Privacy Policy

We at IC Group A/S know that you care how personal data about you is used and shared and we appreciate your trust in us to do that carefully and sensibly. This notice describes our privacy policy in relation to processing of personal data about customers and other users of our services and digital services, including subscribers to our newsletters, either in the name of IC Group A/S or under the brands Tiger of Sweden, By Malene Birger and Peak Performance. For the sake of clarity, please note that this privacy policy does not apply to processing of personal data about employees, consultants, vendors or service providers etc. The privacy policy may be updated from time to time, and we recommend that you check this page regularly to stay up to date on any changes we have made.

This privacy policy supplements, but does not replace, other policies and terms that applies to any specific service made available by IC Group A/S or any of the group companies covered the privacy policy.

Who are we?

IC Group A/S is a Danish fashion group listed on the stock exchange in Copenhagen. IC Group A/S’s contact information is:

IC Group A/S
Adelgade 12D
DK-1304 Copenhagen K
Tel.: +45 32 66 77 88
CVR. No: 62 81 64 14

This privacy policy applies to the collection and further processing of personal data about you collected by any means or from other sources by entities in the group of companies controlled by IC Group A/S. You can see the relevant group companies here. In the following, “we”/"us" therefore refers to IC Group A/S and said group members.

All inquiries related to the processing of personal data under this privacy policy can be directed to IC Group A/S, who will then process the inquiry or communicate the inquiry to the relevant group companies.

As a main rule, the personal data may be collected by IC Group A/S as well as any of the other covered entities, and will then be processed in a central database controlled by IC Group A/S, who will make it available to the other group entities in accordance with this privacy policy.

What information do we collect?

We may collect the following categories of personal data about you:

  1. Your basic information, that is e.g. your name, address, email address, telephone number, age, other demographics and preferences.
  2. Information about your interaction with us, e.g. what products you buy online or in-store, payment information, returns, consumer service contacts, survey information, participation in contests or event etc.
  3. Information about you obtained from social networks etc., e.g. comments or behavior, that we cooperate with.
  4. Information about your digital activities, such as browsing history, newsletter activity and physical presence, through cookies, pixel tags and similar technologies such as beacons and WiFi access points, including IP-addresses and MAC-addresses.

We may share personal data about you with each other. Further, information about you obtained via different technologies and/or from different sources can be combined.

How do we use your personal information?

The information about you may be used for the following purposes:

  1. Processing of orders and returns
  2. Providing you with benefits
  3. Providing newsletters, other communications and services requested by you
  4. Consumer analysis and segmentation
  5. Marketing of goods and services
  6. Tailoring the content of newsletters, other communications and other media, e.g. websites and apps

The processing of your personal data will in some cases be necessary to conclude or perform a contract with you. The processing may also be necessary to comply with a request from you, e.g. to send you newsletters. The processing may also be necessary in order for us to provide you with information that is tailored to your interests, and to make us wiser about the consumers etc. that we interact with.

In certain situations, it is a requirement that you disclose your personal information to us, e.g. your address and payment information if you buy something online, otherwise we would not be able to send you the products.

Communications and Marketing

If you give consent, we will send you marketing communications by email and other technologies. You may always opt out of receiving such emails.

How do we share your personal information?

As mentioned above, we may share personal data about you with each other. If you have given consent to the processing of your personal data in accordance with this privacy policy, the information may be used by the recipient for marketing purposes.

We do not sell, share or transfer your personal information to any third parties except as described in this privacy policy. For the sole purpose of supporting our business, suppliers or third party processors (such as credit card companies, customer service providers and shipping companies) may process your information, but only to the extent that it is needed to assist the business. We have procedures to ensure that these third party processors value your privacy.

We may also share your personal information with third parties that assist us with marketing towards you, for example social networks. We will always ensure that such third parties only use the personal information to promote our goods and services.

We may use and disclose personal information to parties connected with the proposed or actual financing, securitization, insuring, sale, assignment or other disposal of all or part of our business or assets, for the purposes of evaluating and/or performing the proposed transaction. Our successors or assignees may use and disclose your personal information for similar purposes as those described in this privacy policy.

When do we delete your personal information?

The retention of your personal data depends on the purpose of the processing.

First of all, we will retain your personal data for as long as we are legally required to do so. For example, we are obliged to retain information relating to sales for a certain time period in order to comply with the Danish Bookkeeping Act.

If there is no applicable legal obligations, we will store the personal data for the term of your membership subscription and for 12 months thereafter.

Personal data, which is not subject to a legal obligation and which is not linked to a membership subscription, will be retained for 12 months.

International Transfers

We may transfer your personal data to countries outside the EU/EEA. When we do this, it will either be to a country that is deemed by the authorities to provide an adequate level of protection, or the data exporter will enter into an agreement with the data importer, which contains obligations for the parties and directly enforceable rights for you as a data subject. The agreement will be based on the "Standard Contractual Clauses" approved by the European Commission.


We will collect information, including personal data, about you by cookie technology. Please consult the cookie policy that applies to the means of communication that you use to interact with us.

Your rights as a data subject

At any time you are entitled to recall the consent you have given with respect to our use of your personal data.

Furthermore, you have the right to access your personal data and to obtain information about how we process it. You may also modify the personal data if it is incorrect, and you may ask us to limit or cease the processing of your personal data or to delete it. You may also ask us to disclose the personal data in a machine readable format.

To modify your membership subscriptions or to completely opt out of your membership and/or from receiving marketing communications, please let us know by modifying your preferences in the relevant section of the pertinent website or click on the link in all of our newsletters to opt out of that particular service. Due to e-mail production schedules, you may still receive any e-mails that are already in production.

Our contact information is stated above.

You may also file a complaint with a competent data protection authority.

How do we protect your information?

We care about the protection of your personal data and will apply industry standard security measures to ensure adequate protection of your data.

Other websites

Our websites etc. may contain links to other websites which are outside our control and are not covered by this privacy policy. If you access other sites using the links provided, the operators of these sites may collect information from you which will be used by them in accordance with their privacy policy, which may differ from ours.

Any questions?

We are always happy to hear from you and welcome any questions, comments and concerns about privacy. Please visit our contact page or write to us at the contact information mentioned above.

If your inquiry concerns a specific group entity or brand, please state this when you contact us.

Latest update: 11 July 2016