Privacy policy

Our privacy policy outlines what personal data we collect from you and how we use this data. The privacy policy also describes your rights and how you can exercise them, as well as how to contact us should you have any questions regarding the protection of privacy and processing of personal data.

Who is responsible for the management of your data?

Edblad & Co AB (org no. 556675-6309) is responsible for the personal data you supply us with and also for ensuring that your data is processed in accordance with the EU data protection regulation GDPR (EU 2016/679).

GDPR stipulates that the processing of all personal data shall be based on legal grounds. Herein we outline the purposes for which personal data is used, which categories of personal data are processed and on which legal basis the processing is performed for customers of Edblad.

What data do we collect about you?

We process and store information you submit to us when you become a member of the Edblad customer club or, for example, make purchases, orders, contact our customer service, register for customer evenings, use or participate in competitions. Data can also be generat-ed when you use your membership to take advantage of promotions or offers.

Our websites use cookies and similar techniques that collect information from your browser. When you visit, we handle information about browser settings and technical information about your device, as well as user generated data, such as clicks and visitor history.

For what purposes do we use the data?

The information is used to enable us to fulfil our commitments to you, administer your member-ship, handle complaints cases, exchanges and otherwise provide you with good service and also for marketing purposes.

The personal data can also form the basis for Edblad's market and customer analyses, business and method development, personalisation of content for our web pages, improvement of our services, as well as statistics and customer segmentations. Edblad can also use the data for marketing purposes for customer club members via SMS and email for example. Marketing can also be based on the profiling of buying behaviour and other user-generated data.

Data may also be used to determine, enforce or defend legal claims. This may, for example, involve checks on suspected fraudulent behaviour.

Contact information

Purpose: To manage membership and marketing mailings. Data: Name, email. Legal basis: Compliance with contract, legitimate interest.  

Management of purchases

Purpose: To deliver an ordered/purchased product including notification of delivery, be able to make identification, manage payments, handle complaints and returns. Data: Name, address, email, telephone number, order information, details about the purchase. Legal basis: Completion of purchase agreement, legitimate interest.

Marketing of products and services

Purpose: To show relevant product recommendations, send direct marketing via electronic channels for communication, for example by carrying out campaigns or sending offers and invitations to events. Data: Name, address, email, telephone number, use of web pages and other digital channels. Legal basis: Compliance with membership agreements, legitimate interest.

Purchase data

Purpose: Statistics, targeted marketing based on purchasing behaviour, development of methods, improvement of services, handling of complaints and returns. Data: Details of the purchase. Legal basis: Completion of purchase agreement, legitimate interest.

Benefits, offers and events

Purpose: Management of benefits and offers, events and competitions. Data: Name, address, telephone, email. Legal basis: Compliance with membership agreements, legitimate interest.

Response data

Purpose: To improve our services, statistics, targeted marketing based on behaviour. Data: Purchase or other forms of redemption, such as coupons/codes. Legal basis: Compliance with membership agreements, legitimate interest.

Click data

Purpose: To improve our services, statistics, targeted marketing based on behaviour. Data: Opening and clicking on links in newsletters and other digital communication. Legal basis: Compliance with membership agreements, legitimate interest.

Web data

Purpose: Statistics, customise the site according to your interests and needs, further develop and improve the website, targeted marketing based on behaviour. Data: IP address, cookies, visitor history, technical data about your devices. Legal basis: Compliance with membership agreements, legitimate interest.

Management of customer service matters

Purpose: To communicate and answer inquiries that are handled by customer service via tele-phone or digital channels (including social media). Investigate support cases and complaints, make identification. Data: Name, contact details, social security number, correspondence, information about purchases, technical data. Legal basis: To satisfy both your and our interest in being able to handle customer service is-sues, legitimate interest.  

Who handles the data?

Your integrity is very important to us. Consequently, Edblad does not share your information with third parties and we would never sell your information.

However, data can be processed by so-called personal data assistants, that is, companies that Edblad cooperates with regarding IT operations, payment solutions, analysis, printing, distribution and marketing. These parties may not use information about you for any purpose other than to provide services for which they are contracted and solely in accordance with the terms stated by Edblad.

How do we protect your data?

Edblad places great importance on the safe handling of your data. For anyone who handles and processes personal data, it is important to ensure that the data is protected handled in a sensitive manner. We therefore use appropriate technical solutions and administrative processes and procedures to manage and protect the information we collect. Particular attention is paid to information that is used to prevent and detect whether data is being distributed to third parties or is lost. Access to personal data is only granted to those who need it for their specific tasks.


Information is stored no longer than necessary, taking into account the initial purpose of the data treatment. This means that data is deleted as soon as it has expired or is no longer necessary for analysis or direct marketing, or the purposes for which it was initially collected.

Your rights


You can request a record of the information that Edblad stores on you, free of charge, up to once a year. The extract is sent to you within one month of the request being received. The registry extract is sent to your registered address. Requests for registry extracts are sent in writing and signed by post to: Edblad & Co AB, Barnhusgatan 22, 111 23 Stockholm

Correction and deleting

Edblad is responsible for ensuring that the information we process about you is correct. If you find that your information is incorrect, incomplete, irrelevant or has been collected on an illegal basis, you may request that it be corrected or deleted.

There may be reason for us to decline your request for deletion, if there are legal obligations that prevent us from doing so. For example, this may be if the data is needed to exercise our right to freedom of expression and information to fulfil a legal obligation that we are subject to, or to determine, enforce or defend legal claims.

The right to limit the treatment of data

Generally, you always have the right to object to the treatment of data based on conflicting interests or consent. You can at any time object to the data being used for marketing purposes. You can decline future mailings via email or SMS via the unsubscribe link that appears in each mail out.  

Data portability

You have the right to request access to the information you have submitted to Edblad and transferred to another data controller (so-called data reporting). One prerequisite is that the treatment of the data can be automated and that it is technically viable.


If you believe that any data processed is in violation of applicable regulations, you should report this to us as soon as possible. You can also file a complaint with the Data Inspectorate,

Contact information

Edblad & Co AB Telephone: +46 (0) 175-300 00 Email: Address: Barnhusgatan 22, 111 23 Stockholm, Sweden