Privacy policy

Last updated: September 22, 2026

Welcome AB operates this online store under the True Religion trade name. Welcome AB is an authorised distributor of True Religion products in Sweden, Denmark, Norway, Finland, Estonia, Latvia, and Lithuania.

This Privacy Policy explains how we collect, use, store, and share your personal information when you visit our website, create an account, make a purchase, contact us, subscribe to marketing, or otherwise use our services.

Who is responsible for your personal information?

Welcome AB is the data controller and is responsible for the processing of your personal information described in this Privacy Policy.

Welcome AB
Organisation number: 559033-7811
VAT number: SE559033781101
Östgötagatan 100
116 64 Stockholm
Sweden

Email: customer@truereligion.se

Our online store is powered by Shopify. Shopify and some of our other service providers may also process personal information as independent data controllers for certain purposes. More information about Shopify’s processing is available in the Shopify Consumer Privacy Policy.

Personal information we collect

The personal information we collect depends on how you interact with us and may include:

• Contact information, such as your name, delivery address, billing address, email address, and phone number.

• Order information, such as the products you purchase, order number, order value, delivery method, returns, refunds, cancellations, and previous transactions.

• Payment information, such as your selected payment method, payment status, transaction reference, and information needed to administer refunds. Full payment card details are normally processed directly by the relevant payment provider and are not available to us.

• Account information, such as your login details, saved addresses, preferences, and account settings.

• Customer service information, including the information you provide when contacting us and any images or videos you submit in connection with a return, complaint, or product claim.

• Marketing information, such as your subscription preferences, consent status, interaction with newsletters, and response to marketing campaigns.

• Technical information, such as your IP address, browser, device type, operating system, language settings, and other technical identifiers.

• Usage information, such as how you navigate the website, which pages and products you view, what you add to your basket, and how you interact with our website and advertisements.

• Fraud prevention information, such as transaction patterns, delivery information, and technical identifiers used to identify potentially fraudulent or unauthorised activity.

Please do not send us sensitive personal information unless we specifically request it and it is necessary for us to handle your matter.

How we collect personal information

We may collect personal information:

• directly from you when you place an order, create an account, subscribe to marketing, contact customer service, request a return, or otherwise provide information to us;

• automatically when you use our website, including through cookies and similar technologies;

• from Shopify and other service providers that help us operate the online store;

• from payment providers such as Klarna, PayPal, and card payment providers;

• from our warehouse, fulfilment partners, and delivery carriers;

• from analytics, advertising, and marketing partners where you have given consent or where the processing is otherwise permitted by law;

• from fraud prevention and security providers; and

• from publicly available sources or social media platforms when you interact with us through those platforms.

How and why we use your personal information

We only process personal information when we have a valid legal basis under applicable data protection law.

To process and deliver your order

We use your contact, order, and payment information to:

• process payments;

• confirm and fullfil your order;

• arrange delivery;

• provide delivery updates;

• process cancellations, returns, exchanges, and refunds; and

• communicate with you about your purchase.

The legal basis is that the processing is necessary to enter into or perform our contract with you.

To manage your customer account

If you create an account, we use your information to create, maintain, and secure the account, save your preferences, display your order history, and provide account functions.

The legal basis is the performance of our contract with you and our legitimate interest in providing and administering customer accounts.

To provide customer service and handle claims

We use your information to respond to questions, handle returns, investigate damaged or incorrect deliveries, assess product claims, and resolve complaints.

The legal basis is the performance of our contract with you, compliance with our legal obligations, and our legitimate interest in providing customer service and managing and defending legal claims.

To comply with legal obligations

We process and retain certain information when required by law, including accounting, tax, consumer protection, product safety, and regulatory requirements.

The legal basis is compliance with a legal obligation.

To prevent fraud and protect our services

We may process personal information to verify transactions, prevent fraud, protect accounts, investigate misuse, maintain website security, and establish, exercise, or defend legal claims.

The legal basis is our legitimate interest in protecting our customers, business, systems, and legal rights. In some cases, processing may also be required to comply with a legal obligation.

