Privacy policy
Privacy Policy
Your privacy is important to SVP Worldwide, so we’ve developed a Privacy Policy that covers how we collect, use, disclose, transfer, and store your personal information.
Please take a moment to familiarize yourself with our privacy practices and contact us if you have any questions.
SVP Worldwide owns and operates websites and mobile applications under the brands of SINGER®, HUSQVARNA® VIKING®, PFAFF®, and CREATIVATE™.
I. Consent
When you submit personal information to us, whether on our websites, through our mobile applications, or by other means, you agree to this Privacy Policy and expressly consent to the collection, use, storage, and disclosure of your personal information in accordance with this Privacy Policy.
If you access our websites or applications from outside the United States, please be aware that your personal information may be transferred to, stored, and processed in the United States, in accordance with all applicable data privacy regulations, and in other countries where SVP Worldwide and its affiliates operate, where data-protection laws may differ from those in your country. By providing your personal information, you consent to this transfer, storage, and processing, as further described in the section on transferring data internationally below.
II. Collection and Use of Personal Information
Personal information is data that can be used to identify or contact a single person. You may be asked to provide your personal information anytime you are in contact with SVP Worldwide or an affiliated company. SVP Worldwide and its affiliates may share this personal information with each other and use it consistent with this Privacy Policy. They may also combine it with other information to provide and improve our products, services, content, and advertising. You are not required to provide the personal information that we have requested, but, if you chose not to do so, in many cases we will not be able to provide you with our products or services or respond to queries you may have.
Below are the types of personal information SVP Worldwide has collected from its customers in the past 12 months, when we collect this information, and how we may use it:
What personal information we collected in the past 12 months:
· Identifiers: A real name, alias, postal address, email address, Internet Protocol (IP) address, account name, a unique user or device identifier (including a persistent identifier generated by a CREATIVATE™-enabled product to recognize your device or product over time), or other similar identifiers.
· Personal information: A name, signature, address, telephone number, bank account number, credit card number, debit card number, or any other financial information.
· Commercial information: Records of products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies.
· Internet or other similar network activity: Browsing history, search history, or information about a consumer's interaction with a website, application, or advertisement.
· Geolocation data: Physical location, generally.
We collect personal information from you when you:
· Create an account on the CREATIVATE™ or SINGER® site(s);
· Purchase a product or subscription from SINGER®, HUSQVARNA® VIKING®, PFAFF®, DITTO™ or CREATIVATE™;
· Download software or an update from an SVP website to an SVP product;
· Subscribe to a newsletter on one of our websites or via social media;
· Connect to our services;
· Register your machine’s warranty;
· Submit a rebate form;
· Contact us; and/or
· Participate in an online survey, sweepstakes, or contest.
How we use your personal information:
We may process your personal information for the purposes described in this Privacy Policy with your consent or when we have assessed it is necessary for the purposes of the legitimate interests pursued by SVP Worldwide or a third party to whom it may be necessary to disclose information. For example:
· The personal information we collect allows us to keep you posted on SVP Worldwide’s latest sales and promotions, product announcements, software updates, and upcoming events. If you don’t want to be on our contact list, you can opt out anytime by clicking “Unsubscribe” at the bottom of any communication or, in the case of receiving a SMS message, by replying “STOP”.
· We also use personal information to help us create, develop, operate, deliver, and improve our products, services, content, and advertising.
· With your consent, we may use your Usage Data to recommend and market SVP Worldwide products, services, offers, and special offers that may be relevant to you, both as recommendations presented within the application and through marketing communications such as email.
· We may use your personal information, including date of birth, to determine appropriate services or to provide you specialized offers (such as, if you are a part of the SVP Worldwide Rewards Program, rewards points on your birthday). For example, the CREATIVATE™ site is not intended for users under the age of 16.
· From time to time, we may use your personal information to send important notices, such as communications about purchases and changes to our terms, conditions, and policies. Because this information is important to your interaction with SVP Worldwide, you may not opt out of receiving these communications.
