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Reason 2 Seater, Bruunmunch
Reason 2 Seater, Bruunmunch
Magazine · Sofas

Sofas and Light: How Illumination Changes Their Look

Sofas change their appearance significantly with the light, which varies throughout the day and seasons. Materials like fabric and leather react differently to light. A sofa in direct sunlight will look different in the evening. It is important to consider this when choosing a sofa for your home, as light creates depth and character.

Jacob· September 23, 2026 · 4 min read

SofasMuutoBruunmunch

When I speak with customers in the shop, or when I walk through Houmøllers' showroom myself in the morning, I notice how the light falls on the furniture. A sofa that looked deep and dark the evening before can suddenly appear light and inviting in the morning sun. This is a shift worth considering when furnishing your home. Light is an invisible interior designer, constantly changing the room's atmosphere and the furniture's expression. A sofa is more than just a piece of furniture; it is a central element that interacts with its surroundings. Light plays a crucial role in how we perceive it.

Reason 2 Seater, Bruunmunch
Reason 2 Seater, Bruunmunch

The Shifting Nature of Light

The light is rarely the same for two hours straight. The morning sun has a clear, cool tone, while the afternoon light is often warmer and more golden. In the evening, artificial light takes over, and here, everything from a warm glow from a table lamp to a sharp overhead light can change how we perceive our sofas. I have seen many examples of how a sofa that seems perfect in the shop's even lighting can take on a completely different character at home when it meets daylight and the glow of evening lamps.

Take, for example, a Muuto Connect Soft Modular Sofa in a light grey shade. In the sharp midday light, it can appear almost white, while in the late afternoon sun, it gains a softer, warmer undertone. These shifts are part of the charm of furnishing with pieces that have a history and a life within them.

Materials Interacting with Light

Different materials react differently to light. A sofa in velour or chenille will catch the light and create shadows, giving the fabric depth and a lively expression. A smoothly woven wool sofa will reflect light more evenly, providing a more consistent color experience. I have seen this clearly with the Bruunmunch Emo 3 Seater, where the fabric's texture truly comes into its own when light hits it from the side, highlighting the weave.

Leather is a chapter unto itself. It develops a patina over time, and light contributes to this process. A leather sofa can appear matte and uniform when new, but over the years, light and use will give it a glow and interplay that is unique. This is one reason why many choose leather for their sofas – it is a material that ages gracefully and tells a story of the home.

Emo 2 Seater, Bruunmunch
Emo 2 Seater, Bruunmunch

The Importance of Placement

Where you place your sofas is crucial for how light will affect them. A sofa placed against a wall without windows will often appear darker and more substantial. A sofa positioned in the middle of the room, where light can fall on it from multiple sides, will seem lighter and more dynamic. I often advise customers to consider the sun's path throughout the day and how directly the light hits. Direct sunlight can, over time, fade certain fabrics and dry out leather, so it is a good idea to have curtains or blinds if the sofa is in a particularly exposed area.

Also consider how a modular sofa can be adapted to the room's light conditions. A corner element can be pulled into the light, or a chaise longue can be positioned to catch the late afternoon sun. I have seen customers with Fogia sofas design their modular configuration specifically based on the room's windows and light exposure.

The Art of Choosing Colors

Colors behave differently under various lighting conditions. A deep blue sofa can appear almost black in dim light but reveal its true color in clear daylight. A beige sofa can shift from a cool grayish tone to a warm sand color, depending on whether it is bathed in north-facing or south-facing light. This is why I always recommend taking fabric samples home and viewing them in the room where the sofa will be placed, at different times of the day.

It is about finding a color that feels right in all the different illuminations your home offers. A Bruunmunch Reason 2 Seater in a muted green shade, for example, can appear earthy and calm in diffuse light but gain a more vibrant and fresh tone when the sun shines directly on it. This is part of the process of finding the right 2-seater sofas or larger models.

