Privacy Notice

This Privacy Notice (together with our terms of use) governs the use of your personal data by Lifetime Brands Europe B.V. (“Lifetime”, "We” or “Us”). 

This Privacy Notice applies to all types of personal data that Lifetime processes through its website ( (the “Website”)) from:

  • visitors to the Website;
  • other persons who have contact with Lifetime.

The processing of your personal data is subject to the rules of the General Data Protection Regulation (EU) 2016/679) (“GDPR”), as well as the Dutch GDPR Implementation Act (“UAVG”) (collectively referred to as the “Data Protection Laws”). 

Who we are

Generally speaking, with regard to your personal data we are the controller within the meaning of the GDPR. This means we have certain statutory duties and responsibilities regarding our processing activities. This Privacy Notice serves to inform you on how we meet our duties and responsibilities.

We are a limited company with a registered office in the Netherlands under company number 59899840, at the following address, Hoogoorddreef 15, 1101BA, Amsterdam, Netherlands. We also have a registered office in the UK under registration number 3411690, registered address is KitchenCraft, The Hub, Nobel Way, Birmingham, B6 7EU, UK and information is shared between these two registered entities. 

1. What we collect

1.1 To provide you with the products or services you request, you may provide us with personal data of you, such as your name, email address, telephone number, mobile number, fax number, business name, town and postcode, ("personal data").

1.2 This may also include location based data such as your IP address provided at the time of registering to use the MarketPlace on the Website, subscribing to email updates and details of your visits to our Website and the resources you access.

1.3 When interacting with our Website, data is automatically collected and shared with Lifetime by the technology platforms providing the experience. For example, your web browser or mobile device may share certain data with Lifetime as those devices interact with the Website. This data includes: Device IDs, call state, network access, storage information and battery information, cookies, IP addresses, referrer headers, data identifying your web browser and version, and web beacons and tags (see section 7 “Cookies” for more information on how cookies work and the purposes for which we use cookies on our Website). It is common that your web browser or mobile device platform will provide additional tools which allow you to control when your device collects or shares particular information.  We encourage you to familiarise yourself with and use the tools available on your devices. 

1.4 If you contact us, we may keep a record of that correspondence.


2. Why we collect data

Here at Lifetime we take your privacy seriously. If you choose not to provide information as requested or prompted, your experience of the Website features or information sent to you may not be accurate, relevant, efficient or available, for example we may not be able to provide updates to the progress of your order. 



We collect your personal data for the following purposes:

  • to ensure that content and features on the Website are presented in the most effective manner for you and your computer;
  • to provide you with information on our products and/or services as requested by you;
  • to deliver our services and/or products;
  • to comply with any legal obligation e.g. record keeping;
  • to detect fraud, abuse, illegal use and violations of our Terms and Conditions / Terms of Use;
  • to be able to answer and handle legal requests and/or complaints;
  • to perform accounting, auditing and other internal functions such as technical error and service issues.
  • to inform  you by post, email or telephone from time to time to tell you about goods and services of Lifetime which we consider may be of interest to you. If you do not want us to contact you in this way you can "opt out" by emailing us at any time at inserting “UNSUBSCRIBE” as the subject or when checking certain boxes on the forms which we use to collect your personal data. You may also contact us by post, telephone and fax using the details on our Contact page.


3. Legal grounds 

3.1. A legal ground is required for the processing of personal data. For each purpose, we will indicate the legal grounds on which we process your personal data. The legal ground for processing your personal data is:

  • You have given your consent to the processing of your personal data (purpose B and H). 

  • If the processing is necessary for the performance of a contract to which you are a party, or in order to take action at your request prior to the conclusion of a contract (purpose C)

  • The processing is necessary for us to comply with our legal obligations to which Lifetime is subject (purpose D and G); and

  • The processing is necessary for your legitimate interest, except where such interests are overridden by your interests or fundamental rights and freedoms (purpose A, B, E, F, G and H).

