Last updated: June 2025

Gents AB ("Gents", "we", "us") is committed to protecting your personal privacy. This policy describes how we collect, use and protect your personal data when you shop with us or visit our website.

1. Data Controller

Gents AB
Redaregatan 48
252 36 Helsingborg
Sweden

Phone: + 46 771-184 084
Email (general enquiries): support@gents.com
Email (data protection): gdpr@gents.com

2. What data we process

We process the following personal data about you as a customer:

  • Name and contact details (email, address, phone number)
  • Payment information – handled by third-party companies (Klarna, Visa, Mastercard, etc.); Gents never sees your full card details
  • National identification number where required for invoice-based purchases
  • Order history and payment history with Gents
  • Behavioural data on the website (via cookies and analytics tools, see section 6)

3. Why we process your data and on what legal basis

3.1 Fulfilment of purchase agreement

We process your data in order to fulfil your order, process payment and ensure you receive your goods. Legal basis: contract.

3.2 Legal obligations

Order data and accounting records are retained for 7 years in accordance with applicable accounting legislation. Legal basis: legal obligation.

3.3 Newsletter and email marketing

After a completed purchase, we may send you offers, news and relevant information by email. This is done on the basis of the soft opt-in rule, which permits marketing to existing customers for similar products and services. Legal basis: legitimate interest.

You can unsubscribe from our newsletter at any time via the unsubscribe link in any email we send, or by contacting us at support@gents.com.

3.4 Personalisation and improved customer experience

We use your purchase history to provide relevant product recommendations and to tailor our communications to your interests. Legal basis: legitimate interest.

3.5 Seasonal communications

We may communicate with you digitally or physically, for example via seasonal cards or SMS, to maintain our customer relationship. Legal basis: legitimate interest.

4. How long we retain your data

  • Order data and accounting records: 7 years in accordance with applicable accounting legislation.
  • Customer profile and marketing data: retained for as long as the customer relationship is active. You are considered an active customer for as long as you have not unsubscribed or requested deletion.
  • If you request deletion, we will delete your data to the extent permitted by law (accounting legislation, VAT legislation, etc. may require certain data to be retained).

5. Who we share your data with

We never share your data with third parties for their own marketing purposes. The following categories of companies may access your data to the extent necessary to perform their services:

Delivery

  • PostNord, DHL, DHL Express, Budbee

Payment

  • Klarna, PayPal, Swish, Quickpay, MobilePay

Marketing and advertising

  • Google, Meta (Facebook/Instagram), Bing, TikTok, LinkedIn, Criteo, Tradedoubler

Email and CRM

  • Rule – used for sending newsletters and automated email flows

Onsite personalisation

  • Triggerbee – used for personalised content on the website

Analytics and customer behaviour

  • Google Analytics 4, Microsoft Clarity

Customer service

  • Zendesk

All partners process your data in accordance with UK GDPR and under confidentiality agreements with Gents.

6. Cookies

Our website uses cookies. We use the following categories:

  • Strictly necessary cookies: required for the website to function (login, shopping cart). These do not require consent.
  • Analytical cookies: used to understand how visitors use the website (e.g. Google Analytics 4, Microsoft Clarity). Require consent.
  • Marketing cookies: used for advertising and campaign measurement (e.g. Google, Meta, TikTok, Criteo). Require consent.
  • Behavioural cookies: used for personalisation on the website (e.g. Triggerbee). Require consent.

You can manage or change your cookie preferences at any time via the Manage cookies button at the bottom of the website.

7. Your rights

Under UK GDPR you have the following rights:

  • Right of access: you can request a copy of all personal data we hold about you.
  • Right to rectification: you can request correction of inaccurate data.
  • Right to erasure: you can request that we delete your data, to the extent permitted by law.
  • Right to restriction: you can request that we restrict the processing of your data.
  • Right to withdraw consent: you can withdraw any consent you have given at any time.
  • Right to unsubscribe: use the unsubscribe link in any email or contact us directly.
  • Right to complain: you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

To exercise any of your rights, contact us at gdpr@gents.com or call +46 771-184 084.

8. Changes to this policy

We may update this privacy policy from time to time. Where changes are significant, we will notify you by email or via a clear notice on our website. The current version is always available at gents.se.