My best advice is to take your time. Look at the room and imagine how the light moves. Think about how the sofas you are considering will look, not just in one specific lighting, but throughout an entire day and a whole year. This is how you choose furniture that will become part of your home's life and history for many years to come.

Questions and answers

How does daylight affect a sofa's color?

Daylight can make a sofa's color appear lighter or more saturated, depending on the time of day and the light's direction. A dark grey sofa might seem almost black in the evening but lighter and softer in morning light, significantly changing the sofa's expression.

Which sofa materials react best to varying light?

Textiles with texture or a certain pile, like velour, can catch the light and create depth, giving sofas a lively expression. Leather develops a patinated glow that evolves beautifully with light's influence over time, contributing to the sofa's character.

Should I place my sofa in direct sunlight?

Direct sunlight can, over time, fade certain textiles and dry out leather, which can alter the sofa's appearance and lifespan. It is worth considering curtains or strategic placement to protect your sofas from the harshest light.

How can artificial light affect a sofa's appearance?

Artificial light, especially warm or cool light, can change the perception of a sofa's color and texture. A sofa that looks perfect in daylight might take on a different hue under evening lighting, which is important for the sofa's overall expression.

Why is light exposure important for sofas in the home?

Light exposure helps define a sofa's character and how it integrates into the room. It creates life and depth in the materials and influences the overall atmosphere of the home, making light a key factor for the sofa's expression.

J
Jacob
Furniture buyer, sales and customer service

Jacob buys the furniture and talks to customers every day, both in the shop and on the phone. He knows which sofas will still be sat in ten years from now, and which ones get sent back.

All articles by Jacob 5 → All writers →

From the article

The pieces the article mentions, as they stand in the shop right now.

  • Bruunmunch -  - Reason 2 Seater / Chaiselong - Chaiselounge Left - Crush 40
    • Sale 26%
    Bruunmunch
    Reason 2 Seater / Chaiselong
    €5,105 €3,828
    • 280 x 96 / 134 x 68 cm
    48 variants
    4-6 weeks of delivery time
  • Bruunmunch -  - Reason 2 Seater - Crush 40
    • Sale 26%
    Bruunmunch
    Reason 2 Seater
    €3,659 €2,744
    • 200 x 96 x 68 cm
    24 variants
    4-6 weeks of delivery time
  • Bruunmunch -  - Emo 2 Seater - Davos Brown - Oak Natural Oil
    Bruunmunch
    Emo 2 Seater
    €4,183
    • 142 x 88 x 68 cm
    66 variants
    4-6 weeks of delivery time
  • Bruunmunch -  - Emo 3 Seater - Davos Brown - Oak Natural Oil
    Bruunmunch
    Emo 3 Seater
    €5,319
    • 207 x 88 x 68 cm
    66 variants
    4-6 weeks of delivery time
  • Muuto
    Connect Soft Modular Sofa / 2-seater - Configuration 1
    €4,279
    • 207 x 99 cm
    Clay 12
    Back order approx. 9-21 days delivery time
    • Sale 1%
    Muuto
    Connect Soft Modular Sofa / 2-seater - Configuration 2
    €4,080 €4,079
    • 69 x 207 x 99 cm
    Clay 12
    Back order approx. 9-21 days delivery time
SubjectsSofasMuutoBruunmunch
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                                        Houmøllers is owned and operated by KasaSagi ApS, VAT no. DK46352785. To make it easy and understandable, we call it "Houmøllers", "we" or "us" hereafter.

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                                        KasaSagi ApS
                                        Houmøllers
                                        Jyllandsvej 7
                                        9500 Hobro
                                        Denmark

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                                        Email: [email protected]

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                                        Besides here, you will also find the terms and conditions when you place an order. You will find the current version of the terms and conditions at the end of this text, and the terms and conditions at the time of the order always apply. Please note, however, that these may be subject to change should new regulations come into force.

                                        Terms for Ordering

                                        Houmøllers is open 24 hours a day, so you can always shop online with us. It happens, however, that the webshop may be closed for maintenance. To shop at Houmøllers, you must be at least 18 years old or have obtained your parent's or guardian's consent, and have the legal right to enter into a purchase contract.

