Privacy policy

Privacy Policy
DK Company A/S is the data controller for the personal data processed about you in all companies in the group.

1. General information
1.1 When you use our websites, sign up for our newsletters, join our customer clubs or make purchases at one of our online brand shops (hereinafter "websites"), DK Company Online A/S, part of DK Company A/S (hereinafter "DK Company" or "we", "us" and "our") collects certain information about you as an individual.
If you purchase goods in our physical stores that are also part of the DK Company group, this privacy policy will also apply to the information that DK Company processes about you.
In this privacy policy (hereinafter the "Privacy Policy") you can read about the information DK Company collects, what rights you have, how DK Company processes the information, and how you can contact DK Company if you have questions about our processing of your personal data.
1.2 We use cookies on our websites to collect personal data about you. If you want to read more about the use of cookies on our websites or manage your consent to our use of your cookies, you can click on the cookie icon in the bottom left corner of our websites.

2. Data controller
2.1 DK Company processes personal data in different situations and in accordance with the General Data Protection Regulation ("GDPR") and national data protection legislation, including the Data Protection Act.
2.2 Personal data shall be understood and interpreted in accordance with the GDPR and means any information relating to an identified or identifiable natural person.
2.3 DK Company is the data controller for the processing of your personal data as described in the Privacy Policy.

2.4 Contact information
DK Company A/S
CVR no. 24431118
La Cours Vej 6
DK-7430 Ikast
E-mail: gdpr@dkcompany.com

3. Our processing of personal data
3.1 In order to offer you the best possible service, we collect information about you when you use our websites. This information will be used, among other things, to offer you relevant features and options, to personalise our website content and for security purposes.
3.2 We only collect personal data that is relevant and sufficient for the purposes described below.

3.3 Contact via email
3.3.1 When you contact us by email, we will use the personal data that you may have provided in the email to respond to you.
3.3.2 The purpose of processing this data is to provide you with a response to your enquiry.
3.3.3 The legal basis for the processing of this data is Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. We have a legitimate interest in providing you with support in relation to our services and website.

3.4 Newsletter subscription
3.4.1 DK Company allows you to sign up to receive our newsletters. To do this, we collect information about your email address, your name and the topics you are interested in.
3.4.2 The purpose of processing this data is to be able to send you our newsletters.
3.4.3 The legal basis for the processing of this data is Article 6(1)(a) GDPR.
3.5 IP address
3.5.1 When you sign up to receive our newsletter, the IP address with which you sign up for the newsletter and the date and time when you order the newsletter are saved.
3.5.2 We need this information as evidence in case of abuse.
3.5.3 The legal basis for the processing of this data is Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. DK Company has a legitimate interest in providing evidence in case of abuse.

3.6 User habits when sending newsletters
3.6.1 If you have signed up for our newsletter, we will evaluate your user habits when sending newsletters. The newsletters (emails) sent contain so-called web beacons or tracking pixels. For these evaluations, we combine the collected information and web beacons with your email address and an individual ID. In the process, we register when you read our newsletter, which links you click on, and from this we derive your personal interests.
3.6.2 The purpose of processing this data is to use the data to customise the newsletter to your specific interests.
3.6.3 The legal basis for the processing of this data is Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. DK Company has a legitimate interest in customising newsletters to your specific interests.

3.7 Behavioural targeting
3.7.1 If you have not signed up for our newsletters, we will collect information about your behaviour and actions on our websites, for example where you come from and what you click on.
3.7.2 In this case, we only use tracking mechanisms to measure, analyse and personalise our website content and not for profiling purposes.
3.7.3 The legal basis for the processing of this data is Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. We have a legitimate interest in customising our website content. Your personal data may also be processed under Article 6(1)(a) GDPR if you consent to special cookies on the website. You can read more about the individual cookies and adjust them under the cookie icon in the bottom left corner of the website.
3.8 Further processing for marketing purposes
3.8.1 If you make an online purchase via one of our websites or return goods, we will process information from your purchase order, such as email, consent status, country, region, city, postcode, order information, as well as general order details, such as shipping date, order type, order price, product type, product category, offer price and currency code.
3.8.2 We only use the information for broad segmentation to ensure that you receive relevant marketing campaigns on relevant online channels.
3.8.3 The legal basis for the processing of this personal data is Article 6(1)(f) GDPR, according to which personal data may be processed for the purposes of legitimate interests. We have a legitimate interest in ensuring that you only receive marketing material that is relevant to you. Your data will thus be processed for a different purpose than it was originally collected for, and we have assessed the lawfulness of this under Article 6(4) of the GDPR. Because your data is processed for marketing purposes, you can always object to the processing pursuant to Article 21(2) and (3) GDPR. In this case, we will stop using your data for this purpose.

