Svenskt Tenn’s processing of personal data
Last updated: 2025-06-26
In this policy you will find information about how we at Svenskt Tenn process your personal data.
Svenskt Tenn is committed to protecting your personal privacy and always strives to process your personal data with care and responsibility, in accordance with applicable data protection regulations such as the General Data Protection Regulation (GDPR).
The purpose of this policy is to inform you about how we process your personal data so that you can feel secure when visiting our stores, our website, or otherwise come into contact with us. This policy also informs you of your rights under the General Data Protection Regulation (GDPR), and how you can exercise them.
1. Who is responsible for the personal data we process?
Svenskt Tenn Aktiebolag, organisational number 556032–0375, is the data controller for your personal data.
You can contact Svenskt Tenn at any time with questions regarding our processing of personal data. Our contact details can be found below under the heading “Contact Information”.
2. What is personal data and the processing of personal data?
Personal data is any information that can be directly or indirectly linked to a living individual. This may include information such as name, email address, phone number, personal identification number, purchase history, or customer number. Images and audio recordings may also be considered personal data, even if no names are mentioned. Encrypted data and various types of electronic identifiers, such as an IP number, IP address, or information about your computer or mobile device, may also be personal data if they can be linked to you as an individual.
Processing of personal data refers to any type of handling, such as collecting, storing, using, sharing, deleting, and modifying.
All processing requires a legal basis. A legal basis may, for example, be the fulfilment of a contract, our legitimate interest, your consent, or a legal obligation.
3. What personal data do we collect?
3.1 Administrating a purchase made in our physical stores
In general, we do not process any personal data when you make purchases in our physical stores. Exceptions may occur in specific situations, for example, if you request home delivery of a product or if you request additional services related to your purchase, such as installation or customization of a product. In such cases, we need to process certain personal data in order to manage the delivery or the additional services. The categories of personal data collected include contact details and other information about you as an individual. The personal data we collect are:
- Contact details (name, address, email address, phone number), as well as any other information you provide to us in connection with the purchase.
The legal basis for our processing is fulfilment of the purchase agreement.
We retain your data until the purchase has been completed and for a certain period thereafter in order to handle any returns or warranty claims.
3.2 Administrating a purchase via our website
To manage orders and purchases made through our website, it is necessary for us to process certain personal data. Without this information, we cannot receive or manage your purchase. The categories of personal data processed include contact details and user data for registered accounts. We process this data to manage your purchase, deliver your product (including providing delivery options, notifications, and communication regarding the delivery), and handle returns and warranty claims. The personal data we collect are:
- Contact details (name, address, email address, phone number), and personal identification number.
The legal basis for our processing is the fulfilment of the purchase agreement.
We retain your data until the purchase has been completed and for a certain period thereafter in order to handle any returns or warranty claims.
3.3 Registering an account on our website
To register and use an account on our website, we need to process certain personal data. The categories of personal data processed include contact details and your login credentials. We process this data to create and manage your account, provide you access to order history, reset and change passwords, simplify future purchases, and enable contact with our experts. The personal data we collect are:
- Contact details (name, email address, phone number), password, and any other information you choose to provide.
The legal basis for our processing is the fulfilment of the account agreement.
We retain your data for as long as you have an active account and for up to 6 months after the account is closed, if necessary to handle any remaining matters. If the account remains inactive for at least 6 months, the account and your personal data will be deleted.
3.4 Marketing purposes
We process personal data in order to communicate with you for marketing purposes, for example by sending emails or text messages, displaying personalized ads on social media, search engines, and other websites (such as banner ads). To do this, we need to process your data. The processing is based either on our legitimate interest or your consent.
If you are a customer, we may send direct marketing to you via email or SMS based on our legitimate interest. You always have the right to object to such processing, and we will then stop sending marketing communications and cease processing your personal data for this purpose.
We may also process your personal data for marketing purposes based on your consent, for example, when you have accepted cookies that enable targeted advertising. This means that we, together with third-party providers such as Google and Meta, may show you personalized ads based on how you use our website. You can withdraw your consent at any time via our cookie settings. You can read more about how we use cookies and how to withdraw your consent in the section “Use of Cookies and Other Tracking Technologies” below.
The personal data processed for these purposes depends on the situation but may include:
- Name, email address, phone number, IP address, cookie ID, purchase history, and user behaviour on our website (such as pages visited and products viewed).