                                        Ordering and Receipt

                                        You select the items you wish to buy and add them to your basket. You can change the contents of your basket right up until you place your order, and you can check the contents and prices of the items at any time.

                                        As soon as you have completed your purchase, you will receive an email confirming that we have registered your order request. This confirmation does not constitute acceptance of the order by Houmøllers. When your order is dispatched, you will receive a further email. This email confirms that your order has been accepted and is therefore binding for Houmøllers. This email serves as your receipt. Here you will also find a Track & Trace link and a link to your invoice.

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                                        When paying by credit card or PayPal, the purchase amount is debited when you place your order. When paying with Klarna, the purchase amount is debited either when you place your order or later, in accordance with your agreement with Klarna. You will never be charged more than the amount you authorised at the time of purchase.

                                        There are no payment fees when paying by credit card. If a fee applies for other payment methods, this will be clearly stated when you select your payment method.

                                        Please note: If you pay with a corporate card and a payment fee applies to the card, this fee will be charged to you as a customer. A fee will also apply if the card is issued outside the EU. In both cases, the fee will be shown in the payment window before the purchase is completed.

                                        Secure payment

                                        It is very important to us that you, as a customer, can shop securely in our online shop. Payment details are transmitted in encrypted form using SSL (Secure Sockets Layer). This encryption technology meets high security standards, meaning that the information is sent via a secure connection. Houmøllers does not receive any details of your payment card. We are only notified that an amount has been reserved for us for later transfer once we have processed your order.

                                        Shipping and delivery

                                        All orders are shipped from Denmark, and we ship orders every weekday. All orders are sent insured, so you can always track your parcel using Track & Trace (however, parcels sent with ALPI do not have tracking). Depending on the delivery method, you can have the parcel delivered directly to your door, to your workplace, or collect it yourself from a nearby parcel shop.

                                        If you have ordered multiple items and have not selected partial delivery, we will ship all your items together, once we receive the last item from the supplier.

                                        Delivery charges depend on the type of goods, delivery address, etc., and are shown at the checkout before you complete your purchase. As a rule, these apply only to deliveries to the mainland and to islands that have a bridge or tunnel link to the mainland, and for freight forwarders (furniture transport) only to kerbside. For deliveries by freight forwarders, you must also be present to accept the delivery when the carrier arrives, unless otherwise agreed.

                                        Regarding delivery with DSV: Two days before delivery, you will receive a text message from DSV confirming the delivery date. If the date does not suit you, you can change it, but after 7 days a fee of 3 EUR per day will be charged, as the furniture is taking up space at DSV’s terminal. You will receive a payment link where you can pay the fee.

                                        We deliver to a large number of countries. On the following page, you will find an overview of the countries we deliver to, the expected delivery time and the delivery charge: Delivery & Shipping

                                        Customs duties and VAT within and outside the EU

                                        For deliveries within the EU, as well as to Switzerland, the UK and Norway, you will not pay any additional customs duties or VAT. Our prices already include the VAT rate for the EU country to which the order is being sent, as well as for Switzerland, the UK and Norway.

                                        For deliveries to other countries outside the EU, our prices are shown without VAT and you are responsible for the declaration, import duty and taxes of your parcel. The goods may be detained at customs, and the package may be affected by local taxes and duties, which we can not be held responsible for. Please be aware that the detention of your package at customs can delay shipment significantly. Should you find out that the package is detained, you should immediately contact the freight company.

                                        30-day extended right of withdrawal

                                        When you shop at Houmøllers, you have a 30-day right of withdrawal*. To make use of this extended right of withdrawal, you must return the item to us within 30 days of receiving your order. If we have not received the item within 30 days, the parcel must be located via Track & Trace. Please therefore remember to keep the Track & Trace number on the parcel, as the return is at your own risk. Via Track & Trace, we can also see when you have sent the item back to us, which must take place within the 30-day period.