3.9 Purchases on websites and returns
3.9.1 If you make an online purchase via one of our brand shops or return goods, DK Company collects personal data about you that is relevant to fulfil your purchase, including contact and billing information, order number, date of purchase and amount.
3.9.2 Collection of this personal data is necessary in order to fulfil the agreement entered into between you and DK Company regarding purchase of goods and handling of returned goods. This is based on Art. 6(1)(b) GDPR and Art. 6(1)(c) GDPR, according to which we are obliged to provide you with a statutory right of return and to process your return.
3.10 Buying in physical stores
3.10.1 When you make a purchase in one of DK Company's physical stores, DK Company collects personal data about you that is relevant to fulfil your purchase, including order number, date of purchase and amount. DK Company can, in selected stores, send your receipts to you via email. We will register your email address for this purpose.
3.10.2 The purpose is to provide you with a good service in relation to your purchase.
3.10.3 The legal basis for the processing of this personal data is Article 6(1)(b) GDPR and Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. DK Company has a legitimate interest in customising our service to you in the best possible way, which is why we can register your email. If you wish to return an item in our physical stores, we will register the same information as described in subsection 3.9.

3.11 TV surveillance
3.11.1 DK Company has TV surveillance in selected stores. This is, for example, our stores in Copenhagen Airport. We can therefore record video footage of you on location.
3.11.2 The purpose is to secure stores and employees against criminal offences.
3.11.3 The legal basis for the processing of this personal data is Article 6(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. DK Company has a legitimate interest in securing our physical stores against criminal offences.
3.12 Competitions
3.12.1 If you participate in a competition via one of our brand shops, DK Company collects personal data about you that is relevant to handle your participation in the competition (read the general competition terms here ). For this purpose, we collect information about your email address and name.
3.12.2 The purpose of processing this data is to be able to contact you in case you win a competition.
3.12.3 The legal basis for the processing of this data is Article 6(1)(a) of the GDPR, according to which personal data can be processed based on consent.

4. Specific for customer clubs
4.1 When you sign up for a customer club, which can be found in selected brands, and regularly utilise the many benefits of the customer club or make purchases through your membership, DK Company collects and processes a number of personal data about you.

4.2 Profile
4.2.1 To sign up for customer clubs, DK Company requires you to create a profile.
4.2.2 The information required to create a profile is: first and last name, email address, phone number, gender and a password.
4.2.3 The collection of this personal data is necessary in order to create a profile and to fulfil the agreement entered into between you and DK Company regarding your enrolment in the customer club. This is done on the basis of Article 6(1)(b) of the GDPR, according to which personal data may be processed to fulfil a contract with you. If you do not wish to provide DK Company with this information, you cannot create a profile.

4.3 Information about your purchases and earning of points etc.
4.3.1 When you, with a membership of a customer club at selected brands, purchase goods at full price and are logged in, DK Company collects information about your purchases and earning of points.
4.3.2 The information that DK Company collects about you is information about your previous purchases, including order number, date of purchase and amount, as well as member status, your points account balance and whether you have points outstanding.
4.3.3 The data is collected for the purpose of enabling you to utilise the many benefits of your customer club membership, including earning points that you can use as discounts on future purchases.
4.3.4 Collection of this personal data is necessary in order to fulfil the agreement entered into between you and DK Company regarding your use of the many benefits of joining the customer club. This is done on the basis of Article 6(1)(b) GDPR. You can read more about this in the club terms and conditions for each customer club.

5. Job applications
5.1. If you apply for a position at DK Company, we will process the information provided in your application, CV and other enclosed documents. It is not necessary to enter your social security number. 5.1.2 The purpose of processing personal data about you in the recruitment process is to assess whether you are a qualified candidate for a vacant position with us.
5.1.3. 6 The legal basis for the processing of this data is Article 1(1)(f) GDPR, according to which personal data may be processed for the pursuit of legitimate interests. DK Company has a legitimate interest in assessing whether you are a suitable candidate for the position. The legal basis for sensitive personal data is Article 9(2)(f) GDPR, as well as Article 9(2)(f) GDPR, in order to be able to defend any legal claims that may arise in connection with the recruitment process.
5.1.4. The processing of your CPR number only takes place if you have provided it yourself in connection with your application or CV.
5.1.5. the legal basis for the processing of CPR numbers is section 11(2)(4) of the Danish Data Protection Act, cf. section 7(1), and Article 9(2)(f) of the GDPR.
5.1.6. Applications and attachments may be stored for up to 6 months after the recruitment process is completed, after which your data will be deleted.
5.1.7. Under data protection rules, you have the right to know whether the provision of personal data is mandatory or a requirement to enter into a contract, whether you are obliged to provide the personal data and the possible consequences of not providing such information. In this connection, we note that it follows from the Health Information Act that, prior to employment, an employee must, on his or her own initiative or when asked by the employer, disclose whether the employee is aware of suffering from an illness or has symptoms of an illness that will have a significant impact on the employee's ability to work at the job in question. In addition, please note that if you are offered employment, we will need certain personal data about you to draw up your employment contract, including, among other things, your name and address, cf. the provisions of the Employment Certificate Act. If you do not wish to provide the information you are obliged to provide in accordance with the Health Information Act and the information necessary for an employment contract to be drawn up, it will not be possible to offer you employment..

