Privacy Policy

1.1 General

This Privacy Notice intends to establish a clear and transparent description on the collection, processing, storing, use, etc. of personal data to customers of Wallbaby. Wallbaby is a brand based in Sweden. The company's operations consist of manufacturing, producing, distributing, marketing and selling furnishing articles photographic art, posters, frames, textiles and interior accessories.

More detailed information on Wallbaby’s processing of personal data is outlined in Sections 2.1-2.3 below.

1.2 Who is responsible for processing of your personal data?

Wallbaby (company registration no. 559306-6193) is the controller of personal data. Contact us on [email protected] or at the address stated below if you have any questions regarding our processing of personal data.

Wallbaby AB
Sankt Eriksgatan 63B
112 34 Stockholm

2.1. What personal data do we process and for which purpose?

Personal data will be processed by Wallbaby in the following situations.

Customer service

When you contact Wallbaby via e-mail or thorough our social media channels we will use your personal data to provide technical support, manage your questions, handle warranty matters, complaints, etc. We will process the personal data you provide us with when you contact us, such as your name, contact details, social media account and other necessary information to manage your questions. In order to resolve your matter, Wallbaby may also need to access and use transaction data such as delivery and order information. We will process the data with the purpose of handling your inquiry. If you use our social media channels the social media platforms will also process personal data about you. Information about how the social media providers process personal data about you are to be found in each social media providers´ privacy notice, see more in Section 5 and 6.

Orders and online purchase

When you order and purchase products from Wallbaby, we will process your personal data such as your name, contact information (e-mail address, phone number, address), social security number, payment details, details of your purchases and orders, information about browser activity and settings, data location and IP address. We process the data in order to be able to process your order and payment transactions and to manage your deliveries, returns, refunds and claims. When you make a payment, return a product or place a purchase order Wallbaby use your personal data to verify your identity and your capacity to enter into a contract. If you add products to the shopping cart and then leave the website, we may process personal data such as your e-mail address, name and order information to save the abandoned order. If you have given your consent to receive marketing communication from us, we may also process your e-mail address to remind you of the abandoned order.


Wallbaby will use personal data obtained directly from you, such as your name and e-mail address, when you have purchased products from us, subscribed to our newsletters or engaged with us in any other way. Wallbaby will process your data in order to send information, surveys, promotions and ads to you. Direct marketing communication will be distributed in accordance with your preferences through e-mail, text messages and displayed in your web browser. You have the right to withdraw your consent to receiving newsletters and other direct advertisement at any time, so called "opt-out" in every asset we send you. Wallbaby and our partners may also process your personal data such as browser activity to personalize ads based on your surfing behavior and for retargeting received from cookies you have consented to, see more in our Cookie Policy.

2.2. Legal grounds

Wallbaby process personal data on the following legal grounds:

  • When you contact Wallbaby via e-mail or social media channels we process your personal data for our legitimate interest in handling your inquiry. When we are saving your abandoned order, we process your personal data for the legitimate interest to resume orders for purchase.

  • When making a payment or placing a purchase order, Wallbaby will process your personal data to fulfill any obligations derived from the contract with you.

  • Wallbaby will process your personal data based on consent regarding newsletters and marketing based on data from cookies. For other marketing communication, we process your data for our legitimate interest in marketing ourselves and our services.

2.3. How long do we keep your personal data?

We will process your personal data no longer than necessary.

  • Wallbaby will process your data for as long as we need to handle your customer service matter. After closure, case logs are stored for a maximum period of twelve months.

  • Wallbaby will process your data until your purchase has been completed (including delivery and payment). Thereafter, Wallbaby will process your data for a maximum period of 36 months to handle any complaints and warranty matters. However, we are obligated to continue to save and sometimes use your purchase order data to comply with applicable law such as accounting legislation.

  • Wallbaby will process your data for marketing purpose until you have unsubscribed from our newsletters or withdrawn your consent for cookies used for marketing purposes. For all other processing, we will cease processing your data for marketing purpose after twelve months of inactivity.


Right to object – processing based on legitimate interest and direct marketing

You have the right to object to processing of your personal data that is based on Wallbaby’s legitimate interest. Unless Wallbaby can demonstrate legitimate ground for the process with overrides your interest and rights, Wallbaby will not continue to process the personal data. However, you are entitled to object to specific processing of personal data such as for direct marketing purposes.

