OUR

PRIVACY POLICY

It is important for us at emmamalena that you feel safe when you shop with us. We therefore want to inform you about how we use your information in the future and what your rights are when you shop with us or when you visit our website.

Who is the data controller for your personal data?

The company, emmamalena AB, is responsible for the register of the personal data that you send to us and is responsible for your personal data in accordance with current data protection regulations.

emmamalena AB

Kungshöjdsgatan 3

411 20 Gothenburg

Sweden

Business register: Swedish Companies Registration Office

Organisation number: 556799-8959

VAT registration number: VAT-NR SE 556799895901

Mail: shop@emmamalena.com

When do we process your personal data?

emmamalena collects and processes personal information about you when you make a purchase on emmamalena's website emmamalena.com. The collection and processing of personal data takes place mainly for the conclusion of purchase agreements and the provision of services and offers.

As a Subscriber at emmamalena, we use your email address to provide you with information about offers and news.

What personal information do we collect about you?

emmamalena collects the following personal information about you as a customer:

• Name and ID number (social security number or national ID)
• Address
• Phone number
• E-mail
• Payment details
• Customer number
• IP address
• Information about your use of emmamalena's website

emmamalena collects the following personal information about you as a Subscriber in emmamalenas Community:

• Name
• E-mail

Why do we process information about you?

Personal data for customers of emmamalena is processed mainly for the purpose of:

• Fulfill obligations towards you as a customer. For example, fulfillment of purchases of goods, invoicing and provision of support.
• Fulfill delivery and warranty commitments.
• Offer general customer care and customer service. For example, answering questions and correcting incorrect information.
• Manage the customer relationship and provide our services.
• Assess what payment methods we can offer you, for example through credit assessments.
• Improve and develop services, products and features. Conduct market research with the opportunity to influence offers and services.
• Perform risk management and prevent fraud.
• Prevent misuse or improper use of our services. Fulfill obligations in connection with competitions.
• Comply with applicable legislation.

emmamalena may also use stored personal data for statistics, market research, market and customer analyzes, business follow-up and the development of business systems and methods for purchasing goods and services.

Profiling

For Subscribers, emmamalena may process personal data through profiling. We analyze information about how you use our website, which products, services and offers you have been interested in, information about your purchases, which of our newsletters you have interacted with, if you may have signed up for any of our events and information about your account holdings. . We do this to provide you with offers that we think suit you and to invite you to events we think you would like to attend. You have the right to object to such profiling at any time. Any objection is sent to info@emmamalena.com. Once emmamalena has received your notification, we will cease to process your personal data for this purpose.

Legal bases for emmamalena's processing of personal data

All collection and processing of personal data is based on legal grounds. Your personal data may be processed in order to fulfill agreements with you as a customer, for example to carry out purchases of goods and fulfill commitments. Your personal data may be processed with the support of your consent. Your consent must be voluntary, specific, informed and imply unequivocal consent in order to be valid as a legal basis. emmamalena never processes sensitive personal data on the basis of a balance of interests and does not perform automated processing without consent. How long do we store information about you? emmamalena stores your personal information for as long as it is necessary to fulfill the purposes for which it was collected. However, your personal data may be stored for a longer period of time if this is necessary with regard to statutory requirements. As a Subscriber in emmamalena's community, your personal information is stored as long as you agree to it.

Access to stored personal data

emmamalena may disclose personal information to another company that is part of the same group as emmamalena and to partners to fulfill our commitments and the purposes mentioned above. Information passed on to third parties is only used to provide the above services to you, e.g. freight forwarders in connection with the delivery of goods, media agencies for the distribution of marketing and credit information or debt collection agencies for credit information checks, identity checks and debt collection. We never transfer your personal information for marketing purposes to third parties outside emmamalena and our partners. We will also not sell your personal information to third parties without your permission. emmamalena may disclose your personal information if necessary to comply with applicable laws or requirements of authorities, to safeguard emmamalena's legal interests or to detect, prevent or alert to fraud and other security or technical issues. emmamalena always strives to store only personal data within the EU / EEA. The data may be transferred and processed in a country outside the EU / EEA (third country). Any transfer takes place in accordance with current legislation and registrants covered by the transfer will be notified.

How do we protect your personal information?

We want to protect your data in the best possible way and have taken technical and organizational measures to protect your data from loss, tampering and unauthorized access. We continuously adapt our security measures in accordance with the advances and developments that are taking place in the technical field. To make card purchases as secure as possible, all information is sent in encrypted form. This means that the information is transmitted via a secure connection and that your personal information cannot be read by outsiders. For card purchases, we work with an authorized payment agent who helps us directly check with your bank that the card is valid for purchases.

What are your rights?

We will, at your request or on your own initiative, correct, delete, de-identify or supplement your information if it is found to be incorrect, incomplete or misleading. As a registered user, you have the right to request:

1. Access to your personal information. You have the right to receive a register extract or a copy of what personal information we have about you.
2. Correction of your personal data. Upon request, emma and malena will without undue delay correct incorrect or incomplete information processed about you.
3. Deletion of your personal data. You have the right to request that your personal data be deleted if it is no longer necessary for the purpose for which it was collected. In the event of a statutory requirement for the storage of your personal data or when there are other legitimate reasons why emma and malena must save your data, such as unpaid debts, your personal data cannot be deleted. We will then end the processing that is done for purposes other than following the legislation.
4. Limitation of treatment. You have the right to request that your personal data may only be processed for certain limited purposes. Among other things, you can request a restriction when you believe that your information is incorrect and you have requested correction as above. While the accuracy of the data is being investigated, its processing will be limited.

If emmamalena has disclosed your information to third parties, we will notify each recipient of any corrections or deletions of information as well as restrictions on the processing of information.

If you have given consent for emmamalena to store and use your personal data for marketing purposes, you can revoke the said consent at any time. Such revocation may be limited to only part of the processing, for example that relating to direct marketing.

As a registered user, you have the right to submit any complaints regarding the processing of your personal data to the Data Inspectorate. You can contact us either by sending a letter to emmamalena AB, Kungshöjdsgatan 3, 411 20 Gothenburg, Sweden or email shop@emmamalena.com. Your wishes will be answered by emmamalena as soon as possible and no later than within a month. If we do not intend to fulfill your wishes within the specified time, emmamalena is obliged to justify why.

Use of cookies and other tracking techniques

Our website uses cookies and other tracking techniques to improve your online experience. emma and malena use, among other things, Google's advertising services.

Any changes to Emmamalena's privacy policy

emmamalena reserves the right to make changes to this Privacy Policy at any time. If the Privacy Policy changes, emmamalena will notify you with reasonable notice. If you do not accept the changed Privacy Policy, you have the right to terminate the agreement with emmamalena before it enters into force. You can terminate the agreement by contacting us.

Contact information for the person responsible for personal data

We protect our customers' personal information! Do not hesitate to contact us if you have any questions about how we process your personal data, this Privacy Policy or if you want to request an extract from the register.

Our contact information is:

emmamalena AB

Kungshöjdsgatan 3

411 20 Gothenburg

Sweden

Email: shop@emmamalena.com

Business register: Swedish Companies Registration Office

Organization number: 556799-8959