· We may also use personal information for internal purposes such as auditing, data analysis, and research to improve SVP Worldwide’s products, services, and customer communications.
· If you enter into a sweepstake, contest, or similar promotion, we may use the information you provide to administer those programs.
III. Collection and Use of Non-Personal Information
We also collect data in a form that does not, on its own, permit direct association with any specific individual. We may collect, use, transfer, and disclose non-personal information for any purpose. The following are some examples of non-personal information that we collect and how we may use it:
· We may collect information such as language, zip code, area code, and referrer URL so that we can better understand customer behavior and improve our products, services, and advertising.
· We may collect information regarding customer activities on our website and from our other products and services. This information is aggregated and used to help us provide more useful information to our customers and to understand which parts of our website, products, and services are of most interest. Aggregated data is considered non‑personal information for the purposes of this Privacy Policy.
· We may collect and store details of how you use our services, including search queries. This information may be used to improve the relevancy of results provided by our services. Except in limited instances to ensure quality of our services over the Internet, such information will not be associated with your IP address.
· Device and Application Usage Data: When you use CREATIVATE™-enabled devices or applications, we automatically collect certain data about your device and your use of the Service (“Usage Data”). Usage Data may include (a) machine operational data, such as sewing and embroidery session information, stitch selection and usage, runtime hours, error and alert states, firmware version, hardware mode, and maintenance-related metrics; (b) application behavioral data, such as features accessed, navigation paths, content you engage with, session duration, and in-app interactions; (c) device diagnostics and telemetry, such as crash reports, performance metrics, synchronization status, connectivity health, and firmware update status; and (d) network and connectivity data, such as Wi-Fi and Bluetooth connection status, signal strength, and network error information. If Usage Data includes or is associated with information that identifies or is reasonably capable of identifying you as an individual, the Usage Data will be treated as personal information. Certain CREATIVATE™-enabled products generate a unique user identifier that we use to recognize your device or product and to associate your Usage Data over time; this identifier is not stored with your personal information and, except with your consent (including for the marketing and personalized-offer purposes described in this Privacy Policy) or as otherwise described herein, and we will not attempt to link it to your identity or otherwise re-identify you except as described in this Privacy Policy. Where you have provided your consent, we may associate your Usage Data with your account and identity to provide you with recommendations, marketing, and special offers, and such Usage Data will be treated as Personal Information under this Policy. We do not collect your Internet Protocol (IP) address in connection with this Usage Data, except in limited instances necessary to ensure the quality and security of the service. For children under the age of 16, any persistent identifier we collect is used solely to support the internal operations of the service and is not used to contact a specific individual, to serve behavioral advertising, or to create a profile, except where we have obtained verifiable parental consent. Usage Data that is strictly necessary to provide, maintain, and secure the CREATIVATE™ service is a condition of using the service. Collection and use of Usage Data for other purposes is not a condition of using the Service, and where applicable law requires consent for such purposes, SVP will obtain your explicit consent.
With your conset, SVP also uses your Usage Data, including both application behavioral data (such as the projects you work on and the features you access) and machine operational data (such as stitch count, or runtime hours) to recommend and market SVP Worldwide products, services, and special offers to you, both as recommendations presented within the CREATIVATE™ application and through marketing communications such as email. This marketing use is optional and is not a condition of using the Service, and you may withdraw your consent at any time using the methods described in this Privacy Policy.
If we do combine non-personal information with personal information, the combined information will be treated as personal information for as long as it remains combined.
We may create de-identified Information from personal information by excluding information (such as your name) that makes the information personally identifiable to you. We may use de-identified information to analyze request and usage patterns so that we may improve our products and services and our marketing efforts. Because de-identified information does not identify you, we may use and disclose it to other parties at our discretion.
