Privacy policy

Last Updated: July 8, 2026

This privacy notice (“Privacy Notice”) is intended to provide you with specific details about how Altenew, LLC, which owns and operates www.altenew.com (“Altenew,” “we,” and “us”), collects and processes your personal and personally identifiable information through your use of its website and its associated services including but not limited to a transaction or inquiry concerning the services (collectively, the “Services”).

You understand and agree that Altenew may store and process your personal information on computers located outside of your jurisdiction, including, but not limited to, in the United States. By using the Services, you agree to the collection and processing of your personal or personally identifiable information outside of your jurisdiction.

Before using the Services or providing information to us, please carefully review this Privacy Notice. By using or accessing the Services, you agree that we may collect and use your personal and personally identifiable information in accordance with this Privacy Notice, as revised from time to time. Altenew may modify, amend, replace, or suspend this Privacy Notice at any time. If you have any questions or suggestions regarding our Privacy Notice, or if your personal information is not accurate or complete, please contact us at:

Altenew
Attn: Data Protection Officer
3005 Milton Ave
Syracuse, NY 13209
Or email us at: privacy@altenew.com

By providing Altenew with your personal or personally identifiable data and using the Services, you warrant that you are over the age of eighteen (18) or otherwise above the age of majority within your jurisdiction. If you are younger than eighteen (18) or the age of majority within your jurisdiction, please do not use the Altenew Services and please do not provide personal information to us.

Our Services may include links to websites or may include the use of analytics tools that are owned, operated, and maintained by third parties. Altenew does not exercise control over the privacy practices of such third-party websites or analytics tools, and you are encouraged to review the privacy practices of all such third-party websites or analytics tools disclosed within this Privacy Notice.

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What information do we collect and how do we use it?

When you use the Services, we may collect personal or personally identifiable information from you (“PII”). PII may include any information that identifies, relates to, describes, references, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular individual. It does not include anonymized data.

We may collect and process the following categories of PII about you:

• Communication Data. Communication data includes any communication that you may send to us through the Services, email, telephone, SMS or other text, livechat, or social media. We process this data to communicate with you by email or other means, to provide you with customer support, to record logs of our communication, and to store information to respond to legal claims. Altenew’s lawful ground for collecting and processing this PII is to respond to communications sent by you to us, to keep records of our communication, and to pursue or defend against legal claims.
• User Data. User data includes data about how you use the Services and any data that you post to or authorize through the Services, such as your name, address, country, phone number, and email address. This includes data stored in persistent cookies when you login to the Services and analytics data that is collected when you use the Services. We collect and process this data to operate the Services, to authenticate you as a user of the Services, to ensure that timely and relevant content is provided to you, to secure the Services, to ensure that the Services operates in a fast and efficient manner, and to maintain backups of the Services. Altenew’s lawful ground for processing this user data is its legitimate business interests in administering and offering the Services and to fulfill your orders made through the Services.
• Technical Data. Technical data includes data about your use of the Services, such as your IP address, your login data, your phone number, your mobile device model, your operating system, your geolocation, and your time zone. We may collect this data from your use of the Services and from advertising IDs. Altenew processes this data to analyze your use of the Services, to route Services traffic, to administer and secure the Services, to provide location-relevant content, and to troubleshoot problems with the Services. Altenew’s lawful ground for collecting and processing this technical data is its legitimate interests in administering and offering the Services and to grow its business and marketing strategy.
• Marketing Data. Marketing data includes data about your preferences in receiving and interacting with Altenew’s advertisements or content on the Services or on third party websites or applications. We collect this data from your use of the Services and from third party advertising IDs created through advertising programs, such as Google Advertising IDs and Facebook Advertising IDs. Altenew does not connect advertising identifiers to persistent device identifiers, such as MAC addresses or mobile device IDs. Altenew’s lawful ground for collecting and processing this marketing data is its legitimate interests in administering and offering the Services and to grow its business and marketing strategy by providing advertisements, including remarketing advertisements, to you.

