Privacy Policy
Last updated: August 2026
At AllSaints, we believe in creating amazing fashion experiences – and that includes how we handle your personal data. We know privacy policies can be daunting, so we've worked hard to make ours clear and straightforward.
This Privacy Notice explains what information we collect when you shop with us (in-store, online, over the phone and via our app), how we use it, and the choices you have about your data. We've designed it to be transparent about our practices and to empower you to make informed decisions.
Your trust is important to us. So, whether you're browsing our website, scrolling our app, trying on clothes in our stores, or joining our mailing list, we want you to feel confident about how we protect and respect your privacy.
Let's dive in and explore how we're committed to safeguarding your personal data while delivering the stylish experience you expect from AllSaints.
Our international sales facilitation and fulfilment partner is Globale U.K. Limited (“Global-e”), a company registered in England and Wales under company number 08632376 whose registered office is at 154 Clerkenwell Rd, London EC1R 5AB. If you purchase products from our Sites, your personal data will be collected and used by Global-E for the purposes of fulfilling your order and delivering products to you. This Privacy Policy only relates to the use of your data by AllSaints. Please refer to the Global-E's Privacy Policy (which is also available at checkout) for further details on how your personal data will be used by them.
1. WHO WE ARE
ALL SAINTS RETAIL LIMITED (“AllSaints”) of Units C15-C17 Jacks Place, 6 Corbet Place, London, E1 6NN, UK and its Affiliate companies are committed to protecting and respecting your privacy.
For the purpose of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 and any other applicable data privacy and protections laws, AllSaints is the data controller.
For the purposes of this Privacy Notice, "we", "our" and "us" refer to AllSaints, and "you", "your" "user," mean users of the Services. “Affiliates” means entities directly or indirectly controlled by or under common control with us.
This Privacy Policy applies to all stores and mobile applications ("App") owned or operated by AllSaints. It also applies to AllSaints websites located at www.allsaints.com/row/ ; www.allsaints.com/eu/ ; www.allsaints.com/de/ ; www.allsaints.com/fr/ (the "Sites"). The stores, Sites and the App shall be collectively referred to as the "Services."
2. ABOUT THE PRIVACY NOTICE
This Privacy Notice applies to the personal data we collect in connection with our Services and outlines the personal data we collect about you, how we use it, with whom we share it and the rights you have regarding our use of your personal data. This applies to our customers based in the EU and all other countries outside of the UK and US when using our Services, meaning our physical stores, Site, App and any other services we may offer that link to this Privacy Notice).
This Privacy Notice should be read along with our Terms and Conditions, Terms of Site Use, and Cookie Policy.
It's important that you provide accurate, complete information and keep it updated. Please inform us of any changes to your personal data.
We may update this Privacy Notice periodically. The "Last Update" date at the top will indicate the date of any changes. For significant updates, we'll notify you via email where possible.
3. WHAT PERSONAL DATA WE COLLECT AND HOW USE IT
At AllSaints, we collect and use your personal data to provide you with the best shopping experience, online, in-store or over the phone. We're committed to transparency and want you to understand how we handle your personal data.
We primarily collect personal data for processing orders, improving our services, ensuring security, and marketing our products. We always have a legal basis for processing your data, which may include:
- Contract: we process your data to meet our contractual obligations with you, for example, fulfilling an order;
- Legal obligations:we process data when we are legally required to do so, for example, to comply with regulatory obligations;
- Legitimate interests:we process data based on our legitimate interests and when these interests do not outweigh your own rights and interests; and
- Consent:we process data for the specific consent you have consented to, for example your specific consent before sending direct marketing communications to you via email or text message.
We may use the information you give to us to influence our broader product decisions in the future, including product designs and inventory.
To request deletion of your personal data, please see the “Contact” section below for our contact details. All personal data will be deleted as soon as possible on request.
For more details on specific types of data and how we use them, please review each category below:
Shopping With Us (Online, In-Store, Over the Phone and via App)
What we collect:
- Contact details (salutation, first and last name, email address)
- Delivery and billing addresses
- Payment card details or payment method information
- Account details (including site login information)
- Purchase history and customer ID
How we use it:
- To process orders, manage payment transactions and ensure correct delivery
- To manage accounts and provide access to purchase history
- To communicate with you about your order
- To provide customer service
Legal basis: To fulfil our contractual agreement with you when you make a purchase or use our services. For any other purpose referred to herein, we rely on our legitimate interest as a business.