Right to withdraw consent

You have the right to withdraw your consent at any time. If you withdrawal your consent this does not affect our processing of your personal data before the withdrawal.

Right to access

In terms of your personal data, you have the right to request information about the personal data processed about you at any time. You can contact Wallbaby and we will provide you with your personal data via e-mail.

Right to rectification

You have the right to request rectification of your personal data if the data is inaccurate, incorrect or if the data is incomplete.

Right to portability

Whenever Wallbaby process personal data that you have submitted to Wallbaby, by automated means based on an agreement or on your consent, you have the right to receive a copy of your personal data transferred to you or to another party.

Right to erasure and restriction

You have the right to erase any personal data processed by Wallbaby at any time if specific grounds apply, such as if the personal data are no longer necessary.

You have the right to request that Wallbaby restricts the process of your personal in the following situations:

  1. if Wallbaby no longer needs the personal data,

  2. if the processing is unlawful,

  3. if you have claimed that your personal data is incorrect, Wallbaby must restrict all processing of such personal data while verifying the accuracy of the data, and

  4. if you object to a processing based on Wallbaby’s legitimate interest, Wallbaby shall restrict all processing of such data while verifying the accuracy of the data.

    Right to complain with a supervisory authority

    If you are dissatisfied with how Wallbaby process your personal data, you can report to the Swedish Authority for Privacy Protection (Swe. Integritetsskyddsmyndigheten, shortened “IMY”) or any other competent supervisory authority in the country of residence.

    Contact information to IMY:
    Telephone: 08-657 61 00
    Email: [email protected]
    Address: Integritetsskyddsmyndigheten, Box 8114, 104 20 Stockholm
    Further guidance and information regarding the rights of the data subject and reports to the supervisory authority can be found on the following website:

    Contact details to other supervisory authorities in the European Union or the European Economic Area (the “EU/EEA”) can be found here.


Wallbaby may transfer information to a third party if it is necessary for us to be able to provide our services, or if we have a legal obligation to transfer the information. We share your personal data with suppliers carrying out tasks on our behalf, for the purpose of payment processes, transport, IT-functions and for marketing purposes etc. Wallbaby work with the following third parties; Hotjar, Klaviyo, Facebook, Google, TikTok, Pinterest, Sharespine, Fortnox, Unifaun, Shopify, Sendgrid, Storyblock and Findify. Wallbaby will only process the data to accomplish the intended processing purpose as stated in Section 2.1 above. Wallbaby will never sell your personal data to any third party. Information about how each third-party process personal data about you are to be found in each third-parties´ privacy notice, see more in Section 6.


Wallbaby strives to process data within the European Union (“EU”) and European Economic Area (“EEA”) when possible. However, some of our business partner organisations, subcontractors and subsidiaries are situated outside EU/EEA. Sharing data to such collaborators, for example Google, Facebook, Pinterest and TikTik means that personal data may be transferred to a third country outside the EU/EEA area.

The transfer will take place in accordance with current privacy protection legislation, including the GDPR, in order to maintain an appropriate level of protection in the processing of personal data. This means that there is either a decision by the European Commission that there is an adequate level of protection for the country in question, or that appropriate safeguards have been provided. Such measures may be that the receiving party acts under legally binding standard contractual clauses or company regulations.

However, since the GDPR does not apply in the third country, the transfer may entail an increased risk in terms of privacy with regard to, among other things, the possibility for authorities in the third country to gain access to your personal data and for your opportunities to exercise control over personal data.

If you accept cookies and other similar technologies for marketing and/or analysis, such as the Facebook or Google, your personal data may also be transferred to third countries. The transfer then takes place based on the consent you give when you accept the use of cookies. To cancel future transfers to third countries, you can disable all cookies by changing your browser settings. Further information about the procedure to follow in order to disable cookies can be found in our Cookie Policy.


Our Privacy Notice might be subject to changes in the future. The latest version of the Privacy Notice is always available on our website. For updates that materially change this Privacy Notice, for example the purpose of why we use your personal data, Wallbaby will communicate the information in an appropriate manner.

This Privacy Notice was last updated on 2021-12-09

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