Altenew will only use your PII for the purpose for which it was collected. If Altenew needs to use your PII for an unrelated, new purpose, Altenew will provide you with notice of this new use and will explain the lawful ground for such processing. Altenew may process your PII without your knowledge or consent where required or permitted by law.

How do we collect this information?

We collect PII from you through a variety of different means:

• Direct Collection. We may collect PII from you when you purchase products from our Website, register a User Account or for other services, contact us through the Website or other website, via live chat, social media, SMS or other text, telephone, email, or otherwise, respond to a survey, participate in a contest, submit a review or feedback with or without photos, or when you opt-in to receive marketing emails, or mailings from us.
• Third Party Tracking Tools. We use third party tracking tools, such as pixels, web beacons, and cookies, to automatically collect PII from you when you open, view, or click pages or links, emails, or advertisements. We disclose these third-party tracking tools below in this Privacy Notice in our disclosure of PII that we collect from third parties.
• Business Partners and Service Providers. We may, from time to time, obtain PII from our business partners or service providers. When we obtain PII from our business partners and service providers, we ensure that all such business partners and service providers have obtained consent from you to transfer all such PII to us for its intended uses.
• Social Media Networks and Other Platforms. We may obtain PII from you when you interact with our social media accounts or content posted on other third-party platforms, such as Facebook, X, or YouTube. For more information on how your PII may be disclosed by a particular social media network or platform, you are encouraged to review the privacy notices and policies of those platforms.
• Third-Party Sign-In Providers. We may offer you the ability to sign in using Google, Meta or other third-party providers. When you choose to sign in using Google or other third-party providers, we receive certain information, such as your name, email address, and, in some cases, a unique account identifier. We may use this information to authenticate you, to create or connect your User Account, to maintain account security, for marketing purposes, and to provide account-related services.
• Analytics Providers. We may also obtain PII from you through our use of third-party analytics providers, such as Google Analytics or Klaviyo. See below for a complete list of analytics services we partner with. We may create user profiles based on PII obtained through our use of PII from third-party analytics providers to better understand your wants and needs as a customer.

What information do we collect from third parties and how do we use it?

Altenew may collect data about you through cookies and other technologies. This helps Altenew understand how you use the Services and to understand any patterns that may be associated with your use of the Services. This aids Altenew in developing or improving its Services and marketing communications in response to your needs or wants.

Altenew may use session or persistent cookies. Session cookies are only stored on your computer or mobile device during your use of the Services and are automatically deleted when you close your web browser. Session cookies may be used to direct internet traffic to a server that is closer to you or to allow us to identify you as you move between pages of the Services. Persistent cookies are stored as a file on your computer or mobile device that remains on your computer or mobile device even after you close your web browser. Persistent cookies can be read by the Services that created the cookie when you revisit it again. Altenew may use persistent cookies to authenticate you when you return to the Services so that you do not have to login again or when it utilizes Google Analytics or other analytics providers, which is intended to track the origin and behavior of traffic to the Services. Altenew may use the following analytics providers, and you are directed to review their cookie policies:

• Facebook - https://www.facebook.com/privacy/policy/
• Google Analytics - https://www.google.com/intl/en/policies/privacy/
• Klaviyo - https://www.klaviyo.com/legal/privacy/privacy-notice
• Microsoft - https://www.microsoft.com/en-us/privacy/privacystatement
• Pinterest - https://policy.pinterest.com/en/privacy-policy
• Rebuy - https://www.rebuyengine.com/legal/privacy-notice
• Secomapp - https://www.secomapp.com/privacy-policy/
• TikTok - https://www.tiktok.com/legal/page/us/privacy-policy/en
• Criteo - https://www.criteo.com/privacy/

You may opt-out of Google Analytics here: https://tools.google.com/dlpage/gaoptout

Altenew may also receive data from third parties including analytics providers or advertising networks such as Google, Facebook, TikTok, or Apple. These third parties may be based outside of your jurisdiction.

