Hövding cares about your privacy, and it is important to us that you feel reassured by how we handle your personal data.

Hövding undertakes to respect and protect your personal data and your personal privacy in accordance with applicable legislation, industry rules and other relevant norms and standards. To enable you better to understand how we process information about you, we present below the basic principles we follow in processing your data. These principles also represent the information you have the right to receive at the time when we collect your personal data.



Hövding Sverige AB, corporate identity number 556708-0303, address Bergsgatan 33, 214 22 Malmö, is the controller for the Company’s processing of personal data.

Collection of information

Hövding offers you the possibility, through our websites, of ordering products or services, making enquiries or registering to obtain various types of material. On these websites we receive information about your name, details of how you can be contacted and information that is necessary for invoicing. We also receive information about the business transaction and, if you choose to pay be credit card, about your payment. The legal basis for the processing of personal data in purchasing through the website is either performance of contract or a legitimate interest. Performance of contract applies when you, in the role of consumer, order an item, and legitimate interest to those cases in which you represent a legal entity.

For the purpose of being able to improve our services and products and to enable us to adapt our communication with you, we also ask you, alongside what has been mentioned above, to provide other information that may concern your personal or professional interests, place of residence and similar. This type of processing of personal data takes place on the basis of our and your legitimate interest.

Your rights

Right to access. In addition to having access online to the personal data related to your purchase, you have the right to receive a copy of the personal data we hold concerning you. Bear in mind that if we receive a request for access, we may have to ask for further data to ensure that we are providing the information to the right person.

Right to erasure and restriction of processing. It is possible for you to request erasure of personal data if this is no longer needed for the purpose or if:

  • You withdraw your consent and there is no other legal basis for the purpose.
  • You object to our legitimate interest, where your reason for objecting overrides it.
  • The personal data is processed in an unlawful manner.

You have the right to request that our processing of your personal data be restricted in one of the following situations:

  • you dispute the accuracy of the data (however, only during a period of time that enables us to check this);
  • if the processing is unlawful and you object to the personal data being erased and instead request restriction of the use of the data;
  • you need the personal data to exercise or defend legal claims despite us no longer needing the personal data for our purpose in the processing; or
  • if you have objected to the processing and we have not carried out a check as to whether our legitimate interest in processing your personal data overrides your legitimate interest in the processing of your personal data being restricted.

We may also deny your request for erasure if there are legal obligations preventing us. These obligations come under legislation on book-keeping and tax, banking and consumer rights.

Right to object You have the right to decline direct marketing and object to all processing of personal data based on a balancing of interests.  

Direct marketing. You have the right to object to our use of your personal data for direct marketing, for example by e-mailing.   

Right to data portability. If the processing of your personal data is based on consent or performance of contract, you have the right to request that the data you have supplied to us (concerning yourself) be transferred to another controller. This is conditional on it being technically possible to do so.


A cookie is part of a text that, with permission from you, can be placed on the hardware of your computer. If you approve, your browser will add the text in a separate file. Hövding uses cookies to facilitate analysis of the traffic on our websites by us acquiring knowledge of who has visited a particular website at a particular time. You can specify in your browser settings yourself whether you accept cookies or not. You can also delete at any time such cookies that have been placed on your computer.

We also use cookies to enable us to direct relevant marketing to you. You can read more about cookies for Hövding at hovding.se/om-cookies/

When you visit the parts of Hövding’s websites that can be adapted to your user profile or that require you to be logged in, your browser must be set to accept cookies. You can otherwise visit all parts of our websites without accepting cookies and without revealing your identity.


Hövding protects your personal data through technical and organisational safety measures. To prevent unauthorised access and for the accuracy of the information, we use encryption when sensitive data, such as data on credit card numbers, is processed.

Use of the information

Hövding handles and uses the information you have supplied to be able to satisfy you needs better and to be able to provide you with better service, partly by making the website as personal as possible. We may also contact you for market survey purposes or through various offerings by direct marketing. It is obviously possible for you to notify of us what is known as a spam block, which prevents your data being used for direct marketing. Your credit card number is used only in payment for the products you have ordered and is not retained by us for other purposes.

Hövding will not, without your consent, pass on data concerning you unless this is follows from legislation or is required as a result of you having ordered a product or service.

Hövding does not intentionally utilise information from children or minors and does not undertake any marketing aimed at children or minors.

Your personal data 

To enable us to fulfil our commitments under the Purchasing Act, we share your personal data with third parties. These are businesses that assist us with:
1) Logistic partner (order delivery).
2) Ordering solutions (card-acquiring businesses, banks and other payment service providers).
3) Marketing. We share your personal data (email only) to companies who help us with digital marketing (mostly Facebook).
4) IT services (businesses that deal with necessary operation, technical support and maintenance of our IT solutions).

The sharing of personal data in the ways mentioned above takes place entirely in accordance with applicable data protection legislation. There are businesses we share your personal data with that are independent controllers. Examples of these are insurance companies and banks.

Market surveys

When you have purchased and use our products, your opinion is important to us. We therefore have a legitimate interest in contacting you for marketing purposes. The purpose of our surveys is to develop our products.

You always have the option of choosing whether you wish to take part in our market surveys or not. We never pass on your data to third parties that have nothing to do with our surveys.

Social media channels and automatic decision-making

If you use a hashtag related to Hövding, we may ask you to republish this on our website and in our social media channels. To enable us to create and show you relevant content, you as a customer may become the object of automatic decision-making. This means that with the aid of cookies you may be segmented and become the objected of targeted advertising.


As an existing dealer for our products or as a new potential partner, we may retain your data in order to make a business relationship possible, if appropriate. Examples of data may be e-mail address and name.

How long do we retain your personal data?

The legal basis for, and the purpose of, processing personal data determines how long we retain the data. There are very often statutory requirements (for example the Book-keeping Act (1999:1078) for personal data to be retained for a particular period of time (seven years in the Book-keeping Act). If there is no such statutory requirement, we retain personal data until we no longer need it. This is a case-by-case assessment in which aspects such as what type of data, why data was collected and how long you as a customer have an interest in the fact that we retain your personal data are decisive. It can be mentioned by way of example that we retain consumers’ personal data for direct marketing purposes for up to one year after the customer relationship has ended, unless the customer has asked to be deleted beforehand. Note that a customer relationship ceases when the item has been delivered and when there is nothing else that means that the customer and Hövding need to have any contact.

Links to other websites

Please note that links that may be present on this website to other websites may mean that you visit other websites that have different rules for protection of privacy than are stated here.

Other rights

Hövding endeavours to ensure that all information we process is accurate. You have the right to have incorrect data rectified, such as name and address. This obviously also applies to the personal data we collect. In the event that any item of data is found to be incorrect, it will be rectified without delay. You obviously have the right to see the data we have registered concerning you. If you wish to see this data or have any other questions concerning our processing of personal data, please contact us in any of the following ways:

Tel: +46 (0)40-23 68 68

Postal address: Bergsgatan 33, 214 22 Malmö

E-mail address: info@hovding.com