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Privacy policy

Last updated: 21 September 2026

This privacy policy explains how GRAD ApS ("GRAD", "we", "us") collects and uses your personal data when you visit grad.dk, buy from us, sign up for our emails or contact us.

1. Who is responsible for your data

GRAD ApS
Vesterbrogade 149
1620 København V
Denmark
CVR: 36951842
Email: contact@grad.dk

GRAD ApS is the data controller. If you have any question about your data, or want to use any of your rights, write to contact@grad.dk.

2. What we collect, why, and on what legal basis

When you place an order

  • Data: name, billing and delivery address, email, phone number, order details, and payment status. We never see or store your full card number; payments are handled by our payment providers.
  • Why: to process and deliver your order, send order and shipping updates, handle returns, warranty claims and refunds, and prevent fraud.
  • Legal basis: performance of our contract with you (GDPR art. 6(1)(b)); our legal obligations, e.g. bookkeeping (art. 6(1)(c)); and our legitimate interest in preventing fraud (art. 6(1)(f)).

When you sign up for our emails

  • Data: email address, and, if you give it, your name and country; plus whether you open or click our emails.
  • Why: to send you news, offers and product information.
  • Legal basis: your consent (art. 6(1)(a)). You can unsubscribe at any time via the link in every email.

If you have bought from us, we may also email you about similar products from GRAD, as allowed under Danish marketing law. You can opt out at any time, in every email.

When you browse the website

  • Data: IP address, device and browser type, pages viewed, products added to cart, how you arrived at the site (for example from an ad), and cookie identifiers.
  • Why: to run the site and the shopping cart (necessary cookies); and, only if you accept, to measure how the site is used and to show and measure our ads (analytics and marketing cookies).
  • Legal basis: necessary cookies: our legitimate interest in running a working shop (art. 6(1)(f)). Analytics and marketing: your consent (art. 6(1)(a)), given in our cookie banner.

When you contact us or write a review

  • Data: your name, email, the content of your message, and any photos or order details you send. For reviews: your name, rating, review text and any photos.
  • Why: to answer you and solve your issue; to publish reviews that help other customers.
  • Legal basis: our legitimate interest in giving customer service (art. 6(1)(f)), or our contract with you where it concerns an order; for reviews, your consent when you submit one.

3. Who we share your data with

We do not sell your personal data. We share it only with companies that help us run the shop:

  • Shopify: hosts our store, checkout and customer data. Shopify privacy policy
  • Payment providers: Shopify Payments, Shop Pay, Apple Pay, Google Pay and Klarna process your payment. Klarna acts as its own data controller when you pay with Klarna. Klarna privacy notice
  • Shipping carriers: receive your name, address, email and phone number to deliver your order.
  • Klaviyo: sends our emails and stores email subscriber data.
  • Meta (Facebook and Instagram): advertising and ad measurement, if you accept marketing cookies.
  • Google (Google Ads, Google Analytics, Google Shopping): advertising, ad measurement and website analytics, if you accept analytics or marketing cookies.
  • Pinterest: advertising and ad measurement, if you accept marketing cookies.
  • Reaktion: marketing measurement and attribution.
  • Trustpilot and Judge.me: send review invitations after your purchase and publish reviews you choose to write.
  • Our accountants, lawyers and public authorities: when required by law, for example for bookkeeping and tax.

Some of these companies act as our data processors and may only use your data on our instructions. Others, such as Meta, Google and Klarna, may also use data for their own purposes under their own privacy policies.

4. Transfers outside the EU/EEA

Some of our providers store or process data outside the EU/EEA, including in the United States and Canada. When this happens, the transfer is protected by an EU adequacy decision (for example the EU–US Data Privacy Framework, or the adequacy decision for Canada) or by the EU Commission's Standard Contractual Clauses.

5. How long we keep your data

  • Order and invoice data: 5 years from the end of the financial year the purchase belongs to, as required by the Danish Bookkeeping Act.
  • Email subscriber data: until you unsubscribe or withdraw consent, and then only as long as needed to respect your opt-out.
  • Customer service emails: up to 3 years after the case is closed, unless it relates to an order still under the 2-year complaint period.
  • Cookies: between the end of your visit and up to 2 years, depending on the cookie. You can see and change your choices in the cookie banner at any time.

6. Cookies

We use cookies and similar technologies. Necessary cookies make the shop and checkout work and are always on. Analytics and marketing cookies (including those from Google, Meta and Pinterest) are set only if you accept them in our cookie banner. You can change or withdraw your consent at any time via the cookie settings link at the bottom of every page, or by clearing cookies in your browser.

7. Automated decisions

We do not make decisions about you based solely on automated processing that have legal or similarly significant effects. Our payment providers use automated fraud checks; for example, Shopify may temporarily block an IP address or card linked to repeated failed payments.

8. Children

Our products are designed for serving wine, and our shop is intended for adults. We do not knowingly collect data from anyone under 18. If you believe a child has given us personal data, contact us and we will delete it.

9. Your rights

Under the GDPR you have the right to:

  • access the personal data we hold about you;
  • have incorrect data corrected;
  • have your data deleted, unless we must keep it by law;
  • restrict our processing of your data;
  • receive your data in a portable format (data portability);
  • object to processing based on our legitimate interests, and to direct marketing at any time;
  • withdraw your consent at any time, without affecting processing done before you withdrew it.

To use any of these rights, email contact@grad.dk. We reply within one month.

If you are resident in California or another region with its own privacy law, you have the rights described above and may contact us the same way. We do not sell or share personal data for money.

10. Complaints

If you are unhappy with how we handle your data, please contact us first. You can also complain to the Danish Data Protection Agency (Datatilsynet), Carl Jacobsens Vej 35, 2500 Valby, Denmark, www.datatilsynet.dk, or to the data protection authority in the country where you live.

11. Changes to this policy

We may update this policy when our practices or the law change. The date at the top shows when it was last updated.