Privacy policy
Last updated: 12 October 2026
Your privacy is important to us at The Running Company. We want you to feel secure when you shop with us and to know how we collect, use and protect your personal data.
This privacy policy describes how Svensk Löpning AB processes personal data when you visit our website, shop with us, contact our customer service or receive our marketing.
We process personal data in accordance with the EU General Data Protection Regulation (GDPR) and other applicable data protection legislation.
1. Data controller
The Running Company is operated by:
Svensk Löpning AB
Company registration number: 559135-1118
Sweden
Website: www.therunningcompany.se
Email for privacy enquiries: info@therunningcompany.se
Svensk Löpning AB is the data controller for the processing of personal data for which we determine the purposes and means.
Our partner Footway handles customer service and logistics. For questions about orders, deliveries, returns and complaints, please contact support@footway.com.
2. What personal data do we collect?
Depending on how you use our services, we may process the following data:
- Contact details: name, delivery address, billing address, email address and telephone number.
- Order details: products purchased, order number, order history, deliveries, returns and complaints.
- Payment details: payment method, payment status and transaction information. Payment details are also handled by our payment providers.
- Customer service data: messages, case history and information you provide when you contact us.
- Account details: information linked to your customer account, if you choose to create or use one.
- Technical information: for example IP address, browser, device type and information about how the website is used.
- Marketing data: for example email address, subscription status and information about how you interact with our communications.
We collect data directly from you, automatically when you use the website and, where relevant, from our partners.
3. Why do we process personal data?
Handling orders and deliveries
We use your data to receive orders, administer payments, deliver products and send information about your purchase.
Legal basis: Performance of a contract.
Customer service, returns and complaints
We process data to answer questions and to handle returns, refunds, complaints and other customer matters.
Legal basis: Performance of a contract, legal obligation or legitimate interest, depending on the nature of the matter.
Accounting and legal obligations
We retain the data required to fulfil, for example, accounting, tax and consumer law obligations.
Legal basis: Legal obligation.
Security and fraud prevention
We may process technical data and transaction information to protect our website, prevent fraud and prevent unauthorised use.
Legal basis: Legitimate interest or legal obligation, depending on the processing.
Improving our website and our services
We analyse how the website is used in order to improve the user experience, our product range and our services.
Where such analysis uses cookies or similar technology that requires consent, the data is processed only after you have given your consent.
Legal basis: Consent or legitimate interest, depending on the processing concerned.
Newsletters and marketing
If you subscribe to our newsletters, we may use your email address to send you information about products, offers and news.
We may also send marketing to existing customers where this is permitted under applicable legislation.
You can unsubscribe from our marketing communications at any time via the link in the message or by contacting us.
Legal basis: Consent or legitimate interest where applicable legislation permits.
4. Shopify and our e-commerce platform
Our online shop uses Shopify as its technical platform.
Shopify provides functions for, among other things, product management, customer accounts, orders, payment flows and operation of the website.
Personal data may be processed by Shopify and its subcontractors to the extent required to provide the services.
Shopify may also process certain personal data for its own purposes in accordance with its applicable privacy terms.
More information is available at www.shopify.com/legal/privacy.
5. Footway and other partners
In order to handle our orders and provide our services, we share personal data with relevant partners.
This may include, for example:
- Footway: warehousing, deliveries, returns, complaints and customer service.
- Carriers: delivery of ordered products and handling of returns.
- Payment providers: payments, refunds and any payment-related checks.
- Technology providers: operation, security, customer communication and maintenance of the website.
- Marketing and analytics providers: website analytics, campaign measurement and advertising, where such processing is permitted.
Partners may process personal data on our behalf as data processors or, where they themselves determine the purposes and means, as independent data controllers.
We share only the data needed for each purpose.
6. Cookies, analytics and advertising
We use cookies and similar technologies to make the website work, to understand how it is used and to be able to offer relevant marketing.
This may include tools and services from, for example, Shopify, Google and Meta.
