Privacy policy



1. What information do we collect

“Personal Data” is information that can be used, directly or indirectly, alone or together with other information, to identify you as an individual Customer.

“Other Information” is information that is anonymous, aggregate, de-identified, or otherwise does not reveal your identity. Some examples include browser and operating system, time spent using our Services, and webpages visited. We collect and use this information to understand how you and our Customers as a whole use our Services and constantly tune, enhance, innovate and build products and services to reflect the needs of our Customers. We also collect responses from trusted Payment Service Providers when you make purchases on our website. To complete purchases we require you to provide certain financial information (e.g. your PayPal username or credit card information) in order to facilitate the processing of payments.

When you purchase something from our store, as part of the buying and selling process, we collect the personal information you give us such as your name, address and email address.

When you browse our store, we also automatically receive your computer’s internet protocol (IP) address in order to provide us with information that helps us learn about your browser and operating system.

Email marketing (if applicable): With your permission, we may send you emails about our store, new products and other updates.

2. What do we do with your information

We use the data we collect to operate our business, advertise and improve our existing products and services, develop new services and to improve and personalize your experiences interacting with us. We also use your Personal Data to communicate with you.

We will use your Personal Data for the following purposes:

Operate our business and run our Services.

We use your Personal Data to create and manage your personal account on our website and to process your orders.

Personalize experiences on our Services, better understand our Customers and gain customer insights

Communicate with you and respond to your requests

When registering an account with us, you have a choice of receiving announcements about us and our products and Services via email. If you consent to such messages, we may use your Personal Data and Other Information to communicate with you about the Primal Crafts products or Services you have purchased or used and to notify you of other products, promotions and Services we think may be of interest to you. You can manage your communication preferences at any time from your account.

We may use your Personal Data to respond to your requests for technical support, online services, product information or to any other communication you initiate. This includes accessing your account to address technical support requests.

Additionally, when you request it, we will use your Personal Data to enroll you in contests, programs, or offers. We also may use your Personal Data to notify you of promotions and other special offers.

Please note that irrespective of your email, we may send you notifications pertaining to the performance of our Services, such as revision of our Terms or this Privacy Policy or other formal communications relating to products or Services you have purchased or use. This also includes emails in the event one or more of your purchases are cancelled.

Tailor our advertising and marketing

We use Personal Data and Other Information to assist us in our advertising and marketing campaigns, to provide you with information on the products and Services that we think are most relevant to you.

Given you have provided your consent, we may send you promotional messages, marketing, advertising and other information that may be of interest to you based on your preferences and social media advertising through social media platforms. This includes contests, sweepstakes and other promotional activities. You always have the possibility to demand Primal Crafts not to send you any promotional material or information.

We will process your personal information for the purposes described above given our legitimate interest in undertaking marketing activities to offer you products that may be of your interest.

Create and Maintain a Trusted and Safe Environment

We may use Personal Data to detect and prevent fraud, spam, abuse, security incidents, and other harmful activity. To conduct security investigations and risk assessments, and to verify or authenticate information or identifications provided by you.

3. Where is your Personal Data stored

Primal Crafts uses a variety of third party service providers to help us provide services related to the Primal Crafts website. Service providers may be located inside or outside of the European Economic Area (“EEA”). Any such transfer of your Personal Data will be carried out in compliance with applicable laws.

These providers have limited access to your information to perform these tasks on our behalf and are contractually bound to protect and to use it only for the purposes for which it was disclosed and consistent with this Privacy Policy. We have – prior to sharing your information with third parties – established the necessary means to ensure an adequate level of data protection. This may be an agreement on the basis of the EU Model Clauses (a set of clauses issued by the European Commission).

4. For how long is your Personal Data stored

Primal Crafts will retain your Personal Data for as long as you maintain an Account or as needed to provide you the Services. We will also retain and use your Personal Data as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

5. Who is responsible for your Personal Data

Primal Crafts, is the controller of the Personal Data you submit to us and responsible for your Personal Data.

6. Who has access to your Personal Data

Your data may be shared within Primal Crafts. We never pass on, sell or swap your data for marketing purposes to third parties outside Primal Crafts. Data that is forwarded to third parties is only used to provide you with the services mentioned above, for example media services and agencies for distribution of newsletter and credit reference or debt collection agencies for the purpose of credit rating checks, identity checks and debt collection.