6. Recipients of personal data
6.1 Personal data may be transferred to external partners who process the data on our behalf. The information we have collected about you is only shared to the extent necessary to fulfil the agreement with the individual business relationship:
• Providers that assist with the technical operation of our websites, including providers of hosting services and solutions that support functionality.
• Providers who assist with marketing activities and communication with customers.
• Providers of analytics tools that help us optimise our business and your customer experience.
• Partners who assist in the operation of customer service services, including the delivery of goods from our websites.

6.2 These partners are data processors and, in accordance with our instructions, process personal data for which we are the data controller.
6.3 Data processors may not use the personal data for any purpose other than fulfilment of their agreement with us and must treat the personal data confidentially. DK Company has entered into written data processing agreements with all our data processors.
6.4 We may also share personal data with our external advisors, such as auditors and lawyers, and public authorities if required by law.

7. Transfer or disclosure to third countries
7.1 In order to provide our websites and other related services to you, we use data processors that may be located outside the EU/EEA. You can request a current updated list of data processors and the legal basis for the transfer at any time by contacting gdpr@dkcompany.com

7.2 Facebook and Instagram
We are joint data controllers with Meta for the information about you that is collected when you visit our pages on Facebook and/or Instagram. This means that we, together with Meta, must allocate and determine the responsibility for complying with legislation regarding the processing of your personal data. You can find our joint data responsibility agreement here: https://www.facebook.com/legal/controller_addendum

Meta uses Insights on Facebook and Instagram to collect statistical information about visitors' behaviour on the site, including age, gender, relationship status, work, lifestyle, interests, purchase information and geographical information. For this purpose, Meta has placed cookies on your device when you visit Facebook or Instagram. Each cookie contains a unique identification code that remains active for a period of two years unless deleted before the end of this period. Meta receives, stores and processes your personal data through these cookies. We receive aggregated results of this information. You can read more about Facebook/Instagram's use of cookies here: https://m.facebook.com/policies/cookies/ and Cookie Policy | Instagram Help Centre

We do not disclose information about you that we receive from Meta. However, Meta may disclose information about you to third parties. You can read more about this under "How is this information shared" in their Privacy Policy. If you want to delete your cookies, you can see how via our Cookie Banner or you can contact Meta. Meta processes information about you even if you do not have an account with them. You can read more about this here: Meta Privacy Policy - How Meta processes and uses user data | Privacy Settings Centre (facebook.com)

8. Safety and security
8.1 We have implemented appropriate technical, organisational and physical measures to ensure a level of protection of your personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access in accordance with Danish and EU data protection legislation.


9. Duration of storage
9.1 We store your personal data until it is no longer necessary for us to process the data. In certain situations, it can be difficult to determine the duration of this period.

The following retention periods are applied in relation to your personal data:

Information related to contact via email:
 Stored up to six months after the end of the processing of your enquiry.
Information related to newsletter distribution:
* Kept for as long as you wish to receive our newsletter and do not unsubscribe.
Information regarding IP address:
* Kept for as long as it is necessary to process the data to fulfil the purposes of the processing. Stored for the current financial year and up to 5 years.
Information regarding usage habits and behavioural targeting:
* The length of time cookies are stored on your device varies. The time is counted from the last time you visited the website/site. After expiration, cookies will automatically be deleted. You can always reject or delete cookies on your computer, tablet or phone by changing the settings in your browser.
Purchase and return information:
 Kept for as long as it is necessary to process the data to fulfil the purposes of the processing. Stored for the current financial year and up to 5 years.
Information regarding participation in competitions:
* Stored for the duration of the competition. If you are not selected as a winner, your data will be deleted. If you are selected as a winner, your data will be stored for as long as necessary to fulfil the awarding of prizes and for accounting purposes until 5 years after the awarding.
Information regarding CCTV surveillance:
* Stored for as long as there is a concrete need for it. In compliance with the TV Surveillance Act, video material will never be stored for longer than a maximum of 30 days, unless there is a specific case where the video recordings are used as evidence.
Information regarding customer clubs
* We store your personal data for as long as you have a profile with one of our customer clubs. If you request us to delete your profile, we will delete your profile and your data immediately, but no later than 48 hours after the deletion request is received. However, if we need your data for a pending case, your data will only be deleted when the case is finalised.