To analyse and improve our website

We use information about how visitors use our website to understand performance, identify technical problems, improve navigation, and develop our products and services.

We use tools such as Google Analytics and Hotjar where these services are enabled. Non-essential analytics technologies are used only where permitted and, when required, after you have provided consent through our cookie settings.

The legal basis is your consent for non-essential cookies and similar technologies. For processing that is strictly necessary to operate, secure, and maintain the website, the legal basis is our legitimate interest or the performance of our contract with you.

To send marketing

If you subscribe to our newsletter or otherwise agree to receive marketing, we may use your contact details and information about your interactions with us to send news, offers, product recommendations, and other marketing communications.

Depending on the circumstances, the legal basis is your consent or our legitimate interest in marketing similar products to existing customers where this is permitted by law.

You can unsubscribe at any time by using the unsubscribe link in our emails or by contacting customer@truereligion.se. If you unsubscribe, we may retain limited information to ensure that we respect your request.

To personalise content and advertising

Subject to your cookie choices, we may use information about your website activity, purchases, and interests to personalise content, measure campaigns, and display relevant advertisements on our website or through third-party advertising platforms.

The legal basis is your consent where required. You can change or withdraw your consent at any time through the cookie settings available on our website.

Cookies and similar technologies

We use cookies and similar technologies to operate the website, remember your preferences, analyse website performance, and support marketing and advertising.

Cookies that are strictly necessary for the website to function may be used without consent. Analytics, personalisation, and advertising cookies are used only in accordance with your choices and applicable law.

You can accept, reject, or change your cookie choices through the cookie banner or cookie settings available on our website. You can also control cookies through your browser settings. Disabling certain cookies may affect how parts of the website function.

Please see our Cookie Policy for further information about the cookies and similar technologies we use.

When we share personal information

We may share personal information with the following categories of recipients when necessary:

• Shopify, which provides and hosts our e-commerce platform;

• payment providers, banks, and financial service providers, including Klarna, PayPal, and card payment providers;

• warehouse and fulfilment partners, including partners that pick, pack, receive, and administer orders and returns;

• delivery carriers, which deliver and track your order;

• IT, hosting, cloud storage, and security providers;

• customer service and communication providers;

• newsletter and marketing providers;

• analytics providers, including Google Analytics and Hotjar where enabled;

• advertising and social media platforms, where permitted and subject to your consent when required;

• professional advisers, such as accountants, auditors, insurers, and legal advisers;

• public authorities, courts, law enforcement, or regulators when disclosure is required by law; and

• a buyer, seller, or adviser in connection with a merger, acquisition, restructuring, sale of assets, or similar business transaction.

Some providers act as processors and may only use information according to our instructions. Other providers, such as certain payment, advertising, and platform providers, may act as independent data controllers for their own processing. Their processing is governed by their own privacy policies.

We do not sell your personal information.

Shopify

Our online store is hosted by Shopify. Information submitted through the store is processed by Shopify to provide the e-commerce platform, maintain security, process transactions, and support store functions.

Shopify may process information in countries outside your country of residence and may act as an independent data controller for certain services and enhanced features.

You can read more in the Shopify Consumer Privacy Policy and submit certain privacy requests through the Shopify Privacy Portal.

International transfers

Some of our service providers may process personal information outside Sweden, the European Union, or the European Economic Area.

When personal information is transferred outside the EU or EEA, we ensure that an appropriate transfer mechanism is used. This may include:

• a decision by the European Commission that the receiving country provides an adequate level of protection;

• the European Commission’s Standard Contractual Clauses; or

• another lawful transfer mechanism permitted under applicable data protection law.

Where required, additional technical and organisational safeguards are used to protect the information.

You may contact us if you would like more information about the safeguards used for international transfers.

How long we retain personal information

We retain personal information only for as long as necessary for the purpose for which it was collected or as required by law.

The following general retention periods apply:

• Order, payment, and accounting information: retained for seven years after the end of the calendar year in which the relevant financial year ended, where required under Swedish accounting law.

• Returns, complaints, and product claims: normally retained for up to three years after the matter has been closed. Information may be retained for longer if necessary to establish, exercise, or defend a legal claim.

