Privacy Policy

1. Introduction

Your privacy is important to us. To better protect your privacy, we describe in this privacy policy how Smart Wear (“Smartwear”, “we”, “us”, “our”) as data controller collects, processes and uses the personal data that we collect about our customers etc. in connection with:

• Use of our website
• Buy in the webshop
• Newsletter and marketing
• When you communicate with us

We provide information about all these matters because we are obliged to do so under the General Data Protection Regulation (GDPR). Below you can read about the individual contexts and purposes in which we process your personal data. At the bottom of the section “General information about rights and options for complaints, etc.” you can read about your rights, and you can also see how to contact us.

2. Processing of your personal data

We process personal data for a number of different purposes in different situations. Below you can read more about the different purposes of processing your personal data in the different situations. You can also see what information we process in the different situations, what the legal basis for the processing is, and how long we store your information.

2.1 Your use of the website (cookies, etc.)

When you visit our website, we record information about your visits via cookies, including, for example, information about your IP address, your browser type, time of visit, the websites linked from, the websites visited, the features used, and the content visited. This information may in some cases include personal data.

The purpose of us registering the above information is to be able to offer a secure, stable and customer-friendly user experience on our website as well as to keep statistics on our visitors, and – in certain cases – target marketing based on user behavior.

The legal basis for the processing is Section 3 of the Cookie Order, cf. Article 6(1)(f) of the General Data Protection Regulation (GDPR), as we pursue our legitimate interest in maintaining the functionality and security of the website and Section 4 of the Cookie Order, cf. Article 6(1)(a) of the General Data Protection Regulation (GDPR). You can read more about our use of cookies on our separate Cookies page.

Information in connection with our use of cookies is generally deleted when the cookie is deleted from your device, and thus depends on the specific cookie. You can read more about the different cookies, including their lifespan, as well as the options for deactivation, etc., on our Cookies page:


2.2 Purchase in the webshop

When you purchase a product, we collect a number of information about you, including your name, contact information, account and payment information, and your address. The purpose is that we can register and fulfill your order, as well as deliver the product(s) you have ordered in the webshop. In addition, the information is used to provide support to you and to record the order in our accounting system.

The legal basis for the processing is Article 6(1)(b) of the General Data Protection Regulation, as the processing is carried out in order for us to fulfil the purchase agreement you have entered into with us. Information about you is generally stored for 5 years from the end of the financial year to which the information relates, in accordance with the accounting rules to which we are subject, cf., among others, Chapter 5 of the Danish Accounting Act. Other information that you provide to us in connection with the purchase of goods in our webshop is generally stored for 1 year from the purchase.

2.3 Newsletter and marketing

When you agree to receive newsletters and other marketing materials, we collect your name and email address, and – in some cases – information about which treatments or products you have purchased or are considering purchasing.

The purpose of the processing is to be able to send you relevant newsletters and offers. The legal basis for the processing is Section 10 of the Danish Marketing Practices Act and Article 6(1)(a) of the General Data Protection Regulation, as we only send electronic marketing if you have previously given your consent.

We generally store your information for marketing purposes for 12 months after our last marketing communication, unless you have previously withdrawn your consent.

2.4 When you communicate with us

If you as a potential customer (including in connection with ordering a viewing or similar), supplier, business partner, or other person contacts us (e.g. via email or the contact/registration forms on our website), your inquiry will often contain personal information, such as contact information, your affiliation with a particular company, or other personal information that you may provide to us. In some cases, we may also receive similar personal information about you from third parties, such as your employer or a member of your household.

The purpose of the processing of the information is to be able to handle and respond to general inquiries from you or the company you may represent. The legal basis for the processing is Article 6(1)(f) of the General Data Protection Regulation, as we pursue our legitimate interest in being able to respond to general inquiries, handle the daily administration and the relationship with our business partners and suppliers, and provide customer support.

