Data Protection Policy

1. General

BabyBjörn is committed to protecting your personal privacy and strives to ensure that your personal data is protected when you use our services. This data protection and privacy policy (“data protection policy”) explains how BabyBjörn AB, corporate registration number 556093-6196 (“BabyBjörn” or “we”), uses, processes and protects your personal data. The data protection policy applies when BabyBjörn provides services and products in connection with purchases, service requests and other interactions with BabyBjörn. When you acknowledge the policy on our website during a purchase or when submitting information, you consent to the processing of your personal data in accordance with this data protection policy.

The data protection policy also applies to processing the personal data a person provides when they subscribe to our marketing services (“subscriber”).

2. Who is responsible for your personal data?

BabyBjörn acts as a data controller and can be contacted as follows:

By mail: BabyBjörn AB, Kulltorpsvägen 49, Lanna 333 74 Bredaryd Sweden

Tel: +46-370 838 87


BabyBjörn processes all personal data in a lawful, transparent and fair manner in accordance with applicable legislation (General Data Protection Regulation (EU) 2016/679 of April 27, 2016) (“GDPR”).

3. Key terms used in this policy

Personal data is information that can be directly or indirectly linked to an identifiable living person. Examples of personal data are names, addresses, telephone numbers and email addresses.

The processing of personal data includes all handling of personal data, such as collecting, analyzing, recording and storing.

The data controller is the party who, alone or together with another party, determines the purposes and means of processing the personal data and who is ultimately responsible for ensuring that the processing is done in accordance with applicable data protection legislation.

4. When do we process your personal data?

BabyBjörn collects, stores and processes personal data about you throughout the purchasing process, for example when you make a purchase on BabyBjörn’s website, use BabyBjörn’s support services, visit BabyBjörn’s website or otherwise come in contact with BabyBjörn. Personal data is collected and processed primarily for the purpose of concluding contracts for the sale of goods and for providing services and promotions, but also for any subsequent warranty cases managed by our customer service, for technical administration or marketing as well as for preventing criminal offences, fraud and other prohibited activities.

We process personal data about you as a BabyBjörn subscriber including purchasing history, the promotions you show interest in by reading an email or clicking a link, and how you interact with BabyBjörn’s website.

5. Which personal data of yours do we collect and process?

BabyBjörn collects the following personal data about you as a customer:

• Name and personal identity number (proof of identity or national ID)
• Address
• Telephone number
• Email
• Customer number
• IP address
• Information about your use of BabyBjörn’s website
• Information about your purchases

BabyBjörn collects the following personal data about you as a subscriber:

• Name and personal identity number (proof of identity or national ID)
• Address
• Telephone number
• Email
• Account information
• IP address
• Information about your use of BabyBjörn’s website
• Information about products and promotions you have shown interest in, your interaction with our newsletter and whether you have signed up for any event

If you only use BabyBjörn’s website without registering or sending any information to us, BabyBjörn collects only the personal data that your browser sends us. For you to gain access to BabyBjörn’s website, BabyBjörn collects the following data from you. This information is necessary for displaying BabyBjörn’s website and for guaranteeing its stability.

• IP address
• Date and time of the request
• Time difference from GMT
• Content of request (separate page)
• Asset status/http status code
• Volume of data transferred each time
• The website where the request originated
• Browser
• Operating system and interface
• Language and version of browser software

6. Why do we process your personal data?

The personal data of BabyBjörn customers is processed primarily for the following purposes:

• Fulfill obligations to you as a customer. Examples: completing a purchase, billing and providing support.
• Meet delivery and guarantee commitments.
• Provide general customer care and service. Examples: answering questions and correcting inaccurate information.
• Manage customer relationships and provide our services.
• Determine which payment methods we can offer you, for example by using credit ratings.
• Improve and develop services, products and features.
• Conduct market research so that we can adjust our offers and services.
• Perform risk management and prevent fraud.
• Prevent misuse or improper use of our services.
• Comply with obligations for competitions.
• Comply with applicable law.
• Administer and manage your personal account with BabyBjörn.
• Send newsletters to you.
• Communicate with you about your orders, as well as certain products or marketing campaigns.
• Show you banner advertisements (ads placed on third-party pages).

