How we process personal data

Ny Østergade 9, 1101 København K, Denmark

CVR nr: 41 01 74 14

Phone: +45 60475344



And Now You Sleep is subject to the personal data legislation in force at all times and any processing of personal data takes place in compliance with the personal data legislation. And Now You Sleep is, in accordance with the personal data legislation, to be considered the data controller for the personal data registered about customers and visitors to the website.

And Now You Sleep collects information about you in various ways in connection with your use of the website. This policy describes the types of personal data we collect, how we process this, and who you can contact if you have questions or comments about our guidelines. We ensure fair and transparent data processing:

When we ask you to make your personal data available to us, we inform you about which information we process about you and for what purpose. You receive information about this at the time of collection of your personal data.


Processing of personal information

The information we collect and use includes:

  • Contact information, including name, email address, address, and telephone number
  • Information about interests and habits
  • Purchase history
  • Transaction Data
  • Traffic data about internet usage

Your personal data is collected in one or more of the following cases:

  • When you make a purchase on the webshop
  • When you sign up for our newsletter
  • When you create a user account on
  • When you participate in competitions
  • When you communicate with us

We collect and store your personal data for the following factual and business purposes:

  • Processing your purchase and delivery of our service
  • Customer relationship management
  • Sending newsletters or other marketing material and other marketing measures
  • Creation and administration of your user account on
  • Answers to your inquiries
  • Statistics and analysis

Our legitimate basis for processing your personal data is primarily the fulfillment of agreements entered into between you and And Now You Sleep. In addition, we process your personal data on the basis of your consent, for example when creating a user account on

Finally, we process your personal data on the basis of our legitimate interest in developing existing and new services and products, We carry out analyzes and statistics of our customer segments, products, and services. 

We only process relevant personal data:

We only process information about you that is relevant and sufficient in relation to the purposes defined above.

We only process necessary personal data:

We collect, process, and store only the personal data that is necessary in relation to fulfilling our stated purposes. The type and extent of the personal data we process may also be necessary to fulfill a contract or other legal obligation.

We check and update your personal data:

We check that the personal data we process about you is not incorrect or misleading. We also make sure to update your personal data on an ongoing basis.

As our service depends on your correct and up-to-date information, we ask that you inform us of any relevant changes to your information. You can use the contact information above to notify us of your changes.

We delete your personal data when they are no longer needed:

We delete your personal data when they are no longer necessary in relation to the purpose for which we collected, processed, and stored your data. However, the information can be processed and stored longer in anonymized form. Personal information collected in connection with the completion of purchases on our website is stored with information about which goods you have purchased for 5 years from the end of the financial year to which the information relates,  §10 of the Danish Accounting Law, after which the information is deleted.

Revocation of consent/opt-out:

You can revoke any consents you may have given at any time, e.g. in relation to newsletters, SMS, and closing your user account on We will then delete your personal data unless we can continue the processing on another basis. If you wish to revoke your consent or close your user account on, you can contact us at or +45 60475344 or use the unsubscribe link in the inquiries you receive from us, either via SMS eller mail.

Who do we share personal data with?

Our website is hosted by Shopify, which processes the information on our behalf and on our instructions. A copy can be requested by contacting And Now You Sleep.

The information can also be entrusted to and processed by business partners in connection with the administration of customer relations and marketing, as well as to transporters for use in the delivery of goods. Your personal data will also be passed on to the payment intermediary Nets when you make a purchase in the webshop at Nets is obliged to comply with the requirements applicable at all times for payment acquirers, including requirements for security. Furthermore, Nets is responsible for ensuring that credit card numbers and codes are handled securely in accordance with the requirements set out in accordance with the Payment Card Industry Data Security Standard (PCI DSS).

In addition, under certain circumstances and in accordance with the law, it may be necessary to pass on information to public authorities, including judicial authorities. For example, information can be passed on to the police in case of suspicion of fraud, etc.



We protect your personal data and have internal rules on information security:
We have adopted internal rules on information security, which contain instructions and measures that protect your personal data from being destroyed, lost, or altered, unauthorized disclosure, and unauthorized persons gaining access or knowledge of it.


Use of cookies

Cookies, purpose, and relevance:

If we place cookies, you will be informed about the use and purpose of collecting data via cookies.

We obtain your consent:

Before we place cookies on your device, we ask for your consent. However, necessary cookies to ensure functionality and settings can be used without your consent. If you want to revoke your consent, see the instructions under our cookie policy.


Your rights

You have the right to access your personal data:
You have the right to be informed at any time which information we process about you, where it comes from, and what we use it for. You can also be told how long we store your personal data and who receives information about you, to the extent that we pass on information. If you request it, we can inform you about the information we process about you. However, access may be limited for reasons of privacy protection of other people, trade secrets, and intellectual property rights. You can exercise your rights by contacting us. You will find our contact information at the top.

You have the right to have personal data corrected, deleted or blocked or to demand restriction of processing:
You can have incorrect personal data that we process about you corrected at any time. You must contact us and inform us of the inaccuracies and how they can be corrected.
Sometimes, we will be obliged to delete your personal data. This applies, for example, if you withdraw your consent and we cannot process your information on another basis. If you believe that your information is no longer necessary in relation to the purpose for which we obtained it, you can also ask to have it deleted. You can also contact us if you believe that your personal data is being processed in violation of the law or other legal obligations.

In addition, you also have the right in certain cases to have your personal data blocked or demand restriction of the processing. When you contact us with a request to have your personal data corrected, deleted, or blocked or to limit the processing, we investigate whether the conditions are met and, if so, implement your request as quickly as possible.

You have the right to object to our processing of your personal data:
You have the right to object to our processing of your personal data. You can also object to our passing on your data for marketing purposes. You can use the contact information at the top to send an objection.

If your objection is justified, we will make sure to stop processing your personal data.
You have the right to receive your personal data in a commonly used format: You have the right in certain cases to receive the personal data that we have registered about you in a structured, commonly used, and machine-readable format and to ask us to transmit this information to another data controller.


Change of guidelines

And Now You Sleep reserves the right to update and change the guidelines in this policy. When we do, we also correct the "last updated" date at the bottom of the document.


Complaint access

If you wish to complain about the processing of your personal data, you can always contact us via e-mail or telephone as stated above. You can also contact the Data Protection Authority, Borgergade 28, 5., 1300 Copenhagen K, Denmark.

Last updated: 21 January 2022