Privacy Policy

Last updated: 11 August 2026

This policy explains what personal information Najell collects, why we collect it, who we share it with, how long we keep it, and what rights you have.

1. About this policy

Najell AB ("Najell", "we", "us", "our") respects your privacy and is committed to protecting your personal information. This policy explains what personal information we collect, why we collect it, how we use and share it, how long we keep it, and what rights you have.

This policy applies when you:

• visit or shop on our website at najell.com

• shop in one of our physical stores

• interact with us on our social media channels

• contact our customer service by email, telephone, chat or social media

• subscribe to our newsletter or receive marketing from us by email or SMS

• take part in a competition, campaign, review, survey or loyalty programme

• submit a complaint, return or warranty claim

• apply for a job with us

We are the data controller for the processing described here.

Najell AB Company registration number: 556819-7494 Stortorget 1, 222 23 Lund, Sweden Email: help@najell.com Telephone: +46 (0)46 276 91 90

We have not appointed a Data Protection Officer, as we are not required to do so under Article 37 of the GDPR. Questions about this policy or about how we handle your personal information should be sent to the address above.

2. What personal information we collect

Information you give us

• Name, email address and telephone number

• Billing address and delivery address

• Country of residence

• Company name, if you order as a business or reseller

• Account login details, if you create an account

• Order and purchase history, including returns, exchanges and warranty claims

• Payment details. Card payments are processed by our payment provider and we do not store full card numbers

• Correspondence with our customer service, including emails, chat messages, telephone notes and social media messages

• Product reviews and survey responses you choose to submit. If you post a review we will tell you which details, such as your first name, will be shown publicly

• Marketing preferences and consents

• Information you provide when applying for a job, including your CV and cover letter

• Any other information you choose to send us

Information we collect automatically

• Cookie identifiers, device identifiers and advertising identifiers

• IP address

• Approximate location, derived from your IP address

• Browser type, operating system, device type and screen settings

• Pages viewed, links clicked, searches made on our website, products viewed and items added to cart

• How you interact with our emails, such as whether an email was opened or a link clicked

• Referral source, including which advertisement or campaign brought you to our website

Most of this information is collected through cookies and similar technologies. See section 5.

Information we receive from others

• Payment and fraud screening results from our payment providers

• Delivery status and address corrections from shipping carriers

• Order information from retailers, resellers and marketplaces where our products are sold

• Aggregated campaign and audience measurement data from advertising and analytics platforms

• Reviews and survey responses collected on our behalf by review providers

• Information you make available to us when you interact with our social media accounts

We do not buy personal information from data brokers or list vendors.

Information we do not collect

We do not intentionally collect special categories of personal data, such as information about health, ethnicity, religious or political beliefs, genetic or biometric data, or sexual orientation. Please do not send us this kind of information. We also do not collect your personal identity number.

3. Why we process your personal information, and on what legal basis

The GDPR requires us to have a legal basis for each purpose. Below is what we do, why, and which basis we rely on.

Orders, deliveries and returns

• Processing and delivering your order, including payment, shipping and order confirmations. Legal basis: performance of a contract.

• Handling returns, exchanges and refunds. Legal basis: performance of a contract, and legal obligation under consumer law.

• Handling complaints and warranty claims. Legal basis: performance of a contract, and legal obligation.

• Processing in-store purchases, receipts, exchanges and click-and-collect orders. Legal basis: performance of a contract.

• Verifying your identity when you contact us about an order. Legal basis: performance of a contract, and our legitimate interest in preventing unauthorised access.

Your account

• Creating and administering your account. Legal basis: performance of a contract.

• Giving you access to your order history and saved details. Legal basis: performance of a contract.

• Sending service messages about your account or an order. Legal basis: performance of a contract.

Customer service

• Answering your questions across email, telephone, chat and social media. Legal basis: performance of a contract where your question concerns an order, otherwise our legitimate interest in providing good service.

• Keeping a record of your enquiry and our response. Legal basis: our legitimate interest in handling follow-up questions and improving our service.

Product safety

• Contacting you about a safety notice, corrective action or product recall. Legal basis: legal obligation under product safety legislation.

• Investigating reported product faults and safety concerns. Legal basis: legal obligation, and our legitimate interest in ensuring our products are safe.

We sell products used by babies and small children. Being able to reach affected customers if a safety issue arises is an important reason we retain order information.

Marketing

• Sending our newsletter and marketing emails or SMS messages when you have signed up. Legal basis: consent.

• Sending marketing about similar products to customers who have bought from us. Legal basis: our legitimate interest in marketing to existing customers, with an opt-out in every message.

• Showing you advertising on third-party platforms and social media, including audiences built from your data. Legal basis: consent.

• Measuring how our advertising and campaigns perform. Legal basis: consent for cookie-based measurement, otherwise our legitimate interest in aggregated reporting.

• Personalising website content and product recommendations. Legal basis: consent.

• Running competitions, campaigns, loyalty and referral programmes. Legal basis: consent, or performance of a contract where you enter a competition or programme.

You can withdraw consent or opt out of marketing at any time. See section 10.

