Privacy policy

We at IDEAL OF SWEDEN (”Ideal of Sweden”, “we”, ”our” and ”us”) care about your privacy and want you to feel safe when we process your personal data.

With this privacy policy, we want to provide information of our processing of personal data to you when you:

Below you can find information on how and why we process your personal data. The information also describes your rights, the lawful basis for our processing and the storage period for which we keep your personal data.

In short: Why do we process your personal data?

A detailed description of our processing of your personal data is set out the different sections below. By clicking on the links above you can read more about each specific scenario.

In this Policy, you can read more about the following:

Ideal of Sweden is responsible for processing of your personal data

Ideal of Sweden AB, a Swedish company with company registration number 556889-7994, is responsible for the processing of your personal data as controller when you share your personal data with us.

Should you have any questions regarding our processing of your personal data, or if you wish to exercise any of your rights under data protection legislation, please contact us via our e-mail address [email protected] or leave a request here. Our postal address is

IDEAL OF SWEDEN AB
Gamla Rådstugugatan 33
602 24 Norrköping
Sweden

Support E-mail: [email protected]

Which personal data do you need to share with us?

In general, you are not required to provide any of your personal data to us. However, if you want to purchase our products, we need some of your personal data in order to administrate your purchase and to comply with legislation or other statutory requirements.

You will find a description of the scenarios when you need to provide your personal data to us and what personal data you need to provide in the tables below where the lawful basis is ”Performance of contract” or ”Legal obligation”. If you do not provide your personal data to us in such scenarios, you will for example not be able to make a purchase.

How do we process your personal data?

You can read more about how we process your personal data in the tables below. As we are legally required to provide some of the information to you, the text is extensive and may be perceived as difficult to understand. If you have any questions regarding the information set out herein, do not hesitate to contact us.

The below tables describe in detail (i) when we process your personal data (ii), what kind of data we process, (ii) why we process your personal data, (iv) how long we will process your personal data and (v) the lawful basis for the processing. The lawful basis is the basis for processing your personal data according to the GDPR.

If you interact with us without making a purchase, e.g. via our chat or visit our social media

If you are in contact with us before you make a purchase, e.g. by sending us an e-mail, using our chat function or sending us a message via our social media, we will process your personal data as described in the tables below. We process the personal data that you provide to us and information from your social media account (if you use such account to communicate with us).

When contacting us through a social media platform, we suggest that you also read the privacy information of that platform.

To communicate with you
What processing we perform What personal data we process Our lawful basis for the processing
  • Communicate, e.g. via e-mail, chat or our website
  • Communicate via social media, e.g. if you make a comment on our site or posts
  • Answer your questions and give you the best possible service
  • Information you provide to us (e.g. name and contact information)
  • If you interact with us via social media sites (e.g. our Instagram) we also process:
    • Information from your profile on the social media in question (user name and any picture you have chosen for your account)
    • Other information regarding the matter for which you contact us

Legitimate interest
The personal data will be processed based on our legitimate interest to communicate with you who have contacted us.

Storage period: We will delete your personal data regularly.
  • If you chat with us on our website or via Facebook Messenger, your personal data will be deleted as soon as your matter has been fully resolved, unless you choose to continue to communicate with us by e.g. entering your e-mail address.
  • If you contact us when the chat is closed or via e-mail, your personal data will be stored for a period of six (6) months after the matter has been solved, in order for us to give you the best possible service.
  • Your communication with us on social media (e.g. comments) can be deleted by you at any time. We will remove posts or comments which are in breach of the rules of the platform or in conflict with applicable legislation as soon as possible.
To share your posts on social media
What processing we perform What personal data we process Our lawful basis for the processing
  • Share posts you have uploaded on social media where you have tagged us
  • Information from your profile on the social media in question (user name and any picture you have chosen for your account)
  • Other information in your post

Consent
The personal data will be processed based on your consent. You can withdraw such consent at any time.

