For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

We analyze how you use our website in order to improve our website and our products.

To do this, we use Google's analysis tools Google Analytics and Threats . These are used to be able to distinguish visitors and see patterns in website usage.

• Encrypted IP address that we at DM cannot connect with you.
• Geographical location
• Other information about how you use the website, e.g. what you click on, device information and how many times you have visited the website

Your consent.

We obtain your consent to analyze how you use our website in order to give you a better experience.

You can avoid Google Analytics by downloading and installing here the browser program.

We use the data for a maximum of 38 months after your visit.

If you are logged in to your account: In order for goods that you have added to the shopping basket to remain regardless of the device from which you visit the website.
If you are not logged in to your account, your goods are saved in the shopping basket using cookies on the same device, without us having to process your personal data. See our Cookie policy .

Your goods are linked with your e-mail address and first name that belong to your account with us.

Balance of interests
Our legal basis for the processing is our legitimate interest in making it as simple and smooth as possible for you to purchase the product or products that you have shown interest in by adding them to the shopping cart.

The information remains for a maximum of six days.

When you communicate with us

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

Communicate with you, e.g. via customer service or our social media.

• Name
• The contact details you use, e.g. e-mail address, telephone number and/or address
• Other information you provide in connection with our contact

If you communicate with us in our social media (e.g. our Instagram), we also process information from your profile

Balance of interests

The processing is motivated by our legitimate interest in being able to communicate with you.

If you contact our customer service, your personal data will be deleted within six months.

On social media, your comments and our communication remain until you delete the comments and/or communication yourself. Material that may be perceived as offensive is removed earlier than that.

Record your call to our customer service to train staff and ensure the quality of our work. Before the recording, we inform you that your call will be recorded.

Recordings of telephone conversations with our customer service.

Balance of interests

The processing is motivated by our legitimate interest in following up and quality assurance of our customer service.

Recordings are deleted after six months.

When you shop with us

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

To enter into an agreement, deliver your order and otherwise fulfill our agreement with you.
We treat e.g. your personal data to be able to notify you that the shipment has been sent or delivered, as well as for you to be able to follow your shipment during transport.

• Name
• Postal address
• Email address
• Mobile phone number (if you selected SMS notification)
• Order number and package number
• Customer number

To administer your payment:

• Card information, e.g. parts of your card number
• Social security number for credit

You must provide this personal data to us. If you do not, we cannot complete your purchase.

The processing is necessary to fulfill our contract with you.

The data is processed from the time you made your purchase and one year thereafter.

To retrieve your address automatically if you choose to fill in your email address and zip code.

• Email address
• ZIP code

The processing is done with the support of a balancing of interests where our legitimate interest is to make it easier for you who choose to automatically retrieve your address.

The data is processed from the time you choose that the data should be filled in for you and until it is retrieved and filled in.

In order for you to be able to cancel your purchase or exchange the goods you have purchased and for us to comply with mandatory consumer legislation.

• Name
• Postal address
• Phone number
• Email address
• Information about the purchase, e.g. the order confirmation and payment method.

When exercising the right of cancellation or exchange, the information you entered when exercising your right of cancellation or exchange is also saved.

You must provide this personal data to us. If you do not, we cannot complete your purchase and act in accordance with consumer law.

The processing is necessary to fulfill our contract with you and for us to comply with consumer legislation.

If you exercise the right of withdrawal or exchange an item, we process your data until we have made a decision on the right of withdrawal/exchange and carried out any exchange or refund.

In order to handle any complaints or claims against us, e.g. in case of complaints.

• Name
• Postal address
• Phone number
• Email address
• Information about your purchase as well as information from our communication with you in connection with your claim (e.g. time of purchase and why you want to complain)

You must provide this personal data to us. If you do not, we cannot act in accordance with consumer law.

The processing is necessary for us to act in accordance with consumer legislation and is done with the support of our legitimate interest in being able to defend ourselves in the event of a possible legal claim.

The data is processed as long as the process regarding the claim is ongoing.
If we deny a claim, we always save information about it for one year in case you choose to have your claim heard by the General Claims Board.

To collect non-payment.

• Contact details
• Order information
• Social security number for credit purchases

You must provide this personal data to us. If you do not, we cannot complete your purchase.

The processing is necessary for the fulfillment of the agreement.

The data is saved until you have completed your payment.

To comply with accounting legislation.

History of payments made, transactions etc. that constitute accounting material.

You must provide this personal data to us. If you do not, we cannot complete your purchase and comply with accounting legislation.

The processing is necessary to comply with mandatory law, i.e. the Accounting Act.

The data is processed for seven years in accordance with the Accounting Act.

To be able to identify deviant buying behavior and prevent misuse of our services.

• Name
• Email address
• Phone number
• IP address
• Payment method
• Return and order history

The processing is done in support of our legitimate interest in being able to identify deviant purchasing behavior in order to prevent misuse of our services.

The data is processed from the time you place an order and up to three (3) years ahead.

When you have chosen to have an account with DM

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

For those of you who have chosen to have an account with us, we process your data in order to activate, administer and provide your account and to inform you if we update our terms and conditions and our privacy policy.

• Name
• User name
• Password
• Postal address
• Phone number
• Email address
• Year of Birth (Optional)

You must provide this personal data to us. If you do not, we will not be able to provide your account and inform you of terms and conditions and our privacy policy.

