Privacy policy

Privacy Policy

Last updated: September 29th 2026

This privacy policy applies to you as a private customer of The Equemist, including current, previous, and potential customers, users, and recipients of a product offered by us, as well as visitors to any of our official websites or digital channels operated by us.

The Equemist values your privacy and personal data, and implements appropriate technical and organizational security measures to ensure that your personal data is handled fairly, lawfully, and transparently. Through this privacy policy, we aim to inform you about what data we process about you, for what purposes, the legal basis for processing, how long the data is stored, and your rights, among other things.


Who is responsible for processing your personal data?

The Equemist is responsible for the personal data processed under the brand The Equemist, as described in this privacy policy. As the data controller, we determine the purpose and means of the processing.

Controller: Ground Force I AB (The Equemist), organization number 559387-5239, Essingestråket 11, 112 66 Stockholm, Sweden. Contact: support@theequemist.com


What types of data do we process and how do we collect them?

We collect, process, and store your customer data. Customer data refers to information about you as an individual and the products you purchase from us, such as your name, your address and email address, your phone number (including your WhatsApp number, if you give us one), your payment information, your order history, your marketing preferences and consents, and other details you provide during your interactions with us.

We only process a personal identification number where this is necessary and permitted by law. We do not ask for it in order to purchase from us or to exercise your rights.

How do we collect personal data?

We collect data in various ways, for example:

  • Through your interactions with us, such as when you become a customer or contact our customer service, respond to a questionnaire we send, or sign up to receive our newsletters or other marketing messages.
  • By using cookies and similar technologies on our websites (see "Cookies" below).

When do we process your personal data?

We primarily process personal data necessary to enter into or fulfill a contract with you and to meet any obligations arising from that contract or from law.

We may also process your personal data if you have given your consent, or if it is necessary for a purpose related to our legitimate interest, provided your interest in protecting your personal data does not outweigh our interest.

For each specific purpose for processing personal data, we will inform you of which legal basis applies.


What do we use your data for?

Providing products

We process customer data to provide products to you and to fulfill and protect our rights and your rights under the contract. For example, we need to identify you as a customer, manage your orders, handle your invoices and payments for the product, maintain records, address issues, and handle feedback and complaints.

Legal basis: Performance of contract. Where we are required to keep accounting records, the legal basis is legal obligation.

Providing and improving customer service

We process customer data to manage your inquiries and handle complaints. If necessary, we also use customer data to contact you via email, phone, social media, or other means in response to your inquiries regarding orders, delivery, returns, etc. To resolve your issue, we may also need to access and use transaction data such as order, payment, and delivery information. We may also ask you to take part in a customer survey.

Legal basis: Legitimate interest.

Marketing and advertising

We process personal data to market our own products and services.

Marketing by email, SMS and WhatsApp

We send marketing messages, such as newsletters, offers, product news and recommendations, by email, SMS and WhatsApp only if you have agreed to receive them.

  • You choose which channels you agree to. Consent for one channel (for example email) does not cover another (for example SMS or WhatsApp).
  • You can give your consent, for example, by ticking an unticked box at checkout, by signing up through a form on our website, or by messaging us and agreeing to receive marketing.
  • We keep a record of when and how you gave your consent, which channels it covers, and what information you were shown, so that we can show that we have a valid consent.
  • Your consent is voluntary. You can buy from us without agreeing to marketing.
  • You can withdraw your consent at any time, for any or all channels, and it is as easy to withdraw as to give. Use the unsubscribe link in any email, follow the opt-out instruction stated in any SMS or WhatsApp message, or contact us at support@theequemist.com. Withdrawing your consent does not affect the lawfulness of the marketing we sent before you withdrew.

Legal basis: Consent.

If you are an existing customer and have given us your email address when purchasing a product from us, we may also send you email marketing about our own similar products without separate consent, unless you have objected. You were given the opportunity to object when we collected your email address, and you can object at any time, free of charge, using the unsubscribe link in every email. We do not rely on this exception for SMS or WhatsApp.

Legal basis for this email marketing: Legitimate interest.

WhatsApp

If you agree to receive marketing via WhatsApp, we send messages using WhatsApp Business, a service provided by our messaging provider Mailchimp, on our behalf. Your phone number and the content of the messages are then also processed by that provider. See "Where is personal data processed?" below.

Other marketing

We may also show you general marketing, such as ads and offers that are not tailored to your personal preferences. For this purpose we may use customer data such as your name, address, and purchase history.

Legal basis: Legitimate interest. Our legitimate interest is to market existing or new products.

Personalized marketing and advertising

If we use your data to create personalized marketing, for example on social media, on websites, and in apps through advertising platforms, we do so only with your consent (for example through our cookie settings).

Your right to object

You always have the right to object to direct marketing, including profiling related to such marketing. If you do, we will stop using your personal data for that purpose.