The personal data of subscribers can, in addition to the list above, be processed for the following purposes:

• Improve the subscriber experience by offering the option to use pre-populated data, save favorite products, have more payment options and receive more responsive management of cases and claims.
• Enable communication with you as a subscriber via regular mail, email, telephone or SMS/MMS.

BabyBjörn can also use stored personal data for statistics, market research, market and customer analyses, and business follow-up, and for the development of business systems and methods for purchasing goods and services.

7. Profiling

BabyBjörn can process personal data through profiling. We analyze the information about how you use our website, which products, services and promotions you show interest in, information about your purchases, which of our newsletters you interacted with, whether you signed up for any of our events, and information about your account holding. We do this to provide you with offers that we think will suit you and to invite you to events we think you would like to go to.

You have the right, at any time, to object to such profiling. Any objections should be sent to After BabyBjörn has received your complaint, we will cease to process your personal data for this purpose.

8. Legal basis for BabyBjörn’s processing of personal data

All collection and processing of personal data is based on legal grounds. Your personal data may be processed in order to perform our contract with you as a customer, for example to enable purchases and fulfill commitments.

Your personal data may be processed on the basis of your consent. Your consent must be voluntary, specific, informed and represent an unequivocal consent in order to be considered a legal basis. We obtain your consent in order to administer tasks and obtain information about your purchases. Furthermore, we store your behaviors on our website, your interest in our promotions and products, and your interaction with BabyBjörn so that we can send you personalized offers.

Your personal data may also be processed on the basis of a so-called balancing of legitimate interests. This applies, for example, to the processing we perform to carry out targeted segmentation of customers. BabyBjörn never processes sensitive personal data on the basis of balancing legitimate interests and does not perform automated processing without consent.

In some cases BabyBjörn has a legal obligation to process personal data, such as for the purpose of complying with accounting and tax legislation. All processing of personal data is done in accordance with legal requirements.

If BabyBjörn bases its processing of personal data on consent or legitimate interest, you can inform BabyBjörn if you no longer want us to process your personal data. You can send such a request to

9. How long do we store your personal data?

BabyBjörn stores your personal data for as long as is necessary to fulfill the purposes the data was collected for. However, your personal data may be saved for a longer period of time if it is necessary due to legal requirements or for protecting BabyBjörn’s legal interests.

As a subscriber, your personal data is stored for as long as you consent to it being stored.

10. Access to stored personal data

BabyBjörn may disclose personal data to other companies within the BabyBjörn Group and to business partners in order to fulfill our commitments and the purposes mentioned above.

Data forwarded to third parties is used only to provide the above services to you. These parties can include freight forwarders that deliver goods, media agencies that distribute marketing materials, and credit reporting or collection agencies that perform credit checks, identity checks and debt collection.

We never transfer your personal data for marketing purposes to third parties outside the BabyBjörn Group or our business partners. We will not sell your personal data to third parties without your permission. BabyBjörn may disclose your personal data if it is necessary in order to comply with applicable legislation or legal requirements, to protect BabyBjörn’s legal interests, or to detect, prevent or draw attention to fraud and other security or technical problems.

BabyBjörn always strives to store personal data within the EU/EEA only. The data might be transferred and processed in a country outside the EU/EEA (third country). Any transfer takes place in accordance with current legislation, and registered users affected by the transfer will be notified.

11. How do we protect your personal data?

We have taken technical and organizational measures to protect your data from loss, manipulation and unauthorized access. We continuously adapt our security measures based on technological developments and advancements. To make card purchases as secure as possible, all the information is sent in encrypted form. This means that the information is transferred via a secure connection and that your personal data cannot be read by third parties. For card purchases, we work with an authorized payment agent who helps us directly check with your bank to ensure that the card is valid to use for purchases. Our payment partner processes your credit card details in accordance with the international security standard PCI DSS, developed by the credit card organizations VISA, MasterCard, Diners, American Express and JCB. This ensures very high security when your credit card information is processed. If you pay by credit card, we reserve the right to verify your identity.

BabyBjörn may allow third parties to use your personal data for marketing purposes upon our request so that we can market our products and services. But we will never allow a third party to use your personal data for their own marketing purposes.

In the event of a personal data breach, BabyBjörn undertakes to report it to the responsible supervisory authority (the Swedish Data Protection Authority) without undue delay and within 72 hours of the breach becoming known. If such a report cannot be submitted within 72 hours, BabyBjörn will explain the reasons for the delay in its report, and the information will be provided in installments without undue delay.

