Privacy policy

Privacy Policy

Latest update: 25 March 2025

 

This privacy policy describes how AB Alrik Hedlund (the website, we, us, or our) collects, uses, and shares your personal data during your visits, when you use our services, or purchase from www.hedlundgruppen.com (the website) or otherwise communicate with us regarding the website (collectively referred to as the services). The use of you/your (etc.) in this privacy policy refers to you as a user of the services, whether you are a customer, website visitor, or another person from whom we have collected data according to this privacy policy.

We recommend that you read this privacy policy carefully.

We may occasionally update this privacy policy, for example, to comply with new procedures or due to other operational, legal, or regulatory reasons. The revised privacy policy will be published on the website, as indicated by the date at "Last Updated," and take any other actions required by applicable law.

How We Collect and Use Personal Data

To provide the services, we collect your personal data from a variety of sources as described below. The data we collect and use varies depending on how you interact with us.

In addition to the specific purposes mentioned below, we may use the data we have collected about you to communicate with you, provide or improve the services, comply with any applicable legal requirements, enforce any applicable terms of service, and protect the services, our rights, and the rights of our users and others.

What Personal Data We Collect

The types of personal data we collect about you depend on how you interact with our website and use our services. When we use the term personal data, we refer to information that identifies you, relates to you, describes you, or can be linked to you in some way. The sections below describe the categories and specific types of personal data we collect.

Data We Collect Directly From You

Data that you submit to us via our services may include:

  • Contact Information such as your name, address, phone number, and email address.
  • Order Information such as name, billing address, delivery address, payment confirmation, email address, and phone number.
  • Account Information such as username, password, security questions, and other information used to protect your account.
  • Customer Support Information such as information you choose to share when you communicate with us, like when you send a message via the services.

Certain features of the services may require you to directly provide us with specific information about yourself. You can choose not to share such information, but it may make it impossible for you to use or access these features.

 

Information We Collect About Your Usage

We may also automatically collect certain information about your interaction with the services ("Usage Data"). For this purpose, we may use cookies, pixels, and similar technologies ("Cookies"). Usage Data may include information about how you access and use our website and your account, including details about your device, browser, network connection, IP address, and other information about your interaction with the services.

Information We Receive from Third Parties

We may also receive information about you from third parties, including from vendors and service providers who may collect information on our behalf, such as:

  • Companies that support our website and services, such as Shopify.
  • Our payment processors who collect payment information (e.g., bank account details, credit or debit card information, billing address) to process your payment, distribute your orders, and deliver the products or services you have requested, to fulfill our contract with you.
  • When you visit our website, open or click on emails we send you, or interact with our services or advertisements, we or third parties we work with may automatically collect certain information using online tracking technologies such as pixels, web beacons, SDKs, third-party libraries, and cookies.

All information we receive from third parties will be treated in accordance with this privacy policy. Please also read the section below, Third-Party Websites and Links.

How We Use Your Personal Data

Providing Products and Services: We use your personal data to provide you with the services to fulfill our contract with you, including processing your payments, distributing your orders, sending you messages related to your account, purchases, returns, exchanges, or other transactions, creating, maintaining, and otherwise managing your account, arranging shipping, facilitating any returns and exchanges, and other functions and features related to your account. We may also enhance your shopping experience by enabling Shopify to match your account with other Shopify services you may choose to use. In such cases, Shopify will process your data according to its privacy policy and consumer protection policy.

Marketing and Advertising: We may use your personal data for marketing and advertising purposes, such as sending marketing materials, advertisements, and promotional communications via email, SMS, or regular mail, and displaying ads for products or services. This may include using your personal data to better tailor the services and advertising on our website and other websites. If you are a resident of the EEA, the legal basis for this processing of personal data is our legitimate interest in selling our products, according to Article 6(1)(f) GDPR.

Security and Fraud Prevention: We use your personal data to identify, investigate, or take action regarding any fraudulent, illegal, or harmful activity. If you choose to use the services and register an account, you are responsible for keeping your login credentials secure. We strongly recommend that you do not share your username, password, or other access information with anyone else. If you believe your account has been compromised, contact us immediately. If you are a resident of the EEA, the legal basis for this processing of personal data is our legitimate interest in keeping our website secure for both you and other customers, according to Article 6(1)(f) GDPR.

Communicating with You and Improving the Service: We use your personal data to provide you with customer support and improve our services. This is a legitimate interest for us to be responsive to you, provide you with effective services, and maintain our business relationship with you according to Article 6(1)(f) GDPR.

Cookies

Like many others, we use cookies on our website. For more information about the cookies we use to operate our store with Shopify, visit https://www.shopify.com/legal/cookies. We use cookies to operate and improve our website and services (including to save information about your activity and preferences), to conduct analyses and gain a better understanding of how users interact with the services (which concerns our legitimate interest in administering, improving, and optimizing the services). We may also allow third parties and service providers to use cookies on our website to better tailor the services, products, and advertising on our website and other websites.

Accepting cookies automatically is standard in most browsers, but you can change your browser settings to remove or reject cookies. Note that your experience may be negatively affected if you remove or block cookies, and certain services, such as some features and general functionality, may cease to function entirely or partially. Blocking cookies may also not completely prevent our information sharing with third parties, such as our advertising partners.

