Privacy Policy

At Vallgatan 12, we value your personal privacy and strive to maintain a high level of data protection. It is important for us that you feel secure in our processing of your personal data. This privacy policy therefore explains how your personal data is processed and protected as well as your rights. If you have any questions, you are welcome to contact us. You can find our contact details at the bottom of this page.


Who is responsible for the personal data that is collected?

Vallgatan 12 i GBG AB, org.number: 556762-6832
Vallgatan 12, 411 16 Gothenburg


What counts as personal data?

Any information that can be linked to a person is counted as personal data. This means, for example, customer data, e-mail addresses, telephone numbers and IP numbers are personal data. The new General Data Protection Regulation (GDPR) Act, which replaces the Personal Data Act (PUL) from 25 May 2018, decides how personal data can be handled. One of the requirements is that it is clear how we as a company handle and use the personal data we collect.

What personal information do we collect and why?

We collect personal information that you send to us when you place orders on our website, sign up for our newsletter or participate in events and competitions. For example, the personal information you send to us may include contact, delivery and payment information. Below is more detailed information about what type of personal data we collect at different times and why and how long we store them.

When handling orders and returns

Actions and treatments performed:

  • Delivery (includes notification and contact regarding delivery of order/purchase)
  • Payment (includes analysis of possible payment solutions which may include a check against payment history and submission of credit information from Klarna)
  • Handling of reclaims and guarantees

Categories of personal information:

  • Name
  • Contact and delivery information (address, email and telephone number)
  • Payment history
  • Payment information
  • Credit information from credit reporting companies
  • Purchase information (eg which item has been ordered or if the item is to be delivered to another address)

Legal ground:

Execution of the purchase agreement. This collection of your personal information is required for us to fulfill our obligations under the purchase agreement. If the information is not provided, our commitments cannot be fulfilled and we are forced to deny you the purchase.

Storage period:

Until the purchase has been completed (delivery and payment) and for a period of 36 months in order to be able to handle any complaints and warranty cases.

When handling customer service matters

Actions and treatments performed:

  • Communication between customer and company (includes telephone, email, social media)
  • Investigation of possible complaints and support cases

Categories of personal information:

  • Name
  • Contact and delivery information (address, email and telephone number)
  • The correspondence
  • Information about the purchase occassion and any errors/complaints

Legal ground:

Justified interest. The treatment is necessary to meet our and your legitimate interest in handling customer service matters.

Storage period:

Until the customer service matters have been completed.

Newsletter & events

Actions and treatments performed:

  • Information mailings (mail, news, offers and inspiration), then always with instructions on how to unsubscribe from further mails.
  • Communication in connection with events and customer evenings (includes confirmation of notifications, questions or evaluations). Identification and control of age.

Categories of personal information:

  • Name
  • Gender
  • Age
  • E-mail
  • Information submitted in competition entries
  • Information provided for evaluation purposes

Legal ground:

Justified interest. The treatment is necessary to meet our and your legitimate interest in managing your participation in news registers, events or competitions.

Storage period:

Until membership is ended (can be done manually or automatically after 24 months of inactivity).


From what sources do we retrieve your personal data?

We use the information that you provide to us or that we collect based on your purchases and/or participation in events. We will never store your personal data for longer than is necessary for each purpose. You can see more details under "What personal information do we collect and why?"

Who can we share your information with?

In order for us to be able to offer the above-mentioned services and our commitments to you as a customer, we share your personal information with companies that are so-called Personal Data Assistants for us. Personal Data Assistants processes the information on our behalf and according to our instructions and help us with IT services, payment services, transport and marketing. This is done only for purposes for which we have collected the information and only for companies that can provide adequate guarantees regarding security and privacy of personal data.

We will never pass on, sell or exchange your personal data for marketing purposes to third parties.

We have Personal Data Assistants that help us with:

  • Transports (logistics companies and freight companies)
  • Payment solutions (payment service providers)
  • Marketing (newsletters and social media)
  • IT services (companies that manage operations, technical support and IT solutions)


What rights do you have when you are registered?

You have the right to request information about the personal data we hold about you at any time. If your information is incorrect, incomplete or irrelevant, you can request to have it corrected or deleted. We cannot delete your information when there is a legitimate requirement for storage, such as accounting rules, or when there are other legitimate reasons why the data must be saved, such as unpaid invoices. You can revoke your consent to us using the information for marketing at any time by unsubscribing from our newsletter. You can also contact us by sending letters, emails or calling. Below is more detailed information about your rights as registered.

Right to access (so-called register transcript). We are always open with how we process your personal data and if you want a deeper insight you can request access to the information.

Please note that if we receive an access request, we may ask for additional information to ensure the efficient handling of your request and that the information is provided to the right person.

Right to correction. You can request that your personal data to be corrected if the information is incorrect.

Right to deletion. You can, among other things, request the deletion of personal data we process if the information is no longer necessary for the purposes for which it was collected. If we treat the data illegally, you also have the right to deletion.

Right of restriction. You have the right to request that our processing of your personal data to be restricted.

Direct marketing. You have the opportunity to object to your personal data being processed for direct marketing. Direct marketing refers to all types of outreach marketing measures (eg via e-mail).


What is cookies and how do we use it?

Cookies are a text file that consists of letters and numbers sent from our web server and stored on your browser or device. Cookies are used to enable features and provide statistics about your visit.

The cookies we use usually improve the services we offer. Some of our services require cookies to work properly, while others improve the services for you. We use cookies for overall analytical information regarding your use of our services. We also use cookies to be able to direct relevant marketing to you.

Your browser or device allows you to change the settings for the use and extent of cookies. Go to your browser or device settings to learn more about how to adjust your cookie settings. Examples of things you can adjust are blocking all cookies, accepting only first-party cookies, or deleting cookies when you close your browser. If you want to shop in the store but do not want any cookies to be saved on your computer when you close your browser then you can visit the page in private mode. This mode is called various things depending on your browser: "Incognito mode" (Chrome), "Private windows" (Firefox) or "InPrivate windows" (Microsoft Edge). All cookies set during the visit in private mode will then be deleted from your computer when you close your browser.

This site use cookies to handle items in the shopping cart, log in to "my pages" and for certain features that should only be displayed once per visitor. If you close your browser and later return to the store, your settings and items are stored in the shopping cart using cookies. We also use thrid-part cookies through Google Analytics, Google Ads and Facebook Business in accordance with Google's Privacy and Terms which enables us to customize and make information and marketing as relevant as possible for you


Responsible for personal data

Vallgatan 12 i GBG AB
Org.number: 556762-6832
Vallgatan 12
411 16 Gothenburg

Telephone: 031 - 13 03 95

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