Cookies

Our websites use cookies and similar technologies. Cookies that are strictly necessary for the site to work do not require consent. For all other cookies (for example analytics and marketing cookies), we ask for your consent through the cookie banner on our website. The cookies we use are described below.

Legal basis: Consent (for non-essential cookies).

Cookies we use

Category

What it is used for

Consent needed

Examples and providers

Storage time

Strictly necessary

Keeping the shop working: shopping cart, checkout, security, and remembering your cookie choice

No

webshop session, sessions and cart cookies
(Mailchimp & Shopify)

Session, up to [12] months

Preferences

Remembering choices such as language and country

Yes

Mailchimp

Up to 12 months

Analytics

Statistics on how visitors use the site, so we can improve it

Yes

Google Analytics, Shopify

Up to 12 months

Marketing

Showing and measuring personalized ads and campaigns

Yes

Meta, Google Ads

Up to 12 months

Your choices. When you first visit our website you can accept or reject non-essential cookies, and rejecting is as easy as accepting. Your choice is stored in a cookie, and you can change or withdraw it at any time through the cookie settings. You can also delete or block cookies in your browser settings. If you block strictly necessary cookies, parts of the site, such as the shopping cart, may stop working.

Third parties. Some cookies are set by third parties, such as analytics and advertising providers. They may process the data they collect in countries outside the EU/EEA, as described under "Where is personal data processed?" above.


How long do we store personal data?

The data we collect and generate when you use our services and products is processed for various purposes and is therefore stored for different lengths of time depending on its use and our legal obligations. As a rule, we never store personal data longer than necessary to fulfill the purposes for which it was collected or other compatible purposes.

Your personal data is stored as long as needed in order for us to fulfill our obligations to you as a customer. Storage times are for the following cases:

  • For billing and payment purposes, customer data is stored until the debt is paid or the statute of limitations has expired.
  • For unpaid debt collection claims transferred to a third party, we store the customer data for a maximum of three years from the transfer.
  • As part of the accounting records, we store customer data for up to 7 years plus the current year after the record was created, or for as long as a legal dispute is ongoing.
  • Service history from support cases and customer contacts is stored for up to 4 years to assist you further if you contact us again regarding the same issue.
  • Information about your purchases is stored for up to 4 years to assist you if you contact us regarding any questions related to your purchase.
  • For marketing based on consent, we store your contact details and consent record until you withdraw your consent or until 24 months after you last interacted with our messages. After withdrawal we keep only a record of your opt-out (and, for a limited period, the record of your consent) so that we can respect your choice and show that we complied with it.
  • For email marketing to existing customers without separate consent, and for other marketing based on legitimate interest, we store customer data for up to 12 months after the contractual relationship has ended, or until you object.


How do we protect your personal data?

We have implemented organizational and technical measures to protect personal data within our organization, including security controls to prevent unauthorized access to our systems.


To whom do we disclose your data?

Your personal data is only accessible to those who need the data to achieve the intended purpose of the processing. We reserve the right to transfer all personal data we hold about you to third parties in the event of a merger or divestiture of all or part of the business.

Companies that process personal data on behalf of The Equemist

Whenever appropriate, we outsource the processing of personal data to companies specializing in their field. Such data processors are companies that process personal data on behalf of The Equemist and according to our instructions. We have written agreements with all data processors, through which they guarantee the security of the personal data they process and that the data is only processed according to given instructions. Before selecting the companies we wish to partner with, we conduct thorough checks.

We have data processors that assist us with:

  • Order and payment processing (payment service providers).
  • Our webshop, accounting and invoicing systems.
  • Email, SMS and WhatsApp messaging and newsletter services.
  • Advertising and campaigns (Meta, Google Analytics, Shopify Analytics, Mailchimp).

Depending on your relationship with The Equemist, we may also share your customer data with third parties that are solely or jointly responsible for the processing.

Sole data controllers

Sole data controllers are responsible for all processing of personal data from the moment they receive it. Sole data controllers we may share your customer data with include:

  • If you have ordered a product, companies that operate postal services and handle general freight transport (logistics companies and carriers).
  • If you have ordered a product, companies that offer payment solutions (credit card acquirers, banks, and other payment service providers), who may carry out credit checks as part of their own services under their own privacy policies.

Joint data controllers

When there is a common interest between us and a third party, and both parties jointly determine the purpose and means of processing, joint data control arises. We may be joint data controllers with advertising platforms for the collection and sharing of personal data used to create and target personalized marketing in your social media, on websites, and in apps. We do this only if you have consented to it.


Where is personal data processed?

The personal data we collect from you is processed within the European Union or the European Economic Area (EU/EEA) but may also, in some cases, be transferred to and processed in a country outside the EU/EEA, for example by providers of email, messaging or advertising services. Any such transfer of your personal data is carried out in accordance with applicable law and without weakening your statutory rights.