Primal Crafts may disclose your information, including personal information, to courts, law enforcement or governmental authorities, or authorized third parties, if and to the extent we are required or permitted to do so by law or if such disclosure is reasonably necessary: (i) comply with our legal obligations, (ii) to comply with legal process and to respond to claims asserted against Primal Crafts, (iii) to respond to verified requests relating to a criminal investigation or alleged or suspected illegal activity or any other activity that may expose us, you, or any other of our users to legal liability, (iv) to enforce and administer our Terms of Service or other agreements with Customers, or (v) to protect the rights, property or personal safety of Primal Crafts and its Customers.

7. How do we protect your Personal Data

We have taken technical and organizational measures to protect your data from loss, manipulation and unauthorized access. We continually adapt our security measures in line with technological progress and developments. To make card purchases with us as secure as possible, all information is sent in encrypted form. This means that the information is passed through a secure connection and that external parties cannot read your Personal Data. For card purchases, we work with PCP compliant Payment Service Providers that help us to check directly with your bank that the card is valid for purchases. Our Payment Service Providers process your card details according to the international security standards PCI DSS, which was developed by the card companies VISA, MasterCard, Diners, American Express and JCB. This means that your card details are processed with a very high level of security. When you pay by card, we reserve the right to carry out an identity check.

8. What are your rights

You may exercise any of the rights described in this section before by sending an email to Please note that we may ask you to verify your identity before taking further action on your request.

8.1 Managing Your Information

You may access and update some of your information through your Account settings. You are responsible for keeping your personal information up-to-date.

8.2 Rectification of Inaccurate or Incomplete Information

You have the right to ask us to correct inaccurate or incomplete personal information concerning you and which you cannot update yourself within your Primal Crafts Account.

8.3 Data Access and Portability

You are entitled to request copies of personal information that you have provided to us in a structured, commonly used, and machine-readable format and/or request us to transmit this information to another service provider (where technically feasible).

8.4 Data Retention and Erasure

We generally retain your personal information for as long as is necessary for the performance of the contract between you and us and to comply with our legal obligations. If you no longer want us to use your information to provide the Primal Crafts Account to you, you can request that we erase your personal information and close your Primal Crafts Account. Please note that if you request the erasure of your personal information:

We may retain some of your personal information as necessary for our legitimate business interests, such as fraud detection and prevention and enhancing safety.

We may retain and use your personal information to the extent necessary to comply with our legal obligations. For example, Primal Crafts may keep some of your information for tax, legal reporting and auditing obligations.

Some copies of your information (e.g., log records) may remain in our database, but are disassociated from personal identifiers.

8.5 Withdrawing Consent and Restriction of Processing

You may withdraw your consent at any time by sending a communication to Primal Crafts. Please note that the withdrawal of your consent does not affect the lawfulness of any processing activities based on such consent before its withdrawal.

8.6 Objection to Processing

You are entitled to object to Primal Crafts’ processing of your personal information. If you object to such processing Primal Crafts will no longer process your personal information but may also be required to close your account.

Primal Crafts can continue processing of personal data for specific purposes if Primal Crafts can demonstrate compelling legitimate grounds for such processing or such processing is required for the establishment, exercise or defence of legal claims.

Where your personal information is processed for direct marketing purposes, you may, at any time ask Primal Crafts to cease processing your data for these direct marketing purposes by sending an e-mail to

9. Business Transfer

If Primal Crafts undertakes or is involved in any merger, acquisition, reorganization, sale of assets, bankruptcy, or insolvency event, then we may sell, transfer or share some or all of our assets, including your information in connection with such transaction or in contemplation of such transaction (e.g., due diligence). In this event, we will notify you before your personal information is transferred and becomes subject to a different privacy policy.

10. Lodging Complaints

You have the right to lodge complaints about the data processing activities carried out by Primal Crafts before the competent data protection authorities. The lead supervisory authority for Primal Crafts is the Danish Data Protection Agency (Datatilsynet).

11. Controller of Personal Data

Primal Crafts

Pilestræde 43

1112 Copenhagen K


(CVR: DK35369198)


12. Disclosure

We may disclose your personal information if we are required by law to do so or if you violate our Terms of Service.