Why do we use your personal data?
We use your personal data, such as your Member ID, to create and manage your H&M Membership account and to give you all the granted benefits and rewards. The H&M Membership is as further described in the Terms & Conditions and on our official website.  

We process your personal data to keep your membership account up-to-date and always current. By doing so we will be able to provide you with your shopping history, details about your orders, H&MxKlarna credit and your status as a member

Furthermore, we will use your personal data to serve you with personalized information, ads, promotions, recommendations, rating services etc. Any member will also receive invitations for upcoming events, competitions and customer surveys.  

How do we use your personal data?
We use no more data than necessary for providing you with all the benefits that comes with the membership. This means that we only will use personal data obtained directly from you when you signed-up for it. 

To make the membership even more relevant to you we personalise the content before we display it based on what we know (or perceive we know) about your interests and preferences. Personalisation comes through analyzing and predicting aspects concerning your interests, preferences, behavior etc., by making use of a combination of data derived from previous purchase orders and data retreived through cookies and other tracing technologies.

You can read more about Cookies in the specific section of this Privacy Notice. 

We use e-mail communication to reach out to you but also, where applicable, sending notifications to your mobile app, browser and/or through available social media messaging services. 

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfill the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as data analytics and marketing content creation. H&M is always fully responsible for its suppliers. 

We may from time to time also share personal data with independent third parties, such as electronic communication providers, for the purpose of sending messages and notifications to you, or to reach out to you for any other reason. Please be aware that many of these recipient third parties have an independent right or obligation to process your personal data in their own names. 

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
The processing of your personal data to create and manage your membership account and to provide you with the personalised services of the H&M Membership is necessary to fulfil the H&M Membership agreement. 

The use of your personal data to email you offers, style updates, bonus vouchers, birthday offers and special invites to sales and events is based on your consent.

For any other purpose referred to herein, we process your personal data to satisfy our legitimate interest as a business.

How long do we keep your data?
We keep and continue to process your personal data for as long as necessary to fulfill our contractual obligations, at the latest until the H&M Membership is terminated.  

You have the right to terminate your membership at any time. If you choose to do so, your membership will cease to exist, and your personal data will be deleted. 

We will keep your personal data for a longer period of time if there are any legal requirements or if there is an ongoing dispute.


Please read our full Privacy Notice.