In-Store Experience and Security
What we collect:
- CCTV footage
- Age verification documents (when required)
- Copy of identity documents (including full name, address, date and place of birth, gender, and nationality)
How we use it:
- To ensure store security and safety
- To prevent and detect crime
- To comply with age-restricted sales regulations
- To provide customer service
Legal basis: Legitimate interests and legal obligations
Website and App Functionality
What we collect:
- Browsing data (products viewed or searched for)
- Device information (browser type and version, operating system, platform)
- App usage data
- IP address
- URL clickstream, page interaction information
- Page response times, download errors, length of visits
How we use it:
- To improve user experience and Site/App performance
- To provide personalised features and product suggestions
- To secure user accounts and prevent unauthorized access
- To detect and prevent potential fraud
- To understand how you navigate our website/app and improve your experience
Legal basis: Legitimate interests
App-Specific Features
What we collect:
- Location data (if permitted)
- Device information
How we use it:
- To provide location-based services
- To enable push notifications (with your permission)
- To optimise app performance
Legal basis: Consent for location services and push notifications, legitimate interests for app optimisation
Customer Service Improvement
What we collect:
- Phone numbers used to call Customer Experience
- Call recordings
- Customer service interactions via app and Site
How we use it:
- To enhance our customer service quality
- For security purposes
- To improve the services we provide to you
Legal basis: Legitimate interests
Marketing and Business Data Usage
We may use your data to determine what we think you want or need or what may interest you. This is how we decide which products, services, and offers may be relevant to you. If you have requested to be informed or used our Services and have not opted out of receiving that email and/or text message marketing, you will receive marketing communications.
What we collect:
- Contact details including customer ID
- Purchase history
- Site and App interaction data
- Gender information
How we use it:
- To send you marketing communications and promotional offers
- To administer competitions or promotions you enter (see more information on competitions and prize promotions below)
- To inform you about stock availability of products you're interested in
- To remind you about items in your abandoned online basket
- To conduct market research to improve our products and services
- To create individual profiles to understand and respect your preferences
- To personalise your experience on our digital platforms (Site and App)
- To tailor communications we send you based on your preferences and behaviour
- For profiling, segmentation, testing, and analysis of customer data
- For social media targeting and displaying personalized ads on social platforms
- To track your activity on our digital platforms
- To improve our products and services based on customer data and trends
- To measure the effectiveness of our marketing campaigns and promotions
- To provide personalized product recommendations
- To gather feedback on your shopping experience and customer satisfaction
- To inform the development of new products or services
Special note on Social Media Advertising:
We may also participate in services like Facebook's Custom Audience service from time to time. This service enables us to display to you personalised advertisements when you visit Facebook’s social media platforms. It works by converting your email address to a unique number that Facebook uses to match to unique numbers that Facebook generates from email addresses of its users. Where we use Facebook Custom Audiences, we will only include you if you have consented to receive marketing from us.
Legal basis: We process this data based on your consent (where required) or our legitimate interests in promoting our business and improving our services. As applicable, you have the right to object to this processing or withdraw your consent at any time, as detailed in our 'Your Choices' section.
Special note on Mail Tracking Pixels and Web Beacons:
When you opt-in to receive our personalised communications, we and our trusted third-party marketing partners use tracking pixels (also known as web beacons or clear GIFs) embedded in our emails.
What we collect: These pixels are tiny, invisible graphics that allow us to collect limited information, including whether you opened the email, the date and time of opening, your IP address, your device type, operating system, and email client, as well as any links you click within the message.
How we use this data: We use this information to better understand your interests, personalise the content of future messages, optimise how frequently we contact you, and ensure we are using your preferred communication channels.
Managing your preferences: Your consent is entirely voluntary. You can withdraw your consent to email tracking at any time without affecting your general subscription to our marketing emails.
Prize Draws and Competitions
We occasionally run prize draws and competitions to engage with our customers and offer exciting rewards. When you choose to participate in these events, we collect and use your data to manage the competition, select winners, and enhance your experience with AllSaints. If you enter one of our prize draws or competitions, we will use your information to process your entry, contact you if you win, and for related marketing purposes. By participating, you agree to this use of your data, but you can opt out of receiving future marketing communications at any time.
What we collect:
- Contact details
- Entry information
- Any additional information provided for the specific prize draw or competition
How we use it:
- To administer and manage prize draws and competitions
- To process and contact you about your prize draw or competition entry
- To distribute prizes to winners
- For marketing and promotional purposes related to the prize draw or competition
- To comply with legal and regulatory requirements related to running promotions
SMS and Email:
When you opt in for SMS marketing, we collect your phone number and use your email address to link this consent to your existing customer profile. This allows us to send you relevant SMS communications in addition to your existing email preferences. We process this new data based on your consent for SMS marketing. You can withdraw your SMS marketing consent or update your preferences at any time without affecting your email preferences.
Legal basis: We process this data based on your consent when you enter the prize draw or competition, and our legitimate interests in running and promoting these events.
4. YOUR CHOICES AND CONTROL
We strive to provide you with choices regarding certain personal data uses, particularly marketing and advertising. You can also opt out of email and/or text message marketing communications by following the instructions in any marketing communication you receive or by logging into your online account and clicking ‘My Account’ under ‘My Preferences’.
