1. GENERAL
1.1 This policy on the processing of personal data ("Privacy Policy") describes how Luksusbaby A/S ("we", "us", "our") collects and processes information about you.
1.2 The Privacy Policy applies to the personal data you provide to us when you are a customer, partner, or user of our website www.luksusbaby.com ("the website"), as well as when you visit our stores in Aalborg and Aarhus.
1.3 Luksusbaby A/S is the data controller for the processing. You can find our contact details in Section 7.
1.4 Luksusbaby A/S is committed to complying with the requirements and obligations related to the processing of personal data under applicable law, including the General Data Protection Regulation ("GDPR").
2. WHAT PERSONAL DATA DO WE COLLECT, FOR WHAT PURPOSES, AND ON WHAT LEGAL BASIS
2.1 When you visit Luksusbaby.dk, we automatically collect information about your device and use of the website – for example, browser, search terms, IP address, network location, and computer information. Additionally, Luksusbaby's Cookie Policy applies when you use the website.
2.1.1 The purpose is to improve the user experience, conduct targeted marketing, optimize conversion on the website, and enable customer service to respond to inquiries in the chat function.
2.1.2 The legal basis is our legitimate interest in improving our website and being able to respond to customer inquiries (GDPR Article 6(1)(f)), as well as consent given according to our cookie policy, which allows us to carry out targeted and personalized marketing and user experience (GDPR Article 6(1)(a)).
2.2 When you make a purchase or contact us, we process your name, address, email, phone number, payment method, purchased and returned items, inquiries, complaints, delivery preferences, and IP address for online purchases.
2.2.1 The purpose is to deliver your goods, fulfill our agreement with you, including managing return and complaint rights, contacting you if necessary, and complying with legal requirements such as bookkeeping and product recalls. IP addresses are used to prevent fraud.
2.2.2 The legal basis for processing your data is the performance of the contract, purchase, and bookkeeping (GDPR Article 6(1)(b)), compliance with legal obligations – e.g., under the Bookkeeping Act and in the case of product recalls (GDPR Article 6(1)(c)), as well as being able to contact you and prevent fraud (GDPR Article 6(1)(f)).
2.3 When you create a customer account or make a purchase, you have the option to consent to receiving marketing via email and SMS if you choose to subscribe to our marketing communications.
You can also sign up for marketing via our newsletter. You can withdraw your consent at any time by either logging into your user profile or by clicking the unsubscribe link in any communication or newsletter sent by Luksusbaby.
When you create a customer account, we collect information about you and your family if you choose to provide it. This may include name, address, email, phone number, date of birth, gender, and information about children in the family, including name, gender, and date of birth.
Our service is aimed at parents/adults. If we collect information about children under the age of 15 (e.g., name and date of birth) via your customer account, this is only done through you as a parent/guardian and with your consent.
2.3.1 The purpose is to send you newsletters and personalized offers.
2.3.2 The legal basis is consent for marketing (Article 6(1)(a)).
2.4 When you are a member of the Luksusbaby Loyalty Club, we process your information in accordance with the club's terms.
2.4.1 The purpose is to manage membership, provide services and benefits, and send targeted marketing.
2.4.2 The legal basis is Article 6(1)(b) and (f) and consent for marketing (Article 6(1)(a)).
2.5 When you visit our stores or locations with signposted CCTV monitoring, recordings are processed for random checks, suspicion, or irregularities, and can be passed on to the police.
2.5.1 The purpose is to prevent, document, and investigate criminal activity and ensure security.
2.5.2 The legal basis is legitimate interest (Article 6(1)(f)).
2.6 On social media, we process information you have made public – such as reactions, comments, and shares.
2.6.1 The purpose is marketing, responding to inquiries, participating in contests, and engaging in social interaction (e.g., comments, likes, sharing).
2.6.2 The legal basis is legitimate interest in providing customer service (Article 6(1)(f)).
2.7 If you enter into a commercial relationship with us, either as an individual or as an employee of a company we cooperate with, we process information about your name, email, phone number, company or private address, and any other information you provide us in connection with our relationship and your inquiry.