IV. Cookies and Other Technologies
Cookies are small text files that are placed on your computer by websites that you visit. They are widely used in order to make websites work, or work more efficiently, as well as to provide information to the owners of the site.
These technologies help us better understand user behavior, tell us which parts of our websites people have visited, facilitate and measure the effectiveness of advertisements and web searches, administer the site, improve our product and services, and allow us to gather demographic information about our user base as a whole. SVP Worldwide may use this information in our marketing and advertising services.
Some cookies are temporary and will disappear when you close your browser; others are persistent and will stay on your computer for some time. Below is a list of the types of cookies used on our website with examples of how they are incorporated into the website:
Strictly necessary cookies are used to:
· Remember what is in your shopping cart, including when you have abandoned your cart, and this information is used to determine when to send cart reminder messages, including via SMS; and/or
· Remember where you are in the ordering process.
Functional cookies are used to:
· Remember your log-in details;
· Make sure you are secure when logged in; and/or
· Make sure that the web site looks consistent.
Performance cookies are used to:
· Enhance the performance of the web site; and/or
· Enhance the user experience.
Targeting cookies are used to:
· Allow you to share and like; and/or
· Send information to other websites to customize their advertisements.
If you choose not to use or to disable cookies during your visit, you should be aware that certain functions and pages will not work as expected.
Most web browsers allow some control of most cookies through the browser settings. To opt out of being tracked by Google Analytics across all websites, visit http://tools.google.com/dlpage/gaoptout. To find out more about cookies, including how to delete them, visit www.allaboutcookies.org.
V. Disclosure to Third Parties
At times SVP Worldwide may make certain personal information available to strategic partners that work with SVP Worldwide to provide products and services, or that help SVP Worldwide market to customers. Personal information will only be shared by SVP Worldwide to provide or improve our products, services, and advertising; it will not be sold to or shared with third parties for their marketing purposes. Text messaging originator opt-in data and consent will not be shared with any third parties. This restriction concerns the sharing of you personal information with third parties for their own marketing; it does not limit SVP Worldwide’s use of your information for its own first-party marketing as described in this Privacy Policy.
Types of third-party processors with whom we may share elements of your personal information include:
· Payment processors engaged by us to securely store or handle payment information, such as credit or debit card details, or to extend credit required for facilitating product purchases;
· Providers of email management and distribution tools – for example, if you sign up to receive newsletters or other marketing messages, we will manage the delivery of these to you using a third-party email distribution tool;
· Providers of security and fraud prevention services – for example, we use these providers to identify automated software agents that might disrupt our services or to prevent misuse of our sites;
· Providers of data aggregation and analytics software services that enable us to effectively monitor and optimize the delivery of our services;
· Providers of order fulfillment services that enable us to deliver products to you;
· Providers of customer service representatives to assist you with ordering products; and
· Providers of social sharing services to enable you to share and show your interest in content on our websites.
We may also share some or all of your personal information with our affiliates and the other companies within our corporate group, for the purposes described in this Privacy Policy and in accordance with local data privacy regulations. We require our affiliates to honor this Privacy Policy.
We may disclose your personal information to law enforcement agencies, regulatory or governmental authorities, courts, or other third parties where we believe in good faith that disclosure is necessary or permitted to: comply with applicable law or a legal obligation to which we are subject; respond to a subpoena, court order, regulatory or governmental inquiry, investigation, or other legal process served on us; establish, exercise, or defend legal claims; or protect the rights, property, or safety of SVP Worldwide, our users and employees, or others. We disclose only the personal information reasonably necessary for these purposes. Where your personal information is protected by the EU or UK GDPR, we make such disclosures only where we have a lawful basis to do so We may use and disclose personal information and device identification information for fraud detection and prevention. Such information may be combined with information from other sources and used by us, or by a service provider retained by us, to help detect and prevent fraud or other illegal or illegitimate activity. Information believed to be fraudulent may be disclosed to payment processors, credit card issuers, other retailers, banks, and law enforcement as necessary to detect and prevent criminal activity.