Your profile will be automatically deleted if you have not been active in our customer club for 2 years, for example, if you have not logged into your profile for 2 years and you have unsubscribed from receiving newsletters. For accounting and tax purposes, DK Company stores certain personal data for a period of up to 5 years from the deletion of your profile. By deleting your profile and your information, all the information registered on your profile and any associated information, such as purchase history, that DK Company has collected about you is deleted. After that, the data cannot be recreated. However, in cases where DK Company has evidence or a substantiated suspicion that you have violated criminal law provisions in connection with the misuse of your membership, we will store your information for up to 5 years after your profile has been deleted or until the case is finalised with us and any public authorities.

9.2 If we need to retain your personal data to protect our legitimate interests, including for example in connection with legal disputes, we reserve the right to retain your personal data for a longer period and at least until the legal dispute is resolved.


10. Your rights
10.1 As a data subject, you have certain rights under the GDPR when your personal data is processed. Below is an overview of your rights when we process personal data about you.
10.2 If you wish to exercise one or more of your rights as a data subject, you must contact us in writing via the email address provided above. Enter your full name and email address. You may be asked to provide additional proof of your identity.
10.3 In general, you can exercise your rights at any time. However, the exercise of your rights must not affect the rights and freedoms of others, in which case DK Company may refuse to fulfil your rights in whole or in part.

10.4 Right of access
10.4.1 You have the right to access your personal data processed by us. By contacting us, you can obtain information about the categories of personal data that we as data controller process about you, the purpose of the processing, the recipients to whom the personal data has been disclosed, etc.
10.4.2 If you request additional copies of the personal data being processed, we may charge a fee. If your request is manifestly unfounded or excessive, we may either charge a fee for providing the information or refuse your request.

10.5 Right to rectification
10.5.1 You have the right to have your personal data rectified if it is incorrect or misleading. However, if we do not agree that the data is incorrect, we are not obliged to correct it, but we must note that you as a data subject do not believe that the data is correct.

10.6 Right to erasure
10.6.1 In certain cases, you have the right to have your personal data erased if we no longer have a purpose for processing your personal data or if you object to the processing of your personal data for direct marketing or pursuant to Article 6(1) GDPR. However, if we can demonstrate legitimate grounds for processing that override your interests, rights and freedoms, or if the processing is necessary for the establishment, exercise or defence of legal claims, we are not obliged to erase your personal data.

10.7 Right to restriction of processing
10.7.1 In certain cases, you have the right to obtain restriction of the processing of your personal data, for example if you contest the accuracy of the personal data collected about you or if you have objected to the processing of your personal data based on legitimate interests pursuant to Article 6(1) GDPR. In that case, we will only store your personal data until your objection has been assessed. If we lift the restriction on our processing of your personal data, you will be notified in advance.

10.8 Right of access
10.8.1 In certain situations, you have the right to object to our processing of your data. This is for example if we process your data based on a legitimate interest. If you object to our processing of your personal data, we are no longer entitled to process your personal data unless we can demonstrate compelling legitimate grounds for the continued processing which override your interests, rights or freedoms, or the processing is necessary for the establishment, exercise or defence of legal claims.
10.8.2 You always have the right to object to the processing of your personal data if the processing takes place for direct marketing purposes.

10.9 Right to data portability
10.9.1 In certain cases, you have the right to receive your personal data in a structured, commonly used and machine-readable format and to have this data transferred from one controller to another controller. This right only applies when the processing of your personal data is based on a contract pursuant to Article 6(1)(b) GDPR or your consent pursuant to Article 6(1)(a) GDPR.

10.10 Right not to be subject to a decision based solely on automated processing, including profiling
10.10.1 We would like to inform you that your personal data is not subject to decisions based solely on automated processing, including profiling.

10.11 Right to withdraw your consent
10.11.1 To the extent that we process your personal data based on your consent, you can always withdraw your consent to any future processing by contacting us. The withdrawal of your consent does not affect the lawfulness of the processing from the time you gave us your consent until you withdraw it.

11. File a complaint with a supervisory authority
11.1 You can lodge a complaint with DK Company as data controller if you are not satisfied with the way we process your personal data. You can find our contact details above.
11.2 You can always file a complaint or read more about Data Protection on the agencies websites: https://www.edpb.europa.eu/about-edpb/about-edpb/members_en or https://iclg.com/practice-areas/data-protection-laws-and-regulations/usa.

12. Modifications
12.1 DK Company may at any time, and without notice, change the Privacy Policy. The latest version is always available on our websites.

13. Version
This privacy policy was last updated in June 2024 and replaces all previously applicable privacy policies.