Privacy and Cookies notice – Alexandra

Privacy and Cookies notice


MWUK Ltd t/a Alexandra (we, our, us) are committed to protecting and respecting your privacy. We treat all of your personal information as confidential and will never disclose your details to another company for their mailing or marketing purposes. We use your information for the following purposes only:

To provide goods and services to you or your organization. To administer your account and the website. To inform you about changes and improvements to our products and services and to provide you with relevant product information.

This notice sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it. This notice also applies to all of our subsidiary companies.

Our main trading address is at Alexandra, West Park House, Midland Way, Thornbury, Bristol, BS35 2NT, United Kingdom. You can contact us by email at or by post at Alexandra, West Park House, Midland Way, Thornbury, Bristol, BS352NT or by phone on 0333 600 1111. Our registered office is MWUK Ltd t/a Alexandra of 3 Long Acres, Willows Farm, Castle Donington, Derbyshire, DE74 2UG.

If you have any queries, complaints or requests with regard to this notice please contact our Compliance and Data Privacy Manager in the Data Privacy Office at or by phone 01332 697227

Personal Data

Information we collect about you (your submitted information)

Type of information Where collected? Consequence of failing to provide
Name, Address, Email Address and Telephone Number On-line registration form.

When you make an enquiry through our customer service number.

Purchase products or services from us.

Where you contact us directly including through our ‘Live Chat’ facility.

Request a catalogue.

Contact us directly (including by phone, email or by using our online form).

You will be unable to register an account with us.

We will be unable to communicate effectively with you.

Login information (Username and Password) On registration. You will be unable to register an account with us.
Credit or debit card account information When you purchase products or services from us. You will be unable to purchase our products and services through our Website.
Personal measurements Where you use our “Fit Advisor” service. You will be unable to use our ‘Fit Advisor’ service.

Where we store your personal data

The data that we collect from you is used and stored within the European Economic Area (EEA). Such staff that work for us maybe engaged in, among other things, the fulfilment of your order, the processing of your payment details and the provision of support services. By submitting your personal data, you agree to this transfer, storing or processing. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this privacy policy.

Information we collect from you

Type of information Where collected? Consequence of failing to provide
Technical information, including the Internet protocol (IP) address used to connect your computer to the Internet, browser type and version, time zone setting, browser plug-in types and versions, operating system and platform; Every time you visit our Website. Our website may not be presented in an effective way for you to use our Website and it may not be tailored to you.
Information about your visit, including the full Uniform Resource Locators (URL), clickstream to, through and from our site (including date and time), products you viewed or searched for, page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), methods used to browse away from the page. Every time you visit our Website. Our website may not be presented in an effective way for you to use our Website and it may not be tailored to you.

Uses made of the information

We may use information processed about you in the following ways:

Type of Data Purpose for Processing Legal Basis for Processing
Submitted Information To process your order and for billing purposes. Necessary for the performance of a contract.
Submitted Information To provide goods and services to you or your organisation. Necessary for the performance of a contract.
Submitted Information To maintain your account Legitimate Interests – in order for us to manage our relationship with you.
Submitted Information and Technical Information For research purposes to enable us to:

  • Send relevant communications to you (where you have consented to receive those communications); and
  • To see how individuals’ purchase from our website to enable us to improve our website experience.
Legitimate Interests- in order for us to ensure any communications you receive are relevant to you and to improve our website experience.
Submitted Information For billing purposes Necessary for the performance of a contract.
Submitted Information To provide existing customers with information about goods or services we feel may be of interest (email or SMS only with information about goods and services similar to those which were the subject of a previous sale or negotiations of a sale to you). Legitimate Interests.
Submitted Information To provide new customers with information about goods or services we feel may be of interest (via electronic means only). Consent.
Submitted Information To inform you about changes and improvements to this website. Legitimate interests– in order for us to keep you updated with website improvements and functionality.
Submitted Information To carry out our obligations arising from any contracts entered into between you and us. Necessary for the performance of a contract.
Submitted Information To provide you with the information, products and services that you request from us. Necessary for the performance of a contract.
Submitted Information To provide you with our fit advisor service. Consent. The service cannot be provided unless the relevant information is provided. Consent is therefore necessary for the fit advisor service.
Submitted Information For the purposes of inputting into “profiling models” in order to enable us to compile aggregated and anonymised data for research purposes. Any use of the data following that will be anonymised. Legitimate Interests- to enable us to undertake research to improve our products, services, customer service, website or our business.
Technical Information To provide you with a better, faster, and safer user experience on our Website. This includes maintaining our Website, data analysis, testing, research, statistical and survey purposes. Legitimate interests – this information is necessary for the functioning of our Website and it helps us to improve our performance and the users’ website experience.
Credit information To enable us to determine whether we are able to offer you credit. Necessary for the performance of a contract.

