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Privacy Policy

Privacy Policy

Björn Borg respects your privacy! We work to ensure that your privacy is protected when using our services. In this privacy policy, we explain to you:

  • What personal data is.
  • How we collect personal data about you.
  • What personal data we collect, why we collect it, what we do with it and how long we keep it.
  • How we share the information.
  • How long we keep the information, and how we protect it whilst we have it.
  • What rights you have to control your information.
  • How you can get in contact with us.

Björn Borg Retail AB, company org. no 556577-4410, is the controller of personal data collected from consumers in accordance with this privacy policy and is responsible for ensuring that such personal data is processed in accordance with applicable laws.

What is personal data?

When we use the term personal data in this privacy policy, we mean information that we, alone or together with other information we have, can connect to you. For example, email address, name, order information, user behavior are all personal data relating to an individual to the extent such information can be related to the relevant individual.

How do we collect personal data about you?

Björn Borg collects personal data about you when such data is provided by you, e.g. in connection with your purchase of our products, when you sign up for and use our loyalty program (either online or in one of our Björn Borg stores), when you sign up for our newsletter, when you use our feedback forms on site and when you communicate with our customer service team. Information you provide to us is e.g. information about your identity, address, telephone number, email address.

We also collect personal data about you when such data is generated by your use of our services. Information we collect this way is e.g. information about products in shopping cart, place of purchase, IP address, user history and browser settings. Personal data can be generated from cookies that we place on your computer. For further information about cookies, please see our cookie policy.

When you make a purchase on our website, we will obtain information about you from our third party payment provider. Please note that the third party payment provider also will process your personal data for its own purposes. For such purposes, our third party payment provider is responsible for the processing activities, and we advise you to review their privacy policy.

What personal data we collect, why we collect it, what we do with it and how long we keep it

We collect and use personal data about you for various purposes. Below we have summarised, for each relevant purpose for which we collect your personal data, the following:

  • The relevant purpose for collecting and processing your personal data (Purpose)
  • What personal data we collect about you for the relevant purpose (Personal data)
  • How we use the personal data (Use)
  • The legal ground we have for collecting the personal data from you (Legal ground)
  • How long we will keep your personal data for the relevant purpose (Erasure)

Please note that we have separated the summary below between (i) Björn Borg customers and visitors at our site, and (ii) loyalty program members of Björn Borg. Please also note that the same information can be processed for several different purposes.

Björn Borg customers and visitors at Björn Borg

Personal data: Identity (first name and second name), delivery address/billing address, telephone number, email address, the products you have ordered.
Use: Name and address is used to deliver the ordered products to the recipient and email and telephone number is used to contact the customer with information regarding their order. This information is also used to handle returns and complaints from customers.
Legal ground: Fulfilment of purchasing agreement.
Erasure: This information will be erased 3 years post order date. This is in accordance with applicable laws regarding product complaints.
Personal data: Identity (first name and second name), delivery address/billing address, the products you have ordered, confirmation that you are above a certain age, correspondence (incl. images), Björn Borg account details (only loyalty members).
Use: We will use the personal data to comply with legal requirements (e.g. accounting law, product liability, consumer protection laws), court decisions or decisions by authorities.
Legal ground: To be compliant with laws.
Erasure: We have a legal obligation to keep your information for accounting purposes for seven years. We also have a legal obligation to give you a right to return products to us if you have a valid complaint, during a period of three years after your purchase. Erasure of other personal data described for this purpose will be made according to the erasure routines specified for such personal data under the other purposes described in this policy.
Personal data: Category 1:
The following personal data is commonly provided by customers or provided upon request from Customer Service:

Your name, email address and contact details, order details, purchase amount, purchase history, place of purchase, invoice, Björn Borg account details (if you are a loyalty member), payment method, our correspondence with you, technical data about devices and operating system used.

Category 2:
The following personal data is provided by customers only at the customers’ own initiative:

ID, bank account details, work place, phone number, health data (such as allergy reactions or other health data that you provide us with), pictures attached by you, social status if mentioned by you in our dialogue.
Use: The personal data is used for communication and answering customer service questions (through telephone, chat, email or social media channels), investigation of complaints and/or deliveries or other support (e.g. in relation to your order, product inquiry or collaborations of any kind etc.).
Legal ground: We have a legitimate ground to provide you with the best customer service possible.
Erasure Category 1: We will erase our correspondence with you and the information therein after 3 years or upon your request.

