Lindex privacy policy

Your privacy is important to us. Our Personal Data Processing Policy describes, among other things, what data we collect, the purpose for which it is collected, how you can control your own data and how to contact us.

Controller

Aktiebolag Lindex (556452-6514,’Lindex’, Box 233, 401 23 Gothenburg) is the Controller for the processing of personal data at Lindex. The controller is responsible for ensuring that Lindex processes the data according to current legislation.

What personal data is collected about you as a customer and why?

This section describes the purposes for which we process personal data, what categories of personal data are processed, how long we store your personal data for and the legal basis upon which the processing is carried out for you as a customer at Lindex.

1) In order to handle orders/purchases

Personal data is processed in order to:

• Deliver ordered/purchased products or services (including notification of delivery or contact regarding delivery).
• Be able to carry out identification and age verification.
• Manage payments (including analysing which payment solutions should be offered).
• Address verification against external sources.

The categories of personal data processed are:

• Name
• Contact information (e.g. address, email, phone number).
• Payment information (e.g. transaction reference, transaction date).
• Date of birth
• Customer number
• Payment history
• Order information, e.g. what product has been ordered or if it is to be delivered to another address.

Legal basis:

Fulfilment of purchase agreement.

Storage period:

Until the purchase has been executed and for a further period of 36 months. 

Cookies:

We may use necessary cookies for this purpose. Read more about how we use cookies in our Cookie Policy. 

2) In order to manage your user account

Personal data is processed in order to:

• Provide authorisation for logging in.
• Be able to carry out identification and age verification.
• Maintain correct and updated information.
• Enable following of purchase history.
• Manage your settings and information about payment history and payment options.

The categories of personal data processed are:

• Name
• Contact information (e.g. address, email, phone number).
• Purchase history
• Technical information about your computer, mobile phone and other devices you use and their settings.
• Payment history
• Date of birth
• Customer number
• Address information from external sources

Legal basis:

Registered customers – legitimate interest. The processing is necessary in order to satisfy your and our interest in managing and administering your user account.

Storage period:

For as long as you have an active account. Activity means that you have made a purchase in the last 36 months or logged in to lindex.com or the Lindex app in the last 12 months.

Cookies:

We may use necessary cookies for this purpose. Read more about how we use cookies in our Cookie Policy.

3) To be able to market products and services

Personal data is processed in order to:

• Reminders for forgotten/abandoned digital baskets 
• Send direct marketing via email, text messages, social media and similar electronic channels for communication as well as mail, including promotions from partners to existing customers outside our loyalty program. For example, by carrying out campaigns or sending offers and invitations for events to: all customers, a particular customer segment (e.g. women/men between 30 and 40 in the UK), or individual customers.
• Use personal data to be able to analyse and make decisions on target groups which marketing should be shown to.
• Collect and transfer personal data to the company's marketing partner(s) and choose target groups which marketing should be shown to.  
• Collect and transfer personal data to social media and similar companies. The personal data is then used for ads, and in order to find similar people to whom the company can send marketing.

The categories of personal data processed are:

• Name
• Contact information (e.g. address, email, telephone number)
• Age
• Place of residence
• Information on how the customer uses the company's web sites and other digital channels
• Information about completed purchases
• User-generated data (e.g., clicking and visiting history)
• Technical data relating to devices used and settings, such as language settings, IP address, browser settings, time zone, operating system, screen resolution and platform.

In order to understand what kind of marketing or direct marketing should be used, we analyse:

• How web sites and other digital channels are used (for example, which web pages and sections of web pages have been visited and what searches have been made).
• Purchase history
• Age and place of residence
• Results from customer satisfaction or marketing studies.

Legal basis:

Our legal basis for using marketing cookies is consent.

For other processing of personal data, we rely on the following legal basis:

For members of More at Lindex, registered or unregistered customer – legitimate interest.

Recipients of newsletters and website visitors - legitimate interest.

The processing is necessary to satisfy your and our interest in being able to market products and services.

Note that personal offers sent to members are based on the agreement as legal basis. Read more under ‘To be able to provide benefits and offers to you as a member of More at Lindex’.

Remember that you always have the right to object to our marketing. You can do this directly in our mailer by clicking the unsubscribe link or contacting us (you will find our contact information at the very bottom of this document). If our marketing is displayed on social media, you can specify your preferences directly on the social media platform, e.g. via your settings or in connection with the relevant post.

Storage period:

For as long as we believe that you are benefiting from our communication and have not actively opted out, and for no more than 12 months after your customer relationship with us ends. Customer relationship means that you are either a member or have made a purchase with us in the last 24 months or have logged in some time in the last 12 months.