Cookies can be divided into the following categories:
- Necessary cookies: required for the website’s basic functions, for example the shopping basket and security.
- Analytics cookies: help us understand how visitors use the website.
- Marketing cookies: may be used to measure advertising and show more relevant adverts.
- Functional cookies: may be used to remember settings and improve the experience.
- Cookies and similar technologies that require consent are used only when valid consent has been given.
You can withdraw or change your consent via the website’s cookie settings.
More detailed information about which cookies are used, their purposes and retention periods is to be found in our cookie settings or our cookie policy.
7. How long do we keep your personal data?
We keep personal data only for as long as is necessary for the purpose for which it was collected or for as long as we are required to by law.
The retention period varies depending on the type of data concerned.
- Order and payment details: kept for as long as needed to handle the purchase and fulfil applicable legal obligations.
- Accounting records: kept in accordance with applicable accounting rules, normally until the end of the seventh year after the end of the calendar year in which the financial year ended.
- Customer service and complaint cases: kept for as long as needed to handle the case and any legal claims.
- Newsletter data: processed for as long as you are subscribed or for as long as there is otherwise a lawful basis for the processing.
- Cookie and analytics data: kept in accordance with the retention periods that apply to each technology and service.
When the data is no longer needed, we delete or anonymise it, unless we have a legal obligation or other lawful basis to retain it.
8. Transfers of personal data outside the EU/EEA
Some of our technology providers and partners may process personal data outside the EU/EEA.
Where such transfers take place, we ensure that there is a valid legal basis for the transfer and that the applicable requirements under the GDPR are met.
This may be done, for example, through an adequacy decision from the European Commission or through the European Commission’s standard contractual clauses together with any necessary supplementary safeguards.
You can contact us if you would like more information about transfers and the applicable safeguards.
9. How do we protect your personal data?
We use appropriate technical and organisational security measures to protect personal data against unauthorised access, loss, alteration and unlawful processing.
Access to personal data is restricted to people and partners who need the data to carry out their tasks.
We work continuously to maintain the secure handling of personal data.
10. Your rights
Under the GDPR, and subject to the conditions set out in the legislation, you have the right to:
- Access your data: request information about which personal data we process about you.
- Request rectification: have inaccurate or incomplete data corrected.
- Request erasure: have your data erased when the conditions for erasure are met.
- Request restriction: in certain situations, restrict how we use your data.
- Object to processing: for example, processing based on legitimate interest.
- Request data portability: in certain cases, receive data in a structured, machine-readable format.
- Withdraw consent: where the processing is based on consent, you can withdraw it at any time.
You always have the right to object to the processing of your personal data for direct marketing.
If you wish to exercise any of your rights, please contact us at:
We will respond to your request within the time limits that apply under the GDPR, normally within one month.
We may need to verify your identity before we disclose or change personal data.
11. Automated decision-making and profiling
We may use automated functions for, for example, product recommendations, analytics and the personalisation of marketing.
Such processing may mean that data about previous purchases or use of the website is used to make recommendations more relevant, where there is an applicable legal basis.
If we use automated decision-making that is subject to specific information requirements under the GDPR, we will provide the additional information required by law.
12. Complaints
If you have any questions or comments about how we process your personal data, you are welcome to contact us at info@therunningcompany.se.
You also have the right to lodge a complaint with a competent data protection authority.
In Sweden, the supervisory authority is:
Integritetsskyddsmyndigheten (IMY – the Swedish Authority for Privacy Protection)
Website: www.imy.se
13. Changes to this privacy policy
We may update this privacy policy when our services, our processing of personal data or applicable legislation change.
The latest version is always available on our website.
In the event of material changes, we will inform you where required by law.
14. Contact
The Running Company
Svensk Löpning AB
Company registration number: 559135-1118
Website: www.therunningcompany.se
Questions about personal data and the GDPR:
info@therunningcompany.se
Customer service, orders, returns and complaints:
support@footway.com