BabyBjörn undertakes to inform you as soon as possible if you are affected by a personal data breach and to take the necessary precautions.

12. What are your rights?

BabyBjörn will, at your request or on our own initiative, correct, delete, make anonymous or supplement your data if it is found to be incorrect, incomplete or misleading.

As a registered user, you are entitled to request the following:

  1. Access to your personal data. You have the right to obtain a register extract or a copy of the personal data BabyBjörn processes about you. You may, at any time, exercise this right free of charge, once per calendar year, by sending us a written signed request. The register extract must contain information about which personal data items are registered, the purposes of the processing and the recipients who have received or will receive the data. The register extract must also contain information about where the personal data was retrieved from if it was not obtained from you yourself, whether the data is subject to automated decision-making (including profiling), and an estimate of how long BabyBjörn plans to store the data or the criteria used to determine this period. You also have the right to obtain information about the rights described below.
  2. Correction of your personal data. Upon request, BabyBjörn will correct inaccurate or incomplete data processed about you, without undue delay.
  3. Erasure of your personal data. You have the right to request that we erase your personal data if it is no longer necessary for the purpose it was collected for. When there is a legal requirement to store your personal data or if there are other legitimate reasons why BabyBjörn must save your data (for example, if you have unpaid debts), your personal data will not be erased. We will then terminate the processing performed for purposes other than complying with the legislation.
  4. Restriction of processing. You have the right to request that we process your personal data for certain defined purposes only. You can request this restriction when, for example, you believe that your data is incorrect and you have requested a correction as described above. While the investigation of the data’s accuracy is in progress, its processing is restricted.

If BabyBjörn has disclosed your data to a third party, we will notify each recipient of any corrections or erasure of data as well as restrictions on processing the data.

If your personal data is stored with BabyBjörn, you have the right to data portability in certain circumstances. This is the right to receive your personal data in a structured, commonly used and machine-readable format and transfer it to another data controller.

If BabyBjörn’s personal data processing is carried out based on a balancing of interests, you have the right to object to this. When you submit an objection, BabyBjörn continues processing only if there are legitimate grounds for the processing that override your own interests. The burden of proof that such grounds exist lies with BabyBjörn.

At any time, and free of charge, you may object to the processing of your personal data for direct marketing purposes. BabyBjörn does not process your personal data for purposes of direct marketing if you object to such processing. After we have received your objection, we will cease to process the personal data for such marketing purposes. Any objections should be sent to If you have given consent for BabyBjörn to store and use your personal data for marketing purposes, you may withdraw that consent at any time. Such a withdrawal may be restricted to a part of the processing, such as consent related to direct marketing.

As a registered user, you are entitled to file any complaints regarding processing of your personal data to the Swedish Data Protection Authority.

You can contact us either by sending a letter to BabyBjörn’s Customer Service at BabyBjörn AB, Kulltorpsvägen 49, Lanna 333 74 Bredaryd or an email to Your requests will be answered by BabyBjörn as soon as possible and within a month at the latest. If BabyBjörn does not intend to comply with your request within the time specified, we must justify the reason.

13. The use of cookies

Accepting cookies is not a prerequisite for being able to visit our web pages. However, please note that our website and service will only offer limited functionality if you do not allow us to set cookies.

What are cookies?

Cookies are small text files that are stored on your computer and that save certain settings and data for data exchange with our system via your web browser. There are basically two different kinds of cookies: session cookies, which are deleted when you close your browser, and persistent or transient cookies, which are stored on your computer for a longer or unlimited time. This storage helps us to design our websites and offers and to make them easier for you to use. For example, some of the information you input is stored so that you do not constantly have to input it again.

Which cookies are used by BabyBjörn?

Most of the cookies BabyBjörn uses are deleted automatically from your computer each time you close your browser (end your session). This is why they are also called session cookies. Session cookies are needed, for example, to offer the shopping basket function on multiple pages. In addition, we also use cookies that remain on your computer. During your next visit, information about your previous visit is automatically recorded including the information you input and your preferences. These so-called transient cookies, or even so-called persistent cookies (stored 1 month to 10 years) are stored on your hard drive and are deleted automatically when the set time expires. It is primarily these cookies that are used to make our services more user-friendly, effective and secure. Thanks to these files, you are able to do things like receive personalized information on the page you visit. The sole purpose of these cookies is to tailor our offers to our customers’ wishes and make it as convenient as possible for you when you browse our websites.