Category 2: Sensitive data sent by you is erased immediately when the case has been solved.
Personal data: Email address, country, mobile number, order history.
Use: We use your email address or phone number to send you information about our promotional offers and services by email or text message. You are able to opt out any time.
Legal ground: The personal data is processed by us for the legitimate interest we have to provide our customers with information about our offers and services.
Erasure Your information will be deleted, and your subscription will be terminated, if you are inactive during a period of eighteen months.
Personal data: Name, age, contact details (e.g. email and telephone number), information provided in competitions, information provided in connection with evaluation of competitions.
Use: Communication before or after participation in the competition or event. Identification and age control. For electing a winner and to distribute the relevant benefit or price.
Legal ground: The personal data is required for the legitimate interest we have to administrate your participation in connection with competitions or events.
Erasure We are keeping your personal data only during the competition (including a possible evaluation of the competition).
Personal data: Video recordings from surveillance cameras in stores, purchase- and user generated data (clicks and user history), information about how our digital services are used.
Use: We use the personal data to prevent and invest fraud or other unlawful acts, prevention of trash mails, phishing, harassments, unlawful use of Björn Borg accounts, or other acts that are unlawful according to law or our terms for use of our services.
Legal ground: The legal ground for processing the data for this purpose is law or fulfilment of contract, as applicable. We also have a legitimate interest in processing this personal data for preventing that a service is misused or to prevent and investigate crimes towards Björn Borg.
Erasure Video recordings will be kept for a limited period, maximum two months. Erasure of other personal data described for this purpose will be made according to the erasure routines specified for such personal data under the other purposes described in this policy.
Personal data: Past purchases and user-generated data (e.g. clicks, time spent, categories visited etc.). geographic location (country only), correspondence and feedback relating to our products and services, technical data (e.g. language, IP-address, device type, browser settings, time zone, operating system, platform), information about how you have interacted with us, i.e. how you have used our services, response times, page errors, how you reach and how you leave the site etc.
Use: We use the personal data on an individual and aggregated level to continuously offer a more user-friendly experience (e.g. changes to the user interface or new functions, simplify the online shopping experience for all visitors, clarify and simplify all communication with customers, evaluate and improve our logistic processes to offer a better and quicker shopping experience, collect information from our customers to develop and improve our products and assortment (e.g. make the quality or fit better or develop new products), improve the quality and speed of response for all visitors contacting customer service and continuously improve our IT systems and the overall security for the company and all visitors and customers, improve sustainability, to plan selling channels (such as whether to open new stores or closing stores), to be able to plan for customer service availability.

When we use personal data on an individual level, it will always be personal data that you have chosen to provide to us, such as in feedback provided by you.
Legal ground: The processing of the personal data stated above is necessary for our and our customers’ legitimate interest in evaluating, developing and improving our services, products, systems and communication.
Erasure The personal data will be deleted or anonymized no later than three years after the collection of the information.

Björn Borg loyalty program members

Personal data: Name, contact details (e.g. address, email, telephone), order history (including place of purchase), username, password.
Use: We use the personal data to create a Björn Borg account, give you a possibility to see your order history and management of your account.
Legal ground: Fulfilment of the agreement regarding membership in the Björn Borg loyalty program.
Erasure The personal data will be deleted when the membership is terminated, unless such data is kept for any other purpose which has been explained to you in this policy.
Personal data: Name, membership level, points earned, points spent, spendable points, contact details (e.g. address, email, telephone number), order history, activities performed by you under the loyalty program, social media accounts, data from third party applications regarding your activities (such as Runkeeper and Fitbit).
Use: We use the personal data for the registration and calculation of your points based on your purchases and activities, communication with you, collected bonus vouchers, and points given for different activities.
Legal ground: Fulfilment of the agreement regarding membership in the Björn Borg loyalty program.
Erasure Unused points will be deleted 24 months after they were earned. Loyalty activities will be deleted three years after the activities have been performed by you. Your personal data will also be erased upon termination of your loyalty program membership, unless such data is kept for any other purpose which has been explained to you in this policy.
Personal data: Membership level, points earned, points spent, spendable points, contact details (e.g. address, email, telephone number), birthdate, purchase and user generated data, customer preferences regarding products and services, order history.
Use: We use the personal data for:

Creation of personal offers and general membership offers, customised news, product recommendations, inspiration, benefits connected to your level, invitations to events.

Analyses of the information, such as order history, age, gender, residence, preferences (such as product and communication channels), results from customer satisfaction or market investigations. The information we collect is used for analyses on an individual basis that can result in segmentation (you may be included in a certain customer segment), or create a unique profile.
Legal ground: Fulfilment of the agreement regarding membership in the Björn Borg loyalty program.
Erasure Unused points will be deleted 24 months after they were earned. Loyalty activities will be deleted three years after the activities have been performed by you. Your personal data will also be erased upon termination of your loyalty program membership, unless such data is kept for any other purpose which has been explained to you in this policy.
Personal data: Name, membership level, birthdate, gender, purchase and user generated data, customer preferences regarding communication channels, contact details (e.g. address, email, telephone number), order history.
Use: We use the information:

To create a personal content for you, e.g. through product recommendations and presentation of your specific benefits and offers.

If you have abandoned your cart, the products in the cart is saved for your next visit within 60 days.

