Privacy Policy

We at Alliance Laundry Systems LLC and our affiliates (“Alliance”) are committed to protecting your privacy. This Data Privacy Notice and Cookie Policy applies to our Websites, each of which is set forth below:

To review the privacy policy associated with mobile applications owned and controlled by Alliance, please refer to the in-app privacy policy and terms of service associated therewith.

This Data Privacy Notice and Cookie Policy governs our data collection, processing and usage practices. It also describes your choices regarding use, access and correction of your personal information. If you do not agree with the data practices described in this Data Privacy Notice and Cookie Policy, you should not use the Websites.

We periodically update this Data Privacy Notice and Cookie Policy. We will post any privacy policy changes on this page.

We will update this Data Privacy Notice and Cookie Policy from time to time, therefore, we encourage you to periodically return to this page to review the Data Privacy Notice and Cookie Policy.

If you have any questions about this Data Privacy Notice and Cookie Policy or our treatment of the information you provide us, please write to us by mail to Alliance Laundry Systems LLC PO Box 990 Shepard Street, Ripon WI 54971 USA, Attn: Legal Department.

We explain below how we analyze data from this website. Any links to external sites are out of our control and we encourage you to always read the privacy statements on the other websites you visit.

Cookie Policy

This Cookie Policy explains how Alliance uses cookies and similar technologies to recognize you when you visit our Websites and when you use our online services. It explains what these technologies are and why we use them, as well as your rights to control our use of them.

What are cookies?

A cookie is a small file containing a string of characters that is sent to your computer when you visit a website. When you visit the site again, the cookie allows that site to recognize your browser. Cookies may store user preferences and other information.

Cookies provide a convenience feature to save you time, or tell the Web server that you have returned to a specific page. For example, if you personalize pages on our Websites, or register for a service, a cookie helps us to recall your specific information on subsequent visits. When you return to the same Website, the information you previously provided can be retrieved, so you can easily use the customized features.

Cookies set by Alliance are called “first party cookies”. Cookies set by parties other than the website owner are called “third party cookies”. Third party cookies enable third party features or functionality to be provided on or through the website (e.g. like advertising, interactive content and analytics). The parties that set these third party cookies can recognize your computer both when it visits the website in question and also when it visits certain other websites.

Why do we use cookies?

We use first party and third party cookies for several reasons. Some cookies are required for technical reasons in order for our Websites to operate, and we refer to these as “essential” or “strictly necessary” cookies. Other cookies also enable us to track and target the interests of our users to enhance the experience on our Websites. For example, Alliance Laundry Systems keeps track of the Websites and pages you visit within Alliance Laundry Systems family of websites, in order to determine what portion of the websites or services is the most popular or most used. This data is used to deliver customized content and promotions within the Alliance Websites to customers whose behavior indicates that they are interested in a particular subject area. Third parties serve cookies through our Websites for advertising, analytics and other purposes. This is described in more detail below.

What types of cookies do we use and how do we use them?

The specific types of first and third party cookies served through our Websites and the purposes they perform can be found in the next section. These cookies include:

Essential website cookies: These cookies are strictly necessary to provide you with services available through our Websites and to use some of its features, such as access to secure areas.

Performance and functionality cookies: These cookies are used to enhance the performance and functionality of our Websites, but are non-essential to their use. However, without these cookies, certain functionality may become unavailable.

Analytics and customization cookies: These cookies collect information that is used either in aggregate form to help us understand how our Websites are being used or how effective our marketing campaigns are, or to help us customize our Websites for you.

Advertising cookies: These cookies are used to make advertising messages more relevant to you. They perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers, and in some cases selecting advertisements that are based on your interests.

Social networking cookies: These cookies are used to enable you to share pages and content that you find interesting on our Websites, services or mobile apps through third party social networking and other websites. These cookies may also be used for advertising purposes too.

How can I control cookies?

You may opt-out from the collection of device and usage data by managing your cookies at the individual browser level. In addition, if you wish to opt-out of interest-based advertising click here (or, if located in the European Union, click here). Please note, however, that by blocking or deleting cookies and similar technologies used on the Websites, you may not be able to take full advantage of the websites.

While some internet browsers offer a “do not track” or “DNT” option that lets you tell websites that you do not want to have your online activities tracked, these features are not yet uniform and there is no common standard that has been adopted by industry groups, technology companies or regulators. Therefore, we do not currently commit to responding to browsers’ DNT signals with respect to our websites.

Essential website cookies: Because these cookies are strictly necessary to deliver the Websites to you, you cannot refuse them if you want to continue using the Websites. You can block or delete them by changing your browser settings however, as described above.

