Privacy Policy

1. Introduction

Shoe Shame/Paul brunngård AB is committed to protecting the privacy of our customers and users of shoeshame.com and associated online services. We fully understand and respect the importance of privacy on the Internet, and take all pre-cautions to make your visit as safe as possible so you can trust your experience and shopping online.

The personal information you forward to Brunngård Group AB, org. nr 556233-2238, hereafter (“Shoe Shame/Brunngård”) will only be used in order to fulfill the undertakings Shoe Shame/Brunngård have to complete transaction sets and to assure you the best possible service. Shoe Shame/Brunngård assumes responsibility for all personal information that you make available to us. If you wish to end your subscription of information from shoeshame.com and associated services, please send an email to our customer service department.

1.1 Personal data

Shoe Shame/Brunngård is the controller of the personal data you submit to us and responsible for your personal data under the General Data Protection Regulation (GDPR)

1.2 Storage of personal data

The personal data that is collected is stored within the European Economic Council (EES), but may be transferred and used in regions outside EES. Storage and transfer of personal data is regulated, and carried out, only under and in accordance with applicable Swedish jurisdiction.

1.3 Collection of personal data

Shoe Shame/Brunngård collects personal data and non-personal data that you forward when using shoeshame.com and associated online services. This occurs when you e.g. complete an order, contact customer service, scroll our website or perform certain actions such as subscribing to our newsletter. The personal data you forward include, but are not limited to: contact information, date of birth and payment details. Non-personal data include, but are not limited to: IP address, browser type, number of visits, popular searches, domain names and referring sites. We may also collect personal data from external sources and third party providers e.g. credit information and address registrar information.

1.4 How is your personal data used?

Shoe Shame/Brunngård uses your personal data for the following purposes:

  • To create and maintain your personal account with Shoe Shame/Brunngård
  • To process your orders via our online services
  • To be able to send text message notifications of delivery status
  • To be able to contact you in the event of any problem with the delivery of your items
  • To enable us to answer your queries and to inform you of new or changed services
  • Managing your account by carrying out credit checks
  • To be able to analyse your personal data to provide you with relevant marketing offers and information
  • To be able to validate that you are of legal age for shopping online
  • To test and improve our systems that provide our online services
  • To prevent fraudulent behavior or similar of our online services

1.5 What are your rights?

You have the right to request information about the personal data we hold on you. If your data is incorrect, incomplete or irrelevant you can ask to have the information corrected or removed. Annually, you also have the right to request written documentation, free of charge, on the personal information we have on you on our account files. To request this information please contact our customer service department: Shoe Shame, Elementgatan 10, 504 64 Borås, Sweden, by dialing +46 (0)33 7232333 or via email. You can also on your own withdraw your consent (opt-out) to us using the data for marketing purposes at any time (i.e., sending newsletters or offers) via the unsubscribe function in each send-out.

1.6 Who has access to the data?

Shoe Shame/Brunngård does not sell your information to third parties. We do, however, share data with third parties when necessary to fulfill a transaction, complete a service, for administrative purposes, or when required by law. Any data that is forwarded to third parties is used to meet Shoe Shame/Brunngård’s commitments to you. Shoe Shame/Brunngård may also supply your personal data to organizations such as credit reference or debt collection agencies for the purposes of credit checks, identity checks, monitoring credit rating and debt collection. Additionally, we will share your data if such sharing is required by law or to protect against potential or suspected fraud.

1.7 How do we protect your data?

Once we receive your transmission, we have technical and organizational measures in place to help protect your data from loss, manipulation, unauthorised access, etc. We continually adapt our security measures in line with technological progress and developments. At Shoe Shame/Brunngård we protect your data using encryption using Secure Sockets Layer (SSL). SSL is a function that encrypts all information sent between buyer and seller, including card information, so that card details cannot be read by external parties.

No data transmissions over the Internet can be guaranteed to be 100% secure. Consequently, we cannot ensure or warrant the security of any information you transmit to us and you understand that any information that you transfer to us is done at your own risk.


2.1 General information about cookies

Shoe Shame/Brunngård uses cookies to enhance and simplify your visit.

2.2 What are cookies?

A “cookie” is a small text file that is saved on to and during subsequent visits, retrieved from, your computer or mobile device. Shoe Shame/Brunngård do not use cookies to disclose information to third parties. There are also third-party cookies on our online services, which we use to collect statistics in aggregate form in analysis tools such as Google Analytics. Some of these cookies may track your behavior across multiple websites.

There are two types of cookies persistent and temporary (session cookies). Persistent cookies are stored as a file on your computer or mobile device for a time period no longer than twentyfour (24) months. Session cookies are stored temporarily and disappear when you close your browser. We use persistent cookies to store your shipping country, shopping bag and others for full functionality. You can easily erase cookies from your computer or mobile device using your browser. For instructions on how to handle and delete cookies please look under “Help” in your browser. You can choose to disable cookies, or to receive a notification each time a new cookie is sent to your computer or mobile device. However, please note that if you choose to disable cookies, you will not be able to take advantage of all features.

2.3 Cookies from third parties and suppliers

Shoe Shame/Brunngård uses cookies from third parties to collect statistics in collected/aggregated form in analytics-tools such as Google Analytics. The cookies that are used are both permanent and temporary (session-cookies). The permanent cookies are locally stored files on your computer and/pr mobile unit for a maximum of 24 months.

3. Links

Shoeshame.com and Shoe Shame/Brunngårds associated online service may include links to other websites which don’t fall under our supervision. We cannot accept any responsibility for the protection of the privacy or the content of these websites, but we offer these links to make it easier for our visitors to find more information about specific subjects.

4. Disputes / ODR

ODR (Online Dispute Resolution) is the official site, authorised by the European Commission, dedicated to helping consumers and corporations solve disputes out of court and/or legal institutions. ODR is valid within the EU, with a few exceptions proclaimed in individual laws by member states. For Shoe Shame/Brunngård, and shoeshame.com, Swedish law applies and is governed via ODR by ARN (Allmänna Reklamations Nämnden) as an instance. They can be addressed via:

Allmänna reklamationsnämnden Box 174 101 23 Stockholm Tel:+46 (0)8-508 860 00 Visiting address: Kungsholmstorg 5 Öppettider: 9-12, 13-15.

5. Copyright

Shoe Shame/Paul brunngård AB. All rights reserved. All materials contained within this website are protected by copyright belonging to Shoe Shame/Brunngård Group AB.

Elementgatan 10
504 64 Borås, Sverige
Telefon: +46 33 723 23 00
Fax: +46 33 723 23 01
E-post: hej@paulbrunngard.com