To whom might we disclose your personal information?

We may disclose the data we collect from you to the following third parties:

Category of data Recipient Purpose
Submitted Information Suppliers Fulfillment of orders for goods and services.
Submitted Information Credit checking / debt recovery organization Assessing credit-worthiness when a credit account is opened with us or for the purpose of debt recover only if appropriate
Technical & submitted information Other Data Processors Facilitating our Website / back office systems / marketing and customer communication activity

Other notes about personal data

We may collect personal information about you via our website or our other online portals, including our eBay portal, available at (our Website) or via any other means, including if you contact us by phone, email or post.

We may also use anonymized aggregated personal data for profiling purposes. We will not use information about identifiable individuals for that purpose. We will use that aggregate information for market research purposes.

Telephone Call recording policy

MWUK Limited, trading as Alexandra, has a telephone system that is capable of recording conversations. This is a standard industry practice that allows the recording of telephone calls for the fulfilment of our contractual obligations, for quality monitoring, training, compliance and security purposes.

In-bound and Outbound calls received into Customer Services, Sales and Credit Control may be recorded and retained in accordance with defined retention periods. These recordings will only be used for the purposes specified in our Telephone call recording policy which is available at our web site or on request from If calls are transferred from Sales, Customer Services or Credit Control to a member of staff outside of these departments, the call recording will cease once the call is successfully transferred.

Credit References

In order to process your application we will supply your personal information to credit reference agencies (CRAs) and they will give us information about you, such as about your financial history. We do this to assess creditworthiness and product suitability, check your identity, manage your account, trace and recover debts and prevent criminal activity. We will also continue to exchange information about you with CRAs on an ongoing basis, including about your settled accounts and any debts not fully repaid on time. CRAs will share your information with other organisations. The identities of the CRAs, and the ways in which they use and share personal information, are explained in more detail at

CRAIN (Credit Reference Agency Information Notice) is a document produced by the three Credit Reference Agencies- Experian, Equifax and TransUnion (formerly Callcredit)- that explains the use of personal data they receive from third parties about individuals and/or their businesses in relation to credit activity. CRAIN has been produced in conjunction with the Information Commissioner’s Office (ICO).

How long do we keep your personal data?

Whenever we collect your personal data, we’ll only keep it for as long as is necessary for the purpose for which it was collected. At the end of that retention period, your data will either be deleted completely or anonymized.

Marketing Preferences

If you choose to opt in to receive marketing preferences, we will provide you with information about goods or services we feel may interest you. In order to receive relevant marketing you must opt in at the point of becoming a registered user of this site, you can choose to opt in to receive telephone, email or written marketing communications by checking the relevant boxes where prompted.

If you decide that you do not want us to contact you, you can request that we stop using your information and that we stop sending information to you by using the opt-out function when you register on this site, or you can manage your preferences in My Account.


Alexandra takes on-line security very seriously. We know how much data security matters to all our customers. We will treat you data with the utmost care and take all appropriate steps to protect it. We do this in the following way.

Browser & Web Server

Alexandra utilizes Transport Layer Security (TLS)/ Secure Socket Layer (SSL) to encrypt data transmission between your browser and our web server, to ensure that all personal and transactional information is protected from eavesdropping, tampering or alteration.


Alexandra is a subscribing member of VeriSign Secure Site programs. This gives you further assurance that:
• VeriSign has verified the organization name
• the site legitimately runs under the auspices of VeriSign
• All information sent to the site is encrypted if in a TLS/SSL (Secure Socket Layer) session, protecting against disclose to third parties.

You can check if you are in a secure part of any website by looking for the ‘closed padlock’ symbol. (Usually found in the bottom-right corner of the screen in your browsers task bar). Double-click on the padlock for details of the site’s security certification. Also, when in secure areas, the address bar at the top of the browser shows the prefix ‘https’ (rather than just ‘http’).


Of equal importance is the security surrounding the payment system itself. Alexandra safely processes your card payment through your bank and completes the transaction securely behind protected firewalls, and encrypted connections between the bank and us. Any credit or debit card details that you provide will be processed with the utmost care and security. Alexandra are PCI / DSS compliant. PCI / DSS is the worldwide payment card industry data security standard that was set up to help businesses process card payment securely and reduce card fraud.


