as long as necessary for the purposes for which it was collected, or as required by law:
- Order and transaction data: Retained for 7 years (due to tax accounting records only) from the date of the transaction to comply with tax and accounting obligations under Dutch and EU law.
- Customer account data: Retained for as long as your account is active, and we periodically review inactive accounts and retain data only as long as necessary, subject to legal retention obligations, after which we will delete or anonymise it.
- Marketing consent and communications: Retained until you withdraw your consent or opt out, plus a reasonable period to evidence compliance. After a customer unsubscribes, we may retain limited information on a suppression list to ensure they are not contacted again.
- Customer service correspondence: Retained for up to 3 years from the date of the last communication.
- Technical/log data: Typically retained for up to 12 months.
When data is no longer needed, we securely delete or anonymise it.
4. WHO WE SHARE YOUR DATA WITH
We do not sell or rent your personal data. We may share your data with the following categories of recipients, strictly as necessary:
- Service providers and processors: Third parties who help us operate our Website and business, including our e-commerce platform (Shopify Inc.), payment processors, logistics and delivery partners, email service providers, and IT support providers. These parties are contractually bound to process your data only on our instructions and in accordance with GDPR.
- Allen group companies: We may share data within the Allen group of companies for internal administrative purposes, subject to appropriate safeguards.
- Legal and regulatory authorities: Where required by law, court order, or to protect the rights, property, or safety of Allen Sports EU B.V., its customers, or others.
- Business transfers: In the event of a merger, acquisition, or sale of assets, your data may be transferred as part of that transaction. We will notify you before your data is transferred and becomes subject to a different privacy policy.
We do not share your email address or personal data with unaffiliated third parties for their own direct marketing purposes.
5. INTERNATIONAL TRANSFERS OF PERSONAL DATA
Allen Sports EU B.V. is based in the Netherlands (European Union). SSome of our service providers may process personal data outside the EEA. Where this occurs, we ensure appropriate safeguards are in place, including, where appropriate, Standard Contractual Clauses or transfers covered by an adequacy decision., such as:
- Standard Contractual Clauses (SCCs) approved by the European Commission; or
- Transfers to countries covered by an EU adequacy decision.
You may request a copy of the relevant safeguards by contacting us at customerservice@allen.bike.
6. YOUR RIGHTS UNDER GDPR
If you are located in the European Union or European Economic Area, you have the following rights regarding your personal data:
- Right of access: You may request a copy of the personal data we hold about you.
- Right to rectification: You may ask us to correct inaccurate or incomplete data.
- Right to erasure (“right to be forgotten”): You may ask us to delete your personal data where there is no longer a lawful basis for us to hold it.
- Right to restriction of processing: You may ask us to restrict how we use your data in certain circumstances.
- Right to data portability: You may request a copy of data you have provided to us in a structured, machine-readable format, and ask us to transmit it to another controller where technically feasible.
- Right to object: You may object to processing based on legitimate interests or for direct marketing purposes. Where you object to direct marketing, we will stop processing your data for that purpose immediately.
- Right to withdraw consent: Where processing is based on your consent, you may withdraw it at any time without affecting the lawfulness of processing before withdrawal.
- Right to lodge a complaint: You have the right to lodge a complaint with your national data protection authority. In the Netherlands, this is the Autoriteit Persoonsgegevens (AP): www.autoriteitpersoonsgegevens.nl.
To exercise any of these rights, please contact us at customerservice@allen.bike. We will respond within one month of receiving your request. We may need to verify your identity before processing your request.
7. COOKIES AND TRACKING TECHNOLOGIES
We use cookies and similar tracking technologies on our Website. Non-essential cookies (including advertising and analytics cookies) are only placed with your prior consent, which you can give or withdraw via our cookie consent banner. For full details of the cookies we use, their purposes, and how to manage your preferences, please refer to our Cookie Policy.
We currently do not respond to browser Do Not Track signals. Customers can manage or withdraw cookie preferences through the cookie settings tool.
8. CHILDREN
Our Website is not directed at children under the age of 16. We do not knowingly collect personal data from children under 16. If you believe we have inadvertently collected data from a child under 16, please contact us at customerservice@allen.bike and we will delete it promptly.
9. SECURITY
We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, destruction, or alteration. Sensitive data such as payment information is transmitted using Secure Socket Layer (TLS) encryption and appropriate encryption technologies.. Payment card information is generally processed directly by our payment providers and that Allen typically receives transaction details and payment status rather than complete payment card information.Access to personal data is restricted to authorised personnel only.
10. MARKETING OPT-OUT
If you no longer wish to receive marketing emails from us, you can unsubscribe at any time by clicking the “unsubscribe” link in any marketing email, or by emailing us at customerservice@allen.bike with the subject line “Unsubscribe”. Please note that you will continue to receive transactional emails related to your orders and account.
11. CHANGES TO THIS POLICY
We may update this Privacy Policy from time to time. When we make material changes, we will update the “Last updated” date at the top of this page and, where appropriate, notify you by email or through a notice on our Website. We encourage you to review this policy periodically.
12. GDPR RIGHTS
For automated decision-making, the customers may complain to the supervisory authority where they live, work, or believe an infringement occurred, in addition to the Dutch supervisory authority.
13. CONTACT US
If you have any questions, concerns, or requests relating to this Privacy Policy or our data practices, please contact us:
Allen Sports EU B.V.
c/o Cargo Logistics
Vijzelweg 6
5145 NK Waalwijk
The Netherlands
Email: customerservice@allen.bike
Website: eu.allen.bike
