Privacy policy
Last updated: May 2026
1 Introduction
1.1 Data controller
Tagel Horse Care AB, corporate identity number 559462-3091 (“Tagel”/“We”), is data controller in accordance with the EU’s General Data Protection Regulation (“GDPR”) for any processing of personal data for which we have determined a purpose and means. According to GDPR, we are required to provide information on how we process personal data as data controller in our operations.
1.2 Contact
If you have any questions about our processing of your personal data, please contact us at: info@tagel.se or via our postal address:
Tagel Horse Care AB
Att: Privacy
Address: Norrlandsgatan 22
Postal code / City: 111 43 Stockholm
Sweden
1.3 When do we process your personal data?
In order to make it easier for you to find information on how we process your personal data, we have compiled all the situations (purpose) in which this occurs in section 3 below.
For every purpose, there is a description of all relevant information that we are obligated to provide you with in accordance with GDPR.
We recommend that you read section 2 before seeking specific information about our processing of personal data, as it explains basic concepts and gives you a deeper understanding.
1.4 Overview of how we process your personal data
We process your personal data for the following purposes:
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To manage your orders and purchases
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To manage customer accounts and login credentials
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To manage and follow up customer service enquiries
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To run, manage participation and evaluate events
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To run, manage participation and evaluate competitions
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To develop and improve our website and systems
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To fulfil the company’s legal obligations
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To market our products and services through newsletters, e-mail and SMS marketing
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To run our social media platforms
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To conduct marketing on digital channels such as search engine marketing, social media and banner advertising
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To publish customer reviews after a completed purchase
2 General information about processing of personal data
2.1 What is personal data?
Personal data is information that can be attributed, whether directly or indirectly, to a living natural person. Examples include names, e-mail addresses, telephone numbers, IP addresses and behavioral data.
2.2 What constitutes the processing of personal data?
Every action taken with personal data constitutes processing. Examples include collection, registration, storage, organization, analysis, transfer and deletion.
2.3 Legal basis
According to GDPR, all processing of personal data must have a legal basis. We process your personal data primarily based on the following legal bases:
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Fulfilment of an agreement
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Legitimate interest
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Legal obligation
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Consent
Withdrawal of consent
If our processing of your personal data is based on your consent, you can withdraw it at any time. Withdrawal does not affect the legality of processing carried out prior to the withdrawal.
2.4 Storage period
We do not store your personal data longer than necessary for the purposes for which it was collected.
2.5 Sharing of your personal data
We may share your personal data with trusted third parties and service providers.
Personal data processors
We use service providers acting as personal data processors on our behalf, including providers related to:
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Shopify and e-commerce infrastructure
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Klarna and Shopify Payments
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Logistics and delivery providers
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Marketing and communication services
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Customer service and CRM systems
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Analytics and advertising platforms
Independent data controllers
Certain third parties act as independent data controllers, including payment providers and social media platforms.
Examples of third-party recipients include:
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Shopify
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Klarna
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Shopify Payments
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Meta
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Google
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Klaviyo
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PostNord
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Early Bird
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Brind
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DHL
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Bonver Logistics AB
For more information regarding our third-party recipients, please see our List of Third-Party Recipients.
2.6 Where do we process your personal data?
We strive to process your personal data within the EU/EEA. However, some of our suppliers and partners operate internationally, meaning your personal data may be transferred outside the EU/EEA.
Where such transfers occur, we ensure appropriate safeguards are implemented in accordance with GDPR.
2.7 Automated decisions and profiling
We may analyze your purchase behavior, website usage and interaction with our communication in order to:
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Personalize offers and product recommendations
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Improve our services and customer experience
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Conduct targeted advertising and audience segmentation
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Evaluate marketing effectiveness
Personal data may be shared with advertising platforms in hashed or pseudonymized form to create custom audiences and measure advertising effectiveness.
2.8 Cookies and other tracking technologies
We use cookies and similar tracking technologies on our website to improve functionality, analyze traffic and personalize marketing.
For more information, please see our Cookie Policy.
3 We process your personal data for the following purposes
3.1 For the purpose of managing your orders and purchases
Categories of personal data
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Contact details
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Purchase information
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Payment history and payment information
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Username and password
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Saved account preferences
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Order history
Processing
Administration and registration of orders, deliveries, payments, customer accounts and login credentials.
Fraud prevention, risk analysis and transaction verification.
Management of complaints and returns.
Legal basis
Fulfilment of the agreement.
Storage period
Until your purchase has been completed and for a period of 36 months thereafter, unless longer retention is required by law.
Third-party recipients
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Shopify
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Klarna
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Shopify Payments
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Freight forwarders and third-party logistics providers
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PostNord
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Early Bird
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DHL
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Bonver Logistics AB
Third-country transfer
Yes.
3.2 For the purpose of managing and following up customer service enquiries
Categories of personal data
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Contact details
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Purchase information
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Customer enquiry information
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Communication data
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Technical information
Processing
Handling customer service enquiries via e-mail, forms, social media and other communication channels.
