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Privacy policy

We at Helsinki Outlet process all of your personal data responsibly in compliance with the data protection laws of Finland and the EU. This Privacy Policy describes how Helsinki Outlet Operations Oy as well as EU- and EEA-based companies within the concern (hereinafter “Helsinki Outlet” or “we”, “us”, “our”, “ours”) process personal data.

Your data will not be used for purposes other than those stated in this document. Should such new purposes of use arise that are in line with the purposes for which the data was originally collected, we will inform you of the new purposes and the related grounds for data processing. Where necessary, we will request your consent for processing the personal data for a new purpose.

If you have any questions on data protection, do not hesitate to contact us.


Helsinki Outlet Operations Oy
Tatti 17, FI-00760 HELSINKI
Business ID: 2729627-8

Personal data subject to processing

We collect personal data directly from you. Personal data is collected, for example, in connection with each purchase you make at one of our stores or the online store. In addition, we collect personal data if you subscribe to our newsletter, create a customer account, communicate with us through social media or use our customer services; upon inquiries or complaints and product exchanges or returns.

Basic customer data

  • Name
  • Address
  • Email
  • Telephone number
  • Date of birth
  • Personal identity code
  • Gender
  • Language
  • Username and customer identifier

Helsinki Outlet Friends loyalty programme data

  • Registry data (name, gender, age, telephone number and email)
  • Date and place of registration
  • Data on purchases and chosen language

Read the terms of our loyalty programme here.

The data of loyal customers is processed on a contractual basis, and the data of other customers is processed based on legitimate interest.

Data on your purchases at one of our stores or the online store

  • Time, date and total value of the purchase and purchased brands
  • Membership of the Helsinki Outlet Friends loyalty programme
  • Data provided by you in order to personalise and facilitate interaction, for example, interests and any other data
  • Receipt data
  • Order, delivery and return data

Transaction data is processed based on contract and legal obligation.

Data related to feedback and customer surveys

We may request feedback on your purchase experience. The consent to receive feedback surveys is tied to your consent to receive the newsletter. The provision of feedback is voluntary, and the data is processed anonymously. Data that we process in that case include:

  • customer opinions and views collected for development purposes
  • the frequencies of opening or clicking on feedback surveys.

The processing of data related to feedback and customer surveys is based on legitimate interest.

Customer service data

  • Messages and contact requests received via the customer service channel ( and the online form for the lease of premises) as well as responses provided to them and in other customer service situations
  • Data related to claimed reimbursements and compensations, such as grounds, sum and bank details.

The processing of data related to customer service activities is based on legitimate interest, and data related to claims is processed based on legal obligation.

Marketing communications data

  • Channel-specific marketing permissions: email, SMS, ban on direct marketing
  • Data on sent messages and, with regard to electronic messages, data on opening and clicking on messages
  • Data on vouchers delivered by mail/email and their use
  • Data on sent event invitations and participation
  • Newsletter subscription data
  • Interests, wishes and needs stated upon subscription to the newsletter.

With regard to loyal customers, marketing communications data is processed on a contractual basis, while the corresponding data of other customers is processed based on legitimate interest. As for newsletters and SMSs, the processing is based on the customer’s consent.

Grounds for data processing

We collect and process your personal data:

  • to improve and monitor our services and business activities
  • for the purposes of customer communication and marketing
  • to organise competitions and raffles for our customers
  • to personalise services, offers and marketing
  • to create customer surveys
  • for the purposes of reporting
  • to process transactions, orders and returns
  • for the purposes of accounting
  • to prevent and solve criminal activities
  • to prepare, defend and respond to legal claims in case of, for example, criminal proceedings, settlement of losses and matters related to consumer law
  • to fulfil the vendor’s statutory liability for lack of conformity in the sale of consumer goods, and to fulfil product liabilities
  • to withdraw any dangerous goods.

Information on profiling

Profiling means the automatic processing of personal data for the purposes of assessing an individual’s personal characteristics. We profile our customers in order to target marketing activities. Said profiling does not, in our understanding, have legal effects within the meaning of the General Data Protection Regulation (GDPR) or other significant impacts on the target of profiling.

You have the right to object to the profiling, which is based on the controller’s legitimate interest, under personal specific grounds. In addition, you may at any time object to profiling carried out for the purpose of targeting direct marketing.

