Privacy policy

Wyde Footwear AB

Last updated: February 10th, 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.

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

Country: 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 Shopify Payments — 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
Phone number (for SMS, if provided)
Marketing preferences and consent records
Engagement data (email opens, 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

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
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. The table below maps our processing activities to the applicable legal basis:

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 to receive marketing communications
SMS marketing	Consent	Sent only when you have provided your phone number and explicitly consented to receive SMS messages
Website analytics	Consent / Legitimate interest	Non-essential analytics cookies require your consent via our cookie banner. Aggregated, anonymized analytics may be processed under legitimate interest
Advertising and retargeting	Consent	Advertising cookies and pixels are only activated after you provide consent via our cookie banner
Fraud prevention	Legitimate interest	Necessary to protect against fraudulent transactions and abuse
Accounting and tax records	Legal obligation	Required under Swedish bookkeeping law (Bokföringslagen) to retain transaction records
Behavioral profiling for marketing segments	Consent	Segmenting customers based on purchase history and browsing behavior (e.g., in Klaviyo) requires consent

6. Who We Share Your Data With

We share your personal data with the following categories of service providers (data processors and partners) 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
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)	USA, EU
Google (Analytics, Ads)	Website analytics and advertising	Device data, browsing behavior, conversion events	USA, EU
Commslayer	Customer support	Name, email, order details, conversation history	EU
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

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 your personal data to third parties.

7. 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 that have been certified under the framework (e.g., Google, Meta).
Standard Contractual Clauses (SCCs): Approved by the European Commission, used where the Data Privacy Framework does not apply.
Adequacy decisions: For countries that 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, you may contact us or review Shopify’s GDPR documentation at help.shopify.com.

8. 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.

8.1 Cookie Categories

We use the following categories of cookies:

Category	Provider	Purpose	Example Cookies
Strictly Necessary	Shopify	Essential for the website to function: shopping cart, checkout, session management, customer login, privacy preferences	_shopify_s, cart, checkout, _secure_session_id, _tracking_consent
Analytics & Performance	Shopify, Google Analytics	Understanding how visitors use the website, measuring traffic, identifying landing pages and referral sources	_ga, _gid, _shopify_y, _y, _s, _landing_page, _orig_referrer
Marketing & Advertising	Meta (Facebook), Google Ads, Klaviyo	Delivering targeted ads, measuring ad performance, retargeting visitors across platforms, tracking conversions	_fbp, _fbc, _gcl_au, __kla_id
Functional	Shopify, Klaviyo	Remembering preferences such as region, language, and browsing history to personalize your experience	_shopify_country, keep_alive, localization

8.2 Cookie Consent

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 by clicking the cookie settings link in the footer of our Website, or by adjusting your browser settings.

8.3 Managing Cookies

Most browsers allow you to manage cookies through their settings. You can 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.

9. Behavioral Advertising and Profiling

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

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.

9.1 Opting Out of Targeted Advertising

You can opt out of targeted advertising through the following channels:

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

Please note that opting out does not mean you will stop seeing ads — it means the ads will be less relevant to you.

10. Data Retention

We retain your personal data only for as long as necessary to fulfill the purposes for which it was collected, or as required by law. The table below outlines our retention periods:

Data Category	Retention Period	Reason
Order and transaction records	7 years from transaction date	Swedish bookkeeping law (Bokföringslagen)
Customer account data	Until account deletion is requested, or 3 years after last activity	Contract performance and legitimate interest
Marketing data (email/SMS)	Until consent is withdrawn (unsubscribe)	Consent-based processing
Customer support records	2 years after last interaction	Legitimate interest in resolving disputes
Website analytics data	26 months (Google Analytics default)	Consent / Legitimate interest
Advertising cookies	Up to 2 years, or until consent withdrawn	Consent-based processing

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

11. Your Rights Under the GDPR

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): You can request a copy of the personal data we hold about you.
Right to rectification (Art. 16): You can request that we correct inaccurate or incomplete data.
Right to erasure (Art. 17): You can request that we delete your personal data, subject to legal retention obligations.
Right to restrict processing (Art. 18): You can request that we limit the processing of your data in certain circumstances.
Right to data portability (Art. 20): You can request a copy of your data in a structured, machine-readable format.
Right to object (Art. 21): You can object to processing based on legitimate interest, including direct marketing.
Right to withdraw consent (Art. 7): Where processing is based on consent, you can withdraw your consent at any time. This does not affect the lawfulness of processing before withdrawal.
Right not to be subject to automated decision-making (Art. 22): You have the right to object to decisions made solely by automated means that produce legal effects concerning you.

To exercise any of these rights, please contact us at support@wydefootwear.com. We will respond to your request within 30 days, as required by the GDPR.

12. 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 are taken to 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.

13. Children’s Privacy

Our Website is not directed at individuals under the age of 16. We do not knowingly collect personal data from children under 16. If you become aware that a child has provided us with personal data, please contact us at support@wydefootwear.com and we will take steps to delete such information.

14. Data Security

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

Encryption of payment information during transmission (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

However, no method of transmission over the internet or electronic storage is 100% secure. While we strive to protect your personal data, we cannot guarantee absolute security.

15. 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, the supervisory authority 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 attempt to resolve any concerns directly.

16. 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.

We encourage you to review this Privacy Policy periodically to stay informed about how we protect your data.