Last updated October 22, 2025
Gudrun Sjödén Sverige AB (556193-8233) is responsible for the personal data you submit to us (when you register or shop in a store, online, or by phone, fax, mail, and for complaints). Accordingly, you are also permitting us to store and use this information to carry out our commitments to you, for direct marketing purposes, for development of our products and services, and to provide you with the best possible service. Your information will not be given to another party for marketing purposes outside of Gudrun Sjödén.
Data protection and transfer to third parties and third countries
The personal data used by GSAB and our system providers, so-called data processors, is protected and handled in accordance with the applicable data protection legislation. In the rare cases in which we may share your personal data with processors in so-called Third countries (outside the EU), the transfer is protected by standard contractual clauses in combination with additional security measures (encryption, pseudonymization). When applicable, we use the agreement between the EU and US in the so-called “Data Privacy Framework”. According to the General Data Protection Regulation you are entitled to know what information we have registered about you. If you would like to modify this information (for example, if you feel it is incorrect, incomplete or irrelevant), it is easiest to do so by logging in to “My pages” on our website, or by contacting our customer service. Here, you can also change or stop subscribing to our marketing mailings. Do you want to be removed from our database? Please contact our customer service and we will help you. You can reach us at order@gudrunsjoden.com.
We store your information as long as you are an active customer with us. For more information, read below.
Privacy terms when shopping in our webshop
In order for us to carry out your purchase, we process information such as your name, address, email address, phone number, payment information, payment history and order information. If you choose to pay via invoice, we also handle your personal identity number. We use your information to process your order and any returns, to send your delivery status, handle payments, and to provide you with the best possible service when you contact us. We store your information as long as you are an active customer and as long as you have the right to submit a complaint, which is 36 months after your last purchase. Processing your personal information is necessary for Gudrun Sjödén to be able to provide services and deliver your order. The legal basis is “Performance of a contract” and “Legitimate interest”.
Privacy terms for marketing
We use your personal information to send you marketing offers, informational surveys and invitations via email, text message, phone call and letter. To be able to do this, we process your name, email address, phone number and your address. To get to know you and be able to offer you information about products we think you will like, we also handle information about what items you have bought or shown interest in. We also collect information about your interactions with our newsletters, such as opens and clicks, as well as how you move around our website and which products you show interest in. This is used to better direct offers that are relevant to you. Processing your personal information is based on your consent when you agree to receive marketing. The exception is direct marketing via mail, including catalogs, which are sent to you based on our legitimate interest (after a balancing of interests).
Use of pseudonymized email addresses
To improve our services and your experience of our webshop, we use pseudonymized email addresses. This means that your email address is turned into a pseudonym (a code) that cannot be traced back to you without additional information. This processing of your data helps us to analyze and optimize our marketing and to better understand the needs and preferences of our customers. We ensure that all processing of your personal data is carried out in accordance with the applicable data protection legislation, including GDPR. Your rights are fully respected and you have the right to withdraw your consent to the use of pseudonymized email addresses at any time via “My Pages.” Upon the withdrawal of your consent, we will immediately cease to process your pseudonymized email addresses. If you have any questions about how we handle your personal data, please contact us at order@gudrunsjoden.com.
Privacy terms for My pages
To give you the easiest possible access to and the ability to manage your personal information, such as contact information, order history, details of your orders and subscriptions, we process your personal information. To be able to carry this out, we process information that you choose to share with us, such as your name, phone number, address, email address, order history and customer number. Processing of your personal information is based on Gudrun Sjödén’s legitimate interest (after a balancing of interests).
Privacy terms for membership in the Gudrun Sjödén Club
For you to take advantage of what we offer in our club, we process your personal data to give you access to our member offers, bonuses, gifts, and invitations to events and contests. To be able to do this, we process information such as your name, address, email address, phone number, customer number and order history. We store your information as long as you are an active customer with us, which is 10 years after your last purchase. At any time, you can log in to “My pages” or call customer service to manage your subscriptions. Processing your personal information is necessary for providing Gudrun Sjödén’s club service. The legal basis for processing is “Performance of a contract” and “Consent” for profiling.