                                        • Please note that the right of withdrawal does not apply to sales to business customers.

                                        Conditions for the 30-day right of withdrawal

                                        The right of withdrawal applies from the day you received the item. If the deadline falls on a public holiday, a Saturday, a national holiday, Christmas Eve or New Year’s Eve, the deadline is extended to the following working day. If several different items have been ordered in a single order but are delivered separately, or if an item is delivered in several instalments, the time limit begins to run from the date you received the last item. Food products are not covered by the right of withdrawal and therefore cannot be returned. You may also lose your right of withdrawal by removing or damaging hang tags, labels and seals. If the item has been delivered sealed, you will lose your right of withdrawal if the seal is broken.

                                        According to the Danish Consumer Ombudsman, the packaging of the item often represents significant value to the seller when the seller is unable to repackage the item and/or cannot sell the item as new without the original packaging. We must therefore require that the goods be returned in their original packaging.

                                        Please note that custom-made furniture is not covered by the right of withdrawal. You cannot return any furniture that has been specially ordered for you. We do not hold stock of many of the items of furniture we offer in our online shop; these items are therefore made to order and produced upon request.

                                        Standard Withdrawal Form

                                        This form should only be completed and returned if you are exercising your right of withdrawal. You may also send the details below to us via this form.

                                        To:
                                        KasaSagi ApS
                                        Houmøllers
                                        Jyllandsvej 7
                                        9500 Hobro
                                        Denmark
                                        Email: [email protected]

                                        I hereby give notice that I wish to exercise my right of withdrawal in connection with my purchase agreement regarding the following goods/services: _____

                                        Ordered on: _____

                                        Received on: _____

                                        Consumer’s name: _____

                                        Consumer’s address: _____

                                        You are welcome to try out the goods

                                        As a consumer, you are welcome to try out the goods, just as you would in a physical shop. You may therefore handle the goods in a way that allows you to determine whether they meet your expectations. However, if you have started using the goods, you may only be refunded part of, or none of, the purchase price.

                                        Treat the product with care before returning it

                                        As a consumer, you are responsible for paying for any reduction in the value of an item. The value of the item is determined based on what we can obtain for it if we resell it. If you have used the item and removed any hang tags and labels, we can no longer sell it, which means the loss in value may be as much as 100 percent.

                                        Returns

                                        If you wish to cancel your purchase, the goods must be returned in their original packaging to:

                                        KasaSagi ApS
                                        Houmøllers
                                        Jyllandsvej 7
                                        9500 Hobro
                                        Denmark

                                        We do not accept parcels sent cash on delivery or parcels sent to pickup points. It is important that the parcel is properly packaged, as you are responsible for both the parcel and the goods until we have received them. Therefore, please keep the receipt from the courier and your Track & Trace number.

                                        Return delivery costs

                                        The return costs are paid by the customer. For parcels smaller than 120x60x60 cm, you can choose to use our prepaid return label. In that case, we will deduct the return delivery costs listed here. The price depends on the country from where you return the parcel. If your country is not listed, it means that we don't offer a prepaid return label for your country. You won't be charged for the return until we receive it at our warehouse and have processed it.

                                        Here, you find an overview of all our return portals. To get your return label, please select your country and follow the instructions.

                                        Please note that you pay per parcel that you send back.

                                        For parcels exceeding the dimensions of 120x60x60 cm, our prepaid return label does not apply (furniture deliveries and parcels with an oversize surcharge). The cost of such a return varies significantly depending on your address and the parcel’s size and weight. However, the price should not exceed 400 EUR, and in most cases, the price will be significantly lower. If you need to return a furniture, please contact us.

                                        Exchanges

                                        If you wish to exchange an item for a different colour, size or similar, you must return the item to us. The amount will then, if possible, be refunded to the payment method used for the purchase. In the meantime, you can order the new size or item you wish to exchange for at Houmøllers.