We regularly monitor our system for possible vulnerabilities and attacks, and we carry out penetration testing to identify ways to further strengthen security

The security measures described above ensure that all reasonable steps are taken to protect your personal information. However, the nature of the Internet means that an absolute guarantee of security cannot be offered, and you should be aware that there may be a small security risk in exceptional circumstances when disclosing information online.

Your Rights

You have the following rights (dependent if Alexandra are acting as a data controller or data processor). You can exercise these rights at any time by contacting us at Alexandra You can contact us by email at or by post at Alexandra, West Park House, Midland Way, Thornbury, Bristol, BS352NT or by phone on 0333 600 1111.

You have the right:

  • To ask us not to process your personal data for marketing purposes. We will inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes;
  • To ask us not to process your personal data where it is processed on the basis of legitimate interests provided that there are no compelling reasons for that processing;
  • To ask us not to process your personal data for scientific or historical research purposes, where relevant, unless the processing is necessary in the public interest.
  • to request from us access to personal information held about you;
  • to ask for the information we hold about you to be rectified if it is inaccurate or incomplete;
  • to ask for data to be erased provided that the personal data is no longer necessary for the purposes for which it was collected, you withdraw consent (if the legal basis for processing is consent), you exercise your right to object, set out below, and there are no overriding legitimate grounds for processing.
  • to ask for the processing of that information to be restricted if the accuracy of that data is contested, the processing is unlawful, the personal data is no longer necessary for the purposes for which it was collected or you exercise your right to object (pending verification of whether there are legitimate grounds for processing);
  • To ask for data portability if the processing is carried out by automated means and the legal basis for processing is consent or contract.

In the event that you are unhappy with our processing of your personal data, you have the right to lodge a complaint with the relevant supervisory authority, which is the Information Commissioner’s Office (ICO) in the UK, at any time. The ICO’s contact details are available here:

Changes to Privacy Notice

Any changes we may make to our Privacy Notice in the future will be posted on this page and, where appropriate, notified to you. The new terms may be displayed on-screen and you may be required to read and accept them to continue your use of our Website.

What is a cookie?
Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. By continuing to browse the site, you are agreeing to our use of cookies. Cookies are small text files that are stored on your computer, phone or other web enabled device. Cookies can allow a website to recognise a user’s device and help your browser navigate through the website by allowing you to log in automatically or remembering settings you selected during earlier visits. Cookies cannot harm your computer and we don’t store personally identifiable information in cookies we create.

To shop with, you will need cookies enabled. Cookies are commonly used across the internet and will not harm your device. We don’t store personally identifiable information such as credit card details in cookies we create, but we do use encrypted information gathered from them to help improve your experience of the site. For example, they help us to identify and resolve errors, or to determine relevant related products to show you when you’re browsing.

Cookies can either be first party, which are associated with the host domain e.g., or third party cookies from any other domain including web analytics and advertising services.

The table below lists the cookies we collect and what information they store.

CART The association with your shopping cart
CATEGORY_INFO Stores the category info on the page, that allows to display pages more quickly
COMPARE The items that you have in the Compare Products list
CURRENCY Your preferred currency
CUSTOMER An encrypted version of your customer id with the store
CUSTOMER_AUTH An indicator if you are currently logged into the store
CUSTOMER_INFO An encrypted version of the customer group you belong to
CUSTOMER_SEGMENT_IDS Stores the Customer Segment ID
EXTERNAL_NO_CACHE A flag, which indicates whether caching is disabled or not
FRONTEND You session ID on the server
GUEST-VIEW Allows guests to edit their orders
LAST_CATEGORY The last category you visited
LAST_PRODUCT The most recent product you have viewed
NEWMESSAGE Indicates whether a new message has been received
NO_CACHE Indicates whether it is allowed to use cache
PERSISTENT_SHOPPING_CART A link to information about your cart and viewing history if you have asked the site
POLL The ID of any polls you have recently voted in
POLLN Information on what polls you have voted on
RECENTLYCOMPARED The items that you have recently compared
STF Information on products you have emailed to friends
STORE The store view or language you have selected
USER_ALLOWED_SAVE_COOKIE Indicates whether a customer allowed to use cookies
VIEWED_PRODUCT_IDS The products that you have recently viewed
WISHLIST An encrypted list of products added to your Wish list
WISHLIST_CNT The number of items in your Wish list

Alexandra. All Rights Reserved.

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