Storage period: Your posts will be shared on our social media until we delete the post or you ask us to remove it.

If you visit our website

We analyse how our website is used and provide you with relevant marketing on other websites you visit based on such analysis. This means that your personal data is processed when you visit our website. To protect your privacy, we have taken measures to avoid identifying you when you visit our website. For instance, we only store an encrypted version of your IP-address.

When you visit our website, we will gather your personal data from the device you are using to visit our website and from the companies we collaborate with (see below). Such companies will also use previous information they have about you to show you interesting offers from us.

When you use our website, we will gather personal data by using cookies. If you would like to know how we do this, it is described in our Cookie Policy which you find here.

To analyse how our website is used
What processing we perform What personal data we process Our lawful basis for the processing
  • Analyse how you use our website to improve our website, products and services. To do this we use the analytic service from Google Analytics.

    The analytic service means that we place a random ID on your device to distinguish your device from other visitors and to acknowledge patterns in how our website is used. We will however not know who you are.

    The personal data we gather will be used e.g. to optimize functions and to adapt the website to suit our visitors.
  • An encrypted version of your IP address which we at Ideal of Sweden cannot connect to you as an individual
  • Information about your device/browser (which area in the country you use our website from and which screen resolution you have)
  • Information about your activities on the website, e.g. what you click on and how many times you have visited our website
  • Other information Google have about you, e.g. information about from which site you found us

Consent
The personal data will be processed based on your consent. You can withdraw such consent at any time.

You can prevent Google Analytics from using your personal data by downloading and installing this browser add on.

Storage period: We will store your personal data for a period of six (6) months after your visit to our website.

Google will continue to store your personal data for their own purposes and Google will inform you separately about such storing.
To show you relevant marketing online from us
What processing we perform What personal data we process Our lawful basis for the processing
  • Market our products by showing you offers and marketing online that we believe you are interested in

    We show you such marketing on other websites you visit and on Google (including YouTube), Snapchat, TikTok and Facebook (including Instagram). You see marketing based on information that these companies have about you beforehand (so called profiling*)
  • Share information about you with our marketing services so that these marketing services get information about which type of visitors that are interested in us
  • An encrypted version of your IP address which we at Ideal of Sweden cannot connect to you as an individual
  • Name
  • Phone number
  • E-mail address
  • You will see search results and ads based on:
    • An analysis of how you use our website, e.g. what items you put in your shopping cart
    • Information that the marketing services we use have about you since before, e.g. information about from which site you found us

Consent
The personal data will be processed based on your consent. You can withdraw such consent at any time.

Here you can make choices about the marketing you see from Google and here on Facebook under the heading ad settings you can choose which marketing you want to see on Facebook.

Storage period: You will see marketing from us for a period of six (6) months after your visit to our website.

Google (including YouTube), Snapchat, Facebook (including Instagram) and/or TikTok will continue to process your personal data as independent controllers. Information on how long they store your personal data can be found in their respective privacy information.

* Profiling: We use so called profiling to be able to show you offers that are relevant to you and to provide you with customized marketing. We use profiling because without it, you would instead see offers and information which you are probably not interested in. You have the right to object to profiling as described below under the section explaining your rights.

To remind you of items you have left in your shopping cart
What processing we perform What personal data we process Our lawful basis for the processing
  • Send information about items you have left in your shopping cart if you have left our website without purchasing the items
  • E-mail address

Consent
The personal data will be processed based on your consent. You can withdraw such consent at any time.

Storage period: We will delete your personal data three (3) days after you put the item in your shopping cart.

You can object to receiving marketing from us at any time.

If you make a purchase

When you make a purchase, we will process your personal data as described below. Such personal data is collected directly from you. Klarna may also use personal data which Klarna has since before and will provide you with information about this separately.