What about other tracking technologies?

Cookies are not the only way to recognize or track visitors to a website. We employ a software technology called clear gifs that help us better manage the Websites by informing us what content is effective. Clear gifs are tiny graphics with a unique identifier, similar in function to cookies, and are used to track the online movements of Web users. In contrast to cookies, which are stored on a user’s computer hard drive, clear gifs are embedded invisibly on Web pages or in emails and are about the size of the period at the end of this sentence. We use clear gifs or pixels in our HTML-based emails to let us know which emails have been opened by recipients. You can turn clear gifs or pixels off. This allows us to gauge the effectiveness of certain communications and the effectiveness of our marketing campaigns. We tie the information gathered by clear gifs in emails to our customers’ personal data.

How often will you update this Cookie Policy?

We may update this Cookie Policy from time to time in order to reflect, for example, changes to the cookies we use or for other operational, legal or regulatory reasons. Please therefore re-visit this Cookie Policy regularly to stay informed about our use of cookies and related technologies.

Data Privacy Notice

The EU General Data Protection Regulation (GDPR), effective from 25 May 2018, gives individuals in the European Union enhanced rights over the use of their personal data. Under the GDPR, we are required to give you certain information, including information about your rights, when you provide us with your personal data.

By navigating the Websites and/or using our product and services, you are giving us your consent to process your personal data for the purposes described below. This consent can be withdrawn at any time.

The personal and other data which we ask you to provide us with when requesting information about our products or services will be used only for the purposes of providing you with and improving those products and services. Certain of the data with which you provide us will be aggregated on an anonymized basis for statistical purposes to enable us to improve the content of the Websites and to ensure that advertising is relevant.

The types of data we collect

A) Contact information – such as name, address, phone number, email address, and login information;

B) Information about your purchase of products or services – such as product registration information, warranty information and enrollment status in services;

C) Consumer satisfaction and feedback data – such as the results of customer satisfaction and feedback surveys;

D) Data collected when you are visiting the Websites – such as data collected through cookies and other automatically collected data to provide you with customized access to our websites, or information that you provide us with when visiting the Websites (such as through contact forms etc.);

E) Data identifying the appliance – such as PNC number, serial number, software version, MAC address, model, color etc.;

F) Appliance usage data – such as how and when the appliance is being used (frequency and which cycles)

G) Data generated by the appliance itself – such as operating data e.g. opening and closing of internal valves, heating circuit use and efficiency, motor power, activities driven by the appliance’s software in order to deliver the cycle/function chosen by you; efficiency data e.g. water consumption, energy consumption; situational Data e.g. conditions surrounding the appliance such as ambient temperature, air humidity, water hardness.

How we collect personal data

You may choose not to provide certain types of personal data to us. If you choose to do so, this may affect our ability to provide you with, and your ability to make use of, certain appliances and/or services or their functionalities and features. However, unless otherwise specified, your choice not to provide such information will not result in legal consequences for you.

Why we process your personal data and the legal basis for the processing

We may use your personal data for the following purposes (collectively “Processing Purposes”):

from you or your representative when purchasing your product, registering your product, visiting the Websites, activating your account, ordering a service, participating in our campaigns, creating a product review or when downloading and using an application;
from our retailers;
from our third party service providers, suppliers and partners;
from publicly available sources;
from social media, e.g. Facebook if you choose to use Facebook to facilitate logging into our websites/ apps.

Processing Purposes Type(s) of personal data Legal basis
To assist in the development, testing, enhancement and modifications of our products and services Types C, E, F and G above Legitimate interest to enhance and modify our products and services
In the event of a contemplated or actual reorganization, merger, acquisition, sale, joint venture, assignment or other disposition of all or any portion of our business, assets and stock Types A, B, C, D, E, F, and G above Legitimate interest to facilitate and/or enable the contemplated or actual reorganization, merger, acquisition, sale, joint venture, assignment or other disposition of all or any portion of our business, assets and stocks.
To send you marketing communications Your contact information (type A above) Legitimate interest to market our products and services or consent.
To enable functionality in accordance with the description of the appliance / service Types A, E, F and G above Fulfillment of contract
To provide you with products and services you have requested Types A, B,C, D, E, F and G above Fulfillment of contract
To provide you with administrative notices such as user guidance/ product safety notices relating to your appliance, service or account Types A, B, E, F and G above Fulfillment of contract or other legitimate purpose, such as to keep you informed about products, services or account
For troubleshooting and repairing purposes Types A, B,E, F and G above Fulfillment of contract
To communicate with you about your product, service or account and similar customer service related activities Types A, B, C, D, E, F and G above Fulfillment of contract or other legitimate purpose, such as to keep you informed about products, services or account
Internal business purposes, including security of networked machines, analytics, audit, and for our core operational activities Types A, B, C, D, E, F and G above Legitimate interest to facilitate and enable us to fulfill our internal business purposes.
To evaluate your feedback when you rate and review our products or services Type A, B, C above Legitimate interest of improving our products.
To manage and operate our websites and applications, including online registration of products and services Types A, B, C, D, E, F and G above Fulfillment of contract or other legitimate interest such as enhancing user experience.

