Privacy Policy

At Serneels, we take the protection of your personal data very seriously. This policy explains what data we collect when you visit the website serneels.be or use our services, why we use it and what your rights are. It has been drawn up in accordance with the General Data Protection Regulation (GDPR – Regulation (EU) 2016/679) and the Belgian Act of 30 July 2018 on the protection of natural persons with regard to the processing of personal data.

1. Data controller

The controller of your data is:

A & B Serneels SRL
Avenue Louise 69, 1050 Ixelles (Brussels), Belgium
Company number (CBE): 0438.787.121 – VAT: BE 0438.787.121
Email: info@serneels.be
Phone: +32 (0)2 538 30 66

For any question about your data or to exercise your rights, you can write to us at info@serneels.be.

2. What data we collect and why

2.1. Contact form

When you write to us via the contact form, we collect your first and last name, your email address, your phone number (optional) and the content of your message.

• Purpose: to answer your request (question, appointment, search for a toy…).
• Legal basis: pre-contractual steps taken at your request (Art. 6.1.b GDPR) and our legitimate interest in replying to people who contact us (Art. 6.1.f GDPR).
• Retention period: as long as needed to handle your request, then no more than 3 years after our last exchange.

To protect this form against automated submissions (spam), we use the Google reCAPTCHA service (see section 4).

2.2. Birth list

When you create a birth list with us, we collect the information needed to manage it: names and contact details of the parents-to-be (email, phone), expected date of birth, the child’s first name if you wish to share it, and the items chosen. When your friends and family buy an item from the list, we record their name and the item given so that we can keep the list up to date and let you know which gifts you have received.

• Purpose: to create, manage and share your birth list, and to record the purchases made.
• Legal basis: performance of the service you ask us for (Art. 6.1.b GDPR).
• Retention period: for as long as the list is open, then 1 year after it is closed, without prejudice to the accounting records we are legally required to keep.

2.3. In-store purchases and invoicing

If you ask us for an invoice, we collect the data that must appear on it (name or company name, address, VAT number where applicable). This data is kept for 7 years, in accordance with our accounting and tax obligations (Art. 6.1.c GDPR).

2.4. Browsing the website

When you visit the website, our server automatically records technical data (IP address, browser type, pages viewed, date and time). This data is necessary for the operation and security of the website (legitimate interest, Art. 6.1.f GDPR) and is kept for no more than 12 months in the server logs.

Only if you agree, we also measure website traffic with Google Analytics (see section 3).

3. Cookies

A cookie is a small file placed on your device when you visit a website. On your first visit, a banner lets you accept, reject or customise non-essential cookies. No analytics cookie is set before you give your consent. You can change your choice at any time via the “Cookie settings” link at the bottom of every page.

Google Analytics statistics are viewed in aggregate form; we do not try to identify you personally. Analytics data is kept for 14 months. Legal basis: your consent (Art. 6.1.a GDPR), which you can withdraw at any time.

You can also block or delete cookies in your browser settings. Rejecting non-essential cookies has no effect on your browsing.

4. Recipients and service providers

Your data is intended solely for the Serneels team. We never sell or rent it. It may, however, be processed by technical service providers acting on our behalf and according to our instructions:

• Curryketchup (Belgium): design, maintenance and hosting of the website.
• Google: Google Analytics (traffic measurement, with your consent), Google reCAPTCHA (spam protection of the form) and Google Fonts (display of typefaces).
• Technical content providers: ShortPixel (image optimisation and delivery), Font Awesome (icons), jsDelivr and cdnjs/Cloudflare (technical libraries). These services receive your IP address when the files are loaded, which is necessary to send them to you.
• Our email provider, for receiving and sending our emails.

We may also disclose your data to the authorities when required to do so by law.

5. Transfers outside the European Union

Some providers (notably Google) may process data in the United States. These transfers are covered by the EU-US Data Privacy Framework, for certified companies, or by the standard contractual clauses adopted by the European Commission.

6. Links and social networks

The website contains links to our Facebook and Instagram pages, to our virtual tour (Matterport) and to other websites. These links do not transmit any data until you click on them. Once on these platforms, their own privacy policy applies.

7. Security

We take appropriate technical and organisational measures to protect your data against loss, unauthorised access or disclosure: encrypted connection (HTTPS), regular website updates, and access restricted to the people who need it.

8. Your rights

Under the GDPR, you have the following rights:

• Right of access: obtain a copy of the data we hold about you;
• Right to rectification: have inaccurate or incomplete data corrected;
• Right to erasure: request the deletion of your data, unless we are legally required to keep it;
• Right to restriction of processing;
• Right to object to processing based on our legitimate interest;
• Right to data portability: receive your data in a structured, commonly used format;
• Right to withdraw your consent at any time, without affecting the lawfulness of processing carried out before.

To exercise these rights, write to us at info@serneels.be or by post to the address given in section 1. We will reply within one month. If we have reasonable doubts, we may ask you to prove your identity.

If you believe your rights are not being respected, you can lodge a complaint with the Data Protection Authority: Rue de la Presse 35, 1000 Brussels – contact@apd-gba.be – www.dataprotectionauthority.be.

9. Minors

Our website is intended for adults (parents, friends and family, customers). We do not knowingly collect data about children, apart from the first name and date of birth that parents choose to share with us for a birth list.

10. Changes

We may update this policy to reflect changes to the website or to the regulations. The version in force is always the one published on this page.

Last updated: 9 October 2026