Introduction
Ashley Manor Upholstery Limited (AMU), AMX Design Limited (AMX), and Alexander & James Limited (A&J) are manufacturers and suppliers of upholstered furniture, operating primarily in the business-to-business (B2B) sector.
We supply our products to retail partners across the UK and internationally, while also managing warranty services for end customers who purchase our products through these retailers.
This privacy statement explains in detail how we handle personal data in our business operations. It covers both our core B2B activities and our warranty service provision, including how we work with technical service partners and insurers to deliver these services.
Data Controller Information
We act as Data Controllers for the personal data we process. This means we determine how and why personal data is processed across our operations. You can contact our Data Protection team at:
- Ashley Manor Upholstery Limited: gdpr@ashleymanor.co.uk
- AMX Design Limited: gdpr@amx-design.co.uk
- Alexander & James Limited: gdpr@alexanderandjamessofas.com
How We Process Different Types of Personal Data
Business Customer Data
We collect and process personal data about individuals within our business customers’ organisations. For example, if you are a buyer at a furniture retailer, we may process your business contact details to manage our trading relationship with your company.
What We Collect
We collect and maintain the following types of business information
This typically includes:
- Names and job titles of key contacts
- Business email addresses and phone numbers
- Department-specific contact preferences
- Role-specific authorisations (e.g., who can place orders or approve payments)
- Individual preferences (e.g., “John Smith prefers email contact for new product launches”)
For example, when you become a business customer, we collect essential information about key contacts within your organisation. For example, if you are the primary buyer, we would record your name, business email address, direct dial number, and position within the company. We also record specific requirements you may have, such as preferred delivery options or special product requirements.
How We Use It
Here are specific examples of how we use business customer data:
- Process and fulfill your orders
- Manage your account
- Send relevant product updates
- Coordinate deliveries
- Handle any queries or concerns
For example, when you place an order with us, our system will automatically notify your designated delivery contact about estimated delivery dates. If you’ve told us you prefer morning deliveries, our logistics team will prioritise this in their scheduling.
Warranty Service Data
We process personal data about end customers in relation to warranty services.
Collection Through Retailers
This typically includes:
- Customer name and contact details
- Product purchase information
- Delivery address
- Warranty registration date
- Fabric Sample Requests
For example. when you purchase one of our products from a retail partner, they will offer you the opportunity to register for our warranty service. If you choose to register, the retailer will share your contact details and purchase information with us to activate your warranty.
Working with Service Partners
We work with a network of approved technical service partners to deliver warranty services. Here’s how this works:
Our service partners are required to:
- Use your data only for providing warranty services
- Maintain strict confidentiality
- Follow our data protection standards
For example, If you make a warranty claim, we will share your contact details and information about your product with one of our approved service partners. For example, if you report an issue with your sofa, we would pass your details to a qualified furniture technician in your area who would then contact you directly to arrange an inspection.
Insurance Partners
We work with specialist furniture insurance providers to support our warranty program.
When you make a warranty claim, we may share details with our insurance partners to assess and process the claim. For example, if your sofa develops a fault within the warranty period, we would share details of the fault and any technical assessments with your insurers to expedite your claim.
Retention of Personal Data
We keep different types of data for different periods:
Business Contact Data:
We retain your business contact details for the duration of our trading relationship plus 6 years. For example, if you are a buyer at a retail store, we’ll keep your contact information while you’re in that role and for 6 years afterward to handle any historical queries.
Warranty Data:
We keep warranty registration details for the full duration of the warranty plus 2 years. For example, if you have a 10-year frame warranty, we’ll retain your details for 12 years from the purchase date to ensure we can handle any arising issues.
Your Rights
If you are a business contact or warranty customer, you have specific rights regarding your personal data.
For example: If you’re a business customer who has moved to a new role, you can request that we update your contact details or remove them entirely from our system. If you’re a warranty customer, you can request a copy of all information we hold about your warranty registration and any claims.
Security Measures
We protect personal data through various measures:
Our warranty claims system, for example, uses role-based access control. This means that service technicians can only access customer details for jobs assigned to them, while our customer service team can view all claims but cannot access financial details.
Changes to This Privacy Statement
This privacy statement was last updated on 12th December 2024. Any future changes will be posted here and, where appropriate, notified to our business partners directly.
Subscribers
Visitors to our websites can subscribe for updates on the products that we offer by registering on our websites, at this point personal data such as Name and Email address is collected.
Subscribers can choose to opt out of further updates from the company by simply contacting us using the email addresses below and requesting that your details are removed from the database.
Subscriber information is not passed to any 3rd parties for use.
In addition to the above we use small files called “Cookies” on our website which are placed on the hard drive of visitors to our websites to enrich your browser experience. The use of cookies is now standard operating procedure for most websites, however if you are uncomfortable with the use of cookies most browsers now permit users to opt-out of receiving them.
In order to gain the most out of your visit to our websites you would need to accept cookies as you may find some functionality is impaired. You can always delete cookies from your system after completing your visit to our website.
Social Media Outlets
Although the company operates a number of Social Media sources such as Facebook, and Instagram the company does not extract, store or use personal data from these sources in any way.
Contact Us
If you have questions about how we handle personal data, please contact our Data Protection team using the email addresses provided in Section 2.
For business customers with urgent queries, you can also contact your account manager directly, who will liaise with our Data Protection team on your behalf.