Please note that if you do opt-out, it may take a few days to process your request, and you may continue to receive promotional or marketing materials during this time. Opting out will not prevent us from sending you other non-promotional messages, such as emails confirming transactions or abandoned basket emails.
5. WHEN PERSONAL DATA IS REQUIRED FOR OUR SERVICES
Where we need to collect personal data to comply with legal requirements or to fulfil our contractual obligations to you, and you choose not to provide that data when requested, we may be unable to provide the product or Service that you’ve asked for. For example, if we can't verify your identity or delivery address, we may not be able to complete your order. If this situation arises, we'll explain the issue to you at the time and discuss alternative options. In some cases, we may have no other option but to cancel an order or Service you have with us, but we will notify you if this is the case at the time.
6. HOW WE SHARE YOUR PERSONAL DATA
We share the information we collect about you with various parties for different purposes, as outlined below:
- Within the AllSaints group (including to Affiliates) for legitimate business purposes of efficiently and effectively providing products or services.
- Business partners, suppliers, sub-contractors, marketers, advertisers and advertising networks to send you direct mail or emails about their products, services, sales, promotions events, news and store openings that may interest you, providing you have given your prior specific consent.
- Advertisers and advertising networks to serve ads or adverts about AllSaints that may interest you or for data analytics that assist in the improvement and optimisation of products, Services and the Site.
- Courier companies for purchase delivery.
- Payment management companies to enable them to verify your credit or debit card details.
- App service providers that help us deliver the App.
- Discount scheme facilitators that facilitate such discount schemes, provided you have previously registered with them.
- Customer service management software that is designed to improve and manage our interaction with customers and your customer service experience.
- Analytics and search engine providers to assist us in the improvement and optimisation of our products, Sites and Services.
- Marketing support partners to assist us with our marketing efforts.
- Customer surveys service providers which we may employ to assist us in carrying out and then analysing the results of customer surveys or questionnaires.
- If we are under a duty to disclose or share your personal data in order to comply with any legal obligation, subpoena or court order or in order to enforce or apply our Terms and Conditions of Website Use or our Terms and Conditions of Supply and other agreements.
- If we believe in good faith that the disclosure of information is necessary to prevent imminent physical harm or financial loss to you or us; prevent or report suspected illegal activity; protect anyone's rights, property, or safety.
Additional third parties may include goodwill providers, legal insurers and selected third-party vendors who help us to operate our website and our business.
7. HOW LONG WE KEEP YOUR PERSONAL DATA
We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
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 unauthorised 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.
In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.
If you would like more detailed information about our specific data retention periods, please contact us using the information provided in the "Contact Us" section. We will be happy to provide you with further details.
8. YOUR INFORMATION AND THIRD PARTIES
Third parties acting on our behalf including our business partners or our Affiliates may use cookies, web beacons or other automatic data collection technologies:
- to help us measure and determine how visitors use our Sites and the effectiveness of our Sites;
- to help us improve and optimise the products and services we or our business partners or Affiliates offer;
- to collect your non-personally identifiable information regarding your online behaviour to provide you with targeted advertisements; and/or
- to provide us with the store location where your purchases are made to enhance our understanding of trends and purchasing patterns.
We may share information that we collect about you with Affiliates, business partners, suppliers, sub-contractors, marketers, advertisers and advertising networks for marketing and advertising purposes, which may include: (i) sending you direct mail or emails about their products, services, sales, promotions events, news and store openings that may interest you; or (ii) serving ads or adverts that may interest you; or (iii) for data analytics that assist in the improvement and optimisation of products, Services and the Site.
We may monitor or record telephone calls for security purposes and to improve the quality of services that we provide to you.
We may use the information we collect about you to influence our broader product decisions in the future, including product designs and inventory.
Please note that for your safety and security, CCTV is in operation on all of our premises which are open to the public.
We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, 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 unauthorised 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.
9. ALLSAINTS APP
We have policies and procedures such as an SSL encryption system aimed at protecting your personal and payment data on the App. All payment details are encrypted with our payment provider, and you can secure any saved card details using your fingerprint with Apple Touch ID (using iPhone 5s or later) or with facial recognition using Face ID (using iPhone X or later).
When using the card scanning feature, we do not store photos of your card. We simply read the card details required for payment. The image is not saved and is deleted immediately after use.
10. COOKIES
In common with many other website and app operators, we use standard technology called 'cookies' on our website. Cookies are small pieces of information that are stored by your browser; they are used to record how you navigate the Site on each visit.
For further, more detailed information on how we use cookies, please refer to our Cookie Policy which you can read here.
