Svenskt Tenn’s processing of personal data

Last updated: 2026-10-01

In this policy you will find information about how we at Svenskt Tenn process your personal data.

Svenskt Tenn is committed to protecting your personal privacy and always strives to process your personal data with care and responsibility, in accordance with applicable data protection regulations such as the General Data Protection Regulation (GDPR).

The purpose of this policy is to inform you about how we process your personal data so that you can feel secure when visiting our stores, our website, or otherwise come into contact with us. This policy also informs you of your rights under the General Data Protection Regulation (GDPR), and how you can exercise them.

1. Who is responsible for the personal data we process?

Svenskt Tenn Aktiebolag, organisational number 556032–0375, is the data controller for your personal data.

You can contact Svenskt Tenn at any time with questions regarding our processing of personal data. Our contact details can be found below under the heading “Contact Information”.

2. What is personal data and the processing of personal data?

Personal data is any information that can be directly or indirectly linked to a living individual. This may include information such as name, email address, phone number, personal identification number, purchase history, or customer number. Images and audio recordings may also be considered personal data, even if no names are mentioned. Encrypted data and various types of electronic identifiers, such as an IP number, IP address, or information about your computer or mobile device, may also be personal data if they can be linked to you as an individual.

Processing of personal data refers to any type of handling, such as collecting, storing, using, sharing, deleting, and modifying.

All processing requires a legal basis. A legal basis may, for example, be the fulfilment of a contract, our legitimate interest, your consent, or a legal obligation.

3. What personal data do we collect?

3.1 Administrating a purchase made in our physical stores

In general, we do not process any personal data when you make purchases in our physical stores. Exceptions may occur in specific situations, for example, if you request home delivery of a product or if you request additional services related to your purchase, such as installation or customization of a product. In such cases, we need to process certain personal data in order to manage the delivery or the additional services. The categories of personal data collected include contact details and other information about you as an individual. The personal data we collect are:

  • Contact details (name, address, email address, phone number), as well as any other information you provide to us in connection with the purchase.

The legal basis for our processing is fulfilment of the purchase agreement.

We retain your data until the purchase has been completed and for a certain period thereafter in order to handle any returns or warranty claims.

3.2 Administrating a purchase via our website

To manage orders and purchases made through our website, it is necessary for us to process certain personal data. Without this information, we cannot receive or manage your purchase. The categories of personal data processed include contact details and user data for registered accounts. We process this data to manage your purchase, deliver your product (including providing delivery options, notifications, and communication regarding the delivery), and handle returns and warranty claims. The personal data we collect are:

  • Contact details (name, address, email address, phone number), and personal identification number.

The legal basis for our processing is the fulfilment of the purchase agreement.

We retain your data until the purchase has been completed and for a certain period thereafter in order to handle any returns or warranty claims.

3.3 Registering an account on our website

To register and use an account on our website, we need to process certain personal data. The categories of personal data processed include contact details and your login credentials. We process this data to create and manage your account, provide you access to order history, reset and change passwords, simplify future purchases, and enable contact with our experts. The personal data we collect are:

  • Contact details (name, email address, phone number), password, and any other information you choose to provide.

The legal basis for our processing is the fulfilment of the account agreement.

We retain your data for as long as you have an active account and for up to 6 months after the account is closed, if necessary to handle any remaining matters. If the account remains inactive for at least 6 months, the account and your personal data will be deleted.

3.3.1 Signing in with Google or Facebook

You may choose to register or sign in to your Svenskt Tenn account using Google or Facebook.

When you use social sign-in, you are first authenticated by the selected provider. Depending on the provider and the permissions you grant, Svenskt Tenn may receive the following personal data:

  • Your name.
  • Your email address.
  • Information confirming whether your email address has been verified.
  • A unique identifier associated with your Google or Facebook account.
  • Limited profile information made available by the provider.


We use this information to:

  • Create and manage your Svenskt Tenn account.
  • Authenticate you when you sign in.
  • Link your Google or Facebook identity to an existing Svenskt Tenn account when applicable.
  • Prevent duplicate accounts and protect accounts against unauthorised access.
  • Provide access to your order history and other account features.


We do not receive your Google or Facebook password. We do not request access to your contacts, posts or other information that is not required for registration and authentication.

If the email address provided by Google or Facebook matches an existing Svenskt Tenn account, you may be asked to verify the existing account before the accounts are linked. If the email addresses do not match, a separate Svenskt Tenn account may be created.

The legal basis for this processing is the fulfilment of the account agreement. Information used for security, fraud prevention and technical logging may also be processed based on our legitimate interest in providing a secure service.

The social login information is retained for as long as you have an active Svenskt Tenn account and in accordance with the retention period described in section 3.3.

Social login providers and authentication services

When you use social sign-in, personal data is exchanged with the selected identity provider, Google or Meta, as necessary to authenticate you. Google and Meta may process information about your use of their services in accordance with their respective privacy policies.

Svenskt Tenn also uses Auth0, provided by Okta, as an authentication service. Auth0 processes authentication information on behalf of Svenskt Tenn to securely manage login and account linking.

The processing may involve a transfer of personal data outside the EU/EEA. Where applicable, such transfers are protected as described in section 5 of this policy.

Information received through social sign-in is not used by Svenskt Tenn for marketing purposes unless there is a separate legal basis for such processing, for example your consent.

Removing social login access and requesting deletion

You can revoke Svenskt Tenn’s access to your social account through the app and service settings in your Google or Facebook account.

Revoking access through Google or Facebook does not automatically delete your Svenskt Tenn account, order history or other information held by Svenskt Tenn.

If you want Svenskt Tenn to remove the social login connection or delete personal data received through Google or Facebook, please contact us at info@svenskttenn.se. Please state the email address connected to your Svenskt Tenn account and whether the request relates to Google or Facebook.

