Privacy Policy

If you order something, we need your information to ensure that we can deliver your order. But we always handle your personal information with care. We take care of it and keep it safe. What we do with your personal information and why we need it, we are happy to tell you here. If you have any questions after reading our privacy policy, please contact our customer service . 

This privacy policy may change from time to time if new developments so require. You can find the most current privacy policy on We recommend that you regularly consult this privacy policy so that you are aware of these changes. You will always see the last date of the change here.

This privacy policy was last amended on November 19, 2019.

Who is responsible for processing my personal data? is responsible for the processing of data as described in this privacy policy.

When does this privacy policy apply?

This privacy policy applies to all personal data that processes from anyone who has ever had contact with , such as our visitors, customers and business contacts, in all domains related to .

What is personal data?

Personal data is all data that can be traced to you as an individual. Just think of your name, telephone number, address or e-mail address. But data such as your IP address or customer number are also personal data. And other data that is unique to you, such as your order history or surfing behavior.

From whom do we process personal data and how do we get this data?

We process the personal data of anyone who has (had) direct or indirect contact with , such as (business) customers and contact persons of partners.

We receive the information directly from you when you visit our website, create an account and enter certain information or when you contact our customer service.

In some cases we receive your information from others. When someone sends a gift directly to you, we will receive your name and address details. We may also receive data from other parties, but only if you have given those parties permission to provide us with certain data.

What information do we process about you, what do we use it for and how long will it be kept for?

  • Data for processing your order

If you order something, we need certain information from you to be able to deliver your order and to keep you informed about your order. This information is also required for possible returns or repairs.

For this we collect your name, e-mail address, delivery address (es), payment details and your telephone number.

The data is required to execute the agreement that you have concluded with us. We are required by law to store the data related to your order for 7 years.

  • Information in your account

In your personal account we store the following information: your name, (delivery and home / business) address (s), telephone number, e-mail address, date of birth (if you have provided this), payment details, gift vouchers and gift cards.

In your account we also keep your order history including selected delivery options, including the digital articles and subscriptions that you have taken out.

In addition, we store the interests you specified in your account, namely your wish list, any linked apps and your e-mail and personalization preferences .

It is our customer promise to make our customers' lives easier and more enjoyable. That is why we keep the data in your account as long as you are an active customer. If you have not logged in with us for 7 years, we will delete all your details. In addition, you can make a request to have your data deleted in your account at any time . 

  • Information about your contact with customer service

You can contact customer service 24/7. You can write an email to us or leave a message on social media. We use the data stored in your account to contact you in response to your question or complaint to us.

We can help you faster next time by saving your data. We also keep the notes about customer contact with us and our sales partners as long as you are an active customer with us.

A telephone conversation can be recorded for training and analysis purposes. We have a legitimate interest to use these interactions to improve our services. We save the phone call for 1 month.

When you send us a private message via Twitter or Facebook, the messages are stored by us for a maximum of 6 months, or shorter if you delete the message yourself earlier.

  • Data for an optimal shopping experience

In our store there are more than 70 items. We would like to help you find what you are looking for among all these articles.

First of all, we ensure that our website or app works well so that you can shop optimally. For this we collect your IP address, information about your internet browser, any language settings and information about the settings of the operating system of the computer or the mobile device with which you visit us when you visit

We also ensure that is as relevant as possible by tailoring our store to your personal preferences. To do this, we collect your search, click and buying behavior at . We use this data for mapping out generic customer patterns, so that we can use them on an individual level. This is not so much about knowledge about individual customers. It is our customer promise to make our customers' lives easier and more enjoyable. That is why we keep this data as long as you are an active customer with us. 

  • Improve the store experience based on general information and sales statistics

When you are on Aligo.ukWhen you view an article, you also see other articles that we recommend (for example, under the heading "Look further" or "Others also viewed"). These recommendations are based on the article or category that you are currently viewing. Based on statistics, we know that customers who bought that item were also interested in the other items. These recommendations are not personal: anyone viewing that article sees the same recommendations. If you are looking for a specific duvet cover, everyone will see the same similar covers or fitted sheets. Or we show you what other users were looking for based on your search. You can also see this form of improving your shopping experience in physical stores. For example, articles of the same type or that belong together are usually together. 

  • Personalized emails

We regularly have offers, special promotions and news that we want to share with you. We are happy to share it via e-mail. If you have an account with us and have placed one or more orders, we will email you suggestions, information about our items and services based on your purchases and review requests. If you give us permission, we can also email you other information, such as the daily offer, general giveaways or personal recommendations and information. These personal recommendations are based on your purchases and visit history from a maximum of 2 years ago to make the content of the e-mail more interesting for you. If you prefer not to receive this type of information, you can immediately unsubscribe from newsletters in your account . 

  • Personalized advertisements

We, our advertising networks and media agencies can show you advertisements on and other websites. This is based on your previous visits to our websites and the websites of third parties. Your surfing, searching and buying behavior is collected based on cookie techniques, your IP address and the advertising number that is linked to the device you are surfing with. We only do this if you have given permission to place cookies. There is a limited storage period for cookies and that period differs per cookie. Learn more about cookies and how you can set your cookie preferences . 

