Privacy policy

Privacy Policy – Wyde Footwear AB

Last updated: November 3, 2026.

1. Introduction

This Privacy Policy describes how Wyde Footwear AB (organization number 559388-7887), operating at wydefootwear.com (the "Website"), collects, uses, stores, and shares your personal information when you visit, interact with, or make a purchase from our Website, or when you sign up to receive our emails or text messages.

We are committed to protecting your privacy and processing your personal data in accordance with the EU General Data Protection Regulation (GDPR), the Swedish Data Protection Act (Dataskyddslagen), and other applicable data protection legislation.

In this policy, "personal data" (or "personal information") means any information relating to an identified or identifiable natural person, as defined in Article 4 of the GDPR.

2. Data Controller

The data controller responsible for your personal data is:

Wyde Footwear AB
Organization number: 559388-7887
Address: Gärdegatan 2E, 431 67 Mölndal, Sweden
Email: support@wydefootwear.com

If you have any questions about this Privacy Policy, how we process your data, or wish to exercise your rights, please contact us at the email address above.

3. What Personal Data We Collect

We collect the following categories of personal data depending on how you interact with our Website.

3.1 Device and Browsing Data

Collected automatically when you visit our Website through cookies, server logs, and tracking technologies.

IP address and approximate geographic location
Browser type, version, and operating system
Pages visited, products viewed, and search terms used
Referring website, time spent on pages, and click patterns
Device type and screen resolution

3.2 Order and Transaction Data

Collected directly from you when you make a purchase.

Full name
Email address
Phone number
Billing and shipping address
Payment information (processed securely by our payment providers; we do not store card details)
Order history and transaction details

3.3 Marketing and Communication Data

Collected directly from you when you subscribe to our newsletter, sign up via a form, attend a webinar, or opt in to SMS marketing.

Email address
Mobile phone number (for SMS, if provided)
Marketing preferences and consent records, including the date, time and method of your SMS opt-in
Engagement data (email opens, clicks, SMS clicks, purchase behavior used for segmentation)

3.4 Customer Support Data

Collected directly from you when you contact our support team.

Name and email address
Order information related to your inquiry
Conversation history and any attachments you provide

3.5 Account Data

Collected directly from you if you create a customer account.

Name and email address
Saved addresses
Order history linked to your account

3.6 Referral and Affiliate Data

Collected if you join our referral or affiliate program.

Name, email address and referral link activity
Payout details needed to pay commissions

4. How We Use Your Personal Data

We use your personal data for the following purposes:

To process and fulfill your orders, including payment processing, shipping, and delivery
To communicate with you about your order (confirmations, shipping updates, delivery notifications)
To provide customer support and respond to your inquiries
To send marketing communications (email and SMS) when you have given your consent
To personalize your experience on our Website, including product recommendations
To analyze website usage and improve our Website, products, and services
To deliver targeted advertising and measure advertising effectiveness, based on your cookie consent
To run our referral and affiliate program
To prevent fraud and protect against unauthorized transactions
To comply with legal obligations, including tax and accounting requirements under Swedish law
To segment and profile customers for marketing purposes (e.g., purchase history, browsing behavior) based on your consent

5. Legal Basis for Processing

Under the GDPR, we must have a valid legal basis for each processing activity.

Processing activity	Legal basis	Explanation
Processing orders and payments	Contract performance	Necessary to fulfill the purchase agreement between you and Wyde Footwear
Shipping and delivery	Contract performance	Necessary to deliver products you have purchased
Customer support	Contract performance / Legitimate interest	Necessary to assist you with orders and inquiries
Email marketing	Consent	Sent only when you have actively subscribed or opted in
SMS marketing	Consent	Sent only when you have provided your mobile number and explicitly consented to receive text messages
Website analytics	Consent / Legitimate interest	Non-essential analytics cookies require your consent via our cookie banner
Advertising and retargeting	Consent	Advertising cookies and pixels are only activated after you consent via our cookie banner
Referral and affiliate program	Contract performance	Necessary to track referrals and pay commissions
Fraud prevention	Legitimate interest	Necessary to protect against fraudulent transactions and abuse
Accounting and tax records	Legal obligation	Required under the Swedish Bookkeeping Act (Bokföringslagen)
Behavioral profiling for marketing segments	Consent	Segmenting customers based on purchase history and browsing behavior (e.g., in Klaviyo)

We share your personal data with the following categories of service providers to operate our business and provide our services. We have data processing agreements in place with each provider where required by the GDPR.