Cookies:

We may use marketing cookies for this purpose. Read more about how we use cookies in our Cookie Policy. 

4) To be able to provide a personal experience on our digital channels

Personal data is processed in order to:

• Display product recommendations based on (i) products you have previously viewed (ii) products similar to ones you have viewed and/or (iii) products other customers like you have purchased and viewed.
• Show inspiration, e.g. suggestions for shopping lists based on customer's user behaviour and interests.
• Save shopping lists to make future purchases easier.
• Save customer's preferred delivery method.

The categories of personal data processed are:

• Name
• Age
• Place of residence
• Purchase history
• User-generated data (e.g. clicking and visiting history).
• Stated customer choices with regard to products and services.
• Technical information about the computer, mobile phone and other devices that the member uses and their settings, e.g. language settings.
• Location information from the member’s mobile devices, e.g. mobile phones or tablets.

In order to understand what kind of content should be shown to you, we analyse:

• How web sites and other digital channels are used (for example, which web pages and sections of web pages have been visited and what searches have been made).
• Purchase history
• Age and place of residence
• Results from customer satisfaction or marketing studies.

Legal basis:

Our legal basis for using personalisation cookies is consent.

For other processing of personal data, we rely on the following legal basis:

For members of More at Lindex: Fulfilment of the loyalty program membership agreement. Processing is necessary in order for us to meet our commitments in the loyalty program membership agreement. Read more under "To be able to provide benefits and offers to you as a member of More at Lindex".

For registered and unregistered customers or visitors to the website – legitimate interest. The processing is necessary to satisfy your and our interest in being able to give you, as a customer, personal and relevant content.

Storage period:

No more than 12 months after your customer relationship with us ends. Customer relationship means that you are either a member or have made a purchase with us in the last 24 months, or have logged in some time in the last 12 months.

5) To be able to carry out and manage participation in competitions and events

Personal data is processed in order to:

• Communicate with participants in a competition.
• Communicate with participants before and after an event (e.g. confirmation of notifications, questions or evaluations).
• Be able to carry out identification and age verification.
• Select winners and convey prizes.

The categories of personal data processed are:

• Name
• Date of birth or age.
• Contact information (e.g. address, email, phone number).
• Details submitted as part of a competition submission.
• Details submitted as part of an evaluation of an event.

Legal basis:

Legitimate interest. The processing is necessary to satisfy your and our interest in being able to carry out the manage competitions and events.

Storage period:

For as long as is required to hold the competition/event (including awarding any prizes) and no more than 3 months after the activity has been conducted.

6) To manage the booking of services (e.g. personal shopper or similar)

Personal data is processed in order to:

• Manage bookings, re-bookings and cancellations.
• Be able to communicate about the booking and remind you of the service.

The categories of personal data processed are:

• Name
• Contact information (email, phone number).
• Information you choose to provide that enables the service provider to prepare the service.

Legal basis:

Fulfilment of the service agreement. The processing is necessary in order for us to meet our commitments.

Storage period:

For as long as is required to provide our services and for a further period of 6 months.

7) To be able to manage customer service cases

Personal data is processed in order to:

• Communicate with the customer and respond to inquiries submitted to customer service through phone or digital channels (including social media).
• Enable identification.
• Investigate complaints and support cases (including technical support).
• Manage return, complaint and warranty issues.

The categories of personal data processed are:

• Name
• Contact information (e.g. address, email, phone number).
• Your correspondence
• Information about purchase date, place of purchase, defects/complaints for the product.
• User information for My Lindex, e.g. when having login problems.
• Technical details for your equipment required for support cases.
• Date of birth

Legal basis:

Legitimate interest. The processing is necessary to satisfy your and our interest in being able to manage customer service cases.

Storage period:

Correspondence in customer service cases is saved for 36 months.

8) To be able to provide services on digital channels

Personal data is processed in order to:

• Distribute incoming traffic between the company's different servers, so that the website can load faster
• Store content that is on a website so as to be able to display this content to the visitor faster at a later time
• Investigate, identify and prevent security incidents connected to the use of our digital services 
• Remember the choices a user has made on the website, e.g. filtering of choices on different product pages such as colour, size, brand or other choices

• User behaviour, e.g. information on how you use the website and other digital channels
• Online identifiers, e.g. IP address, user ID or other unique ID

Legal basis:

Storage period:

Your personal data are stored for as long as you use the digital service and for a further period of 14 months maximum.

Cookies:

We may use necessary cookies for this purpose. Read more about how we use cookies in our Cookie Policy.