How We Disclose Personal Data

Under certain circumstances, we may disclose your personal data to third parties to fulfill contracts, for legitimate purposes, and other reasons covered by this privacy policy. Some examples of such circumstances:

  • Data may be shared with vendors or other third parties who perform services on our behalf (e.g., IT management, payment processing, data analysis, customer support, cloud storage, distribution, and delivery).
  • Data may be shared with business and marketing partners to deliver services and advertising to you. Our business and marketing partners will use your data in accordance with their privacy notices.
  • When you request or otherwise consent to us disclosing certain data to third parties, such as to deliver products to you or when you use social media widgets or login-based integrations, we may also share your data.
  • Data may be shared with our affiliates or within our group as part of our legitimate interests in running a successful business.
  • Data may be shared in connection with a business event, such as a merger or bankruptcy, to fulfill applicable legal obligations (e.g., in response to subpoenas, search warrants), enforce applicable terms of service, and protect and preserve the services, our rights, and the rights of our users and others.

We Disclose Personal Data from the Following Categories and Sensitive User Data for the Purposes Described Above in How We Collect and Use Your Personal Information and How We Disclose Personal Data:

Category

Recipient Categories

Identifiers such as basic contact information and certain order and account information

Vendors and third parties performing services on our behalf (e.g., internet providers, payment processors, distribution partners, customer support partners, and data analysis providers)

Commercial information such as order, shopping, and customer support information

Business and marketing partners

Internet or other similar network activity, such as usage data

Affiliate partners

Geolocation data, such as locations determined via an IP address or other technical methods

We do not use or disclose sensitive personal data without your consent or to draw conclusions about you.

With your consent, we share personal data for the purpose of conducting advertising and marketing activities as described below.

Third-Party Websites and Links

Our website may provide links to websites or other online platforms operated by third parties. If you follow links to websites not affiliated with or controlled by us, you should read their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such websites, including whether the information on these websites is accurate, complete, and reliable. Information you provide in wholly or partially public areas, including information you share on third-party social networking platforms, may also be viewed by others using the services and/or those third-party platforms without any limitation on how it can be used by us or third parties. The mere fact that we include such links does not imply that we endorse the content on such platforms, nor their owners or operations, beyond what is expressly clarified in the services.

Data Concerning Children

The services are not intended for use by children, and we do not knowingly collect personal data about children. If a child for whom you are the guardian has provided their personal data to us, you can contact us using the contact details below to request its deletion.

As of the date this privacy policy came into effect, we are not aware of having "shared" or "sold" (as defined by applicable law) personal data regarding individuals under 16 years of age.

Security and Storage of Your Data

Please note that no security measures are perfect or impenetrable, and we cannot guarantee perfect security. Any information you send to us may also be unprotected during transmission. We recommend that you do not use insecure methods to send sensitive or confidential information to us.

How long we retain your personal data depends on various factors, such as whether we need it to manage your account, provide the services, fulfill legal obligations, resolve disputes, or enforce other applicable contracts and policies.

Your Rights

Depending on where you live, you may have some or all of the rights below regarding your personal data. These rights are not absolute and may only apply under certain circumstances, and the law may allow us to deny your request.

  • Right to Access/Know: You may have the right to request access to the personal data we hold about you, including information about how we use and share your data.
  • Right to Deletion: You may have the right to request that we delete the personal data we hold.
  • Right to Correction: You may have the right to request that we correct the personal data we hold if it is inaccurate.
  • Right to Portability: Under certain circumstances and with some exceptions, you may have the right to obtain a copy of the personal data we hold about you and request that we transfer it to a third party.
  • Right to Opt-Out of Sale, Sharing, or Targeted Advertising: You may have the right to instruct us not to "sell" or "share" your personal data or to indicate that your personal data should not be used for purposes considered "targeted advertising," as defined by applicable privacy laws. If you visit our website with the GPC signal enabled (depending on your location), we will automatically interpret this as a request to deny the "sale" or "sharing" of data for the device and browser you use to visit the website.
  • Restrict Processing: You may have the right to request that we no longer process your personal data or restrict our processing of it.
  • Withdraw Consent: Where we rely on consent to process your personal data, you may have the right to withdraw your consent.
  • Appeal: If we deny your request, you may have the right to appeal our decision. You can do this by responding to our denial notice.
  • Manage Communication Preferences: We may send you promotional emails, and you can opt out of receiving such emails by using the unsubscribe feature in all our communications to you. If you opt out of receiving such emails, we may still send you non-promotional messages, such as information about your account or orders.

You can exercise these rights where indicated on our website or by contacting us using the contact details below.

Your status with us is not affected by exercising your rights. We may need to collect information from you to verify your identity, such as your email address or account information, before we provide a substantiated response to your request. Under applicable law, you may appoint a representative to make requests on your behalf to exercise your rights. Before we accept such a request from a representative, they must provide proof that you have authorized them to act on your behalf, and you may also need to personally verify your identity with us. We will respond to your request within the time specified by applicable law.

Complaints

If you have complaints about how we handle your personal data, please contact us using the contact details below. If you are not satisfied with how we have handled your complaint, you may, depending on where you live, have the right to appeal our decision by contacting us using the contact details below. You may also choose to send your complaint to the Swedish Authority for Privacy Protection (IMY). Within the EEA, you can find a list of responsible data protection supervisory authorities here.

International Users

Please note that we may transfer, store, and process your personal data outside the country where you live. Your personal data is also processed by staff and external service providers (third parties) and partners in these countries.

If we transfer your personal data out of Europe, we will rely on recognized transfer mechanisms, such as the European Commission's standard contractual clauses, or equivalent agreements from the relevant competent authority in the UK (depending on what is relevant) unless the data transfer is to a country that has been deemed to ensure an adequate level of protection.

Contact

If you have questions about our privacy practices or this privacy policy, or if you wish to exercise any of your rights, call or email us at +46 31 720 09 00, order@hedlundgruppen.com, or you can contact us at Mölndalsvägen 95, Gothenburg, 412 63, SE.

Regarding applicable data protection legislation, and unless otherwise expressly stated, we are the data controller for your personal data.