  • Data from customer surveys

We are constantly improving our services and aligning them even better with what customers want. That is why we can use your data (customer ID, e-mail address and / or telephone number) to invite you for a no-obligation customer or market research. In this way you help our store to become even better.

Participation in a customer or market research is entirely voluntary. You decide whether you want to participate in the research. How long your data is kept linked to the results of the customer or market research varies per research. We will delete all data that can be traced back to you as soon as the investigation has been definitively completed.

  • Data for reviews & question and answer

We love reviews. And our customers too. Because reviews help you find what you are looking for.

When you write a review, you choose whether your personal information or your name is visible to other visitors. You can also use an alias. You can also indicate whether we can contact you about your review.

We only post reviews with your permission. Because reviews are valuable for customers for a long time, we keep a review until you ask us to remove the review or until the moment that the review is removed by us based on the review conditions.

  • Data for competitions and promotions

If you participate in a promotion or competition, we will ask you for information, such as your name, address and / or e-mail address. We need this to be able to carry out the promotion and to announce the prize winner (s).

We collect this data with your permission. In the conditions of the competition or promotion in question you can find out exactly what your data is used for and how long we keep it.

  • Data to prevent fraud

Nobody likes scams and fraud, including us. That is why we use personal data (including IP addresses and search, surfing and buying behavior) to investigate, prevent and prevent unauthorized access and fraud. For this we can also use the services of external service providers.

  • Postpay

If you buy items that you do not want to pay immediately, we can check your creditworthiness. We can use external agencies for this. This is also stated in our general terms and conditions (article 5, paragraph 4) . 

With whom is your data shared?

  • Distribution and logistics partners

To process your order, we work together with distribution partners such as Ingram Micro, Fiege and the Centraal Boekhuis. These parties will receive your customer number, order number, name and delivery address to ensure that they can process your package correctly.

We also work together with various logistics partners, such as PostNL, BPost and Dynalogic. Our logistics partners receive your name and delivery address from us. They need this information to deliver your package to the address you choose.

  • Other external service providers

We also engage other external service providers to help with various things. Sometimes they also need personal data for this. We only share the information that is necessary for the assignment that the external service provider carries out for us. We do not sell your data to these service providers or other third parties. And we conclude agreements with all external service providers in which we agree on what they can do with the data.

The types of work that our external service providers perform for us are:

  • supporting the delivery of our digital services such as hosting, maintenance and support of our websites and applications;

  • supporting our customer service;

  • supporting our advertising and marketing campaigns;

  • supporting customer research and obtaining ratings and reviews;

  • providing financial services such as payment services, collection agencies and credit information agencies.

  • Government

Sometimes we have to pass on personal data to the government. This can occur first of all if certain government institutions need this information to perform their duties, such as the Tax Authorities. The police or the judicial authorities may also need certain information in the event of fraud or abuse. Finally, certain regulators can gain access to personal data in the context of an investigation.

What rights can you exercise with regard to your data?

  • Right to information

You have the right to an understandable and transparent explanation of how we handle your personal data and what rights you can exercise in that regard. We have therefore extensively explained in this privacy policy which data we collect from you and how we handle your data.

  • Right to view

You have the right to request access to us at any time from the information we have about you. You can request that in your account . We process requests within 30 days at the latest. 

  • Right to correction

You have the right to have your personal data corrected if they are incorrect or outdated and / or to have them supplemented if they are incomplete. You can do this 24/7 in your account . 

  • Right to object

You have the right to object to the processing of your data if you do not agree with the way in which we process your personal data. This right applies to the data that we use for direct marketing. For example, you can ask us to no longer use your data for personalized recommendations on the website. You can arrange this yourself in your account . In addition, this right also applies to other data that we use about you based on our legitimate interest. For example, you can choose that we forget and continue to forget the data about your surfing and search behavior. You can also arrange this yourself in your account . We process requests within 30 days at the latest.  

  • Right to data portability

You have the right to receive data that you have given to us in the context of the agreement (s) that you have entered into with us in a machine-readable format, so that you can store this data in a database of yours or of a other party. This concerns your name, address and place of residence information and order history. We offer you the possibility to download this data in a machine-readable format in account . 

  • Right to restriction

You have the right to request a limitation of the processing of your data. This means that we may save your data but not use it. This right arises in a number of cases. If you believe that this is the case, you can contact us via customer service.

  • Right to delete an account

You have the right to request us to remove all data that we have from you. When you submit a request to delete your account, we will delete data that is traceable to you except the data that we must or may retain based on the law. We offer you the option to submit a request to your account . 

  • Right to make a complaint

You have the right to submit a complaint about the way in which we handle your data. If you have a complaint, we prefer to resolve it yourself with you. Please contact our customer service for this . But you also have the right to submit a complaint to our Data Protection Officer. Finally, you have the right to submit your complaint to the Dutch Data Protection Authority. 


If you have any questions about the way handles personal data, please feel free to contact our customer service . We are happy to help you.