The legal basis for the processing is either our legitimate interest or your consent, depending on how the data was collected.
3.5 Newsletters
To provide newsletters with information about our products, offers, and inspiration, we need to process certain personal data. The category of personal data collected is contact information in the form of an email address.
The legal basis for our processing is your consent.
We retain your email address for as long as you have an active subscription. You can withdraw your consent at any time by clicking the unsubscribe link in the newsletter or by contacting us directly. You can find our contact details below under “Contact Information.”
3.6 Invitations for customer and press events
Svenskt Tenn regularly organizes various types of customer and press events, where we invite selected customers to provide them with exclusive access to information, news, and Svenskt Tenn’s products and services. To send these invitations, we process certain personal data of the individuals invited. The categories of personal data collected are contact details. We process this data to send invitations, plan and carry out events, and continue offering this group the opportunity to participate in our events. The personal data we collect are:
- Contact details (name, email address, address, and phone number).
The legal basis for our processing is our legitimate interest.
If you no longer wish to receive invitations to our events or want us to stop processing your personal data for this purpose, you can contact us directly. You can find our contact details below under “Contact Information.” We will then cease processing your personal data for this purpose and stop sending event-related invitations.
3.7 Administrating customer service matters and other contact matters with Svenskt Tenn
When you contact our customer service, for example, to ask a question, provide feedback, or make a complaint, or contact Svenskt Tenn for any other reason, such as exercising your rights under the data protection legislation (GDPR), we need to process certain personal data to administrate your matter. The categories of personal data processed depend on the nature of the matter but usually include contact details and information you choose to provide. We process this data to identify you, communicate with you, and administrate your matter appropriately and in accordance with the General Data Protection Regulation (GDPR). The personal data we collect may include:
- Contact details (name, email address, phone number, address), personal identification number, and any other information you provide in your communication with us.
The legal basis for our processing is our legitimate interest in handling customer matters and fulfilling our legal obligations under data protection legislation.
We retain your data for as long as necessary to administrate your matter and for a certain period thereafter.
3.8 Administrating interior design services
When you purchase interior design services from Svenskt Tenn, we need to process certain personal data to communicate with you, plan and carry out the assignment, and manage invoicing and follow-up. The categories of personal data processed include personal and contact information. The personal data we collect are:
- Contact details (name, address, email address, phone number), and other information you provide in connection with the service.
The legal basis for our processing is the fulfilment of the service agreement.
We retain your data until the service has been fully delivered and for a certain period thereafter to administrate any returns or complaints.
4. Who might we share your personal data with?
We do not sell or rent out your personal data to anyone.
However, we may share your personal data with affiliated companies within the Svenskt Tenn group, licensees of Svenskt Tenn, and partner companies with which Svenskt Tenn has agreements.
We may also share your personal data with service providers we engage to deliver our goods and services to you. This includes providers such as craftsmen, packaging and delivery companies, event agencies, companies that manage our newsletter distribution, website maintenance providers, and consulting firms.
Additionally, we may share your personal data with advertising platforms and analytics companies (such as Meta and Google) that analyse personal data for marketing purposes on behalf of Svenskt Tenn. This means we will be able to use your data to create personalized ads and campaigns that are relevant to you, as well as to analyse the effectiveness of our marketing efforts.
In cases where we share your personal data with third parties as described above, we do so only to the extent necessary and do not share more data than required. Sharing with third parties is solely for the purpose of enabling them to perform the tasks we have assigned to them. All third-party processing is carried out in accordance with Svenskt Tenn’s instructions, and we do not allow any third party to use your personal data for their own or other purposes.
We may also disclose your personal data to a public authority if Svenskt Tenn is legally obligated to do so.
5. Where do we process your personal data?
As far as possible, we process your personal data within the EU/EEA. However, we may use partners or service providers who process your personal data outside the EU/EEA. Countries outside the EU/EEA do not always offer the same level of legal data protection as within the EU/EEA.
If your data is processed outside the EU/EEA and the recipient country does not have an adequate level of protection, Svenskt Tenn takes additional measures to ensure that the receiving parties provide adequate safeguards. This includes the use of so-called Standard Contractual Clauses adopted by the European Commission and/or an assessment of whether the applicable laws in the recipient country provide you, as a data subject, with rights equivalent to those under the General Data Protection Regulation (GDPR).
