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Our Privacy Policy

Last updated:  May 1, 2024

We’re committed to handling your personal data in a way that is fair, transparent and worthy of your trust.

At Haglöfs, our commitment to being a responsible outdoor performance brand goes beyond the products we make. We also see to it that we act responsibly towards our consumers– and that includes taking all the reasonable steps to keep your data secure and prevent it from being misused. 

We encourage you to read our Privacy Policy carefully, and if any questions should arise we are happy to assist. For easy navigation and to locate any specific information you’re interested in, please use the linked table of contents.



  1. Who is handling your personal data?

Depending on where you live and which of our Services you are using – or where and how you purchase our products – Haglöfs AB or our local subsidiaries will be the responsible controller for the personal data we collect. An overview of all of these Haglöfs companies as well as their representatives can be found here. Throughout this Policy, we refer to all of them as “Haglöfs” or “we” or “our.”

  1. Why do we have a Privacy Policy?

We have written this Privacy Policy (“Policy”) for the purpose of helping you understand what kind of personal data we collect, how we collect it, and how we use it, as well as to inform you about the rights and choices you have regarding this data.

This Policy applies to all personal data we collect, use, disclose or otherwise process about you. This most often takes place when you visit or use our websites, create a profile with us, when you (or the business you represent) purchase our products either in physical Haglöfs stores or online; as well as when you participate in events, Haglöfs promotions or contests, or interact with us through social media or otherwise on or offline.

For the purposes of this Policy, we collectively refer to the above activities as the “Services.” And when we refer to “personal data” in this Policy, we mean any information that relates to, describes, or is reasonably associated or linked or linkable to you, or through which we can otherwise identify you.


  1. What kinds of data do we collect?

Here we’ll describe what kinds of personal data we might collect from you. Data collection might take place when you buy our products, visit our websites, use our Services or otherwise interact with us. Depending on the circumstances, such as how you use our Services, this data may include the below.  

Please note: Throughout this Policy we collectively refer to all the different types of information listed below as “personal data.”


General data we collect

  1. Your (personal or business) contact details

This includes your name and either your personal or business contact details, such as your telephone number and email address.

  1. Information about your purchases in our stores and online

If you use our Services to purchase a product or shop in our stores, we might collect data such as the amount and date of your purchase, the product you purchase or Service(s) you use, your clothing or shoe size, the location of the Haglöfs store at which you made your purchase, your location, and the website through which you made your purchase. When you pay for your product or other Services, we process your payment information, such as the payment method used, payment status, any discount, gift card or voucher code used, and your invoice details. When you place an order with us, we may also process your order (tracking) number, the delivery method, the delivery and billing address and, if applicable, information about returns. 

  1. Your account data

This includes any information related to your Haglöfs account, such as your account number, password, your date of birth, your gender or gender identity, language preferences, the country you live in, and other information you may share with us when you register an account at Haglöfs.

  1. Information regarding your use of our online Services

This can include data about the pages you visit on our websites, the products and services you like, your wish list and the contents of your abandoned shopping cart.

  1. Your outdoor interests and activities, outdoor sports related adventures, contests and other events

This can be, for instance, information regarding events we organize or sponsor including your interest in and registration for them (including the date and place of the event and results, if relevant), as well as information regarding how you prefer to enjoy the outdoors.

  1. Your sports capabilities

Any information you provide to us when we sponsor you or when you apply for sponsorship or participate in events or promotions, including your interests, skills, qualifications or accomplishments.

  1. Your details related to contests and sweepstakes

The data we collect if you participate in a contest, prize promotion or sweepstake.

  1. Your reviews and content

The opinions, experiences, preferences and interests, and product or event reviews that you publish on our websites or Services or share with us online or otherwise, including your experiences and tips regarding gear and events.

  1. Your images

We have CCTV cameras in our stores which record your images when you come and visit us. We may also film or take photos at Haglöfs (sponsored) events or during certain other specific interactions.

  1. Your communication data

Your requests, possible complaints you may have and any other data that we receive when we communicate with you via e-mail, online, telephone, social media, or other equivalent means. We may, subject to and in accordance with local law, record and retain a copy of such communications.

  1. Special categories of personal data

We don’t usually process any special or sensitive personal data, possibly except for information you might (voluntarily) provide us, such as allergies or nutritional preferences within the framework of the organization of our events.