To provide you with personal communication based on your loyalty behavior. The information we collect is used for analyses on an individual basis that can result in segmentation (you may be included in a certain customer segment), or create a unique profile.
Legal ground: Fulfilment of the agreement regarding membership in the Björn Borg loyalty program.
Erasure The personal data will be deleted when the membership is terminated, unless such data is kept for any other purpose which has been explained to you in this policy.

How do we share your personal data?

We have chosen to cooperate with a number of third parties (processors) who are experts in their particular fields. We share your personal data with these third parties only to the extent it is necessary in order for us to provide our products and services to you.

We share your information within the Björn Borg Group when required for our business to function. Different group companies provide different services to other group companies, and we will therefore need to disclose your information to any of our group of companies as necessary, in order to operate Björn Borg and to provide you with our products and services. All Björn Borg group companies are subject to the requirements set out in this notice.

We also share your information with our core service providers when required for our business to function: We rely on a number of external companies to provide us with key services, products and applications in order to be able to provide products and services. These include:

(a) Companies who help us pick and pack orders and make deliveries,

(b) IT services, such as IT systems, hosting, support and maintenance,

(c) Payment provider,

(d) Auditors,

(e) Marketing (e.g. traffic driving services).

When we share your personal data in accordance with the above, we only share the data for the purpose which have been explained to you above. We make sure that all our third party processors give sufficient guarantees as to the security and confidentiality of your personal data. We will always have written agreements with the third party processors.

We do also share your information with other controllers of personal data. Such other controllers are authorities (police, tax authority or other authorities) if we are obliged to share information according to law or suspected criminal activities, payment providers and transport companies. When your information is shared with these controllers, those controllers will be responsible for your personal data and we refer to them regarding the handling of such personal data.

Where do we store your personal data?

The data that we collect from you is stored within the European Economic Area (“EEA”) but may also be transferred to and processed in a country outside of the EEA. Any such transfer of your personal data will be carried out in compliance with applicable laws.

For transfers outside the EEA, Björn Borg will use Standard Contractual Clauses and Shields as safeguards for countries without adequacy decisions from the European Commission.

How long do we keep your personal data?

We do not keep your personal data for a longer period than is necessary for the fulfilment of the purpose which have been described to you above. The relevant retention periods are specified under each purpose above.

Your Rights

You have a lot of rights relating to your personal data:

You have the right to be informed about certain details on the processing of your data (like this notice!).

You have the right to receive a copy of the personal data we process about you. You can receive this data by reaching out to us.

You have the right to correct the personal data we process about you if you see that it is inaccurate (note that you also can make corrections directly through your account).

You have the right to withdraw your consent, so if we have asked for your consent to process personal data for a certain purpose, you may withdraw such consent.

You have the right to erasure if:

  • the personal data is no longer necessary for the purposes it was collected for;
  • your particular situation gives you the right to object to processing on grounds of legitimate interest (see more below);
  • processing the personal data has been unlawful; or
  • there is a legal obligation under EU or Swedish law for us to erase the data.

You have the right to request us to restrict the processing of your data if:

  • the personal data we have about you is inaccurate;
  • the processing is unlawful and you ask us to restrict the use of the personal data instead of erasing it;
  • we no longer need the personal data for the purposes of the processing, but if we still need it for the establishment, exercise or defense of legal claims; or
  • you have objected to the processing claiming that the legal basis of legitimate interest is invalid and are waiting for the verification of this claim.

You have the right to object to the processing of your data if:

  • you can show that your interests, rights and freedoms regarding the personal data outweigh our interest to process your personal data; or
  • we process your personal data for direct marketing purposes.

Please note that the same personal data about you may be used for more than one purposes, so if you object to the use of some information for a certain purpose, the same information may still be used for another purpose which we have explained to you above.

You have the right to data portability:

  • for personal data that you provided to us; and
  • if the legal basis for the processing of the personal data is the fulfilment of contract or consent.

We will send a copy of your data in a commonly used and machine-readable format to you.

If you want to exercise your rights, send us an email at dataprotection@bjornborg.com.

Changes to how we protect your privacy

We may change this page and our privacy policy from time to time, to reflect how we are processing your data.

If we make significant changes, we will make that clear on the Björn Borg's website, or by some other means of contact such as email, so that you are able to review the changes.

How to contact us

We always want to hear from our customers (especially if you feel we’ve let you down or could do better).

If you:

  • Have any questions or feedback about this notice
  • Want to exercise any of your rights as set out above, or have a complaint

please don’t hesitate to contact us. You can contact our privacy team by dropping us a line at dataprotection@bjornborg.com or else through Customer Service via the Björn Borg website. Or if you’d like to, you can write to us at:

Björn Borg Retail AB
Tulegatan 11
SE-113 53 Stockholm, Sweden

If you are unhappy with the way we process your personal data you can always lodge a complaint with the Swedish data protection authorities at datainspektionen@datainspektionen.se.

Updated: 22 May 2018