9) To be able to conduct general communication with customers regarding our products and services

Personal data is processed in order to:

• Send out information regarding relevant updates 
• Monitor opening statistics connected to one or more mailouts in order to confirm that recipients have read the information and to be able to make decisions on sending mailouts via alternative communication channels in case of low rate of opening.

The categories of personal data processed are:

• Contact information (e.g. address, email, telephone number)  
• Online identifiers, e.g. IP address, user ID or other unique ID 
• Opening statistics

Legal basis:

Legitimate interest. Our legitimate interest in being able to conduct general communication with you regarding our products and services.

Storage period:

For as long as is required to be able to conduct this activity and for no more than 6 months after the activity has been performed.

10) To be able to fulfil legal obligations

Personal data is processed in order to:

• Produce communication and information for customers and the general public regarding product alerts and recalls, e.g. in case of a defective or hazardous product 
• Comply with an injunction or similar decision according to the requirements of laws, judgements or decisions by public authorities
• Document transactions in accordance with the Bookkeeping Act
• Document and investigate transactions according to the Money Laundering Act. 

The categories of personal data that may be processed are:

• Name
• Contact information (e.g. address, email, phone number).
• Your correspondence
• Information about purchase date, place of purchase, defects/complaints for the product.
• User information for My Pages.
• Date of birth
• Payment information

Legal basis:

Legal obligation.

Storage period:

Personal data are stored for as long as is required to fulfil the respective legal obligation.

11) To evaluate, develop and improve our services, products and system

Personal data is processed in order to:

• Make services more user-friendly, such as changing the user interface to simplify the information flow or to highlight features commonly used in our digital channels.
• Give you the opportunity to influence the range we provide. For example, by sending surveys or similar evaluations to you regarding (i) your purchase and/or delivery experience, (ii) our members' use of the benefits and services offered in the loyalty programme, (iii) customer service cases, and (iv) competitions and events. This includes compiling and analysing customer/member feedback and use, and decisions on steps to make improvements.
• Following up results and sales statistics connected to one or more mailouts for the purpose of developing and optimising the company's direct marketing
• Analysing and evaluating (i) advertising campaigns, (ii) personalisation of the website, (iii) customer service, (iv) use of the company's digital channels, and (b) membership benefits. This includes decisions on making changes for the purpose of developing and optimising the points mentioned.
• Producing documentation for the purpose of developing and optimising (i) goods and logistics flows, e.g. by being able to predict purchasing, stocks and deliveries, (ii) our product range, (iii) our resource efficiency from an environmental and sustainability perspective, e.g. by streamlining purchasing and delivery planning, (iv) opening new stores and warehouses, and (v) the security of the company's IT system

The categories of personal data processed are:

• Purchasing and user-generated data (e.g. click and visiting history).
• Age
• Place of residence
• Your correspondence and feedback with regard to our service and products.
• Technical data relating to devices used and settings, such as language settings, IP address, browser settings, time zone, operating system, screen resolution and platform.
• Information about how you interact with the company, i.e. in what way services were used, the login method, where and how long different pages were visited, response times, download errors, how services can be reached and when the service was left, etc.

For these purposes we perform general analyses in aggregated form, i.e. not at the individual level, regarding:

• How our websites and other digital channels are used (for example, what pages or parts of pages have been visited and what searches have been made).
• Purchase history
• Age
• Geographic and/or demographic location.
• Feedback regarding our services and products and results from customer satisfaction or marketing studies.
• Data from customers’ devices and technical settings.

Legal basis:

Our legal basis for using statistical cookies is consent.

For other processing of personal data, we rely on the following legal basis:

Legitimate interest. The processing is necessary to meet our and your legitimate interest in evaluating, developing and improving our services, products and systems.

Storage period:

From time of collection and for a further 36 months.

Cookies:

We use statistical cookies for this purpose. Read more about how we use cookies in our Cookie Policy.

12) In order to prevent abuse of a service or to investigate and prevent crimes against the company

Personal data is processed in order to:

• Carry out video surveillance in our stores.
• Investigate or prevent fraud or other offences by e.g. incident reporting in stores.
• Prevent spam, phishing, harassment, unauthorized logins to user accounts or other prohibited actions.
• Protect and improve our IT environment against attacks and intrusions.

The categories of personal data processed are:

• Purchasing and user-generated data (e.g. click and visiting history).
• Date of birth
• Video recordings from surveillance cameras.
• Data relating to devices used by the customer and settings, such as language settings, IP address, browser settings, time zone, operating system, screen resolution and platform.
• Information about how our digital services are used.

