Privacy Policy
Last updated: 18 September 2026
This privacy policy describes how MyBra (we, us or our) collects, uses and shares your personal information when you visit mybra.uk (the website), use our services, shop with us or otherwise communicate with us about the website (together, the services). You and your mean you as a user of the services, whether you are a customer, a visitor to the website or someone else whose information we have collected as described in this policy.
We recommend that you read this privacy policy carefully.
Data controller
The controller responsible for the processing of your personal information is Oscar Malmström, a sole trader registered in Sweden under company registration number 20040915-3376, Lindalsvägen 55A, 135 50 Tyresö, Sweden, which runs MyBra. You can reach us at kontakt@minbh.se. We process your personal information in accordance with the UK GDPR and the Data Protection Act 2018.
Changes to this privacy policy
We may update this privacy policy, for example so that it matches new practices or for other operational, legal or regulatory reasons. The updated policy is published on the website with a new date at “Last updated”, and we take any other steps that applicable law requires.
How we collect and use personal information
In order to provide the services, we collect personal information from a number of sources as described below. Which information we collect and use depends on how you interact with us.
In addition to the purposes set out below, we may use the information to communicate with you, provide or improve the services, meet legal requirements, enforce our terms and protect the services, our rights and the rights of others.
What personal information we collect
Which personal information we collect depends on how you use the website and the services. By personal information we mean information that identifies you, relates to you, describes you or can in some way be linked to you. The sections below describe the types of information involved.
Information we collect directly from you
Information that you give us yourself through the services may include:
Contact details, for example name, address, telephone number and email address.
Order details, for example name, billing address, delivery address, payment confirmation, email address and telephone number.
Account details, for example username, password, security questions and other information that protects your account.
Information in customer service enquiries, for example what you choose to tell us when you write to us, including your measurements when you ask us about sizing.
Some features require you to give certain information. You can choose not to, but it may then be impossible to use those features.
Information we collect about how you use the website
We may automatically collect information about how you use the services (usage data). To do so we may use cookies, pixels and similar technologies (cookies). Usage data may cover how you reach and use the website and your account, for example information about your device, browser, network connection and internet address (IP), as well as other information about how you interact with the services.
Information we receive from third parties
We may also receive information about you from third parties, including from suppliers who collect information on our behalf, for example:
Companies that run the website and the services, for example Shopify.
Payment services that collect payment information (for example bank account, credit card or debit card and billing address) in order to process your payment, send your order and perform our contract with you.
When you visit the website, open or click in emails from us, or interact with our services or our adverts, we, or third parties we work with, may automatically collect certain information using tracking technologies such as pixels, web beacons, SDKs, third party libraries and cookies.
Information we receive from third parties is processed in line with this privacy policy. Please also read the section Third party websites and links below.
How we use your personal information
Delivering products and services. We use your personal information to perform our contract with you: to process payments, send orders, notify you about your account, your purchases, returns, exchanges and other transactions, create and manage your account, arrange delivery and make returns and exchanges possible. We may also enable Shopify to link your account to other Shopify services that you choose to use. Shopify then processes your information under its own privacy policy.
Marketing and advertising. We may use your personal information for marketing, for example to send offers by email, text message or post and to show adverts for our products. That can mean we tailor the services and the adverts on our own and other people's websites. If you live in the United Kingdom, the lawful basis is our legitimate interest in selling our products, under Article 6(1)(f) of the UK GDPR.
Security and protection against fraud. We use your personal information to detect, investigate and act against fraud and other unlawful or harmful activity. If you have an account, you are responsible for keeping your login details safe. Never share your username or password with anyone else. If you think your account has fallen into the wrong hands, contact us straight away. If you live in the United Kingdom, the lawful basis is our legitimate interest in keeping the website safe for you and for our other customers, under Article 6(1)(f) of the UK GDPR.
Customer service and improvements. We use your personal information to help you in customer service and to improve the services. The lawful basis is our legitimate interest in being able to answer you, give you good service and maintain our customer relationship, under Article 6(1)(f) of the UK GDPR.
Cookies
We use cookies on the website. More information about the cookies needed to run the shop with Shopify is available at https://www.shopify.com/legal/cookies. We use cookies to run and improve the website and the services, including to save your settings and to analyse how the services are used, which is our legitimate interest. We may also allow third parties and suppliers to use cookies on the website in order to tailor services, products and adverts on our own and other people's websites.
Most browsers accept cookies automatically, but you can change the settings so that cookies are deleted or blocked. Bear in mind that the website may then work less well, and that some features may stop working completely or in part. Blocking cookies also does not always stop information being shared with third parties, for example our advertising partners.