Session Recording and Behavioral Analytics

We use Microsoft Clarity to understand how visitors interact with our website. Clarity records and analyzes interactions such as mouse movements, clicks, scrolls, and page navigation, and may capture interactions with form fields. Clarity applies automatic masking to many sensitive fields; however, you should not enter sensitive personal information into non-essential fields on our website.

We use this data to understand how our website is used in aggregate and to improve its functionality and user experience. We do not use it to identify individual visitors. Microsoft may also use the data it collects through Clarity for its own purposes, including building user profiles, in accordance with the Microsoft Privacy Statement ( https://privacy.microsoft.com/privacystatement ). This use may constitute "sharing" for cross-context behavioral advertising under applicable U.S. state privacy laws; to limit such sharing, please refer to our "Do Not Sell or Share My Personal Information" controls.

You can limit or prevent this collection by adjusting your browser's cookie settings, by enabling a Global Privacy Control (GPC) signal, or through the cookie-consent controls available on our website. For more information about how Microsoft processes this data, see the Microsoft Privacy Statement.

How do we use your information for marketing communications?

As stated above, Altenew’s lawful ground for sending you marketing communications is either consent or its legitimate business interests, such as to grow its business by advertising products and services to you. Altenew may send you marketing communications if you have asked for information concerning its goods or services or if you have agreed to, and have not opted out from, receiving marketing communications. You may ask Altenew to stop sending you marketing messages at any time by logging into the Services to adjust your marketing preferences within your user account or by following the opt-out link in any marketing message sent to you. If you opt out of receiving marketing communications, your opt-out does not extend to PII provided for other purposes.

When do we disclose your information?

Altenew may share your PII with the following parties:

Advertising and Marketing Partners: We share identifiers, browsing activity, and purchase data with advertising platforms — including Meta (Facebook/Instagram), Google, Microsoft Advertising (Bing), TikTok, Pinterest, and Criteo — for the purposes of cross-context behavioral advertising and measuring ad performance. We also use Klaviyo, our email and SMS marketing provider, which may use your information to deliver our marketing communications and to create or match advertising audiences on these platforms. These disclosures may constitute "sharing" under applicable U.S. state privacy laws; to limit them, please refer to our "Do Not Sell or Share My Personal Information" controls.

Service Providers: We share data with service providers who perform functions on our behalf, including:

• Shopify, our e-commerce platform, and payment processors (e.g., Stripe, PayPal), to operate our website and process payments;
• ShipHero, our order fulfillment and warehouse management provider, and shipping carriers, to process, ship, and deliver your orders. For international orders, we may also disclose your information to customs authorities and customs brokers as required to clear and deliver your shipment;
• Re:amaze (operated by Lantirn, Inc., a GoDaddy company), our customer support and communication platform, to receive and respond to your inquiries;
• Loop Subscriptions, to manage recurring subscription orders, and Smile.io, to administer our loyalty and rewards program;
• Rebuy and Searchanise, to provide product recommendations and on-site search functionality;
• Judge.me, to collect, display, and manage product reviews you submit; and
• Other providers of information technology, cloud storage, hosting, and administrative services that support our business.

These service providers are authorized to use your information only as necessary to provide services to us.

Professional Advisors and Authorities: We may share your PII with Altenew's accountants, auditors, insurers, or attorneys; with law enforcement agencies upon receipt of a subpoena or court order or where necessary to protect Altenew's personnel or property; and with government bodies that require Altenew to report its processing activities.

Business Transfers: Altenew may also transfer PII to third parties when it sells, transfers, or merges any part of its business or assets.

How do we protect your information?

We implement a variety of security measures to maintain the safety of your personal information, including when you place an order. However, no security measures are impenetrable and there are always security risks. Altenew will notify you and any regulatory body of any breach of your PII or Altenew security measures if it is legally required to do so. Altenew allows access to your PII only by employees and service providers who have a need to know or access your PII on Altenew’s instructions.

Do we use cookies?

Yes, as stated above, we may use persistent and session cookies. Cookies are small files that a site or its service provider transfers to your computer’s hard drive through your web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information.

We may use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future.