Data collected automatically

Each time you visit our website, our service and applications automatically record data and information from the computer system of the visiting computer. Subject to local law requirements, including, where applicable, your consent, we may also collect your electronic identification data (collected by cookies or similar technologies), including personal data about how you access, use and interact with our online services. This may include information such as your IP address, MAC address, mobile device identifier (IDFA or GAID), cookie ID, cookie content, browsing and click behavior and other activities, purchase information, domain name, referrer-URL, access dates and times, hardware and software information and settings, information about the device you use (e.g., device ID, device type), and approximate location. Our Cookie Policy  explains this in more detail, and you can click here to manage your Cookie Settings . We also may use pixels in HTML emails to understand the effectiveness of our email communications.


A note for Swedish residents

To make the in-store checkout process and/or registration process for Haglöfs accounts in our Swedish stores as seamless an experience as possible for those who wish to participate, we give Swedish residents the opportunity to scan their ID, namely personal identification card or driver’s license while checking out and/or registering for an account. This will allow Haglöfs to directly receive the relevant account registration data as described under “General data we collect (your account data)”, including your personal identification number.

A personal identification number is considered personal data that needs additional protection by local law. In our situation, we can only collect this information if you voluntarily share it with us, and with your prior consent or at your direction, for the purposes set out in this Policy. You can refuse or revoke your consent at any time.


Our policy on childrens information

Our online services are not directed to children under 16 years of age. If you believe that we have collected information about a child under the age of 16 without a legal basis, please contact us so that we may take appropriate steps to delete such information.


  1. What do we use your data for?

Once we have collected your personal data, we use and process it for a variety of purposes which we describe here.   

  1. To fulfill our agreement with you

This most typically means us processing your data in order to manage and handle your purchases (both online or in our stores) and to provide you with any Services that you may have requested from us. This can include handling your requests or administering your Haglöfs accounts, or us using your (business) contact details, handling information regarding your purchases, your account and electronic identification data, information regarding the Services you used, information regarding your leisure activities, interests and events, and your communication data.

  1. To comply with a legal obligation

Any personal data covered by the section, “What kinds of data do we collect?” may be used to maintain appropriate business records, to comply with lawful requests by public authorities and to comply with applicable laws and regulations or as might otherwise be required by law.

  1. For our legitimate commercial interests

Where we have a legitimate interest in maintaining business relationships and communicating with you about Services and products. In each case we assess that these interests are not overridden by your rights before we use any of the personal data referred to in the section, “What kinds of data do we collect?” To be more precise, we may use the relevant personal data listed in the section “What kinds of data do we collect?” as follows:

  • Marketing and promotional content: We may use your data for general marketing materials and promotional content as well as surveys about products and Services you have purchased or used; or to remind you by email of your abandoned shopping cart. In accordance with and only if permitted by applicable law, we may do so via email or other electronic means. You can always opt out of receiving such marketing materials any time by following the instructions in the communication you received from us. You can also control your marketing preferences by reaching out to us at [email protected]
  • Improving our products and Services: We continuously aim to improve our products and Services as well as to understand our customers better, both on an aggregated and on an individual basis. We may do so by combining the data we have obtained about you across the different Services that have collected your personal data (if applicable). This also means that we may analyze your use of our products and Services and use this information to improve our products and Services and to give you a better user experience (in other words, we may for example analyze which Haglöfs web pages you visit, which products and Services you use and like, and how you use these products and Services, which enables us to create personal profiles and to assess what may be interesting to you, to personalize recommendations we can give you when you purchase our products or use our Services (e.g., based on your previous purchases and use of our Services)). Creating such personal profiles of our customers also enables us to send you relevant and personalized marketing materials that relate to your use of our products and Services–obviously only if you have chosen to receive such materials.
  • Advertising: We may use your data to promote our products and Services and to allow us to provide, personalize, measure, and improve our digital advertising. For instance, we may do so to show you suggestions and targeted ads (including on third party websites or social media) based on how you interact with us or to create specific target audiences. To do this, we may share limited personal data (such as electronic identification data, contact information, country, and conversion status) with our advertising partners, including social media platforms such as Facebook, Instagram, Google, etc. In such cases, these advertising partners’ cannot use this data for their own purposes.
  • Personalize content: We want to give you offers and Services that are more interesting, relevant and suited to your needs.
  • Analytics and statistics: We may use your data to generate aggregated statistics and analytics about users of our products and Services and in store visitors.
  • Surveys and feedback: We may use your data to collect feedback on our products and Services and to develop and improve the quality of our products and Services (for instance via customer satisfaction surveys or research).
  • Security: We may use your data for security and fraud prevention and detection purposes; for system integrity purposes (preventing hacking, cheats, spamming, etc.); to prevent, detect and investigate fraud, misuse, harassment or other types of unlawful activities and to take action regarding illegal activities, suspected fraud, situations involving potential threats to the safety or legal rights of any person or third party, or violations of this Policy and our applicable agreements and terms of use.
  • Business Operations: We may use your data to facilitate our business operations, and to operate company policies and procedures; and to enable us to merge, sell, acquire, or transfer assets (including any negotiations related to these topics).

