We at By Malene Birger know that you care how personal data about you is used and shared and we appreciate your trust in us to do that carefully and sensibly. This document describes our privacy policy in relation to processing of personal data about customers and other users of our web shop and digital services, including subscribers to our newsletters. For the sake of clarity, please note that this privacy policy does not apply to processing of personal data about employees, consultants, vendors or service providers. The privacy policy may be updated from time to time, and we recommend that you check this page regularly to stay up to date on any changes we have made.

This privacy policy supplements, but does not replace, other policies and terms that applies to any specific service made available by By Malene Birger A/S or any of the group companies covered by the privacy policy.


By Malene Birger A/S is a Danish company having the following company and contact details:

By Malene Birger A/S Danish business registration no.:

26 86 90 48

Bredgade 76

1260 København K


Phone: +45 78 76 65 86

E-mail: info@bymalenebirger.com

By Malene Birger A/S is part of a Danish fashion group controlled by IC Group A/S, a Danish company listed on the Nasdaq OMX Nordic stock exchange in Copenhagen.

This privacy policy applies to the collection and further processing of personal data about you collected by any means or from other sources by By Malene Birger A/S and its affiliated group companies. You can see an overview of the relevant group companies with respect to this privacy policy here

The personal data may be collected by By Malene Birger A/S or any of the other group companies mentioned above and will then be processed in a central database managed on our behalf by our parent company IC Group A/S. The personal data will be made available to the other group entities by By Malene Birger A/S and/or IC Group A/S in accordance with this privacy policy.

For your information, IC Group A/S operates the e-commerce platform www.bymalenebirger.com on behalf of By Malene Birger A/S.


For questions regarding this privacy policy or your rights as a data subject, we kindly ask you to contact our customer care team by e-mail or phone. By Malene Birger’s customer care team has the following contact details:

Phone: +45 33 26 96 20
E-mail: info@bymalenebirger.com


We may collect the following categories of personal data about you:

Your basic information, that is e.g. your name, address, email address, telephone number, age, other demographics and preferences.

Information about your interaction with us, e.g. what products you buy online or in-store, payment information, returns, consumer service contacts, survey information, participation in contests or events etc.

Information about you obtained from social networks etc., e.g. comments or behavior, that we cooperate with.
Information about your digital activities, such as browsing history, newsletter activity and physical presence, through cookies, pixel tags and similar technologies such as beacons and WiFi access points, including IP-addresses and MAC-addresses.

We may share personal data about you within the group companies mentioned above. Please also confer with the section “How do we share your personal information” below. Further, information about you obtained via different technologies and/or from different sources can be combined, e.g. if you become a member of our loyalty program we may link existing information on your purchase history with us to your profile.


The information about you may be used for the following purposes:

Processing of orders, claims and returns
Administration of your membership of our loyalty program, including providing you with benefits
Provision of the various functions and services on the website
Providing newsletters, other communications and services requested by you
Consumer analysis and segmentation
Marketing of goods and services
Tailoring the content of newsletters, other communications and other media, e.g. websites and apps
Providing customer support and communication
Evaluating and developing our products and services
The processing of your personal data will in some cases be necessary to conclude or perform a contract with you, e.g. to complete order in our web shop. The processing may also be necessary to comply with a request from you, e.g. to send you newsletters, to provide you with information that is tailored to your interests, or to provide you with benefits as part of your membership of our loyalty program. In addition, the processing of your personal data may also be based on our legitimate interests to make us wiser about our consumers and to develop and evaluate our products and services as well as conducting statistics and analyses.


If you give consent, we will communicate with you for marketing purposes by email, telephone (including via text messages). You may manage your subscriptions in the membership settings of your account. If you wish to completely opt-out of receiving communication from us, you should delete your account.


As mentioned above, we may share personal data about you within the companies in our group, including with our parent company IC Group A/S.

If you are a member of our loyalty program, your personal data may also be shared with our franchisees in order to provide you with the benefits of the loyalty program as well as providing you with the best customer service in the shops.

We may share your personal data with third party providers such as credit card companies and shipping companies in order to complete your orders and carry out shipment.

For the sole purpose of supporting our business third party processors may process your information, but only to the extent necessary for us to conduct our business. We have procedures to ensure that these third party processors value your privacy.

We may also share your personal information with third parties that assist us with marketing towards you, for example social networks. We will always ensure that such third parties only use the personal information to promote our goods and services in accordance with our instructions.

We may use and disclose personal information to parties connected with the proposed or actual financing, securitization, insuring, sale, assignment or other disposal of all or part of our business or assets, for the purposes of evaluating and/or performing the proposed transaction. Our successors or assignees may use and disclose your personal information for similar purposes as those described in this privacy policy.

We do not sell, share or transfer your personal information to any third parties except as described in this privacy policy.


The retention of your personal data depends on the purpose of the processing.

First of all, we will retain your personal data for as long as we are legally required to do so. For example, we are obliged to retain information relating to sales for a certain time period in order to comply with applicable bookkeeping regulation.

If no applicable legal obligations exist, we will store the personal data for the term of your membership subscription and for 24 months thereafter.

Personal data, which is not subject to a legal obligation and which is not linked to a membership subscription, will be retained for 24 months. Email addresses provided via the service “Email Bag” will be deleted when the email has been sent.


We may transfer your personal data to countries outside the EU/EEA, including group companies. When we do this, it will either be to a country that is deemed by the authorities to provide an adequate level of protection, or subject to a written data processor agreement containing obligations for the disclosing and receiving party. The agreement will be based on the "Standard Contractual Clauses" approved by the European Commission or similar.


We will collect information, including personal data, about you by cookie technology. Please consult the cookie policy that applies to the means of communication that you use to interact with us.


At any time you are entitled to recall any consent(s) you may have given with respect to our use of your personal data.

Furthermore, you have the right to access your personal data and to obtain information about how we process it. You may also modify the personal data if it is incorrect, and you may ask us to limit or cease the processing of your personal data or to delete it as well as object to the processing of your personal data, including processing for the purpose of direct marketing and profiling related to such direct marketing. You may also ask us to disclose the personal data in a machine readable format.

To modify your membership subscriptions or to completely opt-out of your membership and/or from receiving marketing communications, please let us know by modifying your preferences in the relevant section of the pertinent website or click on the link in all of our newsletters to opt-out of that particular service. Due to e-mail production schedules, you may still receive any e-mails that are already in production.

You may at all times object to the processing of your personal data for direct marketing purposes.

Our contact information is stated above in the “How to Contact Us” section.

You may also file a complaint with a competent data protection authority.


We care about the protection of your personal data and will apply industry standard security measures to ensure adequate protection of your data.


Our websites etc. may contain links to other websites which are outside our control and are not covered by this privacy policy. If you access other sites using the links provided, the operators of these sites may collect information from you which will be used by them in accordance with their privacy policy, which may differ from ours.


We are always happy to hear from you and welcome any questions, comments and concerns about privacy. Please visit our contact page or write to us at the contact information mentioned in the “How to Contact Us” section above.

If your inquiry concerns a specific group entity, please state this when you contact us.