How we disclose personal information
In some cases we may disclose your personal information to third parties in order to perform a contract, for legitimate purposes and for other reasons described in this policy. For example:
To suppliers and others who perform services for us, for example running IT systems, payments, data analysis, customer service, cloud storage, distribution and delivery.
To business partners and marketing partners, so that we can deliver services and adverts to you. They use your information under their own privacy policies.
When you ask us to yourself or consent to it, for example so that we can deliver a product to you, or when you use social media features or log in through another service.
To associated companies, as part of our legitimate interest in running the business.
In connection with a business event, for example a merger or an insolvency, in order to meet legal obligations (for example following an order or a decision from an authority), to enforce our terms and to protect the services, our rights and the rights of others.
For the purposes described above, we disclose the following categories of personal information:
Identifying information, for example contact details and certain information about orders and accounts.
Commercial information, for example information about orders, purchases and customer service enquiries.
Internet or network activity information, for example usage data.
Approximate location information, for example a location worked out from the internet address.
The recipients are suppliers and third parties who perform services for us (for example internet providers, payment services, delivery companies, customer service partners and providers of data analysis), business partners, marketing partners and affiliate partners.
We do not use or disclose special category personal information without your consent, or in order to draw inferences about you.
Third party websites and links
The website may contain links to websites and platforms run by third parties. If you follow such links, do read their privacy policies and terms. We are not responsible for the privacy or the security of those websites, or for the information on them being correct and complete. Information that you post yourself in wholly or partly open places, for example social media, can be seen by others and used without limit. The fact that we link to a platform does not mean that we stand behind its content, its owners or its business.
Children's information
The services are not intended for children, and we do not knowingly collect personal information about children. If you are the parent or guardian of a child who has given us personal information, you can contact us and ask for it to be deleted.
Up to the date this policy took effect, we are not aware that we have shared or sold (as those terms are defined in applicable law) personal information about people under the age of 16.
Security and retention
No security measures are completely perfect or impossible to get around, and we cannot guarantee complete security. Information that you send to us may lack protection while it is in transit. For that reason, please do not send sensitive or confidential information to us by insecure means.
How long we keep your personal information depends on things such as whether we need it for your account, in order to provide the services, to meet legal obligations such as accounting and record keeping requirements, to resolve disputes or to enforce our agreements and terms.
Your rights
Depending on where you live, you may have some or all of the rights below. They do not always apply in full, and in some cases the law allows us to refuse a request.
Right of access: you can ask to be told which personal information we hold about you and how we use and share it.
Right to erasure: you can ask us to delete the personal information we hold about you.
Right to rectification: you can ask us to correct personal information that is inaccurate.
Right to data portability: in certain circumstances you can receive a copy of your personal information and ask us to transfer it to someone else.
Right to object to sale, sharing or targeted advertising: you can ask us not to sell or share your personal information and not to use it for targeted advertising, as those terms are defined in applicable privacy law. If you visit the website with the Global Privacy Control (GPC) signal switched on, we automatically treat that as such a request for the device and browser you are using.
Right to restriction: you can ask us to stop processing your personal information or to limit how we process it.
Right to withdraw consent: where we process your personal information on the basis of consent, you can withdraw it.
Appeal: if we refuse your request, you can appeal the decision by replying to our answer.
Marketing emails: you can unsubscribe from our marketing emails at any time using the link in every email. We may still send you messages that are not marketing, for example about your account or your orders.
You exercise your rights where indicated on the website, or by contacting us using the contact details below.
Using your rights does not change how we treat you. We may need to verify your identity, for example with your email address or your account details, before we answer a request. You can appoint an agent to make a request for you. The agent then has to show that you have given them the right to represent you, and you may need to verify your identity yourself. We answer your request within the time the law lays down.
Complaints
If you have concerns about how we process your personal information, contact us using the contact details below. If you are not happy with how we have handled your complaint, you can take it to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection, at ico.org.uk.
International transfers
We may transfer, store and process your personal information outside the country where you live. Your information is also processed by staff and by external suppliers and partners in those countries.
When we transfer personal information outside the United Kingdom, we use recognised transfer mechanisms, for example the UK International Data Transfer Agreement or the UK Addendum to the European Commission's standard contractual clauses, unless the transfer is to a country covered by UK adequacy regulations.
Contact us
If you have questions about how we handle personal information or about this privacy policy, or if you want to use any of your rights, email us at kontakt@minbh.se or write to us at Oscar Malmström, Lindalsvägen 55A, 135 50 Tyresö, Sweden.