                                        Exchange of gifts

                                        If you’ve been lucky enough to receive a gift purchased from Houmøllers and wish to return or exchange it, you can easily do so. You have 30 days to either exchange it for another item of the same value or receive a gift voucher that you can use at your convenience (within 5 years, however). To exchange your gift, you must be in possession of the original receipt.

                                        If you find an item that is more expensive than the gift, you can pay the difference and have the new item sent to you instead. If you wish to exercise your right to exchange, you must complete the return form and include it in the parcel along with the returned item.

                                        The item must be returned unused and in the same condition as when received, with an intact return note attached to the item. It is important to underline that items without a return note will under no circumstances be accepted or exchanged. Once we have received the item, we will contact you, or you can email our customer service to arrange a gift card, a voucher or an exchange.

                                        Refunds

                                        When we receive your return, we will inspect the items, and you will be refunded the amount you paid us at the time of purchase, provided that our conditions regarding the right of withdrawal and used goods are met. We will process the refund as soon as possible, usually within 14 days of receiving your return parcel. We reserve the right to withhold a refund until the item has been received or until we have received documentation confirming that the item has been returned. During busy periods, the processing of returns may take up to 30 days.

                                        Where possible, the amount will always be refunded via the same payment method you used for the purchase.

                                        PLEASE NOTE! You may lose all or part of the purchase price. This will happen if the value of the item has diminished because:

                                        • The item has been used.
                                        • The item has been damaged whilst in your care.
                                        • The item has been handled in a manner other than that necessary to establish its nature, characteristics and functioning.
                                        • The item’s original packaging is damaged or has been lost.
                                        • The restrictions on the right of withdrawal have not been observed, regarding seals, product type, etc.

                                        Claims and Warranty

                                        You have a 24 months warranty, which means that you can either get a faulty product repaired, replaced, a refund or reduction in price, depending on the specific situation. The claim must of course be justified. The error or fault of the goods must not be caused by an inappropriate use of the product or other injurious behavior. This includes e.g. that the product has not been washed the right way according to the washing symbols listed in it.

                                        When you receive your parcel, it is important that you check for any visible damage to the packaging. If there is any visible damage, the courier MUST note this down, so that there is no doubt as to whether the damage occurred after receipt, as this may otherwise affect the assessment of the complaint.

                                        To make a complaint, you must first contact us via this form. We can often handle the complaint via email and photos. Once you have contacted us, you will receive further information about the complaints process.

                                        If we ask you to return the item, it should be sent to:

                                        KasaSagi ApS
                                        Houmøllers
                                        Jyllandsvej 7
                                        9500 Hobro
                                        Denmark

                                        When returning the item, please describe the problem in as much detail as possible. Please feel free to use our return form. This is not a requirement, but it makes it easier for us to process your claim and minimises the processing time.

                                        You should make a claim as soon as possible after discovering the fault. Under the Danish Sale of Goods Act, you must submit your complaint within a reasonable time after discovering the fault - we recommend that this be done within two months at the latest.

                                        If the complaint is justified, we will, of course, refund reasonable shipping costs for the return. Otherwise, you will be responsible for all transport costs, including our delivery costs for returning the item. The price depends on your country and can be found here. We may also charge a fee of up to 8 EUR for inspecting the item. We want nothing more than satisfied customers and therefore urge you to contact us if you encounter any problems with the items you have purchased.

                                        Always remember to send the item in secure packaging and ask for a receipt for the dispatch. You are personally responsible for the parcel/items until we have received them. You should therefore keep the postal receipt, including details of shipping costs and any Track & Trace number.

                                        If there are faults with the items you have purchased, Houmøllers complies with all statutory guarantees and regulations.

                                        Complaints or other legal enquiries

                                        Purchases of goods on Houmøllers are governed by Danish law. Any disputes will be settled by the ordinary Danish courts.

                                        The Danish Sale of Goods Act, the Danish Consumer Contracts Act and the Danish Consumer Protection Act, which safeguard your interests as a consumer and customer, naturally also apply when you shop with us.