Service provider	Purpose	Data shared	Location
Shopify Inc.	E-commerce platform, payment processing, order management	Order data, payment info, device data, browsing behavior	Ireland, Canada, USA
Klarna, PayPal	Payment and invoice/installment services	Name, contact details, order and payment data	Sweden, EU
Klaviyo	Email and SMS marketing	Email, phone number, name, purchase history, browsing behavior	USA
Meta (Facebook/Instagram)	Advertising and conversion tracking	Device data, browsing behavior, purchase events (via Pixel, only with cookie consent)	USA, EU
Google (Analytics, Ads)	Website analytics and advertising	Device data, browsing behavior, conversion events (only with cookie consent)	USA, EU
Commslayer	Customer support	Name, email, order details, conversation history	EU
Warehouse and fulfillment partners	Picking, packing and shipping orders	Name, shipping address, phone number, order contents	Sweden, USA
PostNord / UPS / DHL	Shipping and delivery	Name, shipping address, phone number, order reference	Sweden, USA, EU
Judge.me	Product reviews	Name, email, order details	EU
Social Snowball	Referral and affiliate program	Name, email, referral and order data	USA

We may also disclose your personal data if required to do so by law, in response to a valid legal request (such as a court order or subpoena), or to protect our legal rights.

We do not sell or rent your personal data to third parties.

7. SMS Text Messaging

If you opt in to our SMS program, we use your mobile number to send you recurring automated promotional and personalized marketing text messages, as well as messages about your orders. Message frequency varies. Message and data rates may apply. Consent is not a condition of purchase. Reply STOP to unsubscribe or HELP for assistance at any time. See the SMS Marketing Terms in our Terms of Service for full details.

We do not sell, rent, or share your mobile phone number, SMS opt-in data, or SMS consent with any third parties or affiliates for their marketing or advertising purposes. Text messaging originator opt-in data and consent will not be shared with any third parties, except service providers (such as our SMS platform, Klaviyo) that process it on our behalf solely to deliver our messages.

We keep a record of your SMS consent for as long as you are subscribed and as needed to demonstrate that consent was given.

8. International Data Transfers

Some of our service providers operate outside the European Economic Area (EEA). When your personal data is transferred outside the EEA, we ensure appropriate safeguards are in place, including:

EU-US Data Privacy Framework: for US-based providers certified under the framework.
Standard Contractual Clauses (SCCs): approved by the European Commission, used where the Data Privacy Framework does not apply.
Adequacy decisions: for countries the European Commission has determined offer an adequate level of data protection (e.g., Canada for commercial organizations under PIPEDA).

For more information about specific transfer mechanisms, contact us.

9. Cookies and Tracking Technologies

A cookie is a small data file stored on your device when you visit our Website. We use cookies and similar technologies (pixels, tags, local storage) to operate our Website, analyze traffic, and deliver targeted advertising.

Category	Provider	Purpose	Example cookies
Strictly necessary	Shopify	Shopping cart, checkout, session management, customer login, privacy preferences	_shopify_s, cart, checkout, _secure_session_id, _tracking_consent
Analytics and performance	Shopify, Google Analytics	Measuring traffic, landing pages and referral sources	_ga, _gid, _shopify_y, _y, _s, _landing_page, _orig_referrer
Marketing and advertising	Meta, Google Ads, Klaviyo	Targeted ads, ad performance, retargeting, conversion tracking	_fbp, _fbc, _gcl_au, __kla_id
Functional	Shopify, Klaviyo	Remembering region, language and browsing history	_shopify_country, keep_alive, localization

When you first visit our Website, you are presented with a cookie consent banner that allows you to accept or decline non-essential cookies. Strictly necessary cookies cannot be disabled as they are required for the Website to function.

You can change your cookie preferences at any time through the cookie settings link in the footer of our Website, or by adjusting your browser settings.

9.3 Managing Cookies

Most browsers allow you to block or delete cookies, though this may affect your experience on our Website. For more information, visit www.allaboutcookies.org.

Do Not Track: There is currently no unified industry standard for responding to "Do Not Track" browser signals. We do not change our data collection practices in response to such signals at this time.

