Privacy policy

1. Controller

AFTERFADE BV
Schaffensesteenweg 132
3583 Paal, Belgium
Email: hello@afterfade.be
Website: www.afterfade.be
Company number: BE 1038.625.619

AFTERFADE BV is responsible for the processing of personal data as described in this privacy policy.

2. Scope

This privacy policy applies to all visitors of our webshop, customers, suppliers and anyone who contacts AFTERFADE BV. We process personal data in accordance with the General Data Protection Regulation (GDPR), Belgian data protection legislation and other applicable European rules.

3. Which personal data do we collect?

Identification data: first and last name, billing address, delivery address, country.
Contact data: email address, phone number.
Order data: ordered products, order amounts, payment status, order history.
Payment data: payments are processed by external payment providers (such as Shopify Payments and PayPal); AFTERFADE BV never receives full card or bank details.
Technical data: IP address, browser type, device data, language settings, website behaviour, cookie information.
Marketing data: newsletter subscriptions, marketing preferences, ad interactions.

4. Why do we process your personal data?

Performance of the agreement: processing orders, delivering products, handling returns, warranty and customer service.
Legal obligations: tax and accounting obligations, fraud prevention, statutory record-keeping.
Legitimate interest: improving our webshop, website security, statistical analysis, fraud prevention, customer service.
Consent: newsletters, promotional communication, advertising and analytics cookies where legally required. You can withdraw your consent at any time.

5. Legal bases

We process personal data on the basis of: performance of an agreement, legal obligations, legitimate interests, and your consent.

6. Who do we share your data with?

We never sell personal data. We share personal data with carefully selected partners only where necessary for our services:

E-commerce platform and hosting: Shopify International Ltd., operation, hosting and security of the webshop.
Payment processing: external payment providers such as Shopify Payments and PayPal.
Shipping and logistics: Sendcloud B.V. and the carriers it engages (including bpost and DPD) for delivering orders.
Analytics: Google Analytics (Google LLC) for website statistics.
Advertising platforms: Meta Platforms Ireland Ltd. (Meta Pixel for Facebook and Instagram), Google Ads (Google LLC) for advertising, remarketing and conversion measurement.
AI measuring (beta): Anthropic, which measures the photos you take with "Measure with AI" in our "How many kits do I need?" tool.
Hosting of our own services: Vercel Inc. (our measuring and parcel tracking services) and Supabase Inc. (database and file storage in the EU, Frankfurt).

Where required, data processing agreements are concluded with these partners.

7. International transfers

Some partners may process personal data outside the European Economic Area (EEA). Where that happens, we ensure appropriate safeguards in accordance with the GDPR, including Standard Contractual Clauses, European Commission adequacy decisions or other legally recognised mechanisms.

8. Retention periods

Orders and invoices: 7 years (statutory tax retention period).
Customer service: up to 5 years after the last contact.
Newsletter data: until unsubscription or withdrawal of consent.
Marketing data: as long as necessary or until objection.
Cookie data: according to the retention periods in our cookie policy.

9. Security

AFTERFADE BV takes appropriate technical and organisational measures to protect personal data against loss, theft, unauthorised access, destruction, alteration or disclosure. Our website uses secure connections (SSL/TLS) and access to personal data is limited to those who need it for their work.

10. Newsletters and marketing

With your consent we may send you commercial messages, promotions and newsletters. Every newsletter contains an unsubscribe link. You can unsubscribe or withdraw consent at any time via hello@afterfade.be.

11. Cookies and tracking

Our website uses cookies and similar technologies (functional, analytical and marketing). Marketing and analytics cookies are only placed with your consent via our cookie banner, unless otherwise legally permitted. See our Cookie Policy for details.

12. Measuring with photos (beta)

Our "How many kits do I need?" tool can estimate the size of your windows, doors, garage doors, gates and roller shutters from photos you take ("Measure with AI"). The estimate is made by an artificial intelligence system (Claude, made by Anthropic). It is a suggestion: you check and adjust the sizes yourself before choosing a kit, and no decision is made about you automatically.

