Karfa 

Privacy Policy Emil & Lína – Born in Iceland

1. General information about this privacy policy
Sagas19 ehf., Reg. no. 410708–1160, is the authorized representative of Emil & Lína – Born in Iceland, hereinafter referred to as “Emil & Lína.” The company is the data controller for any personal data provided to or collected by it about its customers. Emil & Lína places great emphasis on the security of its customers’ personal data and on handling all personal data in accordance with Act No. 90/2018 on Data Protection and the Processing of Personal Data. Emil & Lína considers it important that the processing of personally identifiable information be limited to what is necessary to provide the services that customers request. This privacy policy is founded on the responsible processing of customer data, ensuring that such processing is conducted in a responsible, secure, and lawful manner.

2. What are personal data?
Personal data means any information relating to an identified or identifiable natural person, i.e. data that can be traced, directly or indirectly, to a specific individual, as defined by the Data Protection Act. A person is deemed identifiable if they can be identified, directly or indirectly, for example by reference to an identifier such as a name, national ID number, location data, online identifier, or one or more factors specific to their physical, physiological, genetic, mental, economic, cultural or social identity.

3. Purpose of collecting and processing customers’ personal data
Emil & Lína collects and processes various personal data in its operations. This section describes why we collect personal data and which types of personal data are processed in each context.

a. Order management, purchases and returns
We process personal data in order to:

  • Deliver ordered/purchased goods or services (including order status notifications and communication regarding delivery)

  • Verify age and other necessary information

  • Verify address information by cross-referencing external registries (e.g., the National Registry or phone directory)

  • Assist with returns, complaints and warranty issues

Data processed:

  • Name

  • Contact details (e.g., address, email, phone number)

  • Payment details (e.g., transaction information, transaction dates, More card number)

  • National ID number

  • Customer number

  • Payment history

  • Order history (what was purchased and where it was shipped)

  • Communication records

b. Account management
We process personal data in order to:

  • Enable login functionality

  • Verify age and other necessary information

  • Keep information accurate and up to date

  • Monitor purchase history

  • Store settings and payment method information

  • Allow you to save wish lists or shopping lists and make personalized suggestions

Data processed:

  • Name

  • Contact details (address, email, phone number)

  • Username and password

  • Purchase information

  • Device information (e.g., IP addresses, device settings)

  • Payment history

  • National ID number

  • Customer number

  • Third-party address data (e.g., from the National Registry or phone directory)

c. Marketing of products and services
We process personal data in order to:

  • Recommend relevant products, suggest shopping lists, remind you of abandoned carts, or save wish lists for future convenience

  • Send marketing messages via email, SMS, social media and similar channels, including traditional mail; this may include messages from affiliated partners to customers outside the loyalty program—e.g., targeted campaigns to all customers, specific segments (e.g., men/women aged 30–40 in the capital area), or individual customers

Data processed:

  • Name

  • National ID number

  • Contact details (address, email, phone number)

  • Age

  • Residence

  • Website and digital media usage data

  • Purchase history

  • User-generated data (e.g., clicks, page views)

  • Survey results

d. Competitions and events
We process personal data in order to:

  • Communicate with participants before and after events (confirmations, notifications, inquiries)

  • Verify age and other necessary information

  • Select winners and deliver prizes

Data processed:

  • Name

  • National ID number or age

  • Contact details (address, email, phone number)

  • Information provided for competition entry or event participation

e. Service bookings
We process personal data in order to:

  • Manage bookings, changes and cancellations

  • Contact you regarding bookings and send reminders

Data processed:

  • Name

  • Contact details (email, phone number)

  • Information you provide to facilitate the service

f. Complaints and feedback
We process personal data in order to:

  • Communicate with customers by phone or digital channels (including social media)

  • Identify customers for follow-up

  • Investigate complaints using relevant data

Data processed:

  • Name

  • Contact details (address, email, phone number)

  • Correspondence (letters, emails, SMS) related to the complaint

  • Purchase date, location, or product defect details

  • Login data and device information

  • National ID number

g. Legal obligations of Emil & Lína
We process personal data in order to:

  • Comply with legal obligations (e.g., court orders, product safety notices)

Data processed:

  • Name

  • Contact details (address, email, phone number)

  • Correspondence related to legal matters

  • Purchase date, location, or defect details

  • Login data

  • National ID number

  • Payment details

h. Service and system development
We process personal data in order to:

  • Improve user experience and interface design

  • Optimize logistics (sales forecasting, inventory, shipping)