When you are a member of the Gudrun Sjödén Club
In order for us to be able to create and administer your membership in the Gudrun Sjödén Club, we must process your personal data. Without this information, we cannot establish or manage your membership. Therefore, if you choose not to provide your personal information, you cannot be a member of the club. Based on your member profile, we may market our products to you in different digital channels. If you do not wish to receive marketing from us, you always have the right to opt out. Read more about your rights in the section on marketing. To be able to create and administer your membership and your member pages, we process information such as name, address, email address, cell phone number, member number, personal identity number, user name, password and the settings and choices you make in your member profile. This processing includes confirming your identity and age, creating a login for My Pages, maintaining accurate and updated information, and providing a quick and easy way to create a membership. Processing of your personal data is carried out on the legal basis of Performance of a contract, as this is necessary for creating and administering your membership in accordance with our membership terms. Your information is processed as long as you are a member with us. If your membership has been inactive for 10 years, i.e. if you have not registered a member purchase during this period, your membership and the associated information will be deleted, provided that you have no outstanding debts to us. In order to administer your bonus points, we process personal data such as name, contact information, purchase and order history, as well as in some cases your personal identity number or date of birth. Processing is done so that you can register purchases eligible for bonus points, use bonus point payments, be identified as a member when making a purchase, obtain information about your current bonus point balance, and be able to be offered cardless membership in our stores. This processing is necessary for us to be able to fulfil our contract with you in accordance with our membership terms. With processing related to cardless membership, we base the processing of personal identity numbers on our legitimate interest in being able to identify you as a member and offer a smooth membership experience, so that you do not miss out on purchases that are eligible for bonus points. The points you earn are saved for 24 months or until your membership is terminated. In order for you to be able to see and follow your current and previous purchases, we also process information about your purchase and order history. This processing is carried out based on Performance of a contract, as it is necessary for administering your member pages in accordance with the membership terms. The information is processed for 36 months from when the purchase was made.
Privacy terms for newsletter
When you choose to subscribe to our newsletter, we process your personal data in order to be able to send you inspiration, information and relevant offers. To administer your subscription, we collect and process your name and your email address. Processing of your personal data is based on your consent, which you give when you register as a subscriber. You may withdraw your consent at any time by unsubscribing via the link included in every newsletter or by contacting our customer service. We save your information for as long as you are subscribed to our newsletter. If you have been inactive for 36 months, i.e. if you have not opened or interacted with our mailings during this period, your personal data will automatically be deleted. Upon unsubscribing, we immediately stop sending you newsletters and your personal data will be deleted within a reasonable time.
Privacy terms for customer service
In order for us to provide you with the best service when you need answers to questions about our products, technical support or advice via email, our chat function, phone or our social media platforms, we must handle your information such as contact information (name, address and phone number), birthday, payment information and payment history, credit information, order information, account or customer number and any previous correspondence. We keep your data from phone calls for 90 days, from conversations via email for 24 months, and other data about you is saved for 36 months after your last purchase. Processing of your personal information is based on Gudrun Sjödén’s legitimate interest (after a balancing of interests).
Rights of data subject
When we process your personal data, you have certain rights. Below is a review of what these rights are, what they entail and how you exercise them.
Your right of access
We aim to be transparent about how we process your data. If you want insight into the processing of personal data that we carry out in relation to you, you have the right to request access to your information. If we receive a request for access, we may ask for additional information to ensure that we are giving the data to the correct person.
Your right to rectification
Do we not have your latest information, or are we processing incorrect information about you? Then you can request the rectification of your personal data. For example, if you have a user account with us, then you can update your information yourself and see the history of your latest orders.
Your right to erasure and restriction
You have the right to request that your personal data are erased or restricted, for example if you feel that your personal data are being processed in violation of applicable legislation.
Your right to object to our processing
You have the right to object to our processing (for example, processing based on our legitimate interests), including the right to object to direct marketing and automated decision-making. Your personal data may not be processed for direct marketing if you object to such processing. If you object to our direct marketing, we will stop all forms of mailings sent to you. If you still want to receive mailings in certain channels, you do not need to object to all forms of marketing. In these cases, you may choose to only receive offers from us in the channels that you choose yourself, for example via email, but not text message. You have the right to object to a decision made through automated processing when it has legal effects or significantly affects you in some similar way. This does not apply for example if the decision is necessary for entering into or performance of a contract with you (such as credit applications). You also have the right to lodge a complaint with the Swedish Authority for Privacy Protection. More information can be found at imy.se.
Your right to withdraw your consent
Have you given consent to processing that we carry out? If so, you have the right to withdraw it at any time. When you withdraw your consent, we will not collect new information about you for the purpose to which your consent pertained, but we still have the right to process the information that we collected about you before you withdrew your consent. If there is no other legal basis that requires us to save the information, we will erase it.
Your right to data portability
For processing that we carry out based on our contract with you or if you consented to a certain processing, you may request to have the information that you have provided transferred to another data controller (so-called data porting). Your right to lodge complaints with the supervisory authority If you feel that we are processing your personal data incorrectly, you also have the right to lodge your complaint with the Swedish Authority for Privacy Protection.
How do I exercise my rights?
If you want to exercise one of your rights, you are welcome to contact our customer service. You can reach us at order@gudrunsjoden.com.