Only the photo you take is sent. The outline you see on the camera is computed on your phone. The photo is processed on our behalf by Anthropic and by Vercel Inc., which hosts the measuring service. Both process data in the United States, under the Standard Contractual Clauses (see section 7). We use the photo only to measure it and do not keep it, unless you switch on "Keep my photos to improve the measuring".

If you switch that option on, we keep your photos to improve our measuring, on the basis of your consent. They are stored in the EU (Supabase, Frankfurt), never shared and never used for advertising, and deleted automatically after 12 months. You can withdraw your consent and have them deleted at any time by emailing info@afterfade.be.

To prevent abuse we keep a scrambled (hashed) version of your IP address for up to 2 days. We keep the measurements themselves (for example "window, 120 × 140 cm, aluminium") without anything that identifies you. In the tool we also count clicks, for example which house type or which extra is chosen, without cookies, identifiers or IP addresses; these counts are kept for 13 months.

Legal bases: measuring a photo you take is a step you ask for before buying (performance of an agreement); keeping photos is based on your consent; the short-lived hash and the click counts are based on our legitimate interest in preventing abuse and improving the tool.

13. Pro Lounge (business partners)

This section applies to businesses that apply to the AfterFade Pro Lounge and to approved partners. The controller is AFTERFADE BV, Schaffensesteenweg 132, 3583 Paal, Belgium.

What we collect when a business applies. Company name, country, VAT number, trade, the surfaces you would treat (windows, doors, garage doors, gates), how many jobs a month you expect, whether you offer the product as a service, email address, phone number (optional) and your message. If you are signed in to a customer account, the application is linked to it.

Why. To assess your application, to run the partner account, to apply trade prices and process orders, and to issue invoices.

EU VAT check. If your business is in the European Union, we check your VAT number with the VIES service of the European Commission. We send the VAT number and country; VIES returns whether the number is valid and the registered name and address. We keep the result (valid, not valid or not checked) and the registered name with your application. A VAT number from outside the EU is kept as you entered it and is not checked.

Points. For approved partners we keep a ledger of points earned, used, refunded and expired, linked to your customer account. Points are calculated from your paid partner orders. Points expire after 12 months without activity. We keep the ledger for as long as the partnership lasts and afterwards only as long as accounting and tax law require, or until you ask us to delete it where the law allows.

Where it is stored. In the database of our database provider, Supabase, in a data centre in the European Union (Frankfurt, Germany). Your customer account and orders are held by Shopify, and your points balance is also shown on your Shopify customer record. These providers process data on our behalf.

Who sees it. AfterFade staff.

Legal bases. The application and the partner account: taking steps at your request before a contract and performing the contract (Article 6(1)(b) GDPR). Invoices and accounting records: legal obligation (Article 6(1)(c)). Protection against spam applications: our legitimate interest (Article 6(1)(f)). For this we only count how many applications arrive per hour and keep one waiting application per email address; we do not store IP addresses with applications.

Your rights. You may ask for access, correction or deletion of your data and object to its processing. You may also lodge a complaint with the Belgian Data Protection Authority (www.dataprotectionauthority.be).

Contact. info@afterfade.be

14. Your rights

Under the GDPR you have the right of access, rectification, erasure, restriction of processing, data portability, objection, and the right to withdraw consent. To exercise your rights, contact hello@afterfade.be. We respond within one month at the latest.

15. Minors

Our website and products are not directed at persons under 16. We do not knowingly collect personal data of minors without parental consent.

16. Complaints

Questions about this policy: hello@afterfade.be. If you believe your rights have been violated, you can lodge a complaint with the Belgian Data Protection Authority (Gegevensbeschermingsautoriteit), Drukpersstraat 35, 1000 Brussels, Belgium, www.gegevensbeschermingsautoriteit.be.

17. Changes

AFTERFADE BV reserves the right to amend this privacy policy at any time. The most recent version is always published on this website.

18. Contact