Legal basis:

Legal obligations if such exist or, alternately, legitimate interest (if no legal obligations exist) if the processing is necessary to satisfy our legitimate interest in preventing abuse of a service or investigating and preventing crimes against the company.

Storage period:

As long as is required to prevent and/or report fraud and other offences. Video recordings are saved according to local laws or for a maximum of 30 days.

Cookies:

We may use necessary cookies for this purpose. Read more about how we use cookies in our Cookie Policy.

What personal data is collected about you as a member of More at Lindex and why?

This section describes the purposes for which we process personal data for you as a member More at Lindex, what categories of personal data are processed and the legal grounds on which the processing is done.

13) To be able to register you as a member of More at Lindex and manage your membership

Personal data is processed in order to:

• Register your membership.
• Identify you as a member and verify your age.
• Create a user account and give you authorisation to log in.
• Maintain correct and updated information.
• Enable following of purchase history.
• Manage your settings and information about payment history and payment options.

The categories of personal data processed are:

• Name
• Contact information (e.g. address, email, phone number).
• Purchase history
• Technical information about your computer, mobile phone and other devices you use and their settings.
• Payment history
• Date of birth
• Customer number
• Address information from external sources

Legal basis:

Fulfilment of the loyalty program membership agreement. Processing is necessary in order for us to conclude the loyalty programme membership agreement and fulfil our obligations.

14) To be able to provide benefits and offers to you as a member of More at Lindex

Read more about your member benefits in our Membership T&Cs.

Personal data is processed in order to:

• Offer you exclusive member benefits, discounts, general and personal offers, invites to events or gifts, for example.
• Carry out analyses of the company's website and other digital channels (such as what web pages and sections of web pages the member visited and what searches the member made), purchasing history, age, place of residence, stated preferences (e.g. product range) and other settings for the company's digital services as well as results from customer satisfaction or market research.

Based on analyses, our members can be divided into different customer groups in order to provide different groups (segments) different offers, benefits and discounts based on purchasing history, specified preferences, age, place of residence, market research. The analysis is carried out on an individual level in order to be able to provide personal offers, benefits and communication. So as to be able to give you personal offers and avoid irrelevant ads, Lindex may share data with other companies and social media.

The categories of personal data processed are:

• Name
• Username
• Customer number
• Contact information (e.g. address, email, phone number).
• Place of residence
• Purchase history
• User-generated data (e.g. clicking and visiting history).
• Stated customer choices with regard to products and services.
• Technical information about your computer, mobile phone and other devices that you use and their settings, e.g. language settings.
• Location information from mobile devices, e.g. mobile phones or tablets.

Legal basis:

Fulfilment of the loyalty program membership agreement. Processing is necessary in order for us to meet our commitments in the loyalty program membership agreement.

Storage period:

Until the membership ends. Your membership is considered inactive if you have not registered any purchases in the last 36 months and have not logged in during the last 12 months, at which point your membership will end and your data will be erased. You have the right to cancel your membership any time, at which point your data will be removed.

Cookies:

We may use necessary cookies for this purpose. Read more about how we use cookies in our Cookie Policy.

15) To be able to provide a personalised experience of our services

Read more under 4) To be able to offer you a personal experience of our digital channels.

Personal data collected from another source

Besides the personal data you have personally provided to us or that we have collected based on how you use our services or based on your purchases, we may also collect personal data from other sources. You can see what personal data we collect from you and what sources we have collected these data from in the table below.

Sharing and transferring personal data

Personal data may also be transferred for necessary processing to other companies that the Lindex Group collaborates with, for example in the case of marketing (print and distribution, media agencies, etc.), distribution and transportation, payment solutions and IT services. When your personal data are shared with Lindex’ partners, the data shall be processed according to Lindex’ instructions and for Lindex’ account, and only for purposes compatible with the purposes for which Lindex has collected the data.

In addition, Lindex may be legally obligated to provide information to government authorities (e.g. the police). Lindex may also provide personal data to companies that provide payment solutions (e.g. payment service providers and banks) and enterprises that provide general goods transportation (e.g., logistics companies and freight forwarders). In such cases, the partners shall process the data as independent personal data managers in accordance with their own privacy policies and management instructions.

Lindex strives to process personal data within the EU/EEA and collaborate with partners and suppliers who process personal data within the EU/EEA. If not possible, processing of personal data may occur outside the EU/EEA in countries that are considered to have an adequate level of protection in accordance with the EU Commission’s decision, or through the use of appropriate safeguards, such as standard contract clauses, binding internal company rules. The countries where Lindex’ partners process personal data outside the EU/EEA are primarily the US and India. Regardless of the country in which personal data is processed, Lindex takes reasonable technical, legal and organisational measures to ensure that the level of protection is the same as in the EU/EEA. You can get more information about our safety measures by contacting us. You will find our contact information at the very bottom of this document.

