Privacy policy
Last Updated: Jan. 11, 2026
This Privacy Policy describes how Born Purple (the “Site”, “we”, “us”, or “our”) collects, uses, and discloses personal information when you visit bornpurple.de (the “Site”), use our services, make a purchase from the Site, or otherwise communicate with us regarding the Site (collectively, the “Services”). For the purposes of this Privacy Policy, “you” and “your” refer to you as a user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy.
Please read this Privacy Policy carefully.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the “Last Updated” date, and take any additional steps required by applicable law.
How We Collect and Use Your Personal Information
To provide the Services, we collect and use your personal information as described below. The information we collect and use varies depending on how you interact with us.
In addition to the specific uses described below, we may use the information we collect about you to communicate with you, provide or improve the Services, comply with applicable legal obligations, enforce applicable terms of service, and protect or defend the Services, our rights, and the rights of our users or others.
What Personal Information Do We Collect?
The type of personal information we collect depends on how you interact with our Site and use our Services. When we use the term “personal information,” we refer to information that identifies, relates to, describes, or can be associated with you.
The following sections describe the categories and specific types of personal information we collect.
Information We Collect Directly From You
The information you directly provide to us through our Services may include:
- Contact information including your name, address, phone number, and email address.
- Order information including your name, billing address, shipping address, payment confirmation, email address, and phone number.
- Account information including your username, password, security questions, and other information used for account security.
- Shopping information including items you view, add to your cart, save in your account (such as loyalty points, reviews, recommendations, or gift cards), or purchase.
- Saved loyalty points/product reviews/recommendations/gift cards.
- Customer support information including information you include in communications with us, such as when you send a message through the Services.
Some features of the Services may require you to provide certain information about yourself directly to us. You may choose not to provide this information, but doing so may prevent you from using or accessing these features.
Information We Collect About Your Usage
We may also automatically collect certain information about your interaction with the Services (“Usage Data”). For this purpose, we may use cookies, pixels, and similar technologies (“Cookies”).
Usage Data may include information about how you access and use our Site and your account, including device information, browser information, network connection information, IP address, and other information regarding your interaction with the Services.
Information Received From Third Parties
Finally, we may receive information about you from third parties, including vendors and service providers who collect information on our behalf, such as:
- Companies that support our Site and Services, such as Shopify.
- Our payment processors, who collect payment information (e.g., bank account, credit or debit card information, billing address) in order to process your payment, fulfill your orders, and provide the products or services you request to fulfill our contract with you.
- When you visit our Site, open or click emails we send you, or interact with our Services or advertisements, we or third parties we work with may automatically collect certain information using online tracking technologies such as pixels, web beacons, software development kits, third-party libraries, and cookies.
All information we receive from third parties will be handled in accordance with this Privacy Policy. Please also see the section below titled “Third-Party Websites and Links.”
How We Use Your Personal Information
Providing Products and Services
We use your personal information to provide you with the Services and fulfill our contract with you, including processing payments, fulfilling orders, sending notifications regarding your account, purchases, returns, exchanges, or other transactions, creating and managing your account, arranging shipping, facilitating returns and exchanges, and providing other account-related features and functionality.
We may also enhance your shopping experience by allowing Shopify to match your account with other Shopify services you may choose to use. In this case, Shopify processes your information according to its own Privacy Policy and Consumer Privacy Policy.
Marketing and Advertising
We may use your personal information for marketing and promotional purposes, such as sending marketing, advertising, and promotional communications via email, SMS, or mail, and displaying advertisements for products or services.
This may include using your personal information to better tailor the Services and advertisements on our Site and other websites.
If you are located in the EEA, the legal basis for these data processing activities is our legitimate interest in selling our products under Article 6(1)(f) GDPR.
Security and Fraud Prevention
We use your personal information to detect, investigate, or take action regarding possible fraudulent, illegal, or malicious activity.
If you choose to use the Services and register an account, you are responsible for keeping your account credentials secure. We strongly recommend that you do not share your username, password, or other access details with anyone else.
If you believe your account has been compromised, please contact us immediately.
If you are located in the EEA, the legal basis for these processing activities is our legitimate interest in ensuring the security of our Site for you and other customers under Article 6(1)(f) GDPR.
Communication and Service Improvement
We use your personal information to provide customer support and improve our Services. This is in our legitimate interest in order to respond to you, provide effective services, and maintain our business relationship with you under Article 6(1)(f) GDPR.
Cookies
Like many websites, we use Cookies on our Site. Specific information about the Cookies we use in connection with providing our store through Shopify can be found at:
Shopify Cookies Policy
We use Cookies to operate and improve our Site and Services (including remembering your actions and preferences), perform analytics, and better understand user interactions with the Services.
We may also allow third parties and service providers to use Cookies on our Site to better tailor services, products, and advertisements on our Site and other websites.