                                        If you have a complaint regarding your purchase, please contact us via this form or call . If we are unable to reach a solution together, you, as a consumer, may submit a complaint regarding a product you have purchased from us to the Danish Competition and Consumer Authority’s Centre for Complaint Resolution, Carl Jacobsens Vej 35, 2500 Valby, Denmark, at forbrug.dk.

                                        If you are a consumer resident in an EU country other than Denmark, you can seek assistance from your local branch of the European Consumer Centre.

                                        We reserve the right for errors and mistakes

                                        Errors can always occur. These may include stock errors, printing errors or incorrect prices being quoted for the item. Therefore, we accept your purchase only once we have approved your payment and sent the goods to you. We therefore reserve the right to correct pricing errors, typographical errors and items that are out of stock. If an item you have ordered is out of stock, we will contact you immediately - and your payment will be cancelled.

                                        Colours

                                        The colours you see on the products at Houmøllers depend on the settings on your computer, tablet or smartphone. Therefore, we cannot guarantee that your screen will display the exact same colour as the product upon delivery. However, we strive to clearly and accurately depict the colour, cut and material for each product.

                                        Privacy

                                        Houmøllers takes responsibility for all personal data you provide to us. We use this information to assess, agree and fulfil the delivery, as well as to maintain the resulting customer relationship, collect outstanding payments, combat fraud and misuse, and to comply with statutory regulations.

                                        Liability

                                        Houmøllers accepts no liability for any loss or damage you may suffer, except in cases where the company’s liability insurance applies and provided that the insurer approves the payment. Apart from these cases, liability is generally limited to a maximum of the amount corresponding to the purchase price of the relevant goods. Houmøllers is never liable for consequential damages.

                                        Force majeure

                                        Houmøllers’s obligations shall cease as a result of force majeure. If the period of force majeure lasts for more than two months, both you and Houmøllers are entitled to terminate the contract, in which case there shall be no obligation to pay compensation to the party causing the damage. Force majeure includes, amongst other things, strikes, staff illness, transport disruptions and import/export bans, regardless of whether these occur within the company or amongst the company’s suppliers.

                                        Copyright

                                        All content on Houmøllers, including text, images, etc., is protected under copyright law. Copying or any other use of the content on Houmøllers may only take place with written permission. Unauthorised use of the content on Houmøllers will result in legal action.

                                        Version:

                                        2026-07-31 09:48:38

                                        Cookies and Privacy Policy

                                        Introduction

                                        Personal data refers to any information that can be linked to you in any way. When you use our website, we collect and process certain types of information, as described in this Privacy Policy. This Privacy Policy is subject to change at any time, and the most recent version is always available on our website.

                                        Publisher

                                        The website is owned and published by:

                                        KasaSagi ApS
                                        Houmøllers
                                        Jyllandsvej 7
                                        9500 Hobro
                                        Denmark

                                        Company Reg No. DK46352785
                                        Phone:

                                        We are responsible for the processing of your personal data.

                                        Security

                                        We have taken technical and organizational measures to prevent your information from being accidentally or illegally deleted, published, lost, impaired, or disclosed to unauthorized persons, misused, or otherwise processed in violation of the law.

                                        What information we collect

                                        When you make a purchase
                                        • Name
                                        • Address
                                        • Email address
                                        • Phone number
                                        • Order and payment information
                                        When creating a customer account
                                        • Login information
                                        • Name
                                        • Address
                                        • Email address
                                        • Phone number
                                        • Date of birth
                                        • Purchase history
                                        When signing up for the newsletter
                                        • Email address
                                        • Purchase history and behavioral data (if consent is given)
                                        When using the website
                                        • IP address
                                        • Device information
                                        • Browser information
                                        • Behavioral data (clicks, views, and interactions)
                                        When applying for a job

                                        If you submit a job application to us, we process the following information:

                                        • Name and contact information (email, phone number, address)
                                        • Resume
                                        • Application
                                        • Education and work experience
                                        • Any references
                                        • Other information you choose to share

                                        Purpose and Legal Basis

                                        Processing of purchases

                                        Purpose: Order processing, delivery, and customer service.
                                        Legal basis: GDPR Art. 6(1)(b) (contract fulfillment).