Your consent

Where the processing activity is based on your consent, you have the right to withdraw your consent at any time. The revocation of your consent will however not affect the lawfulness of any processing based on your consent before its withdrawal.

Information that we share

For the Processing Purposes set out above, we may share or disclose your personal data:

As required by law, to comply with legal process and/or to respond to requests from public and government authorities;

With Alliance companies;

With service providers, distributors and suppliers trusted to provide services and appliances on our behalf;

With a third party in the event of a contemplated or actual reorganization, merger, acquisition, sale, joint venture, assignment or other disposition of all or any portion of our business, assets and stock;

To enforce our terms and conditions; or

To protect our rights.

When sharing personal data with a third party, Alliance requires that such third party agrees to protect and handle your personal data in accordance with all legal, regulatory and contractual obligations, or other instructions we provide to them.

Your choices regarding marketing and information

You have certain choices regarding how we use and share your personal data for marketing and similar purposes. Alliance may send you information about appliances, products, events and promotions. The communication may be sent via different channels: email, phone, SMS, post, or social networks. We would like to provide you with the best experience, therefore the communication might be tailored based on the data collected and your preferences.

Where required by law, we will obtain your prior consent before using your personal data for marketing and similar purposes. Where you have consented to receive marketing communications, you may withdraw your consent to marketing at any time. For example, you can unsubscribe from email messages by following the unsubscribe instructions within the email message or by going to your online account to update your marketing preferences.

If you choose not to receive marketing communications, your personal data may still be used for the other purposes described in this Data Privacy Notice, such as communicating with you for administrative or transaction purposes as part of the contractual relationship we have with you or where required by law.

Your rights under EU/EEA law

If you are located in the EU/EEA, or if your personal data is otherwise being processed by an Alliance entity within the EU/EEA, you have the following rights:

Request access to your personal data;

Request rectification of your personal data;

Request the erasure of your personal data;

Restrict the processing of your personal data;

Request that your personal data be provided in a format that can be transferred to you or another organization (portability);

Object to the processing of your personal data; and

Lodge a complaint with the competent supervisory authority.

If you have any questions regarding these rights, or if you would like to exercise any of these rights, you may do so in writing, by telephone, regular post or via email to the contact set forth in the section entitled “How to contact us” below.

Please note that exercising these rights may impact our ability to provide you with certain appliances, functionality or services.

Security of your personal data

Alliance will take appropriate technical and organizational measures in line with applicable data protection laws, including requiring our service providers, business partners or professional advisors to use appropriate measures to protect your personal data.

Storage of your personal data

We will store your personal data for as long as may be required by law, or as required under any contract. If there is no legal requirement, we will retain information about you only for so long as is necessary for the purpose/s for which it was collected.

International transfers

As a global company, we may store your personal data in the European Union (EU) or in the European Economic Area (EEA) or other locations where we or our service providers and suppliers are located or have servers.

We may transfer your information between Alliance group companies or transfer information to our international third party service providers and suppliers acting on our behalf, for the purposes described in this Data Privacy Notice.

Specific information to citizens of the EU/EEA with regard to international transfers

Your information may be transferred to a country outside of the EU/EEA which may not provide the equivalent level of data protection as the EU/EEA. We provide appropriate safeguards and protections for such cross-border transfers as required by law.

How to contact us

The controller of your personal data is Alliance Laundry Systems LLC.

If you want to exercise your data subject rights or if you have any other questions concerning this Data Privacy Notice, please submit your request to

For your information, the Chief Compliance Officer’s contact information is:

Samantha Hamman
Chief Compliance Officer
Alliance Laundry Systems
PO Box 990 Shepard Street Ripon, WI 54971
+1 920 748 3121

Updates to this Data Privacy Notice

We may update this Data Privacy Notice. Any changes to this Data Privacy Notice will become effective as of the date it is published, or as otherwise required by law.
Last updated on: 08 February, 2021