To administrate and enable your purchase
What processing we perform What personal data we process Our lawful basis for the processing
  • Administrate your purchase
  • Provide you with a payment solution offered by Klarna
  • Send you an order confirmation
  • Deliver the item you have purchased through our delivery partner as chosen by you
  • Name
  • E-mail address
  • Phone number
  • Address
  • Personal identification number
  • Other information about your order, such as a personalized text you have chosen for your product

Performance of contract

The processing is necessary for us to be able to administrate your purchase.

Storage period: We will store the personal data during the purchase process and thereafter for a period of three (3) months after the purchase in question. In case of a claim, dispute or similar we need to store some of your personal data for a longer period according to what is stated below.

Your order and payment information will be stored for a longer period to comply with bookkeeping legislation.
In addition to the above, your personal data will also be processed by Klarna to manage your payment. Klarna is controller of such processing of your personal data and will give you separate information regarding Klarna’s use of personal data.
To provide customer service and track your order
What processing we perform What personal data we process Our lawful basis for the processing
  • Provide customer service and answer any questions you may have regarding your purchase, e.g. via e-mail, chat or our website
  • Track your order and provide you with tracking information if you have asked us to
  • Name
  • E-mail address
  • Phone number
  • Information about your purchase and other information you provide to us
  • If you ask us to track your order, we will process:
    • E-mail address
    • Postal code

Legitimate interest

The personal data will be processed based on our legitimate interest to provide customer service.

Storage period: We will delete your personal data one (1) year after your customer service matter has been solved.
To send newsletters
What processing we perform What personal data we process Our lawful basis for the processing
  • Send information via e-mail and/or SMS about news, marketing, offers, discounts and invitations (“newsletters”) to you who have made a purchase
We only send you newsletters if you have not previously objected to receiving them
  • Name
  • E-mail address
  • Phone number

Legitimate interest

The personal data will be processed based on our legitimate interest to market Ideal of Sweden towards you who have made a purchase.

  • Improve and develop our newsletters by analysing how you open them and what you click on in the newsletters
Do you want to read more about this type of analysis? You find a more detailed description of this in our information about cookies.
  • Information about how you open our newsletters and what you click on
  • IP-address
  • E-mail address

Legitimate interest

The personal data will be processed based on our legitimate interest to analyse our marketing.

Storage period: If you have made a purchase you will receive newsletters for one (1) year after your purchase, unless you choose to unsubscribe or object to receiving them before that. If you object to receiving marketing from us, we keep track of this in our “unsubscribe-list” to avoid sending you any further marketing material.
To publish customer reviews
What processing we perform What personal data we process Our lawful basis for the processing
  • Send you a request via e-mail to submit a review of the product you have purchased
  • Publish reviews of our products that you have chosen to submit
  • Name (your first name and first letter of your surname) which we already have from your purchase
  • E-mail address
  • Information that you submit in your review of the product

Consent

The personal data will be processed based on your consent. You can withdraw such consent at any time.

Storage period: We will send a request for you to submit a customer review after your purchase. We will stop sending requests if you object to receiving such e-mails. If you choose to submit a review, we will remove your review from our website and delete your personal data six months after your review was published.
To comply with bookkeeping and accounting legislation
What processing we perform What personal data we process Our lawful basis for the processing
  • Store information for bookkeeping and accounting purposes
  • Name
  • History regarding payments made
  • Other information that constitutes accounting records

Legal obligation

The processing is necessary to comply with legal obligations to which we are subject, i.e. bookkeeping and accounting legislation.

Storage period: We will store any document constituting bookkeeping material and personal data included therein for seven (7) to eight (8) years according to bookkeeping and accounting legislation. The regulation means that we store bookkeeping material until and including the seventh year after the end of the calendar year for the fiscal year to which the personal data relates.

If you subscribe to our newsletters

The table below describes how we process your personal data if you subscribe to our newsletters. We gather your personal data directly from you and provide some personal data ourselves by analysing how you use our newsletters.