3.2. Processing may in some cases be based on your consent, for example when you voluntarily complete a satisfaction survey. In such cases, you have the right to refuse consent at any time without prejudice. We may then no longer use your personal data. You can also withdraw your granted consent at any time. The withdrawal of consent does not affect the lawfulness of the processing up to that point. 

4. To which third parties we disclose personal data 

4.1. In some cases Lifetime can (or: must) share your personal data with third parties. This can be necessary for example: 

  • if we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply our terms of use or such other terms as apply to our relationship, or to protect the rights, property, or safety of us, or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction;

  • if we determine that such disclosure is necessary in connection with any investigation or complaint regarding your use of the Website;

  • in the event that we sell any business or assets, in which case we may disclose your personal data to the prospective buyer of such business or assets;

  • if all, or substantially all, of our assets, are acquired by a third party, in which case personal data held by it about our customers may be one of the transferred assets; and

  • with our authorised representatives for the purposes of them contacting you under section 2.

4.2. We only provide your personal data to third parties if this is necessary for one or more of the purposes listed in section 2. Your personal data may be shared with the following parties:

  • our UK registered office;

  • Commercial partners, such as advertisers;

  • Social media partners, such as Facebook and Google, because of cookies and similar technologies used by these parties on the Website;

  • If you have given your consent or if this results from a legal provision: other third parties; and 

  • Processors: companies that provide products and services to Lifetime and thereby process personal data on behalf of Lifetime, for example to process payments, shipping and deliveries, manage and service our data, using the customer supplied email address and other relevant contact details to distribute emails such as order confirmations or back in stock notifications, as well as administering certain services and features which may be added over time.

4.3. When we share your personal data with third parties who process personal data on our behalf (processors), we will ensure that your personal data is protected in accordance with the Data Protection Laws and the terms of this Privacy Notice through the data processing agreements we have concluded with these third parties.

4.4.Our Website may, from time to time, contain links to the websites of third parties (such as advertisers and affiliates). If you follow a link to any of these websites, please note that these websites are subject to their own privacy policies and we do not accept any responsibility or liability for these policies or their use of your personal data. Please check these policies before you submit any personal data to these websites.

5. How long will we keep your information

5.1. We will maintain your personal data for the period you remain a customer in order to fulfil the purpose(s) for which we collect it and in accordance with legal obligations. After a retention period, we will delete or anonymize your personal data, unless we retain certain of your personal data for another purpose. We will only do so if we have legal grounds to retain your personal data. We will also ensure that your personal data are only accessible for that other purpose.

5.2. When purchasing a product or service through the MarketPlace of our Website, your data will be stored for up to two years after your last purchase. Personal data for enhanced services such as sending an email to advise when a product is back in stock will be retained for a period of six months. We will review the relevance of all information every three years, unless prompted by you to amend the data sooner (see section 6 “What are your rights” for more information).    

5.3. The information used for marketing will be kept with us until you notify us that you no longer wish to receive this information (see sections 2 and 6 for more information about our direct marketing activities and your rights) or at the latest one year after the last communication has taken place. We will remove names, addresses, email addresses, etc. if required and amend information every time it is used and review the relevance of all information every three years.

5.4. A longer retention period of your personal data may occur if this is necessary in order to comply with a legal obligation. For example, in our accounting system certain personal data are required to be retained for a minimum of seven years after the end of a tax year. If a dispute or (legal) proceedings are expected, we may also retain your personal data for a longer period of time.

5.5. If you would like to receive more information about our retention policy, you may reach us by using the contact information specified in section 10.

6. What are your rights

6.1. As a data subject, you have a number of rights that you may exercise in the context of our processing of your personal data:

  • Right of access: You can request a copy of your personal data we hold on your and to learn details about how we use it. We may require proof of identity before providing the requested information.

  • Right to rectification: You have the right to ask us to rectify your personal data, if you believe  the information is inaccurate or incomplete. Upon request, we will correct inaccurate personal data about you and supplement incomplete personal data about you. 

  • Right to erasure: You have the right to ask us to erase your personal data. Erasure of your personal data only takes place in certain cases, as prescribed by law and listed in Article 17 GDPR. This includes situations where your personal data is no longer necessary for the original purposes for which they were originally collected, and situations where your data was processed unlawfully. 