Website, analytics and improvement

• Operating and maintaining our website and making sure it works on your device. Legal basis: our legitimate interest in running our website, or consent for non-essential cookies.

• Analysing how our website is used so we can improve it. Legal basis: consent for cookie-based analytics.

• Producing aggregated sales, product and range analysis for business planning and forecasting. Legal basis: our legitimate interest in understanding our business.

• Analysing returns reasons, complaints and website errors in order to improve our products and services. Legal basis: our legitimate interest in improving what we offer.

Security and fraud prevention

• Screening orders and payments for fraud and payment risk. Legal basis: our legitimate interest in preventing fraud, and legal obligation where anti-fraud rules apply.

• Preventing misuse of discount codes, returns, reviews and accounts. Legal basis: our legitimate interest in preventing abuse.

• Protecting our website, systems and stores against unauthorised access, attacks and abuse. Legal basis: our legitimate interest in security.

• Keeping access logs and audit trails, and investigating incidents. Legal basis: our legitimate interest in security.

Legal and administrative

• Keeping accounting records and complying with tax and VAT obligations. Legal basis: legal obligation.

• Responding to requests from authorities and courts. Legal basis: legal obligation.

• Establishing, exercising or defending legal claims. Legal basis: our legitimate interest in protecting our legal position.

• Handling a merger, acquisition, restructuring or sale of all or part of our business. Legal basis: our legitimate interest in managing corporate transactions.

Recruitment

• Assessing your application and managing the recruitment process. Legal basis: our legitimate interest in recruiting, and steps prior to entering a contract.

• Keeping your application on file for future roles. Legal basis: consent.

More about our legitimate interests

Where we rely on legitimate interests, we have assessed whether our interest in the processing is outweighed by your rights and freedoms, and concluded that it is not. Our legitimate interests are: preventing fraud and financial loss; keeping our website, systems and stores secure; providing effective customer service; understanding our business through aggregated analysis; improving our products and website; marketing our products to existing customers; protecting our legal position; and managing corporate transactions.

You have the right to object to processing based on legitimate interests. See section 10.

4. Is providing your information mandatory?

Some information is necessary for us to do business with you. If you place an order, we need your name, contact details, delivery address and payment information. Without these we cannot accept or fulfil your order. If you create an account, we need an email address and password.

Everything else is optional. You do not have to subscribe to our newsletter, accept non-essential cookies, write a review, or take part in a competition in order to shop with us, and declining will not affect the price you pay or the service you receive.

5. Cookies and similar technologies

We use cookies, pixels, local storage and similar technologies to make our website work, to remember your preferences, to analyse how the site is used, and to deliver and measure advertising.

Cookies that are strictly necessary for the website to function are set without consent. All other cookies, including analytics, personalisation and advertising cookies, are only set after you have given consent through our cookie banner.

You can review your choices, change them, or withdraw consent at any time using the cookie settings link on our website. Details of the individual cookies we use, their purposes and their lifetimes are in our Cookie Policy.

Do Not Track and browser signals

Some browsers offer a "Do Not Track" setting. There is no agreed technical standard for how websites should respond to it, and we do not currently act on Do Not Track signals. We manage tracking preferences through our cookie banner instead, which gives you direct control. If a common standard is established, we will update this policy.

6. Who we share your information with

We share personal information only where necessary, and only with recipients who are bound to protect it. Where a recipient processes personal information on our behalf, we have a data processing agreement in place.

We share information with the following categories of recipient:

• Payment service providers and acquirers, to process payments and refunds

• Fraud prevention and payment risk providers, to screen transactions

• Shipping, logistics, warehousing and returns providers, to deliver your order and handle returns

• E-commerce platform, point-of-sale, hosting and IT service providers, to run our website, stores and systems

• ERP, accounting and business systems providers, to manage orders, stock and financial records

• Email, CRM and marketing automation providers, to send communications you have asked for

• Customer service, helpdesk and social media management providers, to handle your enquiries

• Analytics and measurement providers, to understand how our website is used

• Advertising networks and social media platforms, to deliver and measure advertising, where you have consented

• Affiliate and partner networks, to attribute referrals from partner websites

• Loyalty, referral, review and survey providers, to operate those programmes

• Retailers and resellers, where you have bought our products through them or where they need to handle a delivery, complaint or warranty claim on our behalf

• Professional advisers, including auditors, accountants and lawyers, where they need the information to advise us

• Public authorities, courts and regulators, where we are legally required to disclose information

• A buyer or successor, in connection with a merger, acquisition, restructuring or sale of all or part of our business

We do not sell your personal information.

7. Transfers outside the EU/EEA

Some of our service providers are located outside the EU/EEA, mainly in the United States. When we transfer personal information outside the EU/EEA, we make sure one of the following applies:

• the country has been recognised by the European Commission as providing an adequate level of protection

• the recipient is certified under the EU–U.S. Data Privacy Framework

• the transfer is covered by the European Commission's Standard Contractual Clauses, together with additional technical and organisational safeguards where our assessment shows these are needed

You can request more information about the safeguards we rely on, including a copy of the relevant clauses, by contacting us using the details in section 1.