We do not store passwords or full payment card numbers in cookies or on our systems. Payment information is processed and stored securely by Shopify and its payment providers, including Shopify Payments (powered by Stripe), Shop Pay, PayPal, and digital wallets such as Apple Pay and Google Pay. Where you use a regional or local payment method, your information may also be processed by the relevant payment provider under its own privacy policy. Some cookies may store other information, such as items in your cart or details that allow us to recognize you when you return. We are not responsible for the privacy practices of third party payment processors, and you are directed to review their respective privacy notices.

For how long do we retain your data?

We will only retain your PII for so long as necessary to fulfill the purposes for which it is collected under this Privacy Notice or for the purposes of satisfying any legal, accounting, or reporting requirements. With respect to location data, technical data, usage and interaction data, and marketing data, we may retain this data for so long as it is relevant to the uses disclosed in this Privacy Notice. We may retain account data, public data, and communications data for so long as you maintain a user account with Altenew, and we may retain this data for longer periods where there is a need to retain this data to comply with Altenew’s legal obligations, such as the preservation of electronic evidence or compliance with a preservation order.

For data related to email and SMS subscriptions, we may retain this data to comply with legal obligations and prevent re-subscription errors. While you may unsubscribe from communications, we may retain records of your requests and relevant contact details in a suppression list to ensure compliance with CAN-SPAM, TCPA, and other applicable regulations.

For data related to customer support inquiries, we may retain this data as necessary for quality assurance and compliance with applicable laws.

Right of Access, Rectification, Correction, Erasure, Transfer, and Withdrawal

Under the law, you may have a right to request access to your PII for rectification, correction, erasure, transfer, or restriction, or to object to its processing or withdraw your consent. If you wish to exercise any of these rights, please contact Altenew’s Data Protection Officer as disclosed in this Privacy Notice.

You do not need to pay a fee to access your PII or to exercise your rights. However, Altenew may charge a reasonable fee if your request is unreasonable or excessive.

To confirm your request, Altenew may need to request specific information from you as a security measure to ensure that PII is not disclosed to an unauthorized third party. Altenew will attempt to respond to all legitimate requests within thirty (30) days.

Email and SMS Marketing – User Consent

By opting into email or SMS marketing, you consent to receive promotional messages. You can opt out at any time by:

• Clicking the “Unsubscribe” link in an email.
• Replying “STOP” to SMS messages.
• Emailing us at privacy@altenew.com.

U.S. State Privacy Rights

Regardless of your state of residence, Altenew honors the following rights for all U.S. residents: right to know, right to access, right to correct, right to delete, right to portability, right to opt out of sale/sharing, and right to appeal a denial. Submit requests to privacy@altenew.com.

California Privacy Rights

The following rules apply solely to visitors, users, and others who are residents of the State of California. California residents have the right to be notified which categories of PII are being collected and the purposes for which the PII is being used. In particular, we collected the following categories of PII (A, B, D, F, and G) as defined in the California Consumer Privacy Act within the last twelve months. Our uses of this PII are detailed above in this Privacy Notice:

We obtain the categories of PII marked “YES” in the above table directly from California residents when they complete forms through our Services or provide it to us as a part of a transaction or inquiry concerning our Services. We also obtain these categories of PII indirectly from California residents while observing their actions on our Services and from third parties or service providers that they have authorized to receive and share PII.

California residents have a right to request that we disclose what PII we collect from you and whether, and how, we disclose or sell that PII. California residents may also request that we delete any personal information collected or maintained by us from you.

Right to Correct. You have the right to request that we correct inaccurate personal information we maintain about you. To exercise this right, contact us using the methods described in this section. We may take steps to verify your identity and the accuracy of the new information before making a correction.

Sensitive Personal Information. Altenew collects a limited amount of information that may be considered "sensitive personal information" under the CPRA, such as payment information, which we collect and use solely to process your transactions and for related purposes permitted by law. We do not use or disclose sensitive personal information for the purpose of inferring characteristics about you, and we do not sell or share it for cross-context behavioral advertising. We do not require you to provide sensitive personal information except as necessary to provide our products and services.

