Privacy policy

Last updated: 20 July 2026

1. Data controller

Vala Selection AB, Torsplan 8, 113 65 Stockholm, Sweden, is the data controller for the processing of your personal data under this policy.

Company registration number: 559553-1129
VAT registration number: SE559553112901
Email: info@valaselection.se

2. When do we collect personal data?

We collect personal data when you:

Make a purchase or take out a subscription
Contact us
Subscribe to newsletters
Create an account
Leave a review
Visit our website

We also collect certain technical information automatically through cookies and similar technologies; see section 11.

3. What data do we process?

We may process the following data:

Name
Address and delivery address
Telephone number
Email address
Payment information (we never store complete card details – these are handled by the payment provider)
Order and transaction history, including subscription details
IP address
Device and browser information
Customer communications

We do not process more data than is necessary for each purpose.

4. Why do we process your data?

To perform a contract

When you make a purchase, we process your data to:

Process payment
Deliver goods and administer subscriptions
Handle returns and complaints
Communicate about your order

Legal basis: Contract.

To comply with legal obligations

We process data to comply with requirements under, for example, the Swedish Accounting Act and consumer legislation.

Legal basis: Legal obligation.

For customer service

We process data when you contact us.

Legal basis: Legitimate interest.

For marketing

We use your email address to send newsletters and offers if you have consented to this, or – if you are an existing customer – on the basis of legitimate interest in accordance with the Swedish Marketing Act.

You can unsubscribe at any time using the link in each communication or by contacting us.

Legal basis: Consent or legitimate interest.

To improve the website

We analyse how the website is used to improve functionality and customer experience.

Legal basis: Legitimate interest, or consent where required for cookies.

5. Payment providers

Payments are handled by:

Klarna through Shopify Payments
Swish
Card payment providers through Shopify Payments

These providers process personal data under their own privacy policies and are independent data controllers for their part of the processing.

6. Shopify

Our website is operated by Shopify, which is our data processor.

Shopify processes personal data to:

Provide and operate the website
Process orders
Provide payment solutions

Shopify may process data outside the EU/EEA. Transfers are made on the basis of the European Commission’s Standard Contractual Clauses or another approved transfer mechanism.

More information is available in Shopify’s privacy policy.

7. Disclosure of personal data

We only share data when necessary, for example with:

Payment providers
Transport companies
IT and cloud service providers, including email distribution tools
Accounting and bookkeeping systems

We never sell your personal data.

8. Transfers to third countries

We aim to process personal data within the EU/EEA. If data is transferred to countries outside the EU/EEA, for example through Shopify, we ensure that lawful safeguards are used, such as:

The European Commission’s Standard Contractual Clauses
Adequacy decisions

9. Retention period

We retain personal data for as long as necessary for the purpose:

Accounting records are retained for seven years after the end of the calendar year in which the financial year ended, in accordance with the Swedish Accounting Act
Customer data is retained for as long as there is an active customer relationship and thereafter for as long as needed to handle complaints
Marketing data is retained until you unsubscribe or object to the processing

10. Your rights

You have the right to:

Request access to your data
Request rectification
Request erasure
Request restriction of processing
Object to processing, including direct marketing – if you object to direct marketing, we will always stop it
Request data portability
Withdraw consent without affecting the lawfulness of processing carried out before its withdrawal

You also have the right to lodge a complaint with the Swedish Authority for Privacy Protection (IMY), www.imy.se.

11. Cookies

We use cookies and similar technologies to:

Ensure the website functions
Improve the user experience
Analyse traffic
Enable relevant marketing

Cookies that are not necessary for the website to function are used only with your consent. You can change or withdraw your consent at any time through our cookie tool or manage cookies in your browser.

12. Security

We take technical and organisational measures to protect your personal data against unauthorised access, loss or misuse.

13. Changes to the policy

We may update this privacy policy as needed. The latest version is always published on the website. In the event of material changes, we will inform you through the website or by email.