Privacy policy

Last updated: 17 October 2025

1. General

Fjällwear AB (“Fjällwear”, “we”, “us” or “our”) values your personal privacy and strives to maintain a high level of data protection. This Privacy Policy explains how we collect, use, store, and protect personal data in accordance with Regulation (EU) 2016/679 of the European Parliament and of the Council (the “GDPR”) and applicable Swedish data protection legislation.

2. Data Controller

Fjällwear AB

Company registration number: 559539-1649

Address: Norra Smedjegatan 4, 371 12 Karlskrona, Sweden

Email: hello@fjallwear.se

Contact person: Data Protection Officer (via the email address above)

3. Personal Data Processed

We collect and process the following categories of personal data:

• Name and contact details (address, phone number, email address)

• Payment and billing information

• Order history and purchasing behavior

• IP address and other information collected via cookies

• Correspondence with customer service

• Information voluntarily provided when subscribing to newsletters

4. Purposes of Processing

Personal data is processed for the following purposes:

• To manage and deliver orders

• To provide customer service and support

• To process payments and invoicing

• To comply with legal obligations (accounting, taxes, etc.)

• For marketing, newsletters, and offers (only with consent)

• To analyze user behavior and improve our website and services

5. Legal Basis for Processing

Personal data is processed based on the following legal grounds:

• Contract: to fulfill agreements with customers (e.g. purchase of goods)

• Legal obligation: to comply with legal requirements (e.g. accounting laws)

• Legitimate interest: for marketing, customer analysis, and business development

• Consent: for newsletters and other direct marketing

6. Cookies

Our website uses cookies and similar technologies to improve the user experience, analyze traffic, and deliver relevant marketing.

You may change or withdraw your consent to cookies at any time through your browser settings.

Examples of third-party cookies we use:

• Google Analytics – for website statistics and analysis

• Meta Pixel (Facebook) – for targeted advertising

More information about our use of cookies can be found in our Cookie Policy.

7. Data Retention

Personal data is stored only for as long as necessary to fulfill the purposes for which it was collected or as required by law.

• Customer data: stored for up to 36 months after the last purchase

• Accounting data: stored for 7 years in accordance with accounting legislation

• Marketing data: stored until consent is withdrawn

8. Sharing of Personal Data

We may share personal data with third parties in the following cases:

• Payment service providers (e.g. Klarna)

• Shipping and logistics companies for delivery of goods

• IT and system providers (e.g. hosting providers, e-commerce platforms)

• Marketing and analytics tools (e.g. Google, Meta)

All third parties process personal data in accordance with applicable law and solely based on our instructions under data processing agreements.

9. Transfers to Third Countries

Personal data may in certain cases be transferred to countries outside the EU/EEA, for example when using services provided by U.S.-based suppliers such as Google or Meta.

Such transfers take place only where appropriate safeguards are in place, in accordance with Chapter V of the GDPR.

10. Security

We implement technical and organizational security measures to protect personal data against unauthorized access, loss, alteration, and disclosure.

11. Your Rights

Under the GDPR, you have the right to:

• Access the personal data we process about you (data access request)

• Request correction of inaccurate data

• Request deletion of data (“the right to be forgotten”)

• Restrict or object to processing

• Withdraw consent for marketing

• Lodge a complaint with the Swedish Authority for Privacy Protection (IMY)

To exercise your rights, please contact us at hello@fjallwear.se.

12. Changes to This Policy

Fjällwear AB reserves the right to update this Privacy Policy as necessary. The most recent version is always available on our website.