  • Right to restriction of processing: You have the right to ask us to (temporarily) stop using your personal data, for example where you think that the personal data we hold about you may be inaccurate or where you think that we no longer need to use your personal data. This right does not prevent us from continuing to store your personal data. We will inform you before the restriction is lifted. 

  • Right to data portability: Your right to data portability entails that you may ask us to provide you with your personal data in a structured, commonly used and machine-readable format, and have such data transmitted directly to a third party, where technically feasible. 

  • Right to object: You have the right to object to the processing of your personal data which is based on our legitimate interests ground (see section 3). Unless we have overriding legitimate grounds for the processing, we will stop processing your personal data when you raise an objection. You can object to direct marketing at any time and at no cost to you if your personal data is processed for these purposes. 

  • Right to withdraw consent: You have the right to withdraw consent at any time. We will stop the further processing of your personal data which is based on consent as soon as possible after the withdrawal. This does not affect the lawfulness of the processing before consent was withdrawn.

6.2. If you have any questions, comments or complaints about this Privacy Notice, please feel free to contact us (see section 10 “Contact Lifetime”). Please take into account that your rights are not absolute, and that we may not be required to comply with your request. If that is the case, we will inform you of this. If your concerns have not been addressed to your satisfaction, you have the right to file a complaint with the competent national Data Protection Authority. In the Netherlands, the Autoriteit Persoonsgegevens the Dutch Data Protection Authority  ( in The Hague is responsible for monitoring compliance with privacy regulations.

6.3. For further information on which companies have been supplied with your details or how your information is used, how we maintain the security of your information, please contact us (see section 10 “Contact Lifetime).

7. Cookies 

7.1 Certain parts of the Website use "cookies" to keep track of your visit and to help you navigate between sections. A cookie is a small data file that may be stored on your computer's hard-drive when you visit a website. Cookies can contain information such as your user ID and the pages you have visited.

7.2 We use cookies on the Website to enable us to deliver content that is specific to your interests and to give us an idea of which parts of the Website you are visiting and to recognise you when you return to the Website. Our cookies do not read cookies stored by other websites that you have visited. This means that we only track your visit within our website.

7.3 Cookies we store and their purpose:

We use Google Translate to allow our website to be translated into different languages. The cookie and selection preferences are stored to maintain the language selections between pages.