You may also request deletion of your Svenskt Tenn account in accordance with your rights described in section 6 of this policy. Certain information may need to be retained where required by law or where necessary to establish, exercise or defend legal claims.

3.4 Marketing purposes

We process personal data in order to communicate with you for marketing purposes, for example by sending emails or text messages, displaying personalized ads on social media, search engines, and other websites (such as banner ads). To do this, we need to process your data. The processing is based either on our legitimate interest or your consent.

If you are a customer, we may send direct marketing to you via email or SMS based on our legitimate interest. You always have the right to object to such processing, and we will then stop sending marketing communications and cease processing your personal data for this purpose.

We may also process your personal data for marketing purposes based on your consent, for example, when you have accepted cookies that enable targeted advertising. This means that we, together with third-party providers such as Google and Meta, may show you personalized ads based on how you use our website. You can withdraw your consent at any time via our cookie settings. You can read more about how we use cookies and how to withdraw your consent in the section “Use of Cookies and Other Tracking Technologies” below.

The personal data processed for these purposes depends on the situation but may include:

  • Name, email address, phone number, IP address, cookie ID, purchase history, and user behaviour on our website (such as pages visited and products viewed).

The legal basis for the processing is either our legitimate interest or your consent, depending on how the data was collected.

3.5 Newsletters

To provide newsletters with information about our products, offers, and inspiration, we need to process certain personal data. The category of personal data collected is contact information in the form of an email address.

The legal basis for our processing is your consent.

We retain your email address for as long as you have an active subscription. You can withdraw your consent at any time by clicking the unsubscribe link in the newsletter or by contacting us directly. You can find our contact details below under “Contact Information.”

3.6 Invitations for customer and press events

Svenskt Tenn regularly organizes various types of customer and press events, where we invite selected customers to provide them with exclusive access to information, news, and Svenskt Tenn’s products and services. To send these invitations, we process certain personal data of the individuals invited. The categories of personal data collected are contact details. We process this data to send invitations, plan and carry out events, and continue offering this group the opportunity to participate in our events. The personal data we collect are:

  • Contact details (name, email address, address, and phone number).

The legal basis for our processing is our legitimate interest.

If you no longer wish to receive invitations to our events or want us to stop processing your personal data for this purpose, you can contact us directly. You can find our contact details below under “Contact Information.” We will then cease processing your personal data for this purpose and stop sending event-related invitations.

3.7 Administrating customer service matters and other contact matters with Svenskt Tenn

When you contact our customer service, for example, to ask a question, provide feedback, or make a complaint, or contact Svenskt Tenn for any other reason, such as exercising your rights under the data protection legislation (GDPR), we need to process certain personal data to administrate your matter. The categories of personal data processed depend on the nature of the matter but usually include contact details and information you choose to provide. We process this data to identify you, communicate with you, and administrate your matter appropriately and in accordance with the General Data Protection Regulation (GDPR). The personal data we collect may include:

  • Contact details (name, email address, phone number, address), personal identification number, and any other information you provide in your communication with us.

The legal basis for our processing is our legitimate interest in handling customer matters and fulfilling our legal obligations under data protection legislation.

We retain your data for as long as necessary to administrate your matter and for a certain period thereafter.

3.8 Administrating interior design services

When you purchase interior design services from Svenskt Tenn, we need to process certain personal data to communicate with you, plan and carry out the assignment, and manage invoicing and follow-up. The categories of personal data processed include personal and contact information. The personal data we collect are:

  • Contact details (name, address, email address, phone number), and other information you provide in connection with the service.

The legal basis for our processing is the fulfilment of the service agreement.

We retain your data until the service has been fully delivered and for a certain period thereafter to administrate any returns or complaints.

4. Who might we share your personal data with?

We do not sell or rent out your personal data to anyone.

However, we may share your personal data with affiliated companies within the Svenskt Tenn group, licensees of Svenskt Tenn, and partner companies with which Svenskt Tenn has agreements.

We may also share your personal data with service providers we engage to deliver our goods and services to you. This includes providers such as craftsmen, packaging and delivery companies, event agencies, companies that manage our newsletter distribution, website maintenance providers, and consulting firms.

Additionally, we may share your personal data with advertising platforms and analytics companies (such as Meta and Google) that analyse personal data for marketing purposes on behalf of Svenskt Tenn. This means we will be able to use your data to create personalized ads and campaigns that are relevant to you, as well as to analyse the effectiveness of our marketing efforts.

In cases where we share your personal data with third parties as described above, we do so only to the extent necessary and do not share more data than required. Sharing with third parties is solely for the purpose of enabling them to perform the tasks we have assigned to them. All third-party processing is carried out in accordance with Svenskt Tenn’s instructions, and we do not allow any third party to use your personal data for their own or other purposes.

We may also disclose your personal data to a public authority if Svenskt Tenn is legally obligated to do so.

5. Where do we process your personal data?

As far as possible, we process your personal data within the EU/EEA. However, we may use partners or service providers who process your personal data outside the EU/EEA. Countries outside the EU/EEA do not always offer the same level of legal data protection as within the EU/EEA.

If your data is processed outside the EU/EEA and the recipient country does not have an adequate level of protection, Svenskt Tenn takes additional measures to ensure that the receiving parties provide adequate safeguards. This includes the use of so-called Standard Contractual Clauses adopted by the European Commission and/or an assessment of whether the applicable laws in the recipient country provide you, as a data subject, with rights equivalent to those under the General Data Protection Regulation (GDPR).

6. What are your rights and how can you exercise them?

In this section, we have summarized your rights under the General Data Protection Regulation (GDPR) when we process personal data about you.

You have the right to contact us at any time if you wish to exercise any