We transfer personal data to a country outside the EU/EEA only if (i) the European Commission has decided that the country, or the recipient, ensures an adequate level of protection (for example a recipient certified under the EU–US Data Privacy Framework), or (ii) we have put appropriate safeguards in place, such as the European Commission's standard contractual clauses, together with additional measures where needed, such as encryption, pseudonymization, and strict access controls. You can contact us to receive a copy of the safeguards used.


Do you have to provide your data? Automated decisions

If you buy from us, you must provide the data needed to process and deliver your order and to meet our legal obligations, otherwise we cannot complete the purchase. Providing your data for marketing is always voluntary.

We do not make decisions about you based solely on automated processing that have legal effects or similarly significantly affect you.

What are your rights?

Data protection is a fundamental right, and you have several rights under the GDPR. These rights are in place to allow you to control the way we process your personal data lawfully and correctly. In some cases, there may be competing interests, such as the protection of others or public interests. In such cases, some of your rights below may be limited. We will assess each request individually and inform you of the extent to which your wishes can be fulfilled. We will normally answer within one month of receiving your request.

Right of access: You have the right to request confirmation of whether we process personal data about you, and if so, we will inform you of how your personal data is being processed. You also have the right to request a copy of the data we process (via a data extract). If you request additional copies, we reserve the right to charge a reasonable fee for this. The data extract will be sent to your registered address.

Right to data portability: You have the right to request that your personal data be provided in a structured, commonly used and machine-readable format, allowing you to use that personal data elsewhere. This right applies to personal data you have provided to us and that is processed based on your consent or a contract with us.

Right to rectification: You have the right to request rectification of your personal data if it is inaccurate. You also have the right to request that data be added if something is missing, provided the addition is relevant to the purpose of the processing. We will notify those to whom we have disclosed your data that the rectification has occurred. Upon your request, we will also inform you of who has received the information about the rectification.

Right to erasure: You have the right to contact us to request that your personal data be erased:

  • If the data is no longer necessary for the purposes for which it was collected;
  • If the processing is based solely on your consent and you withdraw your consent;
  • If the processing is for direct marketing purposes and you object to the processing of the data;
  • If you object to the processing of personal data based on a legitimate interest, and there are no overriding legitimate grounds for the processing;
  • If the processing of your data has not complied with the applicable laws; or
  • If erasure is required to fulfill a legal obligation.

In certain cases, we may not be able to fulfill a request for erasure, such as when we are legally required to retain the data. If erasure occurs, we will notify those to whom we have disclosed your data that the erasure has taken place. Upon your request, we will also inform you of who has received information about the erasure.

Right to restriction of processing: You have the right to request that we restrict the processing of your personal data in the following circumstances:

  • If you object to processing based on our legitimate interest, we will restrict all processing of such data while the legitimate interest is being verified.
  • If you claim that your personal data is inaccurate, we must restrict all processing of such data while the accuracy of the personal data is being verified.
  • If the processing is unlawful, you may object to the erasure of personal data and instead request the restriction of the use of your personal data.
  • If we no longer need the personal data, but you require it to establish, exercise, or defend legal claims.

In some cases, we may not be able to fulfill a request for restriction, such as when the data is needed to defend our rights or protect another person's rights. If a restriction is implemented, we will notify those to whom we have disclosed your data that the restriction has taken place. Upon your request, we will also inform you of who has received the information.

Right to object to processing and to withdraw consent:

  • You have the right to object, on grounds relating to your particular situation, to the processing of your personal data based on legitimate interest. In such a case, we will stop processing unless we can demonstrate compelling legitimate grounds that override your interests, or the processing is necessary for the establishment, exercise, or defense of legal claims.
  • You have an absolute right to object to direct marketing at any time, and we will then stop.
  • Where we process your data based on your consent (for example marketing by email, SMS or WhatsApp, or non-essential cookies), you can withdraw your consent at any time, as easily as you gave it. You can withdraw directly in the message (unsubscribe link or the opt-out instruction in the message), through the cookie settings, or by contacting customer service. Withdrawal does not affect the lawfulness of processing carried out before it.

How to exercise your rights or contact us for other reasons

If you have any questions or wish to exercise your rights, such as requesting a data extract or withdrawing consent, please contact support@theequemist.com. So that we can be sure who you are, we may ask you for information that identifies you as our customer, for example the name and email address used for your order. Please do not send us your personal identification number by email.

Right to file a complaint with a supervisory authority

You have the right to file a complaint with the supervisory authority, in Sweden the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY), via email: imy@imy.se, or with the data protection authority in the EU/EEA country where you live or work.


Changes to the privacy policy

We may update this privacy policy. Significant changes will be communicated to you in an appropriate manner and well in advance of the change coming into effect.

Last updated: September 29th 2026