Privacy Policy

For us at Hjärtgruppen AB, it is important that you and your personal data are treated responsibly with regard to your privacy and that you find out what information we collect about you, how we use it and how we do it. This policy also describes your rights and how to exercise your rights.

What information do we collect?

Hjärtgruppen AB collects and processes information within the areas and functions specified below. When you use our services or shop with us, you may directly or indirectly provide us with information about yourself in a number of different ways, such as when you make a purchase via our website, become a member of our customer club, contact us or use any of our services where you provide personal data of any kind.

Information you provide to us:
  • Contact information - name, email address, mobile phone number, billing and delivery address and the like.
  • Social security number - social security number or collection number.
  • Payment information - credit and debit card data, invoice information, bank account number, etc.
  • Property - property designation, apartment number, etc.
Examples of information we collect about you - When you use our services, we may collect the following information:
  • Collection of address details - at your request, address details may be collected to facilitate purchases (example sources: Resurs Bank, Bisnode and Collector).
  • Information about goods/services - details about the goods/services you have purchased.
  • Financial information - approved credits via our partners (examples of sources: Resurs Bank, Creditsafe and Atradius/Collector).
  • Device information/Information about how you used our website - for example, how you reached us and how you use our services.
  • Geographical information - for example your geographical location in order to be able to deliver goods to you.
Information we collect about you - when you join our customer club:
  • Lifestyle and segmentation information - interests, behaviors and customer profile so that we can continuously develop our range and our commercial business to better meet our customers' needs and be able to communicate, for you, relevant information (source: Bisnode).

What we do with your information

In connection with your purchase of goods or services from Hjärtgruppen AB, your personal data may be saved and they are used to provide, perform and improve our services. With the support of the purchase agreement and the membership agreement for members, your personal data will be processed to:
  • Carry out your purchase of goods and services and, if necessary, verify your identity and check age.
  • Provide you with customer support and information about products and services that you request from us.
  • Administer, develop, improve and test our services and the systems in which they are provided.
  • Administer your membership in the customer club and your user account.
  • Be able to provide benefits and offers to members.
  • Be able to provide members with a personalized experience.
  • Market products and services.
If you give your consent, your personal data will be processed to:
  • Send out newsletters with current offers (not members).
  • Through cookies, your web settings are saved to create a personal user experience and to be able to direct relevant market offers to you.
  • Invite you to participate in customer surveys and business development initiatives.
Hjärtgruppen AB also processes personal data with the support of balancing interests such as:
  • Evaluate and improve our product range and services and the systems in which they are provided such as through troubleshooting, data analysis, development, development and testing, and the like (business development and quality purposes).
  • Handle customer service issues and respond to inquiries, complaints and the like (provide good service, quality and training).
  • Prevent misuse of a service (prevent, prevent and investigate crime).
  • Conduct and participate in competitions and events (provide a good service).
  • Save started order placement/customer basket (provide a good service).
  • Insurance offer (provide a good service).
  • Share and share other customers' evaluations of products (provide a good service).

Hjärtgruppen AB will also collect and process personal data in order to comply with applicable legislation such as e.g. the accounting act, tax legislation and the like. Communicate with you Hjärtgruppen AB may also use your information to communicate with you via mail, telephone and electronically. If you are a member, we may direct offers to you based on previous purchases and your profile. If you do not want to receive targeted communications from us, you can unsubscribe directly, or you can email: Note that a change does not always apply immediately. We will comply with your request as soon as practicable and aim to amend no later than 30 days after we receive your request.

With whom we may share your information

In order to provide our services and deliver your goods to you, we may transfer to, or share your information with, selected third parties.

Suppliers and subcontractors:

In order to fulfill our obligations to you and for other purposes described in this policy, Hjärtgruppen AB may share your personal data with suppliers or subcontractors.

Payment and credit companies:

In order to manage your payments, your data may be shared with financial actors. If you choose to use credit services provided via our partners, your personal data will be shared with payment and credit companies. Our partners may also take a credit report on you when purchasing a subscription and when applying for credit.


If you choose to insure one of your products in connection with your purchase, your personal data and product information will be shared with the insurer.


Due to legal requirements or with your consent, Hjärtgruppen AB may share your data with authorities such as Radiotjänst, the Tax Agency, the Police or other authorities.


Hjärtgruppen AB strives to protect your personal data and maintains appropriate technical and organizational measures to prevent inappropriate or involuntary disclosure, use, access, loss, alteration or damage of your personal data. Only Hjärtgruppen AB or our suppliers' employees who need access to your personal data for a specific task will have access to your personal data.

What we will not do with your data

We will not sell your personal data to third parties.

Where do we store your data?

We will for the most part handle your personal data within the EU/ESS. If personal data is transferred to or processed in a country outside the EU/EEA, Hjärtgruppen AB will take all reasonable legal, technical and organizational measures to ensure that your personal data is handled securely and with an adequate level of protection that is comparable to the protection offered within the EU/EEA .

How long do we save your data?

We will only retain your personal data for as long as necessary to fulfill the purposes specified in this policy. When we save your data for other purposes, e.g. in order to fulfill accounting requirements, we save your data only as long as it is necessary and/or required by law for the respective purpose. We will carry out regular thinning and remove personal data if it is no longer needed.

Your rights

Right to access your data

You can request a copy of the information we have about you and verify the information we have about you. The copy is free of charge and we aim to give you an answer within 30 days.

Right to rectification

You have the right to have incorrect or incomplete information about yourself changed/corrected.

Right to erasure ("the right to be forgotten")

If you no longer want us to save your data, you have the right to have your data deleted, provided that it is no longer necessary for the purpose for which it was collected. However, there may be legal obligations such as e.g. the accounting act, which means that we cannot immediately delete parts of your data. In those cases, we will only save the data that we are obliged by law to keep. If the processing is based on consent and this is revoked, your data will be deleted.

Right to limit

You have the right to request that processing be restricted if any of the following apply:

  • if you dispute that the personal data is correct
  • the processing is illegal
  • we no longer need the data but you need it to establish, assert or defend a legal claim.

Right to object

You have the right to object to processing if the legal basis for your processing is balance of interests.

Right to data portability

You have the right to have the personal data that you provided to us processed automatically, transferred to yourself or a new personal data controller if the legal basis is consent or that the processing was necessary to fulfill a contract and this does not adversely affect the rights of third parties way.

Right to withdraw consent

You have the right to revoke any consent you have given to Hjärtgruppen AB at any time.

Rights in profiling

You have the right not to be subject to decisions based solely on automated processing, including profiling, which may have legal or equivalent consequences for you. However, this does not apply to:

  • if it is necessary for entering into or fulfilling an agreement with you
  • if permitted by applicable law
  • if you have consented to treatment

Contact Us

The personal data controller is Hjärtgruppen AB, which is a Swedish company registered with the Swedish Companies Registration Office with registration number 559024-7952 and is based in Stockholm. If you have questions regarding the handling of your personal data, you are welcome to email us at

Supervisory authority

Datainspektionen is the supervisory authority that in Sweden monitors that those who process personal data comply with the data protection regulation. If you believe that Hjärtgruppen AB is processing your personal data in violation of the data protection regulation, you have the right to submit a complaint to the Data Inspectorate.

Contact details

Telephone number: 08-657 6100


Hjärtgruppen AB reserves the right to change and update this policy.