Cookie Policy

About Cookies


Cookies are small text files that are stored on your computer and that can be used to track what visitors do on the site.

There are two types of cookies; persistent cookies and session cookies. This website uses both types of cookies. Persistent cookies are stored as a file on your computer for a certain time until they are deleted by the visitor to the website or the server that sent them. Session cookies are stored temporarily while the visitor is browsing on a webpage and disappear when the visitor closes its web browser.

Cookies are either first party cookies or third party cookies. First party cookies are placed by the website you visit, while third party cookies are placed by another party/website than the website you are visiting. Third party cookies are for example often used by advertising networks to identify a particular user and to use information about how that user has consumed content on the various websites in order to provide (personalized) marketing on various websites in the network.


Björn Borg AB ("Björn Borg", "we", "us") and our partners use cookies and similar technologies, such as pixels and web beacons, ("cookies") for the website to work correctly, to optimise the website’s functions and to improve your user experience. Cookies are also used to individualise future visits, e.g. by remembering your user preferences, to collect statistics and to send customised marketing to you on our own and on third parties' websites and social medias.

The table below includes detailed information on the cookies used by us.

Purpose and collected data

These cookies are essential in order to enable you to move around the website and use its features, such as accessing secure areas of the website. Without these cookies services you have asked for, like shopping baskets or e-billing, cannot be provided.


Zopim (first party). Zopim is a live chat tool being used to help users by connecting them with customer service. This cookie expires after one year.

Klarna (third party). Klarna is a payment provider. These cookies are used to save settings related to payment. These cookies expire after three years.

Purpose and collected data

These cookies allow us to remember choices you make (such as your username, language or the region you are in) and provide enhanced, more personal features. These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites.


AddThis (third party). AddThis sharing buttons and platform are used to allow for you as a user to share content through email, social networking websites, blogs etc. If you send an email using an AddThis-button, AddThis Inc will use your email address, the email address of the person (or people) to whom you are sending the content, and the content in the accompanying message (if you chose to write one). AddThis’s possibility to use and share information collected by AddThis about your visits to our website is restricted by the AddThis Terms of Service, see here and the AddThis Privacy Policy, see here.

Magneto (first party). These cookies are used to enhance the shopping experience, caching and to remember user settings on the website. All cookies from Magneto expire when the window is closed. Share this (first party).

ShareThis is a widget that lets users share content through social media and related channels. This cookie is used to facilitate sharing. This cookie expires after ten months.

Purpose and collected data

Performance cookies collect information and statistics on how visitors use our webpage and they help us improve the websites functionality. We are for instance able to count visits and traffic sources in order to measure and improve our website's functionality. We can see which parts of the site are most and least popular and how visitors move around the website. All data collected by these cookies are anonymised. If you do not consent to these types of cookies, we will not be able to see when you have visited the website and we will not be able to compile information and statistics related to its use and functionality.


  • Analytics (third party). Google Analytics is used to collect information about the use of the website. Google Analytics collects information such as how often users visit the website and what other websites they used prior to visiting our website. We use the information to improve the website’s technical performance, to optimise the performance of the website’s features, to improve your experience of the website, to better tailor the website to your interests and needs and to make the website easier to use. Google Analytics collects the IP address assigned to you on the date you visit the website. Google’s possibility to use and share information collected by Google Analytics about your visits to our website is restricted by the Google Analytics Terms of Service, see here and the Google Privacy Policy, see here. This cookie expires after one day.

  • Tag Manager (third party). This cookie is used for deduplication purposes in order to attribute a sale to the last click source. This cookie expires after one month.

New Relic (third party). New Relic is a server and website monitoring software. This is used for website availability purposes. This cookie expires when the window is closed.

Post Affiliate Pro (first party). Post Affiliate Pro is an Affiliate Tracking software. This cookie is used to attribute sales commission to publishers that facilitate a purchase. This cookie expires after one year.

Hotjar (first party). Hotjar is used to aggregate user experience information to optimise the website. This cookie is used to evaluate whether a visit is included in the sampling. You can choose to block the Hotjar cookies here. This cookie expires when the window is closed.

Purpose and collected data

These cookies are used to deliver adverts more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of the advertising campaign. They are usually placed by advertising networks with the website operator’s (i.e. our) permission. They remember that you have visited a website and this information is shared with other organisations such as advertisers.


Google AdSense (first party) is used for sending direct and customised marketing to visitors and to measure conversions. You can read more about Google's advertising cookies here and you can change your advertising settings to turn-off customised marketing here. This cookie expires after 90 days.

Facebook Pixel (third party) is used to analyse the effectiveness of advertising, to create customised audiences and to optimise advertising. Read more in Facebook's data policy to users here. You can also choose not to receive customised marketing on Facebook by changing your advertising settings when signed into your Facebook account.

CJ (first party). CJ is a marketing affiliate network. This cookie is used to attribute sales commission to publishers that facilitate a purchase. This cookie expires after one month.

Socital (third party). Socital is a marketing related software for on-site recommendations. It is used to keep track of and personalise on-page offers. These cookies expire after 1 year.

Yotpo (third party). Yotpo is a commerce marketing cloud. The Youpo pixel is used for customer reviews, visual marketing, loyalty and referrals. This cookie expires after one year.

Flowbox (first party). Flowbox is a marketing software that analyses the impact of User Generated Content related to a brand across the web. This cookie expires after one month.


Everyone who visits a website with cookies shall be given information that the website contains cookies and how such cookies are used. The visitor must also consent to the use of cookies. You consent to use of cookies in the cookie-tool presented to you the first time you visit our website.


If you do not want cookies to be stored on your device, you can adjust the setting of your web browser to reject the setting of all or some cookies and to alert you when a cookie is placed on your device. For further information about how to do so, please refer to your browser ‘help’ / ‘tool’ or ‘edit’ section or see www.allaboutcookies.org. Please note that if you use your browser settings to block all cookies (including strictly necessary cookies) you may not be able to access or use all or parts or functionalities of our websites.

If you want to remove previously-stored cookies, you can manually delete the cookies at any time. However, this will not prevent the website from placing further cookies on your device unless and until you adjust your web browser setting as described above.


Some of the cookies used by us collect personal data, i.e. information that may be used to identify you as individual. For personal data collected and processed by us, Björn Borg is data controller. For more information about how we process your personal data and for information about your rights under the data protection legislation, see our privacy policy.

Updated: October 2020