11. WHERE WE STORE YOUR PERSONAL DATA
The data that we collect from you may be transferred to, and stored at, a destination outside the European Economic Area ("EEA"). It may also be processed by staff operating outside the EEA who work for us or for one of our suppliers, business partners or Affiliates. Such parties may be engaged in, among other things, the fulfilment of your order, the processing of your payment details and the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy.
12. THIRD PARTY SITES
Our Services contain links to other sites, such as social networking platforms. We do not endorse and are not responsible for the privacy practices of such other sites and that the Privacy Policy presented here does not apply to such sites. If you have any questions about data practices of third parties, please consult the privacy policies of those companies.
13. SECURITY
We use technical and organisational security measures to protect your personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure, or access. All information you provide to us is stored on secure servers. We have policies and processes in place aimed at protecting your payment transaction data, such as encryption using SSL/TLS technology and ensuring card data are processed by PCI compliant payment providers. However, no method of transmission over the internet or electronic storage is 100% secure, so we cannot guarantee absolute security.
You can help protect your online personal data by following these safety tips:
- Always log out and close the browser when you complete an online session, if using a public computer.
- Keep passwords private – remember, anybody who knows your password could access your account.
- Use a combination of letters and numbers when creating a password – do not use dictionary words, your name, email address or other personal data that can be easily obtained.
- Frequently change your password.
- Avoid using the same password for multiple online accounts.
- Use virus protection software and keep it up to date.
- Notify us immediately if there has been, or you suspect there has been, unauthorised use of your password or account.
Where we have given you (or where you have chosen) a password which enables you to access certain parts of our Site or our App, you are responsible for keeping this password confidential. You must not share your password with anyone.
14. PROTECTION OF CHILDREN’S PRIVACY
Our Services are intended for individuals aged 18 and over. We do not knowingly collect or process personal data from children under 18. If you are under 18, please do not use our Services or provide any personal information to us.
If you are a parent or guardian and believe we may have inadvertently collected personal data from a child under your care, please contact us immediately (see our “Contact” section below). We will promptly investigate and, if appropriate, delete any such information.
We encourage parents and guardians to monitor their children's internet usage and to help enforce our Privacy Notice by instructing their children never to provide personal data through our Services without their permission.
15. YOUR PRIVACY RIGHTS
You are free to withdraw your consent and opt out of receiving marketing emails from AllSaints by following the instructions in any marketing email you receive, or by logging into your online account then clicking ‘My Account’ under ‘My Preferences’.
Please note that if you do opt out, it may take a few days to process your request and that you may continue to receive promotional or marketing materials during this time. Opting out will not preclude us from sending you other types of non-promotional messages, such as emails confirming transactions or abandoned basket emails.
You have an option to correct and update your account information when you are logged into your account.
You have a right to access, rectify or erase personal data we hold about you. You also have a right to restrict processing of your personal data, right to object to profiling for marketing purposes and right to data portability. If you are the customer and you would like to find out more about your rights or exercise your rights, please contact us.
We will provide information to you free of charge and we aim to respond to you within 30 days.
If you wish to opt out of receiving marketing and advertising communications from our business partners or Affiliates (and their business partners), you must follow the opt-out instructions in each Affiliate’s communication or applicable privacy policy.
If you are not satisfied with our handling of your data, you also have a right to lodge a complaint with
supervisory authority by writing to the Information Commissioner’s Office at the following address:
Information Commissioner's Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
You can also contact the Information Commissioner’s Office using their online form: https://ico.org.uk/concerns/handling/
16. CONTACT
If you would like to find out more about this Privacy Notice, any of your rights or exercise your rights, please contact us at legal@allsaints.com.
If you would like to request the deletion of your data, please contact our Legal team at the email address above.
If you are a current or former employee and would like to find out more about your rights or exercise your rights, please contact us at hr@allsaints.com.
If you wish to opt out of receiving marketing and advertising communications from our business partners or Affiliates (and their business partners), you must follow the opt-out instructions in each Affiliate’s communication or applicable privacy notice.
Alternatively, you can write to us:
ALL SAINTS RETAIL LIMITED
Units C15-C17 Jacks Place,
6 Corbet Place,
London
E1 6NN
UK
You can also contact AllSaints' Data Protection Officer, Heward Mills Ltd., at:
Telephone: +44 (0) 204 540 5853
Email: dpo@hewardmills.com
Address: 77 Farringdon Road, London, EC1M 3JU
Feel free to reach out to our Data Protection Officer for assistance with any data protection issues or to exercise your rights under the UK GDPR.
17. CHANGES TO YOUR PRIVACY NOTICE
We regularly review and update our Privacy Notice to ensure it accurately reflects our data practices and complies with current legislation. Any future changes will be posted on this page, with the 'Last updated' date revised accordingly.
We encourage you to review this Privacy Notice periodically to stay informed about how we protect your personal data. If we make significant changes that materially affect your privacy rights, we will provide a more prominent notice and, in some cases, email notification of these changes.