Effective date: 3rd November 2023

  1. Introduction

This Privacy Policy governs the manner in which ALFI-Home ApS, trading as ALFI Home  ("the Company," "we," "us," or "our"), collects, uses, maintains, and discloses information collected from users (each, a "User") of the  website ("Site"). This privacy policy applies to the Site and all products and services offered by the Company. We are dedicated to safeguarding the privacy of our Users and handling any personal information we obtain from our Users with care and respect, adhering to the principles of the Danish Data Protection Act and the General Data Protection Regulation (GDPR).

  1. Data Controller

The data controller responsible for your personal information for the purposes of GDPR compliance is:

ALFI-Home ApS Saralystparken 3, 2tv, 8270 Høbjerg, Aarhus, Denmark CVR: 44203782 Tax ID: DK44203782

For any inquiries or requests regarding your personal data, or to exercise any of your rights as outlined in this privacy policy, please contact us via email at or through our WhatsApp chat at +4591640142.

  1. Personal Data Collection and Purpose

We collect various types of information for multiple purposes to provide and improve our service to you. The personal data collected may include, but is not limited to:

  • Identity Data includes first name, last name, username or similar identifier.
  • Contact Data includes billing address, delivery address, email address, and telephone numbers.
  • Financial Data includes payment card details.
  • Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.

The purposes for processing your personal data are as follows:

  • To process your orders and manage your account.
  • To provide customer support and manage your requests.
  • To improve our website and personalize your experience.
  • To comply with a legal or regulatory obligation.
  1. Legal Basis for Processing

The legal basis for processing your personal data is as follows:

  • Performance of a Contract: Processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.
  • Legal Obligation: Processing your data where it is necessary for compliance with a legal obligation that we are subject to.
  • Consent: By using our Site, you consent to the collection and use of your personal information as described in this privacy policy. You have the right to withdraw consent at any time by contacting us.

Payment Processing


We use Stripe, Inc. ("Stripe") as our payment gateway to process credit and debit card transactions for purchases made on the ALFI Home website. By making a purchase on our site, you authorize us to provide your payment details to Stripe for processing according to their privacy policy and terms.

  • Data Shared with Stripe: When you make a purchase, we collect information related to the transaction, which includes your name, card details, and the transaction amount. This information is necessary to process the payment and to prevent fraud.
  • Security: Stripe is committed to handling your personal data with care and provides a secure environment that goes above and beyond industry security standards and practices.
  • Data Usage: Stripe uses your payment data to process transactions, to detect and prevent fraud, and to comply with legal obligations. They may also use your data in anonymized form for analytics and to improve their services.
  • Data Retention: Stripe retains personal data for as long as necessary to fulfill the purposes for which it was collected, including for the purposes of satisfying any legal, accounting, or reporting requirements.

For more information on Stripe’s practices, please visit Stripe’s Privacy Policy at

Please note that we do not store your credit or debit card details on our servers. All payment processing is done securely by Stripe, and we only keep a record of the transaction details for accounting and customer service purposes.

  1. Data Recipients and International Transfers

Your personal data may be shared with and processed by third-party service providers who assist us in providing our services. These include payment processing, delivery of goods, search engine facilities, advertising, and marketing. We ensure all third parties are compliant with GDPR and the Danish Data Protection Act and that they respect the security of your personal data and treat it in accordance with the law.

  1. Rights of Data Subjects

As a user of this Site, you are entitled to various rights regarding your personal data, as stipulated by the General Data Protection Regulation (GDPR). These rights include:

  • Access: You may request details of the personal data we hold about you.
  • Correction: Should you find that any personal data we hold is incomplete or inaccurate, you are entitled to have it corrected.
  • Deletion: Under certain circumstances, you may request the deletion of your personal data from our records.
  • Restriction: You have the right to request that we limit the way we use your personal data.
  • Portability: You may request the transfer of your personal data to another entity or directly to you, under certain conditions.
  • Objection: You are entitled to object to our processing of your personal data, based on your particular situation, and we will consider your objection in accordance with applicable laws.

For instructions on how to exercise these rights, please refer to the contact details provided earlier in this policy.

  1. Retention of Personal Data

We retain personal data only for as long as necessary to fulfill the purposes for which it was collected, including for the purposes of satisfying any legal, accounting, or reporting requirements. To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorized use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

  1. Use of Cookies and Similar Technologies

Our Site uses cookies and similar technologies to enhance user experience, analyze trends, administer the website, and gather demographic information about our user base as a whole. Cookies are small files placed on your device that enable us to remember your preferences and some details of your visits. The use of these technologies is widely adopted across the internet for collecting information and improving website services.

You have the ability to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, you may not be able to fully experience the interactive features of our services.

  1. Security of Your Personal Data

We are committed to ensuring that your information is secure. In order to prevent unauthorized access or disclosure, we have put in place suitable physical, electronic, and managerial procedures to safeguard and secure the information we collect online. However, while we strive to use commercially acceptable means to protect your personal data, we cannot guarantee its absolute security.

  1. Amendments to This Privacy Policy

This Privacy Policy may be updated from time to time to reflect changes to our practices, changes in the law, or other operational reasons. We will notify you of any changes by posting the new Privacy Policy on this page. We will indicate at the top of this Privacy Policy when it was last updated, and we encourage you to review this Privacy Policy periodically for any changes.

  1. Compliance with Legal Obligations

We may disclose your personal data where such disclosure is necessary for compliance with a legal obligation to which we are subject, or in order to protect your vital interests or the vital interests of another natural person. This includes exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction.

  1. Direct Marketing Communications

You may opt-in to receiving marketing communications from us. If you decide at any time that you no longer wish to receive such communications, you can opt-out by following the unsubscribe links in any marketing communication sent to you. You may also contact us directly to opt-out.

  1. Automated Decision-Making and Profiling

We do not use your personal data for automated decision-making. However, we may use it to analyze or predict aspects concerning your economic situation, personal preferences, interests, reliability, behavior, location, or movements where necessary for the provision of service.

  1. Data Protection Officer

To ensure the highest level of personal data protection, we have appointed a Data Protection Officer (DPO). The DPO is responsible for overseeing the company's data protection strategy and its implementation to ensure compliance with GDPR requirements. For any inquiries, you can contact our DPO at the following address:

ALFI-Home ApS Attention:

Data Protection Officer Saralystparken 3, 2tv, 8270 Høbjerg, Aarhus, Denmark


  1. Complaints to Authorities

If you believe that our processing of your personal information infringes data protection laws, you have a legal right to lodge a complaint with a supervisory authority responsible for data protection. You may do so in the EU member state of your habitual residence, your place of work, or the place of the alleged infringement.

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