Privacy policy
Privacy Policy
Last updated: 7 September 2026
This Privacy Policy explains how MHS Media ApS, operating Heel Me and heelme.eu, processes personal data.
1. Data Controller
The data controller is:
MHS Media ApS
CVR / Company Registration No.: 46470680
Oluf Bagers Gade 9
5000 Odense C
Denmark
Email: info@heelme.eu
2. Personal Data We Process When You Place an Order
When you make a purchase, we process the information necessary to handle your order.
This may include your name, email address, telephone number, billing and delivery address, order details, delivery information, payment status and information relating to returns, refunds and complaints.
The purpose is to receive and process your order, arrange payment and delivery, provide customer service and handle returns and legal guarantee claims.
The processing is primarily necessary for the performance of our contract with you under Article 6(1)(b) GDPR.
We also process relevant information where required to comply with legal obligations such as bookkeeping, accounting, tax and consumer-law requirements under Article 6(1)(c) GDPR.
Payment is handled by our payment service providers. Heel Me does not normally receive or store your complete payment-card details.
3. Customer Service, Returns and Complaints
When you contact us, we may process your name, contact information, order number, correspondence, photographs and any other information you provide.
We use this information to respond to your enquiry and handle matters relating to your purchase.
Depending on the circumstances, the processing is based on performance of our contract with you under Article 6(1)(b) GDPR or our legitimate interest in responding to and documenting customer enquiries under Article 6(1)(f) GDPR.
4. Newsletter and Electronic Marketing
If you subscribe to our newsletter or otherwise consent to electronic marketing, we process your email address and information required to administer and document your consent.
We only send electronic direct marketing where we have a valid legal basis to do so.
You may unsubscribe at any time using the unsubscribe function included in our marketing emails or by contacting:
Where processing is based on consent, you may withdraw your consent at any time.
Withdrawal does not affect the lawfulness of processing carried out before your consent was withdrawn.
5. Website Usage
When you visit heelme.eu, we may process technical information such as your IP address, device and browser information, online identifiers, pages visited and information about your interaction with the website.
Technical processing required for operation, security, fraud prevention and functions specifically requested by you may take place without marketing consent where permitted by law.
If you consent to analytics or marketing technologies, information about your use of the website may also be processed for analytics, measurement, audience creation and advertising.
Where such processing relies on your consent, the legal basis is Article 6(1)(a) GDPR.
6. Recipients and Service Providers
We use service providers to operate our business and fulfil customer orders.
These may include Shopify and related technical service providers, payment providers, DAO, GLS and other logistics or fulfilment partners, email and customer-communication providers, analytics providers and advertising platforms such as Google and Meta.
Only information necessary for the relevant purpose is shared.
Depending on the circumstances, a provider may act as our processor, an independent controller or a joint controller.
We do not sell personal data to advertisers.
7. Shopify
Our online store is operated using Shopify.
Shopify and companies or subcontractors in its group may process personal data in connection with the operation of the webshop, checkout, order management, security and related functionality.
The exact processing and roles depend on the Shopify services and features used.
8. International Transfers
Some of our service providers or their subprocessors may process personal data outside the European Economic Area.
Where personal data is transferred outside the EEA, we ensure that a valid transfer mechanism is available as required by GDPR.
This may include an adequacy decision adopted by the European Commission, the EU-U.S. Data Privacy Framework where applicable, the European Commission's Standard Contractual Clauses or other lawful safeguards.
You may contact info@heelme.eu if you would like further information about the safeguards used for international transfers.
9. Retention
We retain personal data only for as long as necessary for the purposes for which it was collected or for as long as required by law.
Information forming part of our accounting records is generally retained for the statutory accounting period applicable to MHS Media ApS.
Order, customer-service and complaint information may be retained for as long as reasonably necessary to manage the customer relationship, legal guarantee obligations, disputes or potential legal claims.
Marketing information is retained until consent is withdrawn or the information is no longer required, subject to any period for which documentation of consent must lawfully be retained.
Cookie and analytics retention periods are described in our cookie settings where relevant.
10. Security
We use appropriate technical and organisational measures designed to protect personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.
Access to personal data is limited to employees and service providers who have a legitimate need for it.
No internet transmission or storage system can, however, be guaranteed to be completely secure.
11. Your Rights
Depending on the circumstances, GDPR gives you rights including access to personal data concerning you, correction of inaccurate information, deletion, restriction of processing, objection to certain processing, data portability where applicable and withdrawal of consent.
These rights are not absolute, and in some circumstances we may be legally entitled or required to continue processing certain information.
To exercise your rights, contact:
We may request information necessary to verify your identity before responding to a request.
12. Complaints About Data Protection
If you are dissatisfied with the way we process your personal data, you are welcome to contact us first.
As MHS Media ApS is established in Denmark, our supervisory authority is the Danish Data Protection Agency (Datatilsynet).
You may also have the right to lodge a complaint with the competent data-protection authority in the country where you live or work.
13. Changes to This Policy
We may update this Privacy Policy when our processing activities, service providers or applicable laws change.
The current version will be available on heelme.eu.
Cookie Policy
Last updated: 7 September 2026
This Cookie Policy explains how Heel Me uses cookies and similar technologies on heelme.eu.
1. What Are Cookies?
Cookies are small data files stored on your computer, mobile device, tablet or similar device when you visit a website.
Cookies and similar technologies may be used to operate the website, remember preferences, analyse website usage and, where you consent, measure and personalise advertising.
Cookies themselves cannot contain viruses or malware.
2. Categories of Cookies
Strictly Necessary Cookies
These technologies are required for the website and webshop to function.
They may be used for functions such as the shopping cart, checkout, security, fraud prevention, privacy preferences and other services specifically requested by you.
Where permitted by law, strictly necessary cookies do not require consent.
Preference Cookies
These cookies may remember choices or settings you make in order to provide a more personalised website experience.
Where consent is legally required, they will only be used after consent has been provided.
Analytics Cookies
If you give the required consent, we may use cookies and similar technologies to understand how visitors use heelme.eu and to measure and improve website performance.
This may include services such as Google Analytics.
Marketing Cookies
If you give the required consent, we may use cookies and similar technologies for advertising, attribution, audience creation and measurement.
This may include technologies provided by Meta, including Facebook and Instagram, and Google.
3. Your Cookie Choices
When you first visit heelme.eu, you are given the opportunity to accept, reject or customise non-essential cookies where consent is required.
Non-essential analytics and marketing technologies requiring consent will not be activated before the relevant consent has been obtained.
Refusing non-essential cookies will not prevent you from using the basic functions required to browse the webshop and place an order.
4. Changing or Withdrawing Consent
You can change or withdraw your cookie consent at any time through the “Cookie Settings” link available on heelme.eu.
Withdrawing consent must be as easy as giving consent.
Withdrawal does not affect the lawfulness of processing that took place before consent was withdrawn.
5. Current Cookie List
Because the cookies and technologies used on our webshop may change when services, apps and integrations are updated, the current cookie list is made available through our cookie settings.
The list should show, where relevant, the name of the cookie or technology, its provider, purpose, category and duration.
6. Third-Party Technologies
Depending on your consent choices and the services currently active on heelme.eu, third-party technologies may include Shopify, Google and Meta.
These providers may process information outside the EEA.
Where personal data is transferred internationally, appropriate safeguards are used as described in our Privacy Policy.
7. Contact
If you have questions about cookies, privacy or your choices, contact:
MHS Media ApS
Email: info@heelme.eu