                                        Accounting

                                        Purpose: Storage of invoice and accounting information.
                                        Legal basis: GDPR Art. 6(1)(c) (legal obligation).

                                        Customer service and improvement of the online store

                                        Purpose: Support, statistics, and optimization.
                                        Legal basis: GDPR Art. 6(1)(f) (legitimate interest).

                                        Processing of Job Applications

                                        Purpose: To evaluate your application and conduct the recruitment process.
                                        Legal basis: GDPR Article 6(1)(b) (processing prior to entering into an employment contract).

                                        If we retain your application after the recruitment process has ended for future positions, this is done solely on the basis of your consent, cf. GDPR Art. 6(1)(a).

                                        Marketing and personalized communication

                                        Purpose: Newsletters, segmentation, automated flows, product recommendations, and targeted advertising.
                                        Legal basis: GDPR Art. 6(1)(a) (consent).

                                        You may withdraw your consent at any time.

                                        Profiling and automated processing

                                        If you have consented to marketing, we may use your purchases and your behavior on the website for segmentation and personalization of our communications.

                                        No automated decisions with legal effect on you are made.

                                        Use of Data Processors and Third-Party Providers

                                        We use external providers and partners who process personal data on our behalf in connection with operations, payments, delivery, marketing, analytics, and security.

                                        We use the following platforms, among others:

                                        • Google (analysis, advertising, and tag management)
                                        • Meta (advertising and conversion tracking)
                                        • Cloudflare (hosting and security)

                                        In addition, we use providers in the following areas:

                                        • Payment solutions
                                        • Logistics and shipping
                                        • Hosting and technical operations
                                        • Analytics and reporting

                                        Depending on the specific solution, providers may act as data processors or as independent data controllers.

                                        Data processing agreements have been entered into with relevant suppliers in accordance with Article 28 of the General Data Protection Regulation.

                                        If personal data is transferred to countries outside the EU/EEA, this is done on a lawful basis for transfer, including the European Commission’s Standard Contractual Clauses and/or the EU-U.S. Data Privacy Framework, where applicable.

                                        Further information regarding the use of advertising and conversion features, including Facebook Advanced Matching and Google Ads Enhanced Conversions, is provided in the section on Cookies in this Privacy Policy.

                                        Retention Period

                                        We retain personal data for the period permitted by law and delete it when it is no longer necessary for the purposes for which it was collected.

                                        As a general rule, the following applies:

                                        • Purchase and accounting information is retained for a minimum of 5 years in accordance with the Danish Bookkeeping Act. Information may be retained for longer if necessary to establish, assert, or defend legal claims.
                                        • Information used for marketing purposes is retained as long as consent remains active and has not been withdrawn.
                                        • Information associated with a customer account is retained as long as the account is active.

                                        Your Rights

                                        You have the right to:

                                        • Access
                                        • Rectification
                                        • Deletion
                                        • Restriction of processing
                                        • Data portability
                                        • Objection
                                        • Withdrawal of consent

                                        You can contact us at [email protected].

                                        You have the right to file a complaint with the Danish Data Protection Agency, Datatilsynet, or the appropriate Data Protection Authority in your country.

                                        Cookies


                                        By accepting marketing cookies, you consent to our use of Facebook Advanced Matching and Google Ads Enhanced Conversions.

                                        In this context, we may share hash-encrypted customer data, such as name, email address, telephone number and address, with Meta Platforms Ireland Ltd. and Google Ireland Ltd. for the purposes of:

                                        • Improved conversion measurement
                                        • Ad attribution
                                        • Creation of custom audiences and lookalike audiences

                                          The data is processed on the basis of your consent and may, in certain cases, be transferred to the USA on a lawful basis for such transfers. You may withdraw your consent at any time via our cookie settings.

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