The personal data we process in connection with our general communication with you (such as inquiries via e-mail) is generally deleted no later than 12 months after the end of the financial year in which your most recent inquiry was completed/processed. Information about contact persons at our business partners and suppliers is generally deleted no later than 12 months after the cooperation relationship has ended. Information that is included in our accounting material (e.g. invoices) is, however, generally stored for 5 years from the end of the financial year to which the information relates, in accordance with the accounting rules to which we are subject, cf., among others, the Danish Accounting Act, Chapter 5.

3. Recipients of your personal data

We do not sell your personal data to other companies for marketing purposes. However, your personal data is disclosed in certain cases, including in the following situations: We do not sell your personal data to other companies for marketing purposes. However, your personal data is disclosed in certain cases, including in the following situations:

• To authorities when required by law, or in response to regulations, legal processes or statutory requests by public institutions. We do this, for example, with regard to personal data that is included in our accounting records, which are disclosed to relevant authorities, including SKAT.
• To our third-party providers. For example, we pass on information about your use of our website to third-party providers if you have consented to our use of third-party cookies on the website. In addition, we pass on certain personal data to payment service and logistics companies when you purchase goods on our webshop and to our data processors, who, among other things, host, develop and provide support for our IT systems.

4. Transfer of your personal data to third countries

We do not transfer your personal data to recipients located in countries outside the EU/EEA.

5. Rights and possibility of complaint, etc.

5.1 Your rights

You have specific rights that help you control your personal data, and we want to make it easy for you to exercise these rights. If you would like to exercise your rights, please contact us. You can find our contact details at the bottom of the page.

• Right of access: You have the right to access the information we process about you, as well as a number of additional information. If you ask us, we will confirm whether we are processing your personal data, and if we do, we will provide you with a copy of this if you wish.
• Right to rectification: If your personal data is incorrect, inaccurate or incomplete, you have the right to have the information corrected.
• Right to erasure: In special cases, you have the right to have information about you deleted before the time of our regular general deletion occurs.
• Right to restriction of processing: In certain cases, you have the right to have the processing of your personal data restricted. If you have the right to have the processing restricted, we may in future only process information – with the exception of storage – with your consent, or for the establishment, exercise or defence of legal claims, or to protect a person or important public interests.
• In certain cases, you have the right to object to our otherwise lawful processing of your personal data.
• Right to transmit information (data portability): In certain cases, you have the right to receive your personal data in a structured, commonly used and machine-readable format and to have this personal data transferred from one data controller to another without hindrance.
• The right to withdraw consent (marketing notification): If you no longer wish to receive news or offers from us, you can withdraw your consent by unsubscribing from marketing in the individual emails you receive. You can also contact us directly using the information provided at the bottom of the page. If you withdraw your consent, it does not affect the lawfulness of our processing until the withdrawal. Your withdrawal of consent therefore only has effect for the future.

5.2 Complaint to the Danish Data Protection Agency

If you are not satisfied with our response, you have the option to complain to the Danish Data Protection Agency. In general, if you are dissatisfied with the way your personal data has been processed, you can complain to the Danish Data Protection Agency, which will then investigate the matter and make a decision. You can find the Danish Data Protection Agency’s contact information at  www.datatilsynet.dk . You can read more about your rights in the Danish Data Protection Agency’s guidance on the rights of data subjects, which you can also find at  www.datatilsynet.dk .

NB! You can write to the Danish Data Protection Agency via Digital Post on Borger.dk, where your request is sent securely (encrypted). We recommend that you use Digital Post if your request contains confidential or sensitive personal information.

6. Updates to the Privacy Policy

We will regularly update this Privacy Policy to reflect new or changed requirements or recommendations.

7. Contact information

If you have any questions about our privacy policy, you can contact our customer service. This also applies if you wish to exercise your rights described above. You can also send a letter to:

Smart Wear & Groceries
Taastrup Hovedgade 52, 2630 Taastrup

To protect your personal information, we may in some cases ask you to confirm your identity before we can comply with your request. It would therefore be practical if you contact us via email and include a reference to a possible order number or similar in your inquiry.