To send newsletters
What processing we perform What personal data we process Our lawful basis for the processing
  • Send information via e-mail and/or SMS about news, marketing, offers, discounts and invitations (“newsletters”) to you who have chosen to subscribe to our newsletters
  • If you subscribe to our newsletters to receive a discount on your first purchase, we will also process information about what type of products you are interested in to give you a customized content in the newsletter
  • E-mail address
  • Phone number
  • Information about what type of products you are interested in (if you have chosen to provide this)

Consent

The personal data will be processed based on your consent. You can withdraw such consent at any time.

  • Improve and develop our newsletters by analysing how you open them and what you click on in the newsletters. We also use information about your birth date to analyse our marketing.
Do you want to read more about this type of analysis? You find a more detailed description of this in our information about cookies.
  • Information about how you open our newsletters and what you click on
  • IP-address
  • E-mail address
  • Birth date

Legitimate interest

The personal data will be processed based on our legitimate interest to analyse our marketing.

Storage period: You can choose to unsubscribe or object to receiving newsletters and marketing at any time. If you object to receiving marketing from us, we keep track of this in our “unsubscribe-list” to avoid sending you any further marketing material.

If you have objected to receiving marketing from us

We will store information about you who have objected to receiving marketing from us. We have received the personal data from you.

To comply with marketing legislation
What processing we perform What personal data we process Our lawful basis for the processing
  • If you have stated that you do not wish to receive marketing from us, we will store such information in an “unsubscribe-list” to make sure we do not send any marketing to you
  • Name
  • E-mail address
  • Phone number

Legal obligation

The processing is necessary to comply with legal obligations to which we are subject, i.e. marketing law which requires us to not send marketing material to individuals who have objected to receiving such marketing. We cannot make sure you will not receive marketing from us without processing your personal data for this purpose and you are therefore required to provide your personal data to us.

Storage period: You will be listed in our “unsubscribe-list” until further notice.

If you participate in one of our contests on social media

If you participate in one of our contests on our social media, we process the personal data we collect from your participation and personal data from your social media account.

To enable you to participate in our contest
What processing we perform What personal data we process Our lawful basis for the processing
  • Administer your participation in our contest

    If you participate in a contest on our social media, you will share your participation e.g. in a post or in a comment (according to the terms for the specific contest)
  • Make sure that the contest entries comply with the contest rules
  • Contact information you use when participating in the contest, e.g. your username on the social media concerned
  • Entry submission and other information you state when participating, e.g. in a post or a comment
  • Information relevant to qualify as a participant in the contest, e.g. information about your age

Legitimate interest

Our legitimate interest to process your personal data to enable you to participate in the contest.

Storage period: If you participate in a contest on social media, your submission will be stored until you remove it, e.g. by deleting your post or comment.

If you make a complaint or withdraw your purchase or we have a discussion regarding your purchase

We do everything we can to please our customers and as a result rarely receive complaints, but should you want to make a complaint, withdraw your purchase or discuss your purchase, we will process your personal data as described below. We will collect your personal data from you or provide the information ourselves.

Note that the ongoing claim or right may mean that we cannot delete all your personal data after your request.

To handle any withdrawals, complaints or claims
What processing we perform What personal data we process Our lawful basis for the processing
  • Handle any withdrawals, complaints or claims
  • Initiate possible claims or defend ourselves against a possible complaint or claim
  • Name
  • Contact details you have chosen to use, e.g. e-mail address and/or phone number
  • Information from our communication with you in relation to the claim, e.g. order number and other information about your purchase

Legal obligation

The processing is necessary to comply with legal obligations to which we are subject, i.e. consumer law.

In these cases, you need to provide your personal data to us since we otherwise will not be able to comply with your consumer rights.

Legitimate interest

We also have a legitimate interest to process your personal data to defend ourselves against a possible complaint or claim.

Storage period: We will store your personal data from the time the complaint or claim was initiated and for the duration of such complaint or claim.

Who can gain access to your personal data and why?