10. Behavioral Advertising and Profiling

With your consent, we use tracking technologies to deliver targeted advertising and measure the effectiveness of our marketing campaigns:

Meta Pixel (Facebook/Instagram): tracks website visits and conversions to deliver relevant ads on Meta platforms.
Google Ads and Google Analytics: tracks website behavior and conversions to optimize ad targeting and measure campaign performance.
Klaviyo: segments customers based on purchase history, browsing behavior, email engagement, and other interactions to personalize marketing communications.

This means we may create profiles of your behavior and preferences to send you more relevant offers and advertisements. Under the GDPR, this constitutes profiling and is based on your consent. Your mobile number and SMS consent are never used for this advertising, as described in section 7.

10.1 Opting Out of Targeted Advertising

Withdraw cookie consent via the cookie settings on our Website
Meta: Settings > Ad Preferences (facebook.com/adpreferences)
Google: My Ad Center (myadcenter.google.com)
Digital Advertising Alliance: optout.aboutads.info
Your Online Choices (EU): youronlinechoices.eu

Opting out does not mean you will stop seeing ads; it means the ads will be less relevant to you.

11. Data Retention

We retain your personal data only as long as necessary for the purposes it was collected for, or as required by law.

Data category	Retention period	Reason
Order and transaction records	7 years from the end of the financial year	Swedish Bookkeeping Act (Bokföringslagen)
Customer account data	Until deletion is requested, or 3 years after last activity	Contract performance and legitimate interest
Marketing data (email/SMS)	Until consent is withdrawn	Consent-based processing
Consent records (email/SMS)	Up to 5 years after consent is withdrawn	Legitimate interest in demonstrating lawful consent
Customer support records	2 years after last interaction	Legitimate interest in resolving disputes
Website analytics data	26 months	Consent / Legitimate interest
Advertising cookies	Up to 2 years, or until consent is withdrawn	Consent-based processing

When personal data is no longer needed, we securely delete or anonymize it.

If you are located in the EEA or are otherwise covered by the GDPR, you have the following rights regarding your personal data:

Right of access (Art. 15): request a copy of the personal data we hold about you.
Right to rectification (Art. 16): request that we correct inaccurate or incomplete data.
Right to erasure (Art. 17): request that we delete your personal data, subject to legal retention obligations.
Right to restrict processing (Art. 18): request that we limit processing in certain circumstances.
Right to data portability (Art. 20): receive your data in a structured, machine-readable format.
Right to object (Art. 21): object to processing based on legitimate interest, and to direct marketing at any time.
Right to withdraw consent (Art. 7): withdraw consent at any time, for example by unsubscribing from emails or replying STOP to our text messages. This does not affect processing before withdrawal.
Automated decision-making (Art. 22): not be subject to decisions made solely by automated means that produce legal or similarly significant effects.

To exercise any of these rights, contact us at support@wydefootwear.com. We respond within one month, as required by the GDPR.

13. Automated Decision-Making

Our payment processor Shopify uses limited automated decision-making to prevent fraud. This may include:

Temporary blocking of IP addresses associated with repeated failed transactions (lasting a few hours)
Temporary blocking of payment methods associated with flagged IP addresses (lasting a few days)

These measures protect against fraud and do not produce legal effects or otherwise significantly affect you. If you believe you have been incorrectly affected, please contact us.

14. Children's Privacy

Our Website is not directed at individuals under the age of 16, and our SMS program is only for persons aged 18 or older. We do not knowingly collect personal data from children under 16. If you become aware that a child has provided us with personal data, contact us at support@wydefootwear.com and we will delete it.

15. Data Security

We take reasonable technical and organizational measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction, including:

Encryption of data in transit (SSL/TLS)
Secure hosting through Shopify's PCI DSS-compliant infrastructure
Access controls limiting who within our organization can view personal data
Regular review of our data processing practices and security measures

No method of transmission over the internet or electronic storage is 100% secure, so we cannot guarantee absolute security.

16. Complaints

If you believe that we have not handled your personal data in accordance with applicable law, you have the right to lodge a complaint with the relevant supervisory authority. For Sweden, this is:

Integritetsskyddsmyndigheten (IMY) Website: www.imy.se Email: imy@imy.se Phone: +46 (0)8-657 61 00

We encourage you to contact us first so that we can try to resolve any concerns directly.

17. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. When we make material changes, we will update the "Last updated" date at the top of this policy and, where appropriate, notify you by email or via a notice on our Website.