Most browsers automatically accept Cookies by default, but you can choose to remove or reject Cookies through your browser settings. Please note that removing or blocking Cookies may negatively affect your user experience and may cause some Services or features to function improperly or become unavailable.
Additionally, blocking Cookies may not completely prevent us from sharing information with third parties such as advertising partners.
How We Share Personal Information
Under certain circumstances, we may share your personal information with third parties for contract fulfillment purposes, legitimate purposes, and other reasons subject to this Privacy Policy. These circumstances may include:
- With vendors or third parties who provide services on our behalf (e.g., IT management, payment processing, data analytics, customer support, cloud storage, fulfillment, and shipping).
- With business and marketing partners to provide services and advertise to you. These partners use your information in accordance with their own privacy policies.
- When you direct us, request us, or otherwise consent to sharing certain information with third parties, such as through social media integrations or login widgets.
- With our affiliates or within our corporate group in our legitimate interest to operate a successful business.
- In connection with a business transaction such as a merger or bankruptcy, to comply with legal obligations, enforce terms of service, or protect our rights and the rights of our users or others.
Categories of Personal Information We Disclose
We disclose the following categories of personal information and sensitive personal information for the purposes described above:
Categories
- Identifiers such as basic contact details and certain order and account information.
- Commercial information such as order information, shopping information, and customer support information.
- Internet or similar network activity such as usage data.
- Geolocation data such as locations determined via IP address or other technical means.
Categories of Recipients
- Vendors and third-party service providers.
- Business and marketing partners.
- Affiliates.
We do not use or disclose sensitive personal information without your consent or for purposes beyond those permitted by law.
Sale and Sharing of Personal Information
With your consent, we may share personal information for advertising and marketing purposes.
In the previous 12 months, we have “sold” or “shared” personal information (as defined under applicable law) for advertising and marketing purposes as follows:
| Category of Personal Information | Categories of Recipients |
|---|---|
| Identifiers such as name, email address, and phone number | Business and marketing partners |
| Commercial information such as purchased products or services | Business and marketing partners |
| Usage data | Business and marketing partners |
Third-Party Websites and Links
Our Site may contain links to websites or online platforms operated by third parties. If you follow links to sites not affiliated with or controlled by us, you should review their privacy and security policies and other terms.
We are not responsible for the privacy or security of such websites, including the accuracy, completeness, or reliability of information found on them.
Information you share in public or semi-public areas, including third-party social networking platforms, may also be visible to other users without limitation regarding its use by us or others.
The inclusion of such links does not imply endorsement of those platforms or their owners/operators except as disclosed on the Services.
Children’s Data
The Services are not intended for children, and we do not knowingly collect personal information from children.
If you are a parent or guardian of a child who has provided us with personal information, you may contact us using the details below to request deletion.
As of the effective date of this Privacy Policy, we do not knowingly “sell” or “share” personal information of individuals under 16 years of age.
Security and Retention of Your Information
Please note that no security measures are perfect or impenetrable, and we cannot guarantee “perfect security.”
Additionally, information you send to us may not be secure during transmission. We recommend not using insecure channels to communicate sensitive or confidential information.
How long we retain your personal information depends on factors such as whether we need the information to maintain your account, provide Services, comply with legal obligations, resolve disputes, or enforce agreements and policies.
Your Rights
Depending on where you live, you may have some or all of the following rights regarding your personal information:
- Right of access/information.
- Right to deletion.
- Right to correction.
- Right to portability.
- Right to object to sale, sharing, or targeted advertising.
- Right to restrict processing.
- Right to withdraw consent.
- Right to appeal.
- Right to manage communication preferences.
You may exercise these rights as indicated on our Site or by contacting us using the details below.
We will not discriminate against you for exercising any of these rights.
We may need to verify your identity before responding to your request.
Complaints
If you have complaints about how we process your personal information, please contact us using the details below.
If you are not satisfied with our response, depending on where you live, you may have the right to appeal our decision or lodge a complaint with your local data protection authority.
For the European Economic Area (EEA), a list of competent data protection authorities can be found here:
EEA Data Protection Authorities List
International Users
Please note that we may transfer, store, and process your personal information outside your country of residence.
Your personal information may also be processed by staff and third-party service providers and partners in these countries.
When transferring personal information outside Europe, we rely on recognized transfer mechanisms such as the European Commission’s Standard Contractual Clauses or equivalent mechanisms unless the destination country has been deemed to provide an adequate level of protection.
Contact
If you have questions about our privacy practices or this Privacy Policy, or if you would like to exercise your rights, please contact us at:
Email: engage@bornpurple.de
Company: VACHI GmbH
Address: Käthe-Kruse-Straße 20, 80997 Munich, Germany
For the purposes of applicable data protection laws, unless otherwise stated, we are the data controller of your personal information.