  • Other purposes: We may use your data for other legitimate business purposes permitted by applicable law.

Every time we rely on our legitimate interests as a legal basis for our use of your personal data, you have the right to object to this use, and in such a case we must stop such processing. This is unless we can either demonstrate compelling legitimate grounds for the use of the data which override your interests, rights and freedoms, or demonstrate that we need to process the data in order to establish, exercise or defend legal claims.  

  1. When you have given us your consent

This means situations where you have freely given us your consent to process your personal data.

  • We may use the personal data listed under the subsection “Special Categories of Personal Data” (i.e., personal ID number for Swedish citizens) for the purposes defined in this Policy.
  • We may use the personal data under the subsection ”What kinds of data do we collect?” for marketing purposes based on your profiles via email, other electronic means or otherwise, and for sending our newsletters.
  • We may also ask for your consent to process some personal data for other specific purposes. If we do so, we will give you full details about the personal data that we would like to process and the reason for this use, so that you can carefully consider whether you wish to consent. 
  • You can always withdraw your consent as we further describe in the section, “What are your data rights?”


  1. Who do we share your data with?

Sometimes, in order to deliver our Services, we work with trusted partners and other third parties who share our value of acting responsibly towards our consumers. We may share your personal data with the following parties:


Partners and other third parties

  1. Our wholly-owned subsidiaries

This means all Haglöfs companies that may use your personal data as described in this Policy. An overview of the relevant responsible Haglöfs companies can be found here. 

  1. Service Providers and Processors

These may be third party vendors, agents, service providers, and affiliated entities that we engage to provide services to us on our behalf, such as support for the internal operations of our websites, online stores (including payment processors and third parties we use for sending your orders to your home address), Services (e.g., technical support processing), research, digital marketing as well as related offline product support services, data storage and other services. We choose these partners with care as, in providing their services, these third parties may access, receive, maintain or otherwise process personal data on our behalf. We take steps to require third parties to adequately safeguard your personal data and only process it in accordance with our instructions and applicable legal requirements. This includes the establishment of appropriate contracts which ensure that third party service providers cannot use your information for their own purposes.

  1. Partners

Sometimes we offer you services in cooperation with partners or co-sponsors. In these cases, we may also disclose your personal data to these partners. ´ However, we will only do so when you have consented or directed that we do so, or if doing so is necessary to fulfill your order or to respond to your request. We will notify you before sharing your data, and you will have the choice to not participate or to otherwise object to such sharing. If you win a contest or sweepstake, we may also disclose your name online.

  1. Advertising or marketing partners

We may share limited personal data (such as electronic identification data, contact information, country and conversion status) with our advertising partners, including social media platforms such as Facebook, Instagram, Google etc., to show you suggestions and targeted advertisements (also on websites of third parties or social media) based on how you interact with us, or to create specific target audiences.

  1. Third parties in case of legal requirement

We may also disclose your personal data if we are legally required to, or when this is reasonably necessary to comply with legal processes; when we believe it is necessary or appropriate to disclose personal data to law enforcement authorities, such as to investigate actual or suspected fraud or violations of law, breaches of security, or breaches of this Policy; to respond to any claims against us; and, to protect the rights, property, or personal safety of Haglöfs, our customers, or the public.

  1. Corporate transaction

We may share your personal data with third parties in the case that we engage in any actual or contemplated merger, sale, transfer of Haglöfs’ assets, acquisition, bankruptcy, or similar event, including related to due diligence conducted prior to such event, where permitted by law.

  1. With Consent

 In addition to the scenarios described above, we may also disclose information about you, including personal data to any other third parties, where you have consented or requested that we do so.


Cookies, analytics and personalization

Provided you consented to it (where required), we and our third-party providers use cookies, clear GIFs/pixel tags, JavaScript, local storage, log files, and other mechanisms to automatically collect and record information about your browsing activities, and use of the Services. We may combine this “activity information” with other personal data that we collect about you. 