We may use and disclose personal information in connection with a contemplated or actual reorganization, financing, sale, or other transaction involving the disposal of all or part of our business or assets, including for the purpose of permitting the due diligence required to decide whether to proceed with a transaction. If such a transaction occurs, the purchaser will be entitled to use and disclose the personal information collected by us and will assume the rights and obligations regarding your personal information described in this Privacy Policy.
VI. Mobile Applications
When you use our mobile applications, we collect the information you provide when you log in to your account. We also collect information regarding the type of mobile device, operating system version, IP address, geolocation, device name, and unique device identifiers.
When you access our websites from mobile devices (such as smartphones or tablets), we also collect information including access times, the operating system, the device identification, the products for which you searched and viewed, and the other resources on our websites that you used or visited.
This information is collected from your mobile device and may be used to send you marketing materials and personalized advertisements, and may be disclosed to service providers who conduct marketing and advertising on our behalf.
VII. Social Network Widgets and Plug-Ins
Our websites may include social network or other plug-ins and widgets that provide information to their associated social networks or other parties about your interactions with the web pages you visit, even if you do not click on or otherwise interact with the plug-in or widget.
This information is collected and transmitted from your browser and may include an identifier assigned by the social network or other party, information about your browser type, operating system, device type, IP address, and the URL of the web page where the plug-in or widget appears. This information is used to provide quick access to the social network and is disclosed to the applicable social network tool or site.
VIII. Advertising
We use personal information and information collected automatically to provide advertisements and marketing communications to you and to provide you with a personalized experience. We use Cookies, pixels, and navigational data such as uniform resource locators (URLs) to collect information regarding the date and time of your visit, the products for which you searched and viewed, and the other resources on our websites that you used or visited, and this information may be used to send you personalized advertisements.
To provide offers that may be of interest to you, we may allow other companies to place advertisements and other technology on our websites. As a result of your visit to our websites, advertisement server companies may collect information such as your domain type, your IP address, and clickstream information.
Third-Party Pixels. Our marketing communications (such as emails) and our websites may contain pixels (also known as pixel tags, tracking pixels, clear GIFs, or web beacons), including pixels provided by third parties such as our analytics providers, advertising and retargeting partners, and social media platforms. These pixels may be used to collect information about your interactions with our communications and websites—such as whether you open a message, view content, or click on a link—together with related information such as your device and browser type and your IP address. We and these third parties use this information to measure and improve the effectiveness of our communications and advertising and to deliver personalized marketing to you. We do not use pixels to collect sensitive personal information. You may exercise your choices regarding this activity, including any applicable right to opt out of targeted advertising or the sale or sharing of your personal information, as described in the sections on Cookies and Other Technologies and Data Access Requests. Where required by applicable law, we obtain your consent to the use of non-essential pixels and similar technologies through a cookie consent banner or similar method.
IX. Protection of Personal Information
SVP Worldwide takes the security of your personal information very seriously. When SVP Worldwide stores your personal data, we use computer systems with limited access housed in facilities using physical security measures.
X. Automated Decision-Making
SVP Worldwide does not use solely automated processing, including profiling, to make decisions that produce legal or similarly significant effects concerning you.
XI. Integrity and Retention of Personal Information
SVP Worldwide makes it easy for you to keep your personal information accurate, complete, and up to date. We will retain your personal information for the period necessary to fulfill the purposes outlined in this Privacy Policy. When assessing these periods, we carefully examine our need to collect personal information at all. If we establish a relevant need, we only retain personal information for the shortest possible period to realize the purpose of collection, unless the law requires a longer retention period.