2.7.1 The purpose is to manage and fulfill the collaboration.
2.7.2 The legal basis is agreement or legitimate interest (Article 6(1)(b) and/or (f)).
3. RECIPIENTS OF PERSONAL DATA
3.1 We share certain information with external partners such as Google Analytics, Meta (Facebook/Meta), and TikTok. These partners may receive information such as IP addresses, device data, purchase history, and behavioral data. When we and these partners use the information for joint purposes, we are considered joint data controllers under applicable data protection legislation. You can find further information on how these partners process your personal data and how you can manage your preferences:Google Privacy PolicyMeta Privacy PolicyTikTok Privacy Policy
3.2 In connection with delivery, contact details and order details are shared with carriers such as PostNord, GLS, and DAO, as well as partners related to financing.
3.3 Payment transactions on Luksusbaby.dk are handled by PCI-DSS certified partners (Pensopay and Shopify Payments). We do not have access to your card details.
3.4 CCTV footage can be passed on to the police in the investigation of criminal matters.
3.5 Information from collaboration relationships is shared only if necessary for the relationship or to safeguard our legitimate interests, such as in disputes.
3.6 We use data processors for technical operation, marketing, newsletters, and customer reviews. All processors handle data according to our instructions and have signed data processing agreements.
3.7 Some data processors, such as Google, Meta, and TikTok, are located outside the EU. Transfers are made under valid transfer mechanisms, such as EU Commission Standard Contractual Clauses or to recipients in the U.S. based on the EU-U.S. Data Privacy Framework.
4. YOUR RIGHTS
As a data subject, you have the following rights:
4.1 Right to access – you can obtain information about what data we process about you.
4.2 Right to rectification – you can correct incorrect information.
4.3 Right to erasure – you can have your data deleted in certain circumstances.
4.4 Right to restriction – you can request temporary restriction of processing.
4.5 Right to data portability – you can request your data in a readable format.
4.6 Right to object – you can object to certain processing, such as direct marketing.
4.7 Right to withdraw consent – you can withdraw your consent at any time.
4.8 Right to lodge a complaint – you can file a complaint with the Danish Data Protection Authority via dt@datatilsynet.dk or +45 33 19 32 00.
5. DELETION OF PERSONAL DATA
5.1 Information from the use of the website is deleted according to our Cookie Policy. Our own cookies are deleted no later than after one year, while third-party cookies may have different retention periods depending on the individual third party's policy.
5.2 Information collected in connection with your purchase or inquiries is deleted after 2 years or when the right of complaint expires. Purchase and return information can be stored for up to 5 years in accordance with the Bookkeeping Act.
5.3 Information we have collected in connection with your consent to receive newsletters or other marketing via email or SMS will be deleted if you withdraw your consent.
5.4 Data from membership in the Loyalty Club is deleted 30 days after cancellation.
5.5 CCTV footage is automatically deleted after 30 days unless it is part of an investigation.
5.6 Social media data remains by default, but you can delete or edit it yourself. This is because we may not be able to link your social media profiles to the personal data we have stored about you in our systems. Data from competitions is deleted after 3 months if they have been copied to our systems.
5.7 Collaboration-related data is stored as long as it is relevant to the relationship and documentation requirements.
6. SECURITY
We have implemented appropriate technical and organizational measures to protect your personal data from unauthorized access, loss, and misuse. Only authorized employees with a legitimate work-related need have access to your data.
7. CONTACT DETAILS
Data Controller: Luksusbaby A/SAddress: Porsborgparken 15, 9530 StøvringCVR Number: 37757519Phone: +45 50 50 84 87Email: info@luksusbaby.dk
8. CHANGES TO THE PRIVACY POLICY
We update this privacy policy regularly. The current version will always be available at www.luksusbaby.com.
9. VERSION
This is version 2.2, updated on August 13, 2025.