Privacy Policy

Who is the controller of your personal data?

The Swedish company, H & M Online AB (“the H&M group”), is the controller and responsible for your personal data under applicable data protection law.

H & M Hennes & Mauritz GBC AB
Mäster Samuelsgatan 46
106 38 Stockholm
Sverige

Company registration number: 556023-1663
Authorised representative: Karl-Johan Persson
VAT registration number: VAT NO. SE556023166301

Where do we store your data?

The data that we collect from you is stored within the European Economic Area (“EEA”) but may also be transferred to and processed in a country outside of the EEA. Any such transfer of your personal data will be carried out in compliance with applicable laws.

For transfers outside the EEA, H&M Group will use Standard Contractual Clauses and Privacy Shield as safeguards for countries without adequacy decision from the European Commission.

Who has access to your personal data?

Your personal data may be shared within the H&M group (for details on the companies within the H&M group, please refer to our annual report which may be found at about.hm.com). We never pass on, sell or swap your data for marketing purposes to third parties outside the H&M group.

The H&M group company will only act as the personal data processor and processes the personal data on behalf of the Swedish company.

Personal data that is forwarded to third parties, is only used to provide you with our services. You will find what categories of third parties there are under each specific process below.

What is the legal ground for processing?

For every specific processing of personal data we collect from you we will inform you whether the provision of personal data is statutory or required to enter a contract and whether it is an obligation to provide the personal data and possible consequences if you choose not to.

What are your rights?

Right to access:

You have the right to request information about the personal data we hold on you at any time. You can contact H&M Group that will provide you with your personal data via e-mail.

Right to portability:

Whenever H&M group process your personal data by automated means based on your consent or based on an agreement, you have the right to get a copy of your data transferred to you or to another party. This only includes the personal data you have submitted to us.

Right to rectification:

You have the right to request rectification of your personal data if they are incorrect, including the right to have incomplete personal data completed

Right to erasure:

You have the right to erase any personal data processed by H&M Group at any time except for the following situations

  • for exercising the right of freedom of expression and information
  • to comply with a legal obligation
  • for the establishment, exercise or defense of legal claims

Your right to object to processing based on legitimate interest:

You have the right to object to processing of your personal data that is based on H&M Group’s legitimate interest. H&M Group will not continue to process the personal data unless we can demonstrate a legitimate ground for the process which overrides your interest and rights or due to legal claims.

Your right to object to direct marketing:

You have the right to object to direct marketing, including profiling analysis made for direct marketing purposes. You can opt out from direct marketing by following the instruction in each marketing mail.

Right to restriction:

You have the right to request that H&M Group restricts the process of your personal data under the following circumstances:

  • if you object to a processing based on H&M group’s legitimate interest, H&M Group shall restrict all processing of such data pending the verification of the legitimate interest.
  • if you have claim that your personal data is incorrect, H&M Group must restrict all processing of such data pending the verification of the accuracy of the personal data.
  • if the processing is unlawful you can oppose the erasure of personal data and instead request the restriction of the use of your personal data.
  • if H&M Group no longer needs the personal data but it is required for you to make or defend legal claims.

How can you exercise your rights?

We take data protection very seriously and therefore we have dedicated personnel to handle your requests in relation to your rights stated above. You can contact us at treadler@hm.com.

Data Protection Officer

We have appointed a Data Protection Officer to ensure that we continuously process your personal data in an open, accurate and legal manner. You can contact our Data Protection Officer at  dataprotection.externalpartners@hm.com and write DPO as subject matter.

Right to complain with a supervisory authority:

If you consider the H&M group to process your personal data in an incorrect way you can contact us. You also have the right to turn in a complaint to a supervisory authority.

Updates to our Privacy Notice:

We may need to update our Privacy Notice. The latest version of the Privacy Notice is always available on our website. We will communicate any material changes to the Privacy Notice, for example the purpose of why we use your personal data, the identity of the Controller or your rights.

Media and communication

Why do we use your personal data?

We will use your personal data to send you newsletters through. We will also use your data to manage different types of events, including meetings and press conferences, we will process personal data of the invited people.

What types of personal data do we process?

We will process following categories of personal data

  • contact information such as name, e-mail address and telephone number
  • date of birth

What is the legal ground to process your personal data?

The processing of your personal data is based on your consent when you agree to direct marketing. The processing of your personal data for the following purposes are based on H&M Group’s legitimate interest:

  • manage press conferences and meetings
  • to manage send-outs (newsletter and invitations)
  • to manage requests
  • to manage events

How long do we keep your data?

We save your data if needed to fulfil the purpose for which it was collected to pursue our legitimate interests or until there is no longer any legal requirements or right for us to keep the data.

For the processing of personal data for the purposes based on consent we will keep the data until you withdraw your consent.

Your right to withdraw your consent

You have the right to withdraw your consent from the processing of your personal data at any time. When you do so we might not be able to provide you with the service based on the consent.

Your right to object to processing based on legitimate interest

You have the right to object to the processing of your personal data that is based on H&M’s legitimate interest. H&M group will not continue to process the personal data unless we can demonstrate a legitimate ground for the process which overrides your interest and rights or due to legal claims.

Business Relations

Why do we use your personal data?

We will use your personal data to evaluate potential business partners and manage existing business relations including communication, procurement, contract signing and financial transactions.

We will process your personal data in order to achieve the purpose of the contract.

We will process your personal data in case of legal issues and disputes.

What types of personal data do we process?

We will process following categories of personal data:

  • contact details such as name, e-mail address and telephone number
  • work related information, such as company, department and work role

Who has access to your personal data?

Your personal data that is forwarded to third parties is only used for the purposes mentioned above.

We share your personal data with external advisors, IT service providers and other external service providers.

What is the legal ground to process your personal data?

The processing of your personal data for the following purposes are based on H&M Group’s legitimate interest:

  • to manage business relations
  • to provide business partners access to our systems
  • to manage legal requirements for financial trading
  • to manage legal issues and disputes

The processing of your personal data to achieve the purpose of the contract are necessary for fulfillment of contract.

The processing of your personal data for financial trading information is based on legal obligations.

How long do we save your data?

We will keep your data for follow up and to evaluate procurement and business partners, for the length of the agreement and time to preclude legal issues.

For legal disputes we will keep the data during the ongoing dispute and for a period of time after the dispute when the information is still relevant.

We will keep the data for financial trading information for 5 years in accordance to legal requirements.

To manage different types of events, including meetings and press conferences, we will process personal data of the invited persons. Certain events may be recorded and transcribed.

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