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Privacy Policy

When we use the term personal data in this privacy policy, we mean information that we, alone or together with other information we have, can connect to you. For example, email address, name, order information, user behaviour are all personal data relating to an individual to the extent such information can be related to the relevant individual.

Björn Borg collects personal data about you when such data is provided by you, e.g. in connection with your purchase of our products, when you sign up for and use our loyalty program (either online or in one of our Björn Borg stores), when you sign up for our newsletter, when you use our feedback forms on site and when you communicate with our customer service team. Information you provide to us is e.g. information about your identity, address, telephone number, email address.

We also collect personal data about you when such data is generated by your use of our services. Information we collect this way is e.g. information about products in shopping cart, place of purchase, IP address, user history and browser settings. Personal data can be generated from cookies that we place on your computer. For further information about cookies, please see our cookie policy.

When you make a purchase on our website, we will obtain information about you from our third party payment provider. Please note that the third party payment provider also will process your personal data for its own purposes. For such purposes, our third party payment provider is responsible for the processing activities, and we advise you to review their privacy policy.

We collect and use personal data about you for various purposes. Below we have summarised, for each relevant purpose for which we collect your personal data, the following:

  • The relevant purpose for collecting and processing your personal data (Purpose)

  • What personal data we collect about you for the relevant purpose (Personal data)

  • How we use the personal data (Use)

  • The legal ground we have for collecting the personal data from you (Legal ground)

  • How long we will keep your personal data for the relevant purpose (Erasure)

Please note that we have separated the summary below between (i) Björn Borg customers and visitors at our site, and (ii) loyalty program members of Björn Borg. Please also note that the same information can be processed for several different purposes.

We have chosen to cooperate with a number of third parties (processors) who are experts in their particular fields. We share your personal data with these third parties only to the extent it is necessary in order for us to provide our products and services to you.

We share your information within the Björn Borg Group when required for our business to function. Different group companies provide different services to other group companies, and we will therefore need to disclose your information to any of our group of companies as necessary, in order to operate Björn Borg and to provide you with our products and services. All Björn Borg group companies are subject to the requirements set out in this notice.

We also share your information with our core service providers when required for our business to function: We rely on a number of external companies to provide us with key services, products and applications in order to be able to provide products and services. These include:

(a) Companies who help us pick and pack orders and make deliveries,

(b) IT services, such as IT systems, hosting, support and maintenance,

(c) Payment provider,

(d) Auditors,

(e) Marketing (e.g. traffic driving services).

When we share your personal data in accordance with the above, we only share the data for the purpose which have been explained to you above. We make sure that all our third party processors give sufficient guarantees as to the security and confidentiality of your personal data. We will always have written agreements with the third party processors.

We do also share your information with other controllers of personal data. Such other controllers are authorities (police, tax authority or other authorities) if we are obliged to share information according to law or suspected criminal activities, payment providers and transport companies. When your information is shared with these controllers, those controllers will be responsible for your personal data and we refer to them regarding the handling of such personal data.

The data that we collect from you is stored within the European Economic Area (“EEA”) but may also be transferred to and processed in a country outside of the EEA. Any such transfer of your personal data will be carried out in compliance with applicable laws.

For transfers outside the EEA, Björn Borg will use Standard Contractual Clauses and Shields as safeguards for countries without adequacy decisions from the European Commission.

We do not keep your personal data for a longer period than is necessary for the fulfilment of the purpose which have been described to you above. The relevant retention periods are specified under each purpose above.


You have a lot of rights relating to your personal data:

You have the right to be informed about certain details on the processing of your data (like this notice!).

You have the right to receive a copy of the personal data we process about you. You can receive this data by reaching out to us.

You have the right to correct the personal data we process about you if you see that it is inaccurate (note that you also can make corrections directly through your account).

You have the right to withdraw your consent, so if we have asked for your consent to process personal data for a certain purpose, you may withdraw such consent.

You have the right to erasure if:

  • the personal data is no longer necessary for the purposes it was collected for;

  • your particular situation gives you the right to object to processing on grounds of legitimate interest (see more below);

  • processing the personal data has been unlawful; or

  • there is a legal obligation under EU or Swedish law for us to erase the data.

You have the right to request us to restrict the processing of your data if:

  • the personal data we have about you is inaccurate;

  • the processing is unlawful and you ask us to restrict the use of the personal data instead of erasing it;

  • we no longer need the personal data for the purposes of the processing, but if we still need it for the establishment, exercise or defence of legal claims; or

  • you have objected to the processing claiming that the legal basis of legitimate interest is invalid and are waiting for the verification of this claim.

You have the right to object to the processing of your data if:

  • you can show that your interests, rights and freedoms regarding the personal data outweigh our interest to process your personal data; or

  • we process your personal data for direct marketing purposes.

Please note that the same personal data about you may be used for more than one purposes, so if you object to the use of some information for a certain purpose, the same information may still be used for another purpose which we have explained to you above.

You have the right to data portability:

  • for personal data that you provided to us; and

  • if the legal basis for the processing of the personal data is the fulfilment of contract or consent.

We will send a copy of your data in a commonly used and machine-readable format to you.

If you want to exercise your rights, send us an email at dataprotection@bjornborg.com.

We may change this page and our privacy policy from time to time, to reflect how we are processing your data.

If we make significant changes, we will make that clear on the Björn Borg's website, or by some other means of contact such as email, so that you are able to review the changes.

We always want to hear from our customers (especially if you feel we’ve let you down or could do better).

If you:

  • Have any questions or feedback about this notice

  • Want to exercise any of your rights as set out above, or have a complaint

please don’t hesitate to contact us. You can contact our privacy team by dropping us a line at dataprotection@bjornborg.com or else through Customer Service via the Björn Borg website. Or if you’d like to, you can write to us at:

Björn Borg Retail AB

Frösundaviks allé 1

169 70 Solna

SE- 169 70 Solna, Sweden

If you are unhappy with the way we process your personal data you can always lodge a complaint with the Swedish data protection authorities at datainspektionen@datainspektionen.se.