8. How long we keep your information

We keep personal information only for as long as we need it for the purposes described in this policy, and for as long as the law requires. When deciding how long to keep information we consider how sensitive it is, why we hold it, whether we can achieve the purpose another way, and any legal retention requirements.

Some periods are set by law:

• Accounting records, including invoices and order documentation, are kept for seven years after the end of the calendar year in which the financial year ended, as required by the Swedish Bookkeeping Act.

• Information needed to handle complaints is kept for at least the statutory complaint period under the Swedish Consumer Sales Act, and longer where necessary for product safety and product liability purposes.

Other information is kept as follows:

• Marketing information is kept until you unsubscribe or withdraw your consent. We then keep a minimal record of your preference so that we can continue to respect it.

• Account information is kept for as long as your account is open. You can ask us to close and delete your account at any time, and we will do so apart from information we are required to keep for accounting purposes.

• Customer service correspondence is kept for as long as we need it to handle follow-up questions and any related complaint, return or warranty claim, and to defend a legal claim if one arises. You can ask us to delete correspondence that we no longer need.

• Cookies and similar technologies are kept for the periods set out in our Cookie Policy.

• Job applications are kept for two years after the recruitment process ends, unless you have agreed to a longer period.

Where we need information to establish, exercise or defend a legal claim, we may keep it until the matter is resolved and any applicable limitation period has expired.

When information is no longer needed, we delete or anonymise it. Where deletion is not immediately possible because information is held in secure backups, we isolate it from further use until deletion can take place.

9. Automated processing and profiling

We use automated processing, including profiling, in the following ways:

• to personalise content and product recommendations on our website, where you have consented

• to group customers into segments so that our marketing is more relevant, where you have consented

• to screen orders and payments for signs of fraud or payment risk

Where our fraud screening identifies a risk, action may be taken automatically, which can include declining or holding an order. If you believe an order has been declined in error, contact our customer service and a member of our team will review the decision. You can also ask us to explain the outcome and to reconsider it.

10. Your rights

Under the GDPR you have the following rights.

• Access. You can ask what personal information we hold about you and receive a copy of it.

• Rectification. You can ask us to correct information that is inaccurate or incomplete.

• Erasure. You can ask us to delete your personal information. This right is not absolute, as we may need to keep certain information, for example accounting records.

• Restriction. You can ask us to limit how we use your information in certain circumstances, for example while we check whether it is accurate.

• Objection. You can object to processing based on our legitimate interests. You can object to direct marketing at any time, and we will always stop.

• Data portability. Where we process information based on your consent or a contract, and by automated means, you can ask to receive it in a structured, commonly used and machine-readable format, or to have it transferred to another provider.

• Withdrawal of consent. Where we rely on consent, you can withdraw it at any time. This does not affect processing that took place before you withdrew it.

• Automated decisions. You can ask for human involvement in, and challenge, any decision based solely on automated processing that has legal or similarly significant effects for you.

How to exercise your rights

You can act on many of these directly:

• Your account. Log in to view and update your name, contact details, addresses and order history.

• Marketing. Use the unsubscribe link in any marketing email, follow the opt-out instructions in any marketing SMS, or update your preferences through the link in our newsletters.

• Cookies. Change or withdraw your cookie consent using the cookie settings link on our website.

For anything else, contact us at help@najell.com, or write to us at the address in section 1.

We may ask you to confirm details associated with your account or a recent order so that we can verify your identity before we act on a request. You can authorise someone else to make a request on your behalf, and we will need evidence of their authority.

We will respond within one month of receiving your request. If your request is complex, or if you have made several requests, we may extend this by up to two further months, and we will tell you if that happens and why. Requests are free of charge, although we may charge a reasonable fee or decline to act where a request is clearly unfounded or excessive.

Complaints

If you are unhappy with how we handle your personal information or your request, please contact us first so that we can try to put it right. You also have the right to lodge a complaint with a supervisory authority. In Sweden this is the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY), which you can reach at imy.se. If you live in another EU/EEA country, you can complain to the authority there.

11. Security

We take appropriate technical and organisational measures to protect your personal information against loss, misuse and unauthorised access, alteration or disclosure. These include access controls, encryption of data in transit, secure authentication for our systems, regular monitoring of our website for vulnerabilities, and agreements with our suppliers covering their security obligations.

Card payments are handled by our payment provider through a secure connection. We do not store full card numbers on our own systems.

No method of transmission over the internet or electronic storage is completely secure. While we work to protect your information, we cannot guarantee absolute security.

12. Links to other websites

Our website may contain links to other websites, apps and services that we do not operate. This policy does not apply to them, and we are not responsible for their content or their handling of your personal information. We recommend reading the privacy policy of any website you visit before providing personal information.

13. Changes to this policy

We may update this policy from time to time, for example if our practices change or the law changes. The date at the top of this page shows when it was last updated. If we make a significant change, we will let you know by a notice on our website or, where appropriate, by email.

14. Contact us

Najell AB Stortorget 1, 222 23 Lund, Sweden Email: help@najell.com Telephone: +46 (0)46 276 91 90

You can also reach us through our contact page.