6. What are your rights and how can you exercise them?
In this section, we have summarized your rights under the General Data Protection Regulation (GDPR) when we process personal data about you.
You have the right to contact us at any time if you wish to exercise any of these rights. The easiest way to do so is by emailing us at info@svenskttenn.se. If you prefer to contact us in another way, you can find additional contact information below under “Contact Information.”
You can read more about your rights on the website of the Swedish Authority for Privacy Protection (IMY).
Right of Access: You have the right to know whether we process your personal data, which data we process about you, and how we process it. If you wish to access this information, you can request a compiled record (data extract).
Right to Rectification and Erasure: You have the right to request correction of inaccurate or incomplete personal data we process about you. You also have the right, under certain circumstances, to request that we delete your personal data or restrict our processing, for example, if it is no longer necessary for us to process the data, if our processing is based on your consent and you withdraw that consent, or if you object to our processing for direct marketing purposes. In some cases, our ability to fulfil a deletion request may be limited if we are legally required to retain the data.
Right to Data Portability: If our processing is based on your consent or is necessary to fulfil a contract with you, you have the right to request that the data you have provided to us be made available to you in a structured, commonly used, and machine-readable format. You also have the right to transfer such data to another data controller.
Right to Restriction of Processing: Under certain conditions, you have the right to request that we restrict our processing of your data. This means we will mark the data so that it is only processed for specific purposes in the future.
Right to Object: You have the right to object to the processing of your personal data based on a balancing of interests, such as when we rely on our legitimate interest.
Right to Lodge a Complaint: If you wish to complain about our processing of your personal data, we hope you will contact us directly so we can correct the issue. However, you always have the right to lodge a complaint with a supervisory authority. The appropriate authority is the one in the EU member state where you reside or where the alleged violation occurred. You can always submit your complaint to the Swedish Authority for Privacy Protection (IMY), which can forward the matter to the appropriate authority if it is not the correct one.
You can read more about how to submit a complaint to IMY on their .
7. How do we protect your personal data?
Svenskt Tenn takes appropriate technical and organizational measures to protect your personal data from unauthorized access, loss, destruction, or alteration. We follow industry standards and best practices to ensure that your data is handled securely. This includes the use of encryption, firewalls, secure servers, and restricted access for employees - so that only those who need access have it - as well as regular training of our staff in data protection and information security.
8. Use of cookies and similar technology
To improve the user experience, analyse traffic, provide social media features, and deliver targeted marketing, we use cookies and similar technologies (such as pixels). Below, we use the term “Cookies” to refer to all such technologies.
Cookies help us understand how our website is used, customize content and ads, and share certain information with our partners, including advertising platforms like Meta and Google.
8.1 What are cookies?
Cookies are small text files stored on your device (computer, mobile phone, tablet) when you visit a website. They are used to remember your settings, enhance functionality, and collect information about your behaviour on the site.
Pixels are small invisible snippets of code loaded from external servers and used to collect data, often in combination with cookies, for example, to measure ad effectiveness or link your activity to social media.
8.2 Different types of cookies
Session Cookies and Persistent Cookies: A session cookie disappears automatically when you close your browser, while a persistent cookie stores a text file on your device for a shorter or longer period after your visit, unless you delete it yourself. Persistent cookies are used, for example, to remember settings such as language preferences. When you return to our website, new session cookies are placed in temporary memory and persistent cookies are renewed.
First-Party Cookies and Third-Party Cookies: First-party cookies are placed directly by the website you visit and are often used to remember your settings and improve functionality.
Third-party cookies are set by entities other than the website you visit, such as advertising networks or analytics tools like Meta and Google. These cookies are often used to track users across websites and create profiles for targeted marketing.
8.3 Categories of cookies based on purpose
We use different types of cookies, categorized as follows:
Necessary Cookies: These cookies are essential for the website to function properly. They enable basic features such as page navigation, secure account access, and shopping cart management.
The website cannot function correctly without these cookies.
Examples: Session management, authentication, security features.
These cookies do not require your consent. If you do not allow necessary cookies, you cannot use our website.
Preference Cookies: These cookies enable personalization and allow the website to remember information that changes how it behaves or looks, such as your selected language or region.
Examples: Language selection, display settings, UI customization.
We require your consent to place these cookies.
Analytics Cookies: These cookies help us understand how visitors interact with the website by collecting and reporting information anonymously. They are used to improve website performance and user experience.