Financial Incentive Notice

When you sign up for our email or SMS marketing list, you may receive a benefit on your first order, such as a discount and/or a free promotional gift. Because this offer is provided in exchange for your contact information, it may be considered a "financial incentive" under the California Consumer Privacy Act.

How to opt in and out: You may opt in to this program by submitting your information through our signup form. You may withdraw from the program at any time by unsubscribing from our emails (using the "unsubscribe" link), replying STOP to text messages, or contacting us at privacy@altenew.com. Withdrawing will not affect any discount or gift already applied to a completed order.

Material terms: In exchange for your contact information, you may receive a one-time benefit on your first qualifying order, which may take the form of a discount and/or a free promotional gift. The specific benefit is stated at the time of signup.

Estimated value and method of calculation: We have made a good-faith estimate that the value of the personal information you provide is reasonably related to the value of the incentive offered. We calculate this value based on the cost we incur to provide the incentive — that is, the value of any discount applied or the cost to us of any promotional gift provided. We do not place a higher value on the personal information of any individual consumer, and we offer these incentives to all eligible consumers on the same terms.

California residents may also have the right to opt out of the sale of their personal information by contacting us or, where available, by clicking a link or icon associated with an advertisement. Specifically, this link or icon may state “Do Not Sell or Share My Personal Information.” By selecting this link or icon, you “Opt Out,” which means that you have opted out of the sale or share of your personal information as set forth in the California Consumer Privacy Act. However, even though you may have opted out, you may still see interest-based advertisements. To learn more about interest-based advertising across websites and additional opt-out choices, you can visit http://optout.aboutads.info . If you opt-out of the sale or share of your personal information but do not opt out of interest-based advertising more generally, you may still receive ads tailored to your interests based on PII that was not sold by us, personal information that was sold to downstream participants at least 90 days before you opted out, or personal information that was sold by other sources from which you have not opted out.

To submit a request for a list of the categories of personal information collected from you or to request that Altenew delete your personal information, please send a letter to us at the following address:

Altenew
Attn: Data Protection Officer
3005 Milton Ave
Syracuse, NY 13209
Or email us at: privacy@altenew.com

To verify your request, we may request certain information from you to confirm that you are a Altenew user, such as your phone number, username, email address, city, state, or geographic location. You may also designate an authorized agent to make a request to Altenew to disclose or delete your personal information. To do so, you must provide Altenew with proof that the individual or business has been appointed as your agent, such as by providing a signed power of attorney form and provide accurate responses to any information requested by Altenew that may be necessary to confirm that you are a Altenew user, such as your phone number, username, email address, city, state, or geographic location. California residents have a right not to receive discriminatory treatment by Altenew for their exercise of these rights conferred under California law.

Nevada Residents

If you are a resident of Nevada, you may provide notice to us to limit the sale of your PII to third parties for resale or licensing purposes. However, we do not sell your PII for such use. To notify us that you wish to limit the sale of your PII to third parties for resale or licensing purposes, you may contact us at privacy@altenew.com and include in the message field, “Nevada Do Not Sell Request,” along with your name, address, and user account information.

Rights of European Citizens

If you are an individual located in the EU/UK, you are entitled to certain rights regarding the protection of your Personally Identifiable Information and Personal Data, which are subject to limitations set forth in the EU GDPR and its applicable case law. These rights are:

• The right to access and correct the information that Altenew processes about you;
• The right to transfer all or a part of the information collected about you to another data controller, where it is technically feasible;
• The right to the erasure of data concerning you, subject to Altenew’s rights of retention under the law;
• The right to object to the processing of Personally Identifiable Information and Personal Data where you dispute the accuracy of the data, the processing is not lawful, Altenew no longer needs the information for the purposes of processing, or you have raised an objection for personal reasons;
• The right to revoke your consent to data processing;
• The right to object to the processing of your Personally Identifiable Information and Personal Data for marketing purposes;
• The right to object to the processing of Personally Identifiable Information and Personal Data for direct marketing or for personal reasons that arise from your particular situation; and
• The right to file a complaint with a data protection authority.

