NURIA — Privacy Policy

Operated by Senem Group, LLC

1. Who We Are

This website is operated by Senem Group, LLC, a limited liability company registered in the Arab Republic of Egypt under Commercial Registration No. 298332 ("NURIA," "we," "us," or "our"). NURIA and NURIA Play are brands of Senem Group, LLC.

We care about protecting the information you share with us with the same calm, considered approach we bring to everything we make. This policy explains what we collect, why, and the choices you have.

Data controller: Senem Group, LLC Contact for privacy and data requests: privacy@nuriaplay.com

2. Information We Collect

We collect only what we need to serve you well:

  • Identity and contact data — name, email address, phone number, billing and shipping address.
  • Order and transaction data — products ordered, order value, delivery details, and a record of your purchases.
  • Payment data — processed securely through our payment provider. We do not store full card numbers on our systems.
  • Account data — if you create an account or access a customer resource library, your login credentials and saved preferences.
  • Communications — messages you send us by email, contact form, or messaging channels.
  • Technical and usage data — IP address, device and browser type, and how you navigate our site, collected through cookies and similar technologies (see Section 8).
  • Marketing preferences — your consent choices for receiving updates from us.

We do not knowingly collect personal data directly from children. Our products are purchased by parents, guardians, and gift buyers, and our site is directed to adults.

3. How We Use Your Information

We process your personal data to:

  • Fulfil and deliver your orders, and provide order confirmations and updates.
  • Provide access to purchased kits, play guides, and member resources.
  • Respond to your questions and provide customer care.
  • Send you marketing communications where you have given consent, and allow you to withdraw that consent at any time.
  • Improve our website, products, and service through analytics.
  • Meet our legal, tax, accounting, and regulatory obligations in Egypt.
  • Protect against fraud and keep our site secure.

Lawful basis (Law 151/2020): We rely on your consent for marketing and non-essential cookies; on the performance of our contract with you to fulfil orders and provide services; and on our legitimate interests and legal obligations for security, fraud prevention, and record-keeping.

4. How We Share Your Information

We share personal data only with parties who help us serve you, and only as needed:

  • Payment processors — to take payment securely.
  • Shipping and logistics partners — to deliver your order.
  • Technology and hosting providers — who operate our website and systems on our behalf.
  • Professional advisers — accountants and legal counsel, where required.
  • Authorities — where we are required to disclose by Egyptian law or valid legal process.

We do not sell your personal data. Any third party that processes data on our behalf is bound by confidentiality and data-protection obligations and may use the data only for the purpose we specify.

5. International Transfers

Some of our service providers may process data outside Egypt. Where personal data is transferred across borders, we take steps to ensure it is protected to a standard consistent with Law 151/2020, including obtaining any required approvals and putting appropriate safeguards in place with the receiving party.

6. Data Retention

We keep personal data only for as long as needed for the purpose it was collected, and to meet legal and tax obligations:

  • Order and transaction records — retained for the period required under Egyptian tax and commercial law.
  • Account and marketing data — retained while your account is active or until you withdraw consent.
  • Support communications — retained for a reasonable period to maintain continuity of care.

When data is no longer needed, we securely delete or anonymise it.

7. Your Rights

Under Law No. 151 of 2020, you have the right to:

  • Access the personal data we hold about you.
  • Correct inaccurate or incomplete data.
  • Delete your data, where there is no overriding legal reason to keep it.
  • Withdraw consent to marketing or other consent-based processing at any time.
  • Object to or restrict certain processing.
  • Portability — receive your data in a usable format.

To exercise any of these rights, contact us at privacy@nuriaplay.com. We will respond within the period required by law. You also have the right to lodge a complaint with the Egyptian Data Protection Centre.

8. Cookies

We use cookies and similar technologies to operate the site, remember your preferences, and understand how the site is used. Essential cookies are necessary for the site to function. Non-essential cookies (such as analytics and marketing) are used only with your consent, which you can manage or withdraw at any time through our cookie settings.

9. Security

We use appropriate technical and organisational measures to protect your personal data against loss, misuse, and unauthorised access. While no online service can be guaranteed completely secure, we work to keep your information safe and to limit access to those who need it.

10. Changes to This Policy

We may update this policy from time to time. The current version, with its effective date, is always available on this page. Where changes are significant, we will take reasonable steps to let you know.

11. Contact Us

For any question about this policy or your personal data:

Senem Group, LLC

A129 Laketown Plaza, Mohamed Bin Zayed Axis, 5th Settlement, New Cairo, Egypt, 11865

Email: privacy@nuriaplay.com

Effective date: 1 July 2026

An Arabic version will be published in due course; where published, the Arabic version controls for Egyptian-law purposes.