This policy applies to all MAD Design brands, including EcoSmart Fire, Blinde Design, Heatscope and e-NRG.

At MAD Design Europe S.à r.l (“MAD Europe”, “we”, “us”), privacy means being fair, clear and transparent about how personal data is used. This Privacy Policy explains what personal data we collect, how we use it, who we share it with, how long we keep it, and the rights you have under the GDPR and applicable local laws.

This Policy applies to the European websites, online stores, business portals and customer-support channels operated by MAD Europe.

Who we are

MAD Design Europe S.à r.l is the data controller for the personal data collected through our websites and support channels. That means we are responsible for deciding how and why your personal data is used.

In some cases, we work with other MAD Design Group companies and trusted service providers to help us run our business. Where we do this, we require appropriate safeguards and protections.

What we collect

Depending on how you interact with us, we may collect the following categories of personal data:

  • Identity information – such as your name, email address, username and password.
  • Company information – such as your company name, company type and job role.
  • Contact information – such as your phone number, billing address, shipping address and email address.
  • Location information – such as your country or approximate location based on your IP address.
  • Device and usage information – such as your IP address, browser type, device type, operating system, pages viewed, referral URL, timestamps and session duration.
  • Purchase and account information – such as order details, cart contents, delivery details, purchase history, returns and warranty records.
  • Communication information – such as emails, support tickets, chat transcripts, callbacks and feedback notes.
  • Behavioural and preference information – such as browsing behaviour, shopping preferences, newsletter preferences and cart-abandonment activity.

Payment card information is handled by our payment providers. We do not store full card numbers or security codes in our own systems.

We may also create aggregated or anonymised information for analytics, reporting and service improvement where that information no longer identifies you.

How we use your data

We use personal data to run our websites and business, provide products and services, support customers, improve our services, and meet our legal obligations.

This includes using personal data to:

  • process and deliver orders;
  • manage returns, warranties and customer support;
  • maintain accounts, trade access and business relationships;
  • send service messages such as order confirmations and delivery updates;
  • send marketing communications where permitted by law;
  • improve our websites, content, products and marketing;
  • understand how people use our websites;
  • detect fraud, abuse, suspicious activity and security issues; and
  • comply with tax, accounting, product-safety, consumer-protection and other legal obligations.

Legal bases for processing

Under GDPR, we must have a lawful basis for using your personal data. Depending on the situation, we rely on:

Contract – when we need your data to process an order or provide a service you have requested.

Legal obligation – when we need to keep records or share information to comply with the law.

Legitimate interests – when processing is necessary to operate, improve, secure and manage our business, provided your rights are not overridden.

Consent – when consent is required, including for non-essential cookies, similar technologies and certain marketing communications.

Where local law allows, we may send you information about products and services similar to those you have already purchased from us, provided you were given a clear opportunity to opt out when you first gave us your details and can opt out in every message.

Where we rely on consent, you can withdraw it at any time.

Cookies and similar technologies

We use cookies and similar technologies to keep our websites working, remember preferences, understand how our websites are used, measure performance, and support analytics and marketing activities.

These technologies may collect information such as pages visited, clicks, scrolling behaviour, browser and device details, approximate location and referral information.

We use third-party analytics and advertising services, including Google Analytics, Google Ads and Meta, to understand how our websites are used and to deliver and measure advertising. These providers may collect identifiers and browsing activity through cookies, pixels and similar technologies.

Non-essential cookies and similar technologies are only used where you have given the required consent through our cookie banner or consent-management tools. More information is available in our Cookie Policy.

AI-assisted chat and support

We use chat and support tools, including Intercom and Fin AI, to help answer common questions and support customers more efficiently.

When you use our chat tool, you may be interacting with an AI assistant. The AI assistant may summarise your messages, suggest answers and help direct your enquiry to the right team. You can ask to speak to a human at any time.

Where a proposed outcome could materially affect you, such as a refund, cancellation or warranty decision, a human team member reviews and confirms the outcome before it is communicated or applied.

Intercom workspace data, including contacts and conversations, is retained while the workspace remains active unless deleted by us through the platform's tools. The AI assistant's internal memory may retain recent messages and summaries for a limited period, after which that memory is automatically cleared.

We do not use AI to make solely automated decisions that produce legal effects or similarly significant effects on you without meaningful human involvement.

Who we share data with

We do not sell your personal data.

We may share personal data with:

  • other MAD Design Group companies, where needed for support, logistics, operations or customer service;
  • service providers who support hosting, payments, communications, analytics, logistics, consent management and customer support;
  • professional advisers such as lawyers, auditors and insurers;
  • regulators, courts, authorities or law-enforcement bodies where required by law or necessary to protect our rights or legal interests; and
  • prospective buyers or advisers in connection with a sale, merger or restructuring of the business.

International transfers

Some of our service providers and group companies are located outside the EU/EEA. Where personal data is transferred outside the EU/EEA, we use appropriate safeguards, such as adequacy decisions, Standard Contractual Clauses and supplementary measures where required.

You can contact us if you would like more information about those safeguards.

How long we keep data

We keep personal data only for as long as necessary for the purposes described in this Policy or as required by law.

In practice, this means:

  • order, tax, warranty and product-safety records may be kept for the relevant legal retention periods;
  • support records are kept for a shorter operational period unless they are needed for legal or complaint-handling reasons;
  • marketing and consent records are kept for as long as needed to show compliance and manage opt-outs; and
  • analytics data is kept only for the minimum period reasonably necessary.

When personal data is no longer needed, we delete or anonymise it unless we are legally required to keep it.

Your rights

Under GDPR, you may have the right to:

  • access your personal data;
  • correct inaccurate or incomplete data;
  • ask us to delete your data in certain circumstances;
  • restrict processing in certain circumstances;
  • object to processing based on legitimate interests, including direct marketing;
  • receive certain data in a portable format; and
  • withdraw consent where processing is based on consent.

You also have the right to complain to the data protection authority in the EU or EEA country where you live, work or where you believe a breach has occurred.

We may need to verify your identity before acting on a request.

Security

We use appropriate technical and organisational measures to protect personal data against accidental or unlawful loss, destruction, alteration, unauthorised disclosure or access.

However, no website, platform or online service can ever be completely secure, and using the internet always involves some level of risk.

Contact us

If you have questions, concerns or requests about this Privacy Policy or your personal data, please contact:

MAD Design Europe S.à r.l

info@mad-europe.com

11 Boulevard Prince Henri, L-1724 Luxembourg · +352 20 88 22 49

For account-specific requests, including access, correction, deletion or portability, you may also contact our customer-service team using the contact details on our European websites.