Generally, we use this activity information to understand how our Services are used, track bugs and errors, improve our Services, verify account credentials, allow logins, track sessions, prevent fraud, and protect our Services, as well as for targeted marketing and advertising purposes, to personalize content and for analytics purposes.  For more detailed information about these mechanisms and how we collect and use activity information, see our Cookie Policy

Please note we do not respond to browser do-not-track requests. You may, however, disable certain tracking as discussed in the applicable Cookie Policy.


Social media

You might be active in some social media forums like Facebook, Instagram, LinkedIn, etc. – and so are we! When using and interacting on these platforms, we recommend that you familiarize yourself with and understand the tools provided by those sites. They allow you to make choices about how you share the personal data in your social media profile(s). We also want to note that these third parties apply their own privacy practices or policies – not this Policy – and so we encourage you to read these applicable privacy notices, terms of use and related information about how your personal data is used in these social media environments.

International transfers of your personal data

We want to let you know that we may transfer and process your personal data outside of your home country. The laws of these countries may not provide an equivalent level of protection to your personal data as the laws in your home country. Because of this, Haglöfs has taken steps to ensure that adequate safeguards are in place and that applicable laws and regulations are complied with in connection with such transfers. We do this, for instance, by using the EU Standard Contractual Clauses (“SCCs”) adopted by the European Commission, or other approved data transfer or certification mechanisms, as a safeguard for the transfer of personal data outside the European Economic Area (“EEA”) and the United Kingdom “UK”). In addition, Haglöfs will combine the SCCs with technical, organizational and contractual measures to ensure that an adequate level of protection is provided. In other words, we work hard to ensure that we match the level of protection to your personal data that you are used to as an EEA/UK resident.

  1. How do we keep your data safe?

We take reasonable steps to ensure that your personal data is properly secured using appropriate technical, physical, and organizational measures. More specifically, such measures ensure that your personal data is protected against unauthorized or unlawful use, alteration, unauthorized access or disclosure, accidental or wrongful destruction, and loss.


  1. How long do we keep your data?

We will keep your personal data for as long as it’s required to fulfill the purpose for which it was collected and used in the first place (for example, for the time necessary for us to send you the newsletters you subscribed to, to provide you with customer service, answer your questions about our products or resolve technical problems, etc.), unless a longer period is necessary due to legal obligations we might have or to defend a legal claim.

If you have created a Haglöfs account with us, and make a request for it to be deleted, we will delete this account and your personal data within 30 days, unless we need to store certain types of your personal data for a longer period because of legal requirements, in which case we will store such data in accordance with the mandatory periods. We also delete your Haglöfs account and personal data connected to it if you haven’t used your Haglöfs account for a period of two years. Before your account becomes inactive, we will notify you to use your Haglöfs account in order to prevent your account from being deleted.


  1. What are your data rights?

We take your rights as a data subject seriously. This means that we have built internal processes for safeguarding you to exercise your data subject rights – subject to the conditions that follow from applicable laws. This includes your right to receive information regarding your personal data we process, to access your personal data, to rectify and have it amended; as well as your right to object to marketing and profiling and your right to having your personal data deleted and to restrict the processing of your personal data. Additionally, you can exercise your right to receive your personal data in a structured, commonly used machine-readable format or to have it transmitted to a third party of your choice. If you would like to exercise any of these rights, please reach out.

We will respond to your privacy rights request according to applicable law. For your own protection and for the protection of others, we may (depending on the type of request) need to verify your request and identity before addressing your request.

You may revoke your consent for receiving marketing communication at any time, free of charge, by following the instructions in any marketing communication.

If you have any questions or complaints about how we process your personal data, please contact us and our Data Protection Officer will be happy to assist you.  You also have a right to lodge a complaint with your supervisory data protection authority, for Sweden, please follow the instructions provided by Swedish Authority for Privacy Protection:

A notice about other websites

Our websites contain links to third-party websites. These websites can, for instance, be links to our jointly organized events. If you click and follow these links, you will exit our websites. While we select these third parties with care, Haglöfs cannot accept liability for the use of your personal data by these other organizations. Therefore, we always recommend that you check the privacy statements of any individual website you visit.


  1. How do we make changes to this Policy?

From time to time, we may need to adjust and make changes to this Policy. We will do this by posting the updated version of the Policy on our websites. In case of material changes to this Policy, we will make sure to notify you in advance. The “Last updated” at the top of this Policy indicates when these changes will take or have taken effect. That’s why we encourage you to visit our policy pages frequently to stay informed about how we use your personal data.


  1. Contact us

If you have any questions about data protection at Haglöfs or regarding the processing of your personal data or this Policy, our Data Protection Officer will be happy to help you!