The processing is necessary to fulfill our agreement with you, if you have chosen to have an account.

The data is processed from the time you choose to create your account and until you change the information or choose to close your account. If your account has been inactive for 24 months, we will stop processing your data for this purpose. By inactive we mean that you have not made any purchase linked to your account or otherwise shown interest in your account, e.g. logged into your account. If you contact us and ask us to keep the account, we will keep it (until another 24 months of inactivity).

To give you a smooth shopping experience, we fill in the information needed to complete your purchase. That way, you don't have to fill in the same information the next time you shop with us.

• Name
• User name
• Postal address
• Phone number
• E-mail number
• Information about your payment history and your payment method

The processing is done with the support of a balancing of interests where our legitimate interest is to make it easier for you who have chosen to create an account with us.

The data is processed as long as you keep your account.

So that you can see your active and previous orders.

• Order history, e.g. what you ordered
• Information about you as a customer, e.g. your name

You must provide this personal data to us. If you don't, we can't show your active and past orders.

The processing is necessary to administer your account in accordance with the terms and thereby to fulfill our contract with you.

The data is processed from the time you order your goods and for 36 months ahead - after that the purchase history is anonymised.

To save your social security number if you chose to leave this and fill it in for you when you want to pay for your purchase with credit.

• Social security number

You must give us your social security number if you want to be able to pay for your purchase on credit.

The processing is necessary to administer your account in accordance with the terms and thereby to fulfill our contract with you. The processing of your social security number is justified with regard to the importance of a secure identification of you as the person responsible for payment.

The data is processed as long as you keep your account.

To provide feature for favorites

Information about favorite marking is linked to your account.

The processing is done with the support of a balancing of interests where our legitimate interest is to save your favorite bookmarks.

Favorites are saved until further notice.

To communicate with you and provide you with information and offers tailored to you

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

To send marketing and newsletters via e-mail and SMS.

• Email address
• Phone number

Consent that you have provided to us.

For 24 months after you have given your consent. In the case of a new purchase, the consent is extended by 18 months.

To make postal deliveries to you who have shopped with us.

• Name
• Postal address

A balancing of interests where our legitimate interest is to send marketing to you as a customer of ours.

For a maximum of 36 months after you have made your purchase.

If you have made a purchase or have an account with us:
To customize the content of our marketing mailings based on what you have shown interest in or what we think interests you.

Which products you have looked at and what you have added to the shopping cart. Segmentation based on e.g. purchase history, age and address can also take place.

Our legal basis for the processing is our legitimate interest in being able to provide you with customized information and customized offers.

The data is processed from the time you made a purchase or created an account and 36 months onwards.

If you have made a purchase with us:
Send information about your shopping cart by email if you leave our website without completing the purchase.

Information that you have previously provided to us in connection with sales, such as name, email address and information about which items you have placed in your shopping cart on our website.

The consent to marketing that you have given us.

The data is processed from the time you leave your email address to us and six days thereafter.

If you have made a purchase with us:
To send market research.

• Name
• Email address

Our legal basis for the processing is our legitimate interest in being able to send you market research.

The data is processed during the process required to send the market research to you. We do this no later than 36 months after you have made a purchase.

If you use our website:
To show you relevant marketing and to follow up on such marketing when you visit other websites or social media. *
We use, among other things, Google's marketing tools Google Ads and from marketing services belonging Facebook and Bing (Microsoft) . In addition, we use e.g. the following suppliers: Criteo and Threats .

• Encrypted IP address that we at DM cannot connect with you
• Email address
• Geographical location

Next, you'll see search results and advertising banners based on:

• Analysis of how you use our website
• Information that the marketing services already have about you, e.g. from which website you found us

Your consent
We obtain your consent in order to provide you with customized marketing that is relevant to you based on the information we have about you, e.g. based on what you have shown interest in on our website.

The data is processed for the duration of the marketing in the digital channels and a maximum of 38 months.

If you use our website: In order to show you relevant products and personalized content, we save purchase and browsing history.

• Collects anonymous data about the user's navigation and interaction on the website

Your consent
We obtain your consent in order to provide you with personalized content.

TriggerBee for one (1) day and by Algonomy for one (1) year

If you have opted out of our marketing:
Store a notice of this in an 'opt-out' register to ensure we do not market to you.

• Email address

If we do not process your email address, we cannot unsubscribe you from newsletters.

Legal obligation
We have an obligation under the Marketing Act to ensure that you do not receive mailings that you have asked not to receive.

You will be in our "deregistration register" for 36 months.

To administer competitions

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

To administer and organize competitions.

• Username of the platform where the competition takes place
• Your entry in the competition

Our legal basis for the processing is our legitimate interest in processing your entry in the competition.

Until the competition is finished or until you yourself remove the comments and/or communication from social media.

To administer winnings in our competitions.

• name
• Email address
• Phone number
• Address

Our legal basis for the processing is our legitimate interest in contacting you as a winner and giving you the prize.

Until the profit is distributed.

To be able to market our products in social channels and on our website

For what purposes do we process your personal data?

What personal data do we process?

What is the legal basis for the processing?

How long do we process your personal data for this purpose?

In order to be able to market our products on our website and in social media, we can use images that you have published on social media.

• Name / Profile name
• Photo

Your consent
We obtain your consent before publishing images.
If we have a collaboration, the legal basis is our legitimate interest in fulfilling our collaboration agreement.

For now option until you ask us to remove the images