Examples: Google Analytics, Hotjar.
We require your consent to place these cookies.
Marketing Cookies: These cookies are used to display ads that are relevant and engaging to individual users and to measure the effectiveness of ad campaigns. This may be based on content you view, your user profile, or other user information, including previous activity, website or app visits, location, or demographic data.
Examples: Meta Pixel, Google Ads, LinkedIn Insight Tag.
These cookies are often placed by advertising platforms, but only with our permission.
We have strict procedures to ensure that access to your data by advertising platforms is limited to the information we intend to share and have informed you about.
We require your consent to use these cookies.
8.4 Sharing information collected via cookies to third parties
We may share certain information collected via cookies with third parties such as advertising platforms like Meta and Google to:
- Display targeted ads based on your behaviour on our website
- Measures and optimizeadvertising campaigns
- Create audiences for remarketing
This sharing is carried out in accordance with applicable data protection legislation (such as the GDPR), and we always request your consent before doing so.
In all cases where our use of cookies, and subsequent processing, is based on your consent, you may change or withdraw your consent at any time. Withdrawing your consent also includes any information that has been shared with third parties.
8.5 How to give, change, customize and withdraw your consent
Consent to cookies is entirely voluntary, and you can withdraw it at any time.
When you first visit our website, a cookie banner will appear giving you the options to “Allow All,” “Reject All,” or “Customize Cookies”.
By clicking “Allow All” you give consent to all cookies and sharing with third parties.
By Clicking “Reject All” you reject all cookies except for necessary cookies.
By clicking “Customize Cookies” you open a view with more information about cookie categories and specific cookies used. You can choose which cookies to consent to.
After making your selection, the banner will disappear.
To change, customize, or withdraw your consent later, click the “Cookie Settings” link at the bottom of our website. This opens a view showing which categories of cookies you’ve consented or not consented to. You can withdraw consent for all cookies (except necessary ones) by clicking “Withdraw your Consent”.
You can also customize your consent by clicking “Change Your Consent,” which reopens the cookie banner.
You can also block certain cookies directly in your browser. The browser may then automatically reject such cookies or notify you each time a website, such as Svenskt Tenn’s, requests permission to place cookies.
For instructions on deleting or blocking cookies via your browser, refer to the browser’s help function, for example:
After visiting our website, you can review and delete persistent cookies stored via your browser.
8.6 More information and the right to file complaints with the supervisory authorities
If you want to learn more about cookies, permitted usage, and how they are used, you can contact the Swedish Post and Telecom Authority (PTS) via their website.
If you wish to file a complaint about our use of cookies, we encourage you to contact Svenskt Tenn first so we can correct the issue. However, you always have the right to file a complaint directly with the Post and Telecom Authority.
If your complaint concerns the subsequent processing of personal data collected via cookies, the relevant supervisory authority is the one responsible for GDPR. In Sweden, this is the Swedish Authority for Privacy Protection (IMY). You can read more about your rights and how to contact them in the section above: “What Are Your Rights and How Can You Exercise Them?”
9. Specific information about video surveillance in our physical stores
Svenskt Tenn uses video surveillance in our stores to ensure the safety of our customers and employees, as well as to prevent and investigate crimes. The surveillance is conducted in accordance with applicable legislation, including the General Data Protection Regulation (GDPR) and the Swedish Camera Surveillance Act.
We clearly inform about the surveillance through signs placed where cameras are installed. Recorded footage is stored securely and is only accessible to authorized personnel who need access to perform their duties. The footage is retained only for as long as necessary to fulfil the purpose of the surveillance and is then deleted.
10. Updates to this policy
We reserve the right to update this policy at any time to reflect changes in our processing, technical developments, or legal requirements. When we make changes, we will update the “Last Updated” date at the top of the policy.
If we make significant changes that affect how we process your personal data or your rights as a data subject, we will inform you clearly, such as through a notice on our website or via email, where appropriate.
We encourage you to review this policy regularly to stay informed about how we protect your privacy.
11. Contact information
If you have any questions about this policy, about how we process your personal data, or if you wish to exercise your rights under applicable data protection laws, you are welcome to contact us:
Svenskt Tenn Aktiebolag
Organisational number: 5556032–0375
Adress: Box 5478 SE-114 84 Stockholm, Sweden
Email: info@svenskttenn.se
Phone number: +46 8 670 16 00
Webpage: www.svenskttenn.com