Your personal data is initially collected and processed by us and we do not sell your personal data. This means that your personal data will be handled by our employees, but only personnel who need such access to conduct their work.

To conduct our business, we need to work with suppliers and partners who will process your personal data. We are responsible for any sharing of your personal data and to make sure your personal data is safe when shared with third parties as set out below.

We will share your personal data with the following recipients:

If you have any questions regarding how we share your personal data or want to know more about who we share your personal data with, please feel free to contact us.

Where are your personal data processed?

We, as well as our processors, mainly process your personal data within the EU/EEA. In some instances, we will transfer your personal data outside the EU/EEA. However, such transfer only takes place in accordance with applicable data protection legislation meaning that we will transfer your personal data outside the EU/EEA when we can ensure an appropriate level of protection of your personal data.

If you want to know more about what safeguards we implement for transfers of personal data, please feel free to contact us. Our contact information can be found at the beginning of this privacy policy.

What are your rights when we process your personal data?

You have certain rights that you can exercise to affect how we process your personal data. You can read about what those rights are below.

If you want to know more about your rights or if you want to exercise any of your rights, please contact us and we will help you. Our contact information can be found at the beginning of this privacy policy.

Right to lodge a complaint with a supervisory authority

You always have the right to lodge a complaint with a supervisory authority. You may do this in the EU/EEA member state where you live, work or where an infringement of applicable data protection laws is alleged to have occurred. The supervisory authority in Sweden is the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten).

Right to withdraw your consent and object to processing

You have a right to withdraw any consent you have given us, partly or completely.

You always have a right to object to our processing of your personal data when the processing is performed for marketing and profiling purposes, such as when we send newsletters or customised marketing. You can read more about profiling in the tables above.

You also have a right to object to our processing of your personal data when the processing is based on the lawful basis “legitimate interest”. In some instances, we may continue to process your personal data based on our legitimate interest even if you have objected to our processing (e.g. when we need to store your personal data). This can be the case if we can show compelling legitimate reasons for the processing that outweigh your interests, rights and freedoms or if the purpose of the processing is to establish, exercise or defend ourselves against a legal claim.

Right to information and access

You have the right to obtain confirmation as to whether we are processing personal data about you or not. If we do process your personal data, you also have a right to obtain a copy of the personal data processed by us as well as about how we process your personal data.

Right to rectification

You have a right to correct any inaccurate personal data concerning you that we may be processing and to ask us to have incomplete personal data completed.

Right to erasure (“the right to be forgotten”) and restriction of processing

Under certain circumstances, you have a right to request that we delete your personal data. This is the case for example when the personal data is no longer necessary for the purposes for which they were collected or otherwise processed or if you have withdrawn your consent for which the processing was based on and there is no other lawful basis for processing.

Under certain circumstances, you also have a right to request that we restrict our processing of your personal data. That is the case for example when the accuracy of the personal data is contested by you, or the processing is unlawful, and you do not want us to delete your personal data but instead you request that we restrict our use of them.

Right to data portability

Under certain circumstances, you have a right to receive your personal data from us in a structured, commonly used and machine-readable format and, where technically feasible, have your personal data transferred to another company (“data portability”). This applies to personal data that you have provided to us in a structured, commonly used and machine-readable format, if our processing of your personal data is carried out by automated means and the lawful basis for our processing is based on the performance of a contract or your consent.

Balancing of interests assessments when processing personal data based on the lawful basis “legitimate interests”

As we state above, for some purposes, we process your personal data based on our “legitimate interest”. By carrying out a balancing of interests assessment concerning our processing of your personal data, we have concluded that our legitimate interest for the processing outweighs your interests or rights which require the protection of your personal data.

If you want more information in relation to our balancing of interests assessments, please do not hesitate to contact us. Our contact information can be found at the beginning of this privacy policy.


This privacy policy was adopted by IDEAL OF SWEDEN on 2021-10-29 10:09:58