What information do cookies store?

In the cookies BabyBjörn uses, only pseudonymized data is stored. When these cookies are activated, they are assigned an identification number. Your personal data is not associated with this identification number. Your name, your IP address or similar information allowing a direct association between you and this cookie is not saved in it. Using cookie technology we receive only pseudonymous information, such as which pages of our webshop have been visited, which products have been viewed and so on.

What is onsite targeting?

Using cookie technology, data is collected on BabyBjörn’s website to optimize our advertising and our online offering. This data is not used to identify you personally, but is simply for a pseudonymous evaluation of site usage. With this technology, we can display advertisements and/or special offers and services for you. This content is based on the information obtained during click-path analysis (for example, advertising that focuses on the visitor’s only viewing baby carriers the last few days). Our goal is to make our online services as attractive as possible for you and to show you advertisements that match your interests.

Do you also use third-party cookies?

BabyBjörn uses some advertising partners who contribute to making our online offering and our website more interesting for you. This is why cookies from partner companies are also stored on your hard drive when you visit the web pages. These transient cookies, or even persistent cookies (stored 14 days to 10 years) are stored on your hard drive and are deleted automatically when the set time expires. Our partner companies’ cookies contain only pseudonyms and for the most part completely anonymous data. This can be data about which products you viewed, what purchases you made, which products you searched for, etc. In this context, some of our advertising partners also record information about which pages you visited previously and which products you showed interest in. The purpose is to be able to show you advertisements that best match your interests.


BabyBjörn’s website uses so-called retargeting technology. We use this technology to make our online offering more interesting for you. This technology makes it possible to appeal to online users who have already shown interest in our webshop and our products via advertising on our partners’ websites. We believe that showing personal, interest-based advertisements is often more interesting for the user than the usual advertising, which lacks such a personal relationship. The display of these promotional materials on our partners’ pages is based on cookie technology and an analysis of past user behavior. This type of advertising is completely pseudonymous. When you visit our site, cookies are used to collect, store and use information about how you use the site. In addition, your data is saved in the cookies even after the end of the browser session and can then be called the next time you visit the web pages.

How can you prevent cookies from being stored?

You can set your browser to only accept cookies when you give your consent, and in this way prevent cookies from being stored on your computer in the future. If you want to accept BabyBjörn cookies only and not those from our suppliers and partners, you can change this setting in your browser to “Block third-party cookies.”

In general, you can use the Help function in your browser’s menu bar to understand how to reject new cookies and delete the ones you have already received.

14. Web analytics

To continuously improve and optimize our offering, we use so-called tracking technology. For this purpose, we use Google Analytics.

Google Analytics

This website uses Google Analytics, a web analysis service provided by Google, Inc. (“Google”). Google Analytics uses cookies, which are text files that are stored on your computer and make it possible to analyze your use of the website. The information that the cookie generates about your use of the website is usually transferred to and stored by Google on servers in the United States. If IP anonymization is enabled for the website, your IP address will be shortened by Google within the EU/EEA prior to transfer to the United States. This means that it is not possible to associate the IP address with you. Only in exceptional cases will the full IP address be transferred to Google servers in the United States and shortened there. On BabyBjörn’s behalf, Google will use this information to evaluate your use of the website, compile reports on your website activity and provide other services associated with your use of the website.

An IP address that is transferred from your browser in Google Analytics is not associated with other data from Google.

You can prevent cookies from being installed by adjusting your browser settings. However, if you do this you might not be able to use all the features of this website. You can prevent the data collected through cookies and that relates to your use of the website (including your IP address) from being used and processed by Google. To do this, download and install the Google Analytics opt-out browser add-on using this link:

BabyBjörn’s website uses Google Analytics with the extension “_anonymizeip()”. This extension enables IP addresses to be processed in their shortened form, which excludes the possibility of linking the IP address to a physical person. All personal links to the data that is collected will therefore be excluded and all personal data will be removed immediately.

BabyBjörn uses Google Analytics to analyze your use of our website and to improve the website. We use the statistics obtained from the website in order to improve our products and make them more interesting to you as a user. For those exceptional cases in which personal data is transferred to the United States, we would like to point out that Google is using and following the rules in the EU-US Privacy Shield. The legal basis for processisng by Google Analytics is Article 6(1) of the GDPR.