Cookie Name Creator Categorisation Notes
SHOP_ORDER_TOKEN BigCommerce Functional
These cookies are used to keep track of the current user’s session – for example to detect whether a visitor is supposed to be logged in, and for the purposes of keeping track of what items are currently in your basket during an online purchase. The website will not function correctly if these cookies are not stored.
SHOP_SESSION_TOKEN BigCommerce Functional
SHOP_DEVICE_TOKEN BigCommerce Functional
SHOP_TOKEN BigCommerce Functional
XSRF-TOKEN BigCommerce Functional
tracking-preferences BigCommerce Functional Stores what cookie preferences have been set.
bc_consent BigCommerce Functional Used to determine if the shopper has consented to tracking when the consent manager is enabled.
STORE_VISITOR BigCommerce Performance Sets a ID for the visitor. This serves to count the number of specific visitors on the website.
FORNAX_ANONYMOUSID BigCommerce Performance Registers statistical data on users' behaviour on the website. Used for internal analytics by the website operator.
BEACON_VIS BigCommerce Performance
Required for site performance.
BEACON_ID BigCommerce Performance
BEACON_TYP BigCommerce Performance
BEACON_VID BigCommerce Performance
BEACON_RATR BigCommerce Performance
BEACON_REF BigCommerce Performance
BEACON_IND BigCommerce Performance
LASTVISITEDCATEGORY BigCommerce Functional Tracks last visited category to build product breadcrumbs.
MOBILEVIEWFULLSITE BigCommerce Functional Used to determine if the user should be shown the mobile site.
RECENTLY_VIEWED_PRODUCTS BigCommerce Functional Keeps track of products which the user has viewed to show recently viewed block.
viewProducts[direction] BigCommerce Functional Keeps track of a sort order that a visitor has selected e.g. Price ascending / Price descending
viewProducts[sort] BigCommerce Functional Keeps track of the sort order which the user has recently selected on a listing page.
viewProducts[limit] BigCommerce Functional This determines the number of products that the user has chosen to display on a listing page.
bc_attribution BigCommerce Functional Records the channel that a visitor arrived at the site from. e.g. organic search engine
bc_ref BigCommerce Functional Records the referral source for a visitor arriving at the site e.g. email or social.
bc_visitor BigCommerce Functional Identifies if a visitor to the site is already a registered user
bc_segment_personas BigCommerce Functional Required for personalising elements of the site to make content more appropriate for visitors.
bcactive BigCommerce Functional Active (logged in) customer or guest visitor
STORESUITE_CP_TOKEN BigCommerce Necessary This persistent cookie is used to track activities of 3rd party partner providers
Shopper-Pref BigCommerce Targeting User preferences.
ajs_group_id Analytics Targeting This cookie is used to assign specific visitors into segments, this segmentation is based on visitor behaviour on the website - the segmentation can be used to target larger groups.
ajs_user_id Analytics Targeting This cookie is used to collect data on the visitor's behaviour on the website - this information can be used to assign the visitor to a visitor segment, based on common preferences.
ajs_anonymous_id Statistics Performance To store last visit.
_mkto_trk Marketo Performance? To store and track interaction.
_gid Google Analytics Performance To store and count page views.
_gcl_au Google Analytics Targeting To store and track conversions.
_ga Google Analytics Performance To store anonymised statistics.
googtrans Google Translate Functional To store language settings.


8. International transfers

8.1. When processing your personal data for the purposes specified above, in some cases we may disclose your personal data to organisations located outside the European Economic Area (“EEA”).

8.2. In such situations, we will provide appropriate safeguards that provide an essentially equivalent level of protection for your rights and freedoms as a data subject in accordance with the GDPR. We do this, for example, by concluding contracts based on the standard contractual clauses for data transfers approved by the European Commission, or by only transferring your personal data to third parties that guarantee an adequate level of protection according to the European Commission.

8.3. If you wish, you may request a copy of the appropriate safeguards taken, such as standard data protection clauses adopted by the European Commission.

9. Security

9.1. We have taken appropriate technical and organisational measures to protect your personal data, in accordance with the GDPR, against destruction, loss, alteration, unauthorised disclosure or unauthorised access, including by ensuring that:

  • the confidentiality of your personal data is guaranteed. For example, we use a variety of professional and technical methods such as encryption and authentication tools to keep your personal data safe;

  • the integrity and availability of your personal data will be maintained. For example, your personal data is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to these systems;

  • our personnel is trained in information security requirements; and

  • your personal data is protected against unauthorised access.

9.2. If you register to use any parts of the Website, you may be asked to create a password. You must keep this password confidential and must not disclose it or share it with anyone. You will be responsible for all activities that occur under your password. If you know or suspect that someone else knows your password you should notify us immediately at If we have reason to believe that there is likely to be a breach of security or misuse of the Website we may require you to change your password or we may suspend your account until your identity has been verified and the account has been satisfactorily secured. 

10. Contact Lifetime

10.1. If you wish to exercise your rights or have any questions, comments or complaints regarding this Privacy Notice, please contact our Data Protection Officer, Gary Marshall via or via post at KitchenCraft, The Hub, Nobel Way, Birmingham, B6 7EU, UK.

11. Changes to the Privacy Notice

11.1 This Privacy Notice was last updated on 11th April 2022 and supersedes our previous Privacy Notice.

11.2 We reserve the right to alter this Privacy Notice at any time. If we make any changes to this Privacy Notice in the future, we will publish the revised Privacy Notice on our Website. If changes are made that may significantly affect you as a data subject, we will endeavour to actively inform you about those changes before they come into effect. All changes will take effect as soon as the Privacy Notice has been posted on the Website.