XII. Access to Personal Information
You (or your authorized agent) have the right to request access (including a copy) to your personal information for any purpose (including to request that we correct the data if it is inaccurate or delete the data if SVP Worldwide is not required to retain it by law or for legitimate business purposes). We may decline to process requests that jeopardize the privacy of others, are extremely impractical, or for which access is not otherwise required by local law. To make a request, please use one of the following contact methods:
· Phone: 1-800-474-6437
· Mail: SVP Worldwide, 300 2nd Avenue South, Suite 300, Nashville, Tennessee 37201
XIII. Data Access Requests
SVP Worldwide would like to make sure you are fully aware of all your data protection rights, which include the following:
· The right to access: You have the right to request copies of your personal data.
· The right to rectification: You have the right to request that SVP Worldwide correct any information you believe is inaccurate. You also have the right to request that SVP Worldwide completes information you believe is incomplete.
· The right to erasure: You have the right to request that SVP Worldwide erase your personal data, under certain conditions.
· The right to restrict processing: You have the right to request that SVP Worldwide restrict the processing of your personal data, under certain conditions.
· The right to object to processing: You have the right to object to SVP Worldwide's processing of your personal data, under certain conditions.
· The right to data portability: You have the right to request that SVP Worldwide transfer the data that we have collected to another organization, or directly to you, under certain conditions.
If you make a request, we have 30 days to respond to you unless a local law or regulation permits a longer response time. If you would like to exercise any of these rights, please contact us at:
· Phone: 1-800-474-6437
· Mail: SVP Worldwide, 300 2nd Avenue South, Suite 300, Nashville, Tennessee 37201.
If we refuse your request and you wish to file an appeal, you may do so by filing an appeal on SVP Worldwide’s Data Request Form within 30 days and the request will be sent to the SVP Worldwide Chief Information Officer for review. A response will be provided within 45 days. If the appeal is denied and you are a resident of Virginia or Connecticut, you have the right to contact your local attorney general to submit a complaint.
XIV. Legal Basis for Processing Personal Data
We may process your personal information under the following conditions:
· Consent: You have given your consent for processing your personal information for one or more specific purposes.
· Performance of a contract: Provision of personal information is necessary for the performance of an agreement with you and/or for any pre-contractual obligations thereof.
· Legal obligations: Processing personal information is necessary for compliance with a legal obligation to which SVP Worldwide is subject.
· Legitimate interests: Processing personal information is necessary for the purposes of the legitimate interests pursued by SVP Worldwide.
XV. Transferring data internationally
We share your personal information within SVP Worldwide. This involves transferring your personal information to our offices, branches, and associated companies around the world.
SVP Worldwide takes all steps reasonably necessary to ensure that your personal information is treated securely and in accordance with this Privacy Policy and that no transfer of your personal information to an organization or a country takes place unless there are adequate controls in place.
Whenever we transfer your personal information within SVP Worldwide, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:
· We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data.
· Where we use certain service providers, we may use specific contracts approved for use in the EU (or the applicable country) which give personal data the same protection it has in the EU (or the applicable country).
XVI. Our Company-wide Commitment to Your Privacy
To make sure your personal information is secure, we communicate our privacy and security guidelines to SVP Worldwide employees and strictly enforce privacy safeguards within the company.
XVII. Privacy Questions
If you have any questions or concerns about SVP Worldwide’s Privacy Policy or data processing, or if you would like to make a complaint about a possible breach of local privacy laws, please contact us.
When a privacy question is received, we have a dedicated team that triages the contacts and seeks to address the specific concern or query that you are seeking to raise, including our Global Data Protection Officer, Michael Adams. If your issue is substantive in nature, we may seek more information from you. All such substantive contacts receive a response. If you are unsatisfied with the reply received, you may refer your complaint to the relevant regulator in your jurisdiction. If you ask us, we will endeavor to provide you with information about relevant complaint avenues that may be applicable to your circumstances.
SVP Worldwide may update its Privacy Policy from time to time. When we change the policy in a material way, a notice will be posted on our website along with the updated Privacy Policy.
This SVP Worldwide Privacy Policy was updated on July 28, 2026.