To exercise these rights, you may either opt out of receiving communications from Altenew by unsubscribing to its e-mails or by emailing us at privacy@altenew.com. You do not need to pay a fee to exercise these rights, however, Altenew reserves the right to charge a reasonable fee if your request is unreasonable or excessive. To confirm your request, we may need to request specific information from you as a security measure to ensure that personal data is not disclosed to an unauthorized third party. We will attempt to respond to all legitimate requests within thirty (30) days.

Canada

If you are located in Canada, we handle your personal information in accordance with the Personal Information Protection and Electronic Documents Act (PIPEDA) and, for residents of Quebec, the Act respecting the protection of personal information in the private sector (Quebec Law 25).

You have the right to access the personal information we hold about you, to request correction of inaccurate information, and to withdraw your consent to our collection, use, or disclosure of your personal information, subject to legal and contractual restrictions and reasonable notice. To exercise these rights, contact our Data Protection Officer at privacy@altenew.com or at the mailing address listed in this Privacy Notice. We will respond to verified requests within the timeframes required by applicable law.

If you have a concern about how we handle your personal information, you may contact us using the details above. You also have the right to file a complaint with the Office of the Privacy Commissioner of Canada or, for Quebec residents, with the Commission d'accès à l'information du Québec.

For questions about our privacy practices, you may contact our Data Protection Officer, who is responsible for our compliance with this Privacy Notice.

Third Party Links

Altenew’s Services may include links to third-party websites and applications. By clicking on third party links, you may allow third parties to collect or share data about you. Altenew does not control these third-party links and you are advised to review their respective privacy policies.

Responding to Do Not Track Signals

You can generally opt-out of receiving personalized ads from third party advertisers and ad networks who are members of the Network Advertising Initiative (NAI) or who follow the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising by visiting the opt-out pages on the NAI Services and DAA Services.

You can opt out of targeted advertising by using the links below:

• Call Tracking Metrics: https://shorturl.at/fpBJK
• Facebook: https://www.facebook.com/settings/?tab=ads
• Google: https://www.google.com/settings/ads/anonymous

Additionally, you can opt out of some of these services by visiting the Digital Advertising Alliance’s opt-out portal at http://optout.aboutads.info/ .

Do Not Track

We do not currently respond to "Do Not Track" (DNT) signals from browsers, as there is no consistent industry standard for how to interpret them. You may opt out of targeted advertising and the sale or sharing of your personal information through the choices described in this policy, including by using a Global Privacy Control signal as described below.

Global Privacy Control

We recognize the Global Privacy Control (GPC), a browser-based signal that allows you to communicate your privacy preferences automatically. When we detect a GPC signal from your browser, we treat it as a request to opt out of the sale or sharing of your personal information and of targeted advertising, to the extent required under applicable U.S. state privacy laws.

Limited Data Use (LDU) Implementation

We implement Limited Data Use (LDU) settings across select advertising platforms to comply with U.S. state privacy laws such as CCPA/CPRA. This setting limits how third-party advertising platforms process personal data for targeted advertising. For example, on Meta (Facebook), this setting restricts how personal data is used for ad targeting.

Childrens’ Online Privacy Protection Act Compliance

Our website and services are intended for adults aged eighteen (18) or older and are not directed to children. We do not knowingly collect personal information from children under the age of 13, and we do not knowingly collect, sell, or share the personal information of any individual under the age of 18. If you believe that a child under 13 has provided us with personal information, or that we have inadvertently collected such information, please contact us at privacy@altenew.com, and we will take steps to delete it.

Changes to our Privacy Notice

Whenever Altenew changes its Privacy Notice, we will post those changes to this Privacy Notice on the Services and other places that we deem appropriate. Your use of the Altenew Services following these changes indicates your consent to the practices described in the revised Privacy Notice.

Contacting Us

If you have any questions about this Privacy Notice or the manner by which we collect or use Personal Information about you, contact us at privacy@altenew.com.