1. Purpose of policy


1.1. The purpose of the privacy policy is to make you aware of how hummel A/S (“we”, “us”) process personal data. With this policy we want to inform you which personal that are collected and processed, and as far as possible how long personal data are stored. The privacy policy regards processing of personal data in hummel A/S, when you enter into contracts, interacts or in any other exchange personal data with us.  


2. What your personal data is used for

2.1.  hummel A/S process your personal data for one or more specific purposes according to the data protection regulations. We process if you are our customer, business partner, vendor, visit our website or our social media, or if you sign up for our newsletter and apply for a job at hummel. As an overriding rule, the information will mostly come directly from you, and we only process your personal data as long as it is necessary to the purpose in which they were collected. However, personal data can in some cases be processed and stored longer for hummel’s legitimate interests in daily operations or in anonymous form.

For more information about the different types of processing that we make, read below


2.1.1. Cookies and website

During daily operations of our website we collect personal data about you through cookies to improve the experience with the website and to make statistics. Information that we collect through cookies includes your IP-address, type of browser, your operating system, your interaction with advertisements and the websites you visit. We have pixels from social media on our website, which can collect data about you, if you choose to click on the pixels and being send to hummel site on social media. We use pixels from Facebook, Instagram, YouTube and Twitter. 

You can contact us through our contact form on our website. In this case, we process your personal data in order to respond. We process name, email and information about your request. You also have the opportunity to write in a free text box, however we discourage you to write any personal data in this box, unless it is relevant to the request. Personal data that we process through the contact form are ongoing deleted and latest 5 years after the latest contact.  



2.1.2. Social media

We use some social media; Facebook, Instagram, YouTube and Twitter to interact with our existing and potential customers and to promote our marketing. If you have visited and “liked” our fan page on the social media or have been in contact with us at the media, we inevitable process your personal data. In this case, we only process information about your name, email and other information collected through cookies from the social media and eventually your purchases if this appears from the context.

If you contact us through social media, we process your personal data according to our interest in contacting and replying to your request (GDPR 6(1)(f)). The information will be collected from you as a data subject as well as the social media where you reached out to us.

You can read more about the social medias processing of your personal data in the links below: 

  • Facebook og Instagram’s processing of your personal here
  • YouTubes (Googles) processing of your personal data here.
  • Twitter’s processing of your personal data here
  • Pinterest’s processing of your personal data here
  • TikToks processing of your personal data here  
  • Personal data that is processed that regards direct communication on social media are deleted immediately after the end of the conversation. Posts on e.g., Facebook pages or in public groups are not deleted due to the public nature of posts and comments. Read more about the public nature of posts etc. here.


2.1.3. Marketing

We only process your personal data for the purpose of marketing if you have given your consent according to GDPR art. 6(1)(a). This purpose can contain receiving newsletters about apparel, footwear, bags, accessories, sports articles, as well as information about the company hummel A/S or hummel’s activities and news about new collections, offers, sale, competitions, and other marketing initiatives. The extent of our processing of your personal data will appear in the specific consent. 

We send you marketing by email and on social media (Instagram, Facebook, Twitter, TikTok and Pinterest). For more information about the social media’s processing of your personal data, read section 2.1.3 in this policy.


If you have given your consent to receive marketing material from us, we as a rule only process the following personal data: your name, email, and history of purchases.

You can at any time withdraw your consent for marketing purposes by using link in the received newsletter or by sending an email to or call us at +45 88 70 49 50.

We store documentation for your consent as long as you receive marketing material from us or participate in our marketing, and 2 years after that you have withdrawn your consent due to the limitation deadline for eventual liability that hummel may be accounted for.


2.1.4. Customer relations

Business customer

In connection with wholesale of products to business customers, hummel A/S or other parts of the hummel group process personal data about business customers’ contacts to enter and fulfil agreements (GDPR art. 6(1)(b)). This information includes contact information such as name, company name, email, address, phone number and history of purchase and payment details.

Information will be deleted on a continuous basis, at its latest 5 years after a customer relationship has been terminated. Local bookkeeping regulations can extend this period even further.     


Private customers

hummel A/S process your personal data as a private customer when you are customer at our E-shop. We process your personal data in connection with sale of products to enter and fulfil a contract with you (GDPR art. 6(1)(b)). These personal data include name, email, address, phone number and history of purchases and payment details.

Information will be deleted on a continuous basis, at its latest 5 years after a customer relationship has been terminated. Local bookkeeping regulations can extend this period even further.

In some cases, we can supplement our information about you with the information that you give us, e.g., information about previous purchases and demographic information as your sex, birthdate, and address for the purpose of profiling, so we can make our marketing efforts as relevant as possible for you. This happens according to our legitimate interest (GDPR art. 6(1)(f)) because we assess that our interest in offering you the best service overrides your interest in not having your non-special categories processed by us. However, you always have the possibility to get an assessment whether you can get access to your data or/ and get them deleted. Read more about your rights in section 4 below.


2.1.5. Marketplaces

hummel A/S also distributes products through different online marketplaces and this includes processing of personal data: name, birthdate, email, address, payment details and information about order (style and size) (GDPR art. 6(1)(b)).



2.1.6. Vendors and business partners

When we enter contracts with vendors and business partners, we process personal data of the contacts at our partners. This includes information as name, position, phone number, email and if necessary, payment details.  

The personal data are either processed, because it is necessary for the performance of the contract with the vendor or business partner (GDPR art. 6 (1)(b)) or because we have legitimate interests in processing the contact’s contact information due to the contract (GDPR art. 6(1)(f)).

We store relevant contact information as long as the business relationship continues. Written correspondences are deleted in a continuous basis, and information that is necessary to fulfil legal obligations according to bookkeeping regulations are stored according to applicable law.

3. Recipients of personal data

3.1. We process your personal data in confidence. However, we can share your personal data, if you have given your consent or we have a legitimate interest and reason to share them.  


3.2. Personal data of job applicants in connection with job applications is shared with our parent company hummel A/S.


3.3. We can let vendors/ data processors of systems and the like process personal data on our behalf according to our specific instructions given in the entered data processing agreement.


3.4. Some of our data processors, and the social media mentioned above, is either located or transfers personal data outside EU. If this happens, we have ensured an adequate transfer tool, including the European Commission’s standard contractual clauses regarding transfers of personal data outside EU.


4. Your rights according to GDPR

4.1. When we collect and process personal data about you, you have a set of rights according to the data protection regulation. Your rights include the right of access to information about you, the right to rectification or to be forgotten (erasure), restriction of and objection to our processing, and the right to receive your information in a structured and readable format (data portability). 


4.2. The rights mentioned above can be subject to circumscription. Whether you as a data subject can make use of your rights, will be assessed at each individual request.


4.3. If you have given consent to our processing of your personal data, you can at any time withdraw your consent. If you wish to withdraw your consent, you can send an email to or call us at +45 88 70 49 50


4.4. If you are not satisfied with our processing of your personal data, you can make a formal complaint to The Data Protection Agency through their website English ( or by calling them at +45 33 19 32 00.


5.  Data Controllers and contact info

The data controller for the processing of your personal data:

hummel A/S 81198411

Balticagade 20, 8000 Aarhus C



If you have any questions regarding our processing of your personal data, you can contact us at  or call us at +45  88 70 49 50


Data Controller

Responsible for

hummel Cenozoic ApS

Company registration number: 43317032

All online activities on following sites: 




Sometime Soon


6. Changes and updates

6.1. We reserve the right to update and change these guidelines for processing of personal data. In case of essential changes, we will contact you by email or make an announcement of our website.


6.2. This privacy policy is recently updated 3 May 2023.