Personal data disclosure to and processing by external parties

We may disclose your data to third parties, such as companies in the Helsinki Outlet Group or external operators that process the data on our behalf. The data may be disclosed to third parties that, for example, provide payment services, deliver our orders or carry out marketing surveys or campaigns on our behalf. All of our personal data processors and persons processing the data on our behalf are obliged to observe confidentiality when processing your personal data.

We do not sell or disclose personal data for the marketing purposes of other operators. Sufficient means of protection are applied if your personal data is transferred to other countries. In principle, the data shall not be disclosed outside of the EU or the EEA. Should the need to disclose the personal data outside of the EU or the EEA arise on a contractual basis, the data protection and information security requirements to be complied with when disclosing the data have been agreed on in compliance with the model provisions of the EU’s GDPR.

Collecting data from sources other than you

We may purchase data from third parties to supplement the data we collect.

We update changed address or name data as well as data on addressed direct marketing bans via a partner that retrieves the data from the Population Register Centre, unless the disclosure such data is prohibited by the data subject. In addition, we collect data from Suomen Asiakastieto Oy’s credit data file and feedback received through the outlet’s feedback systems and by partners and lessees, in so far as it concerns Helsinki Outlet.

Data retention period

The data we store with your consent will be deleted immediately if you withdraw your consent. For instance, the data concerning newsletter subscription will be erased immediately if you unsubscribe from the newsletter. The data processed based on legitimate interest will be retained until the legitimate interest to store the data ceases to exist. Customer feedback is retained until the case has been processed for our part, but no longer than 24 months. The data concerning loyal customers will be retained for the duration of their loyalty. Upon termination of their loyalty, we erase the data immediately. The participant lists of non-recurring competitions and raffles are deleted after the raffle has been completed or the prize handed out. Data collected for accounting purposes, such as receipts and transaction, order and product return data, will be retained in compliance with the effective legislation on accounting. The data collected in customer service situations is retained for a maximum period of 24 months.

Please update your contact details in case of essential changes.

Withdrawing consent

If the processing of your personal data is based on your consent, you can withdraw your consent at any time. You can withdraw your consent by contacting our customer service.

The processing of your personal data is based on consent, for example, if you have consented to electronic direct marketing. You can consent to direct marketing communication on a channel-specific basis (SMS, email).

You have the opportunity and right to prohibit direct marketing and customer surveys.

Data protection rights

As described below, you have the right to, for example, access your personal data and have any defective or inaccurate data rectified. Please note that our activities are subject to legal obligations on the retention of data, and we may be obliged to process your personal data even if you request us to restrict processing your data or to erase the data.

Should you wish to exercise your rights described herein, please contact us at

Right of access

You have the right to receive confirmation on whether we process your personal data. If we process your personal data, you have the right to receive a replication of the data and inspect the data.

Right to rectification

You have the right to request us to rectify any inaccurate personal data and complete any defective data.

Right to erasure (right to be forgotten)

You have the rights to request the erasure of your personal data and, in so far as the processing of your personal data is based on consent, to withdraw your consent. If you request the erasure of your data or withdraw your consent to have your personal data processed, we will erase the data from our systems, unless there are other legal grounds for the processing or we are legally obliged to retain the data.

Right to restrict processing

Upon satisfaction of the statutory requirements, you have the right to have us restrict the processing of your personal data. The right to request the restriction of personal data processing does not apply to our personal data processing under legal obligations.

Right to data portability

In so far as the processing of your personal data is based on consent or agreement, you have the right to receive from us the personal data you have provided in a structured, commonly used format. You also have the right to have your data transferred to another controller.

Right to object

You have the right to object to the processing of your personal data in so far as the processing is based on fulfilling the legitimate interest of Helsinki Outlet or a third party.

Right to lodge a complaint

If you consider the processing of your personal data to contradict the effective legislation, you may lodge a complaint with the Data Protection Ombudsman. We recommend that you lodge the complaint primarily through us, so that we can solve the issue as quickly and effortlessly as possible.

Updating the Privacy Policy

This Privacy Policy may be updated following the development of services or changes to legislation. Registered customers are notified of any significant changes in connection with updating the conditions.

Website traffic and analysis (cookies)

The Helsinki Outlet website and services use cookies to collect and analyse data on the use of the website, website traffic and functions performed on the website. You can read more about our use of cookies here.