• Customer service correspondence: normally retained for up to three years after the matter has been closed, unless a longer period is required in connection with a purchase, legal obligation, or dispute.

• Customer account information: retained while your account remains active. If you request deletion, the account information will be deleted or anonymised unless we need to retain certain information for legal, accounting, security, or dispute-resolution purposes.

• Marketing information: retained until you unsubscribe, withdraw your consent, object to the processing, or the information is no longer needed for the marketing purpose. We may retain limited suppression information to ensure that you do not receive further marketing.

• Cookie and analytics information: retained for the periods stated in our Cookie Policy or cookie settings.

• Security and fraud prevention information: retained for as long as reasonably necessary to prevent fraud, investigate incidents, protect our systems, or establish and defend legal claims.

When personal information is no longer required, it is deleted or anonymised.

Your rights

Depending on the circumstances, you have the following rights under applicable data protection law:

• Right of access: You can request confirmation of whether we process your personal information and receive a copy of that information.

• Right to rectification: You can request correction of inaccurate or incomplete personal information.

• Right to erasure: You can request deletion of your personal information in certain circumstances.

• Right to restriction: You can request that we restrict the processing of your personal information in certain circumstances.

• Right to data portability: You can request certain information in a structured, commonly used, and machine-readable format when the processing is based on consent or a contract and is carried out automatically.

• Right to object: You can object to processing based on our legitimate interests. We will then stop the processing unless we can demonstrate compelling legitimate grounds or need the information to establish, exercise, or defend legal claims.

• Right to object to direct marketing: You can object to the use of your personal information for direct marketing at any time. This right is absolute.

• Right to withdraw consent: When processing is based on your consent, you can withdraw it at any time. Withdrawal does not affect the lawfulness of processing carried out before the consent was withdrawn.

• Right to lodge a complaint: You can lodge a complaint with the relevant data protection authority.

These rights are not absolute and may be subject to legal exceptions. We may need to verify your identity before responding to a request.

We will normally respond to a request within one month. If a request is particularly complex or if you make several requests, the response period may be extended in accordance with applicable law.

To exercise your rights, contact customer@truereligion.se.

Automated decision-making

Welcome AB does not make decisions based solely on automated processing that produce legal effects or similarly significantly affect you.

Payment and fraud prevention providers may use automated systems when assessing payments or transactions. Where they act as independent data controllers, you should contact the relevant provider for information about its processing and your rights.

Children’s personal information

Our online store is intended for a general audience and is not specifically directed at children.

We do not knowingly collect personal information from children in circumstances where parental or guardian consent is legally required. If you believe that a child has provided personal information to us improperly, please contact us so that we can investigate and, where appropriate, delete the information.

Security

We use appropriate technical and organisational measures to protect personal information against accidental or unlawful destruction, loss, alteration, unauthorised disclosure, or access.

No method of transmission or storage is completely secure. Please avoid sending sensitive information through unsecured communication channels.

You are responsible for keeping your account credentials secure. Please contact us if you believe that your account or personal information has been compromised.

Third-party websites

Our website may contain links to websites, applications, or platforms operated by third parties. We are not responsible for how those third parties collect or process personal information.

Please review the relevant third party’s privacy policy before providing personal information or using its services.

Changes to this Privacy Policy

We may update this Privacy Policy to reflect changes to our services, processing activities, or legal requirements.

The latest version will always be published on this website with an updated date. Where required by law, we will provide additional notice of material changes.

Contact us

If you have questions about this Privacy Policy, how we process your personal information, or if you wish to exercise your rights, please contact:

Welcome AB
Organisation number: 559033-7811
VAT number: SE559033781101
Östgötagatan 100
116 64 Stockholm
Sweden

Email: customer@truereligion.se

Complaints

If you are dissatisfied with how we process your personal information, please contact us first so that we can investigate your concern.

You also have the right to lodge a complaint with the Swedish supervisory authority:

Integritetsskyddsmyndigheten (IMY)
Box 8114
104 20 Stockholm
Sweden

Website: www.imy.se

You may also contact the data protection authority in the EU or EEA country where you live or work.