GDPR - Personal Data Policy

Alpyfy, which is run by Malou Performance AB, takes the privacy of our websites and users of services offered on these websites, our social media platforms, and our customer service, hereinafter referred to as digital channels, seriously.

Our goal is for you to feel confident that your privacy is respected and that your data is processed correctly. We take responsibility for the personal data processed by Alpyfy being used only for the intended purposes and protected against unauthorized access. All processing of personal data within Alpyfy takes place in accordance with applicable personal data legislation. Within the EU / EEA, the Data Protection Regulation (GDPR) applies from 25 May 2018.

What is personal data and what is the processing of personal data?

Personal data is all information that can be directly, or indirectly together with other data, linked to a living natural person. This means that widely different tasks such as names and contact information, IP addresses, competition entries, choices made, and behaviors constitute personal information.

Processing of personal data is everything that happens with personal data. Any action taken with personal data constitutes processing, whether or not it is carried out automatically, such as collection, registration, organization, structuring, storage, processing or modification, production, reading, use, disclosure by transmission, dissemination or other provision, adjustment or merging, limiting, deleting or destroying.

Alpyfy’s processing of personal data

What personal data is collected and when is it deleted?

When you use Alpyfy’s services or communicate with us in our digital channels, we may collect information about you such as. name, address, postal address, e-mail address, telephone number, identification information, information about your use of Alpyfy’s services and products, and transaction history for certain services also pictures and location information.

In addition, Alpyfy may collect technical data about the devices you use to access Alpyfy’s digital channels, including IP address, unique device ID, browser type and cookie information.

The collection described here takes place, for example, by entering your personal information in various forms on our digital channels or its services, that you communicate with Alpyfy and others via Alpyfy’s platforms in social media, leave comments in our contact forms or by phone, download material from Alpyfy’s web pages or sign up for services that Alpyfy organizes.

If you participate in competitions and other marketing activities that we organize, competition entries and additional personal information that you choose to provide to us may be processed.

When you contact us via customer service functions in our digital channels, for example in connection with you making a complaint, your contact information and case information will be processed by us.

If you visit or communicate with us via our social media accounts (ie third-party platforms such as Facebook and Instagram), Alpyfy may receive information regarding your profile and your interactions on the third-party platform from the provider thereof.

Furthermore, Alpyfy will forward the information required to complete the delivery. This means that delivery information will be sent to external partners such as Postnord or DHL.

Alpyfy has placed so-called “cookies” in several of our digital channels. These cookies collect information about how you use the digital channel. More information about which cookies Alpyfy has placed in our digital channels, and how to delete these cookies, can be found under the Cookies tab.

The personal data will be processed by us only for as long as is necessary to fulfill the purposes of the processing or to fulfill Alpyfy’s legal obligations/obligations, e.g. to meet delivery or warranty commitments. You have the right to be deleted from the systems at any time (with certain restrictions, such as the Accounting Act)

For what purposes is personal data processed?

The personal information about you that is collected in connection with your use of our website and its services will be processed by Alpyfy, or by our Partners, for the following purposes.

In order for us to be able to provide the products and services you order and administer ours with you.
In order for us to be able to communicate with you in contact via customer service, e-mail forms and in our social media accounts.
To administer marketing activities such as contests and prizes, and more.
For marketing purposes, including for marketing via mail, email, SMS / MMS, which you can opt-out of.
To analyze and group visitors according to the selection, prioritization, and preferences, which means that so-called profiling takes place, in order to provide you with relevant and customized information, recommendations, ads, and offers. It is also possible that data arising from the use of various digital channels from Alpyfy and from its sister companies are combined for this purpose, as well as for the purpose of developing products and services.
To process your payment (through Klarna with which you enter into separate terms at the time of purchase) or to prevent or detect fraud.
To produce statistics on the use of our digital channels and their services.
To maintain, develop, test and improve our digital channels and the technical platforms provided.

Legal basis and legitimate interests for the processing of personal data

Alpyfy always processes your data by applicable law. We process your data when it is necessary to fulfill an agreement with you or respond to your request for customer service and when we have another legitimate and legitimate interest in processing your data, e.g. an interest in getting digital us towards visitors to our channels. If Alpyfy were to process your personal data for any purpose that requires your consent by applicable law, we will obtain your consent in advance, by actively clicking on a box.

Security for the protection of personal data

Alpyfy safeguards a high level of security for your personal data and takes appropriate technical and organizational security measures to protect your personal data from unauthorized access, alteration, dissemination, or destruction.

Restrictions on the disclosure of personal data

Alpyfy may engage external partners and suppliers to perform tasks on behalf of Alpyfy, e.g. to provide IT services, payment solutions, or assist with marketing, analytics, or statistics. The performance of these services may mean that Alpyfy partners, both within the EU / EEA and outside the EU / EEA, will have access to your data. Companies that handle personal data on behalf of Alpyfy always sign agreements with Alpyfy to ensure a high level of protection for your data, even with our partners. In relation to non-EU / EEA partners, special safeguards are taken, such as agreements that contain standardized model clauses for data transmission that have been adopted by the European Commission and are available on the European Commission’s website.

Alpyfy may disclose personal information to third parties, such as the police or other authorities, in connection with the investigation of crimes or if we are otherwise obliged to disclose such information based on law or government decisions.

Alpyfy will not disclose your personal information to any extent other than as described on this page.

External links

This personal data policy applies to information that Alpyfy processes about you within the framework of our digital channels. Alpyfy digital channels may sometimes contain links to external websites or services that we do not control. If you follow a link to an external website, you are asked to take note of the principles for personal data processing and information about cookies that apply to the relevant page.

The right to information and the right to lodge complaints

You have the right, once per calendar year and by written application to us through the e-mail address indicated at the bottom, in accordance with what follows from applicable personal data legislation, to request access to the personal data processed about you, to obtain incorrect personal data corrected, that Alpyfy shall stop processing and deleting your personal data, that the processing of your personal data is restricted, that you exercise your right to data portability, and to object to the processing of the personal data. We will on our own initiative, and after being noticed by you, correct Personal Information that is incorrect.
You also have the right to lodge a complaint with the applicable supervisory authority at any time if you believe that your personal data is being processed in violation of applicable personal data legislation.

Contact information

The person responsible for personal data for the processing of your data is Malou Performance AB. If you have questions regarding how Alpyfy processes your personal data, or want information about and contact information for personal data controllers, you are welcome to contact Alpyfy via e-mail (

Malou Performance AB

Modification of this Privacy Policy

Alpyfy may from time to time make changes to this Privacy Policy. The latest version of the policy is always available on Alpyfi’s website.

Last updated: 2021-11-07

With GDPR, all organizations, merchants and companies must have a greater responsibility to have control over their customers’ data. Read more here: The Data Inspectorate.