  • Enhance product offerings

  • Increase operational efficiency with environmental and social responsibility in mind

  • Prepare for opening new stores or warehouses

  • Enable customer input on product selection

  • Improve IT security and infrastructure

Data processed:

  • User-generated data (clicks, page views)

  • Age and residence

  • Customer correspondence

  • Technical device information (language settings, IP addresses, browser settings, time zone, OS, display settings)

  • Usage statistics (pages visited, session duration, errors)

We also perform aggregate analyses (not individual profiling) on usage data, purchase history, demographic information, and survey feedback to guide development.

i. Fraud prevention and security
We process personal data in order to:

  • Detect and prevent fraud, such as in-store incidents or return abuse

  • Prevent spam, unauthorized logins and other illicit activities

  • Protect and secure our IT environment

Data processed:

  • Purchase and usage logs (clicks, page views)

  • National ID number

  • Video surveillance footage

  • Technical device information (IP addresses, browser settings, etc.)

  • Usage patterns of our digital services

4. Processing related to loyalty club members
This section explains why we collect personal data from loyalty club members, what data is processed, and for what purpose.

a. Customer rewards and special benefits
We process personal data in order to:

  • Reward members with discounts, offers, event invites, gifts, or other direct marketing

  • Perform analyses of member data to segment members for personalized offers and benefits based on purchase history, interests, age, location, and survey results

Data processed:

  • Name

  • National ID number

  • Username

  • Customer number

  • Contact details

  • Residence

  • Purchase history

  • User-generated data (clicks, page views)

  • Product and service preferences

  • Technical device information and location data

b. Personalized services
We process personal data in order to:

  • Provide tailored content and recommendations

  • Simplify usage (saving wish lists, payment methods)

  • Analyze data to segment members for targeted offers

Data processed:

  • Name

  • National ID number

  • Age and residence

  • Purchase history

  • User-generated data

  • Preferences and usage patterns

  • Technical device information

5. Processing of applicants and employees

a. Job applicants
We process personal data in order to:

  • Evaluate applications and suitability of candidates

Data processed:

  • Name

  • National ID number

  • CV and cover letter

  • Education information

  • Interview results

  • References

  • Correspondence with the applicant

b. Employees
We process personal data in order to:

  • Pay salaries and manage employment-related matters

Data processed:

  • Name

  • National ID number

  • Salary grade

  • Time records

  • Tax bracket

  • Union membership

  • Bank and pension fund details

  • Debts to the public treasury

6. Disclosure to third parties
Personal data may be shared with Emil & Lína’s partners for purposes such as marketing (printing, distribution), delivery, payment processing, and IT services. Any sharing is governed by a data processing agreement requiring partners to implement appropriate technical and organizational measures to protect personal data and comply with relevant laws. Partners must maintain confidentiality and process data only for the agreed purposes.

Emil & Lína may also disclose personal data to authorities (e.g., police, tax authorities), banks, payment card companies, and delivery services when required.

7. Cookies
There are two types of cookies:

  • Persistent cookies store a small text file for a defined period to remember actions since your last visit.

  • Session cookies exist only during your browsing session and are deleted when the browser is closed.

On ginatricot.is, we use cookies to track your shopping cart contents and to gather analytics to improve our websites. These data are collected in collaboration with third parties. The web platform and its extensions may also use cookies to enhance user experience. To use our websites, you must accept cookies in your browser settings; otherwise, the sites may not function correctly.

8. Accounting records
Emil & Lína’s accounting records are stored in compliance with the security requirements of data protection and bookkeeping laws. The retention period is determined by applicable legislation.

9. Data retention
Personal data are retained only as long as necessary for the purposes of processing outlined in this policy, unless there is a legal basis for continued processing or the data subject withdraws consent.

10. Access to data
Only employees involved in processing personal data have access to it. Access controls ensure that staff without a need for personal data cannot access it.

11. Governing law and jurisdiction
This privacy policy is governed by Icelandic law. Any disputes under this policy shall be brought before the District Court of Reykjavík if they cannot be resolved otherwise.

12. Miscellaneous
By using our site, you agree to this privacy policy and any future amendments. If the policy is updated, the date below will be changed.

Last updated: 16 April 2025.

Data Protection Officer: Anna Margrét
For any questions regarding this policy, please contact us at:

Emil & Lína in Iceland
Sagas19 ehf.
Reg. no. 410708–1160
Skeiðarás 8, 201 Garðabær, Iceland