Storing personal data

The processing complies with legal requirements, which means that personal details are not retained for longer than essential for the purpose of the processing. In practical terms, this means that information is removed when it is no longer relevant or necessary for analyses or direct marketing or the purposes for which it was collected. All handling of personal data will however be subject to a high level of security and secrecy. Detailed information on how long we store your personal data for can be found under each relevant purpose respectively.

Your rights and options

Right to access

We want to be open and transparent about how we process your information, and if you want to find out more about the personal data that are being processed, you have the right to request access to your data, which we will provide to you in the form of a so-called "registry" (purpose, categories of personal data, categories of recipients of personal data, storage periods or criteria for determining storage periods, information about where information was collected). If we receive a request for access, we may ask for additional information to ascertain what information you wish to access and that we disclose it to the right person.

Right to rectification:

You always have the right to demand that your personal data are corrected if they are incorrect. Within the framework of the stated purpose, you also have the right to supplement any incomplete personal data. If you are a member of More at Lindex, or have created an account in the Lindex app or at lindex.com you may, if you want, also update your information at My Lindex or by contacting our customer service team. 

Right to erasure

You have the right to demand that personal data that we are processing are deleted if:

• The data are no longer necessary in relation to the purpose for which they were collected or processed.
• You have withdrawn the consent on which the processing is based and there are no other legal grounds for the processing.
• You object to a balancing of interests that we have done and there is no legitimate interest for Lindex that outweighs your interest.
• You object to processing for purposes of direct marketing.
• The personal data are processed in an unlawful fashion.
• The personal data must be deleted in order to comply with a legal obligation that pertains to us.
• The personal data have been collected from a child (under 13 years) for which you have parental responsibility in connection with IT-services, e.g. social media

There may be reasons for us not to grant your request for erasure if there are legal obligations that prevent us from doing so. This may be the case if the processing is necessary in order to exercise our right to freedom of expression and information, to fulfil a legal obligation to which we are subject or to determine, enforce or defend legal claims.

Right to restriction:

You have the right to demand that our processing of your personal data is limited.

Right to object against certain kinds of processing:

Legitimate interest: You have the right to object to processing that is based on a legitimate interest of ours if you have personal reasons that relate to the situation. We may however continue to process your information, despite your objection to the processing, if we have compelling legitimate reasons for the processing that outweigh your privacy interest.

Direct marketing (including analyses carried out for purposes of direct marketing):

You have the possibility to object against the processing of your personal data for direct marketing. The objection also encompasses the analyses of personal data (so-called profiling) which are carried out for purposes of direct marketing. If you object to direct marketing, we will cease processing your personal data for that purpose as well as all types of direct marketing actions.

You naturally have the option to solely decline mailings and personal offers in certain channels. You may for example choose to only receive offers from us via email, but not text messaging. In that case you should not object to the processing of personal data, since it will then be difficult for us to determine which kind of marketing is relevant for you. If you choose to decline our processing of your personal data for purposes of direct marketing, you will not be able to partake of personal offers from More at Lindex or information from us. You may still remain a member of More at Lindex, but you will not receive any personal offers, discounts or other benefits.

You may, at any time, change your settings at My Lindex at lindex.com or in the Lindex app. You may also change your choices directly through email and text messaging. You are always welcome to contact our customer service to get help adjusting your choices.

If you wish to decline receiving push messages in the Lindex app you can do this in the general settings of your device.

If you no longer wish to be a member of More at Lindex, please contact our customer service to terminate your membership.

Right to data portability:

If our right to process your personal data is based on your consent or on the fulfilment of commitments in an agreement with you, you have the right to request to have the data that relate to you and which you have provided to us transferred to another personal data manager (e.g. data port).

Complaints

You have the right to lodge a complaint with relevant data protection authority. The relevant authority in each country can be found at http://ec.europa.eu/justice/article-29/structure/data-protection-authorities/index_en.htm.

Contact details

To learn more about personal data management or if you have any other questions, you’re welcome to contact us at:

AB Lindex, Customer Service
Box 233, 401 23 Gothenburg

Click here to send a E-mail

Changes to the policy

This privacy policy may be updated to correct interferences or to comply with new legal or technical requirements. The latest updated version of the privacy policy may always be found in this page. In case of considerable changes (e.g. to the purposes for personal data processing or categories of personal data), you will receive information about this via email or at lindex.com.

Last updated 15/04/2025