Privacy Policy


At (”Axel Kaufmann” or ”we”) we place very high priority on data security and confidentiality. Our current privacy policy lays down clear guidelines for Axel Kaufmann’s processing of your personal data. In the following, we explain how we use the personal data of which you leave footprints and/or that you provide when you visit our website and use the various services on the website.


1. Owner and contact information

This website is operated and owned by:

Axel Kaufmann ApS
Maren Smeds Gyde 9
8000 Aarhus C
CVR no.: 19098192


2. Collection of personal data

You will always be informed before we collect personal data about you. The personal data collected by us may include, for instance, your name, your email address, your telephone number and similar identification data as well as purchase history.

It will always be indicated in connection with provision of data whether such provision is voluntary or is necessary for the completion of the required act, for instance, completing a transaction in our web shop.

Your personal data will be collected in one or more of the below cases:

  • When you buy products online at
  • When you sign up to receive Axel Kaufmann’s newsletter
  • When you create a customer account at
  • When you participate in one of Axel Kaufmann’s competitions

Even though you use your email address in more than one of the above cases, your data will only be collected and registered in one place. Consequently, your data may e.g. be reused when you shop with us and at the same time you avoid receiving the same marketing material from Axel Kaufmann several times.


3. Facebook

Axel Kaufmann may also collect personal data about you via your Facebook profile for the purpose of conducting behavioural marketing. Personal data exchanged with Facebook will always be in encrypted form, and Facebook will at no point in time gain access to the personal data which Axel Kaufmann has registered about you.


4. The use of personal data

Personal data is collected and used for the following purposes:

  • The completion of orders in our online shop
  • Registration to receive newsletter
  • Administration of customer club
  • Administration of user account/profile
  • Participation in competitions or other events
  • Forwarding of other marketing material, including invitations for events and granting of value codes
  • Collection and assessment of consumer reviews
  • List of purchase history
  • Behavioural marketing/profiling
  • Statistics
  • Other marketing initiatives

Please note that use of your personal data for forwarding of marketing material will take place only with your prior express consent, unless legislation allows us to contact you without your prior consent. Axel Kaufmann keeps statistics of which areas of the website are visited by our users and of which products the users prefer. This data does not include personal data. Using the collected data, Axel Kaufmann builds knowledge of the use of the website. And this information is used to improve the website. However, we use data on the navigation of all our users to be able to understand how our users as a total group use and against this background we attempt to improve the website. We cannot see where you come from or go to on the Internet when you leave our site. In addition, we collect information about which products our users as a total group prefer. This information is also used to improve the website. We do not sell or in any other way distribute information about our customers’ use of and navigation on our website. And we do not sell or disclose information about your purchases to third parties.


5. Disclosure

Your personal data is not disclosed to a third party without your permission. However, in certain circumstances and according to legislation it may be necessary to disclose data to the authorities. Data may e.g. be disclosed to the police in the event of suspicions of credit card fraud. Data to be used for the delivery of a product will be disclosed to the freight carrier used by Axel Kaufmann. Similarly, your personal data will be disclosed to Axel Kaufmann’s cooperation partners providing services on behalf of Axel Kaufmann, e.g. in connection with the distribution of newsletters. These cooperation partners only process the personal data on behalf of Axel Kaufmann and in accordance with Axel Kaufmann’s instructions. In the event of reorganisation or total or partial sale of the business, disclosure, if any, will in such connection take place in accordance with the legislation applicable from time to time for the processing of personal data.


6. Deleting personal data

Your personal data will be deleted when we no longer need to process the data to fulfil one or more of the purposes mentioned above. However, the data may be processed and stored for a longer time in anonymised form.


7. Cookies

We use cookies on our website. Read more about the use of cookies in our Cookie Policy, which you can find here.


8. Security

We have implemented security measures to ensure that our internal procedures meet our high security policy standards. Accordingly, we use our best endeavours to protect the quality and integrity of your personal data.

When completing your order in the web shop your credit card information is sent directly to our payment provider. Axel Kaufmann thus does not have access to your credit card information. We use the leading payment provider in the Nordic region, DIBS Payment Service.

Your personal data is protected by a password.


9. Your rights

You have a right of access at any time to the data processed about you, subject to certain statutory exceptions. Furthermore, you can object to the collection and further processing of your personal data. In addition, you have the right to correct, delete or block your personal data.


10. Withdrawal of consent

You may at any time withdraw any consents you may have given. We will subsequently delete your information unless we are able to continue the processing on another legal basis. Should you wish to withdraw your consent you may contact us at


11. Links to other websites, etc.

Our website may contain links to other websites or to integrated websites. We are not responsible for the contents of the websites of other companies (third-party websites) or for the practices of such companies regarding the collection of personal data. When you visit third-party websites, you should read the owners' policy on the protection of personal data and other relevant policies.


12. Changes to data, etc.

If you want us to update, amend or delete the personal data that we have recorded about you, or if you want access to the personal data being processed about your, or if you have any questions concerning the above guidelines, you may contact us at You can also write to us at the following address:
Skt. Clemens Stræde 5
8000 Aarhus C


13. Right to complain

Should you want to complain about the processing of your personal data, you may contact us via email, telephone or letter as indicated in clause 12 above. You may also contact the Danish Data Protection Agency, Borgergade 28, 5th floor, 1300 Copenhagen K. Denmark.