1. Introduction
Alvante Ltd is committed to protecting and respecting your privacy and to processing personal data in accordance with the UK General Data Protection Regulation, the Data Protection Act 2018 and all applicable data protection laws.
This Privacy Policy explains how we collect, use, store and share personal data when you interact with our business, including when you visit our websites, purchase products, create a customer or trade account, apply for credit, contact us or otherwise engage with us.
It should be read together with our Cookie Policy, which explains how we use cookies and similar technologies to collect technical and usage data.
Alvante Ltd
71–75 Shelton Street
Covent Garden
London
WC2H 9JQ
United Kingdom
Alvante Ltd operates under multiple brands, trading names, domain names and online marketplace storefronts. All such brands and sales channels are owned and controlled by Alvante Ltd. References to “we”, “us” and “our” refer to Alvante Ltd as the data controller.
2. The Personal Data We Collect
We may collect and process the following categories of personal data.
Identity data includes your name, title and business contact details.
Contact data includes billing and delivery addresses, email addresses and telephone numbers.
Account data includes login credentials, account activity and saved preferences.
Transaction data includes order details, payment status, delivery and fulfilment information.
Technical and usage data includes IP address, browser type, device information, approximate location and information about how you use our websites. This data is collected through server logs, analytics tools and cookies. Further details are provided in our Cookie Policy.
Profile data includes purchasing behaviour, preferences, feedback and survey responses.
Marketing and communications data includes your communication preferences and marketing choices.
Financial and credit data for trade customers includes credit reports, payment performance, credit limits and risk assessments.
Compliance and verification data includes information used for fraud prevention, identity verification and legal and regulatory obligations.
We may also create aggregated or anonymised data that does not identify you.
3. How We Collect Personal Data
We collect personal data through direct interactions such as placing orders, submitting forms or corresponding with us. We collect data when you create a customer or trade account, when you carry out transactions through our websites or online marketplaces and when you communicate with us by email, telephone or post.
We also collect technical and usage data through cookies and similar technologies as explained in our Cookie Policy.
In some cases we receive personal data from credit reference agencies, publicly available business sources and service providers who support our operations.
4. How We Use Personal Data and Our Lawful Bases
We process personal data only where we have a lawful basis to do so.
We use personal data to process and fulfil orders, manage customer and trade accounts, process payments and refunds and deliver products and services. The lawful basis for this processing is the performance of a contract.
We use personal data to maintain business and financial records and to meet our tax, accounting and regulatory obligations. The lawful basis for this processing is compliance with a legal obligation.
We use personal data to verify identity, prevent fraud, protect our business, manage logistics and supply chain operations, improve our products, services and systems, assess and monitor creditworthiness, provide customer support and respond to enquiries. The lawful basis for this processing is our legitimate interests in operating and developing our business and protecting it against misuse, except where those interests are overridden by your rights.
We use technical and usage data collected through cookies and similar technologies to analyse website performance and improve user experience. The lawful basis for this processing is your consent, which you provide through our cookie consent tool.
We use personal data for personalised marketing, remarketing and certain analytics activities only where you have given your consent.
We send service communications relating to orders, accounts or legal requirements on the basis of contract performance or legal obligation. We send marketing communications only where we have your consent or where permitted under the soft opt-in rules.
5. Artificial Intelligence and Automated Processing
We may use artificial intelligence, machine learning and automated systems to support customer service, business analytics, forecasting, fraud detection, cybersecurity, product development and operational efficiency.
These systems may be provided by secure third-party cloud and technology providers, including organisations such as OpenAI, Anthropic, Google and Microsoft or equivalent providers.
We do not carry out solely automated decision-making that produces legal or similarly significant effects on individuals.
Where these providers process personal data outside the United Kingdom, appropriate safeguards are used, such as UK International Data Transfer Agreements or adequacy regulations.
6. Data Sharing
We may share personal data with trusted third parties where necessary for our business operations. These may include payment service providers, accounting and finance platforms, enterprise resource planning systems, customer relationship management systems, cloud hosting and storage providers, IT support and cybersecurity providers, analytics and communications platforms, logistics and fulfilment partners, credit reference agencies, professional advisers, regulators and law enforcement authorities, online marketplaces and e-commerce platforms and our own brands and trading divisions.
All third parties are required to respect the security of personal data and to process it in accordance with the law.
7. International Data Transfers
Some service providers process personal data outside the United Kingdom. Where this occurs, we ensure appropriate safeguards are in place in accordance with UK data protection law.
8. Trade Accounts and Credit Checking
For trade customers we may obtain credit reports and business information from credit reference agencies, share account performance data with those agencies, set and review credit limits, monitor payment performance and use personal data for debt recovery and risk management.
Trade account data may be retained for extended periods to meet legal, financial and regulatory obligations.
9. Data Retention
We retain personal data only for as long as necessary for the purposes for which it was collected.
Customer account data is typically retained for six years after the last activity.
Order and transaction records are retained for six years to meet tax and accounting requirements.
Trade account and credit data is retained for six years after the account is closed.
Marketing consent records are retained until consent is withdrawn and for a further two years for audit purposes.
Customer service correspondence is usually retained for three years.
Technical and analytics data is retained in accordance with the retention periods set out in our Cookie Policy.
Fraud prevention and security records may be retained for up to six years where necessary.
When personal data is no longer required it is securely deleted or anonymised.
10. Data Security
We implement appropriate technical and organisational measures to protect personal data against unauthorised access, loss, misuse or disclosure.
11. Your Rights
You have the right to request access to your personal data, to request correction of inaccurate data, to request erasure, to request restriction of processing, to object to processing, to request data portability and to withdraw consent at any time where processing is based on consent.
You have the right to lodge a complaint with the Information Commissioner’s Office.
12. Third-Party Websites
Our websites may contain links to third-party websites. We are not responsible for their privacy practices.
13. Children
Our services are not directed at children and we do not knowingly collect personal data relating to children.
14. Changes to This Policy
We may update this Privacy Policy from time to time. The latest version will always be available on our website.
15. Contact
Alvante Ltd
71–75 Shelton Street
Covent Garden
London
WC2H 9JQ
United Kingdom
If you have any questions about this policy or your personal data, you may contact us. You have the right to complain to the Information Commissioner’s Office.
Last updated: 21 February 2026