Privacy terms for contests
When you enter contests, we process your information in order to contact you with information about the contest, to contact the winners and to send and follow up on prizes. To be able to do this, we process your contact information (name, address and phone number), any email address and information that is submitted for the contest. We save this information until the contest is closed and the winners have been contacted. Processing your personal information is based on your consent when you choose to enter a contest. #yesgudrun
Gudrun Sjödén wants to see products in real life on social media and we may ask you to share images that you post on Instagram or Facebook on our channels. These channels are primarily Gudrun Sjödén websites (gudrunsjoden.com), but may also include Gudrun Sjödén newsletter, Gudrun Sjödén Facebook, Gudrun Sjödén Instagram and other Gudrun Sjödén channels. By answering with #yesgudrun on an image after a request from Gudrun Sjödén on Instagram or Facebook, hereafter referred to as “the image(s)”, you agree to grant Gudrun Sjoden Group AB (Gudrun Sjödén Design & Produktion AB, Gudrun Sjoden AS, Gudrun Sjoden ApS, Gudrun Sjoden OY, Gudrun Sjoeden GmbH, Gudrun Sjoden HK Ltd, Gudrun Sjödén Sverige AB, Gudrun Sjoden UK Ltd, Gudrun Sjoden US Inc, Gudrun BV, Gudrun Sjoden FRA S.A), a Swedish company with CRN 556438-3148 (hereafter referred to as Gudrun Sjödén), a non-exclusive, royalty-free, worldwide license to use, at its own discretion and without any obligations to you, your images and photographs where you can be identified, including inter alia the right to reproduce, distribute, modify and edit your photographs for the purposes of marketing and/or advertising, in accordance with the Swedish Act on Names and Pictures in Advertising (Sw: Lag om namn och bild i reklam) (1978:800). You acknowledge and guarantee that you own or have the rights to use the submitted material and that you have obtained the permission of those people who appear in the photographs. Furthermore, you warrant that you are a private individual (i.e. not a business), that you are at least 18 years old or have your parents’ consent, and that Gudrun Sjödén’s use of your images does not infringe any third party right or violate any law. You hereby release Gudrun Sjödén from any obligation to pay for the use of your images, and you further agree to indemnify and hold Gudrun Sjödén, and any persons acting on behalf of Gudrun Sjödén, harmless from any and all claims (including from third parties) and liabilities, of any nature, arising out of or relating to the above described use of the images. These terms and conditions shall be governed by and construed in accordance with Swedish law, and an appropriate court in Stockholm shall have sole jurisdiction over any dispute arising in relation to these terms and conditions. You can always contact us if you have any questions about our services or data protection: order@gudrunsjoden.com.
If you wish to withdraw your consent to share your images with Gudrun Sjödén, please contact us by clicking on the “i” symbol in the bottom left-hand corner of the shared image published on our website. This symbol takes you to a form where you can request to withdraw your consent.
Privacy terms for cookies and our webshop
Cookie settings
Cookies
When you visit a website, it can store or collect information in your web browser, primarily in the form of cookies. This information may be about you, your language preferences, or your device and is mainly used in order for the website to function as you expect. We collect information about how visitors interact with our website. This may include clicks, scrolls, pages and products viewed, mouse movements, session time, device, browser, operating system, IP address and geographic location. In some cases, we use this data to analyze behavior patterns, conduct A/B tests, and personalize content for you. This information is used to improve the functionality of the website, analyze user behavior, and optimize marketing. This processing only takes place if you have consented to the use of performance and targeting cookies in our cookie notice, and the data are saved for 13 months. The information does not usually identify you directly, but can provide a more personalized website experience. Because we respect your right to privacy, you may choose not to allow some types of cookies. However, blocking certain types of cookies can impact your experience of the website and the services that we can offer. You can withdraw your consent or change the settings at any time via our cookie notice at the bottom of the page.
Strictly necessary
These cookies are necessary for the website to function and cannot be disabled in our systems. They are usually only set in response to actions you have taken that constitute a request for services, for example setting your personal preferences, logging in, or filling in a form. You can set your browser to block or warn you about these cookies, but in that case, some parts of the website will not work. These cookies do not store any personally identifiable information.
Functional cookies
These cookies make it possible for the website to provide improved functionality and customization. They can be set by us or by a third-party supplier whose services we have added to our sites. If you do not allow these cookies, some or all of these services may not work properly.
Performance cookies
These cookies allow us to count visits and traffic sources so that we can measure and improve the performance of our website. They help us know what pages are most and least popular and see how visitors move around the website. All information that these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our website.
Targeting cookies
These cookies are set on our website by our advertising partners. They can be used by these companies to create a profile of your interests and show you relevant advertisements on other websites. They do not store directly personal information, but are based on unique identification of your browser and internet device. If you do not allow these cookies, you will experience less targeted advertisements.
Encryption
In our webshop, we safeguard your information using encryption. SSL stands for Secure Sockets Layer and is a feature that encrypts all information sent between buyer and seller.
Links
Here on www.gudrunsjoden.com there may be links to other websites. Gudrun Sjödén Sverige och Produktion AB takes no responsibility for the privacy protection or content of these sites.
Copyright
All content on this website is protected by the Copyright Act.
Personal data controller– Gudrun Sjödén Sverige AB, corporate registration number 556193-8233.