General Data Protection Regulation (GDPR)

LAPIERRE SAS hereinafter also simply referred to as LAPIERRE SAS, processes the personal data of consumers. LAPIERRE SAS considers it important to be transparent about this. LAPIERRE SAS therefore provides general information about the use of consumer data in this general privacy statement. Where necessary, LAPIERRE SAS will provide more specific information when consumer data are obtained, such as when purchasing products, the use of apps and on other (brand) websites.


LAPIERRE SAS is part of Accell Group N.V. This privacy statement applies only to consumer data that are processed by LAPIERRE SAS. These are personal data concerning private individuals that were acquired by LAPIERRE SAS in connection with the offer and sale of the products and services of LAPIERRE SAS. Within Accell Group N.V., Accell IT B.V. is charged with supporting all services in the area of IT. This means that Accell IT B.V. may be responsible for handling consumer data; this may be in addition to LAPIERRE SAS and sometimes instead of LAPIERRE SAS.

If consumers have questions in connection with the processing of their personal data, they may send an e-mail to or send a letter to:

Rue Edmond Voisenet
BP 50573 21005 Dijon Cedex

Lapierre dealers

Consumers largely purchase the products and services of LAPIERRE SAS via recognised dealers and other resellers. These dealers and resellers are not part of LAPIERRE SAS. Therefore, LAPIERRE SAS is not responsible for the handling of consumer data by recognised dealers and other resellers. Dealers and resellers provide consumer data to LAPIERRE SAS in connection with the sale of LAPIERRE SAS products under their own responsibility.

How LAPIERRE SAS obtains consumer data

When purchasing a bicycle or another product, consumer data may be registered at LAPIERRE SAS by the dealer or by the consumer himself or herself. Some products, such as a connected bike, and the use of certain apps, also entail the processing of personal data. Data are also recorded when visiting a (brand) website of LAPIERRE SAS, such as the IP address, the data of the device used, and the items viewed. Contacting LAPIERRE SAS will also often lead to the processing of personal data. This includes matters such as a request for sending a brochure or submitting a guarantee claim.

What personal data are processed by LAPIERRE SAS

LAPIERRE SAS processes data about the consumer himself or herself, such as the name, address, place of residence and contact details and details concerning the products that were purchased or in which there is an interest, such as the type of product and guarantee, the dealer where the product is purchased or is being maintained and the maintenance details.

What LAPIERRE SAS uses the personal data for

LAPIERRE SAS uses personal data for:

  • Support and service to consumers and dealers, as well as the performance of the various agreements, being both those between the consumer and the dealer and those between LAPIERRE SAS and the dealer and to the extent applicable to the agreement between LAPIERRE SAS and the consumer.

  • (Direct) Marketing, such as newsletters and the targeted display of advertisements and products on our own websites and on third-party websites. LAPIERRE SAS complies with the rules applicable to requesting consent and offering an opt-out possibility thereafter.

  • Performance of analysis for the purpose of improving products and services.

How long LAPIERRE SAS retains personal data

LAPIERRE SAS processes data for as long as necessary for the purpose for which the data are used. This may depend on deregistration by the consumer, such as for an account, newsletter or app. In principle, data are retained for no longer than two years, unless longer retention is necessary to be able to assess any complaints or claims or for the purpose of compliance with statutory or administrative obligations.

How LAPIERRE SAS secures consumer data

Consumer data security is an important part of our business operations. Various security measures are implemented in order to guarantee this. This includes matters such as a strong password policy, screening internet data, encryption and authorisation procedures for the employees. Consumer data are stored in secure technical rooms. These are cooled computer rooms with emergency power facilities and a combination of electronic doors with badges, object security involving cameras, alarm systems and surveillance. The abovementioned measures are part of the many measures being implemented by Accell IT in order to protect the data of LAPIERRE SAS consumers. If you have any questions in this regard or you suspect abuse, you can send an e-mail to

Where to ask more information about our consumer data

Consumers have the right to inspect their data and the right to request correction and deletion of their data. If you would like to exercise this right or if you have another question, please contact

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