Legal basis
Legitimate interest.
Storage period
Until the enquiry is closed and for a period of 36 months thereafter.
Third-party recipients
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Shopify
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Klarna
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Customer service platform providers
Third-country transfer
Yes.
3.3 For the purpose of running, managing participation and evaluating events
Categories of personal data
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Contact information
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Event registration details
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Event participation details
Processing
Administration and communication relating to events.
Legal basis
Legitimate interest.
Storage period
During the event period and evaluation process.
Third-country transfer
Yes.
3.4 For the purpose of running, managing participation and evaluating competitions
Categories of personal data
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Contact information
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Competition registration details
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Competition entry details
Processing
Administration and evaluation of competitions.
Legal basis
Legitimate interest.
Storage period
During the competition period and evaluation process.
Third-country transfer
Yes.
3.5 For the purpose of developing and improving our website and systems
Categories of personal data
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Technical data
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Cookie data
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IP addresses
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Device information
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User interaction information
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Purchase and browsing history
Processing
Website analysis, personalization, service optimization and security improvements.
Sending reminders regarding abandoned shopping carts or viewed products.
Legal basis
Legitimate interest and consent obtained through cookie settings where required.
Storage period
For up to 36 months from collection.
Third-party recipients
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Shopify
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Google
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Meta
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Klaviyo
Automated decision-making (incl. profiling)
Yes.
Third-country transfer
Yes.
3.6 For the purpose of fulfilling the company’s legal obligations
Categories of personal data
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Contact details
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Purchase information
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Payment information
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Correspondence
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Complaint and defect information
Processing
Processing necessary to comply with applicable laws, including accounting, tax and product safety regulations.
Legal basis
Legal obligation.
Storage period
As long as required under applicable law.
Third-country transfer
Yes.
3.7 For the purpose of marketing our products and services through newsletters, e-mail and SMS marketing
Categories of personal data
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E-mail address
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Telephone number
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Purchase history
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Marketing preferences
Processing
Sending newsletters, e-mails and SMS marketing communications.
Sending reminders regarding abandoned shopping carts and viewed products.
Analysis of open rates, click behavior and campaign performance.
Legal basis
Consent and legitimate interest where permitted by applicable marketing laws.
Storage period
Until you unsubscribe or withdraw your consent.
Third-party recipients
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Klaviyo
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Shopify
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Marketing service providers
Third-country transfer
Yes.
3.8 For the purpose of running our social media platforms
Categories of personal data
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Profile information
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Communication data
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Comments and messages
Processing
Communication and interaction on social media platforms.
Legal basis
Legitimate interest.
Storage period
According to the relevant social media platform’s policies.
Third-party recipients
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Meta
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Social media platform providers
Third-country transfer
Yes.
3.9 For the purpose of conducting marketing on digital channels such as search engine marketing, social media and banner advertising
Categories of personal data
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Technical data
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Cookie data
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Device information
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User interaction information
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Purchase history
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Marketing preferences
Processing
Collection, combination and analysis of data to personalize advertising and measure campaign effectiveness.
Creation of customer audiences and targeted advertising on digital platforms.
Personal data may be shared with advertising platforms in hashed or pseudonymized form to create custom audiences and measure advertising effectiveness.
Legal basis
Consent and legitimate interest.
Storage period
For more information, please see our Cookie Policy.
Third-party recipients
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Meta
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Google
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Klaviyo
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Advertising platform providers
Automated decision-making (incl. profiling)
Yes.
Third-country transfer
Yes.
3.10 For the purpose of publishing customer reviews after a completed purchase
Categories of personal data
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Contact details
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Review information
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Public profile information
Processing
Collection, moderation and publication of customer reviews.
Legal basis
Consent.
Storage period
Until the review is removed by us or upon request.
Third-party recipients
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Shopify
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Marketing partners
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Social media platforms
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Review management providers
Third-country transfer
Yes.
4 Risks and security measures
We use technical and organizational security measures to protect your personal data against unauthorized access, loss or misuse.
This includes encryption, secure systems, limited access rights and continuous evaluation of our security procedures.
5 What rights do you have?
5.1 Right to information
You have the right to receive information about how we process your personal data.
5.2 Right to access
You may request a copy of the personal data we process about you.
5.3 Right to rectification
You have the right to request correction of inaccurate or incomplete information.
5.4 Right to object
You have the right to object to processing based on legitimate interest.
5.5 Right to withdraw consent
You may withdraw your consent at any time by contacting:
info@tagel.se
or by post:
Tagel Horse Care AB
Att: Privacy
Address: Norrlandsgatan 22
Postal code / City: 111 43 Stockholm
Sweden
5.6 Right to restrict processing
You may request restriction of processing in certain situations.
5.7 Right to erasure
You may request deletion of your personal data where applicable under GDPR.
5.8 Right to data portability
You may request to receive your personal data in a structured format.
5.9 Complaints
If you believe that our processing of your personal data violates applicable law, you have the right to lodge a complaint with the Swedish Authority for Privacy Protection (IMY).