Information about third parties: Google Dublin, Google Ireland LTD, Gordon House, Barrow Street, Dublin 4, Ireland, Fax: +353 (1) 436 1001.
Terms of use:;
summary of data protection:;
privacy policy:

The website also makes use of Google Analytics to track your traffic between devices by using a user ID. You can disable this tracking at

By confirming the link, an opt-out cookie will be stored on your computer. This cookie is valid for 5 years. Note that this opt-out cookie will also be deleted if you delete all cookies on your computer. This means that you must save a new opt-out cookie if you want to continue to refuse consent to the anonymous data collection. This opt-out cookie is stored per browser and computer. If you visit our websites at home and at work or with a different web browser, you must enable this opt-out cookie on the different browsers and the different computers.

Retargeting and data collection through third-party banner advertising

In the context of retargeting and banner advertising, BabyBjörn uses services from third parties, who store cookies on our site. These third-party providers are:

• Doubleclick by Google, Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA;

• Facebook Inc., 1601 S. California Ave, Palo Alto, CA 94304, USA;

15. Use of social media plugins

BabyBjörn currently uses the following double-click plugins on social media: Facebook and Instagram. This means that in connection with your visit to BabyBjörn’s website, initially no personal data will in principle be transferred to these service providers. You can recognize the service provider by the sign above the first few letters of the provider’s name or their logo. BabyBjörn enables you to communicate directly with the service provider by using a button on the website. The service provider only receives information that you have opened a corresponding page if you click the field to activate the plugin. The information under “Which personal data of yours do we collect and process” in this data protection policy is also transferred. Regarding Facebook, your IP address becomes anonymous immediately after its retrieval according to them. When a plugin is enabled, your personal data will be transferred to the company providing the plugin and will be processed there (in the United States in the event that the provider carries out its activities there). Since the service provider collects data through cookies, we recommend that you delete all the cookies before you click the grey box above the security settings in your browser.

BabyBjörn has no control over the data obtained or how it was obtained by the service provider. We do not have any overview of the collection of the data, the purpose of the collection or how long the data will be saved. We do not know when and how the data will be deleted by the service provider.

The service provider stores the data it obtains about you as a user profile and uses it for marketing and market research for its website. Such an evaluation is performed (even for users who are not logged on) in order to provide demand generation and to inform other social network users about your activity on our website. You have the right to revoke the creation of such a user profile by contacting the respective service provider. Through plugins, BabyBjörn enables you to interact with social networks and other users so that we can improve our website presence and make the website more interesting for you as a user. The legal basis for processing the plugins is Article 6(1) of the GDPR.

Data transfer takes place regardless of whether you have a user profile with the service provider and are logged on there. If you are logged on to such a social network, your data is collected through direct contact with the user profile. If you click the Enable button and links to a website, that information is also stored in your user account and this is communicated with your contacts. We recommend logging off from social networks after using them, especially before you click the Enable button, if you want to avoid contact with your user profile with the service provider.

You can find more information about the purpose, the data that is processed and how it is processed by the service provider in its data protection statements (see below). You can also find more information about your rights regarding this under Settings. In your settings, you can also change how you want to protect your personal data.

The addresses of each service provider and their information regarding data protection can be found below.

  1. Facebook Ireland Ltd., 4 Grand Canal Square, Grand Canal Harbour, Dublin 2 Ireland;; more information about data protection: and Facebook is committed to following the EU-US Privacy Shield,
  2. Instagram, Facebook Ireland Ltd., 4 Grand Canal Square, Grand Canal Harbour, Dublin 2 Ireland;

16. Changes to BabyBjörn’s data protection policy

BabyBjörn reserves the right to make changes to this data protection policy at any time. If the privacy policy is changed, BabyBjörn will inform you with reasonable notice. If you do not agree to the changed privacy policy, you have the right to terminate the agreement with BabyBjörn before it enters into force. You can terminate this agreement by contacting BabyBjörn.

17. Contact information FOR the data controller

We are committed to protecting our customers’ personal data. Do not hesitate to contact us if you have any questions about how we process your personal data, this privacy policy or if you want to request an extract from the register.

Our contact information is:

By mail: BabyBjörn AB

Kulltorpsvägen 49, Lanna 333 74 Bredaryd Sweden

Tel: +46-370 838 87