Data Protection Declaration and Information on Data Protection

1 Responsible body and data protection officer  

The online shop, myWMF customer club and newsletter is an offer of Groupe SEB WMF Retail GmbH (WMF Platz 1, D-73312 Geislingen an der Steige, e-mail: [email protected]) as the responsible party within the meaning of Art.4 GDPR.

In the following, we will explain and explain to you how we process your personal data. If you have any questions about this or other data protection issues, please feel free to contact us electronically using the contact form (found at the end of the data protection declaration) or by post at this address:

Groupe SEB WMF Retail GmbH
Data protection 
WMF Platz 1 
73312 Geislingen/Steige

contact our data protection officer. 


2  Purposes of data processing, legal bases and legitimate interests pursued by the controller or a third party 

2.1 Accessing our websites/applications

2.1.1 Log files

If you visit our website without buying anything, registering or similar, you can generally do so without disclosing your identity. As with any website, our server automatically and temporarily collects and stores the following information in the server log files, which are transmitted by the browser, unless you have deactivated this: 

  • Browser type/version
  • Operating system used by the requesting computer
  • File request of the computer
  • the http response code
  • the previously visited page (referrer URL)
  • IP address of the requesting computer
  • Time of the server request 

A personal evaluation of the server log files does not take place. This data cannot be assigned to specific persons at any time. This data is not merged with other data sources, with the exception of the storage of the IP address when you place an order in our online shop in connection with your order.  Something else also applies in the context of the use of our newsletter. 


2.1.2 Cookies, tracking, social media plugins  

This website uses cookies. Cookies are used to make our website more user-friendly, effective and secure. Cookies are small text files that are stored on your computer and saved by your browser. Most browsers use cookies by default. You can allow or prohibit temporary and stored cookies independently of each other in the security settings. If you disable cookies, certain features on our site may not be available to you. And some web pages may not display properly. We use both temporary cookies, which are only valid for the duration of your visit to the WMF website, and cookies that are stored and used on your computer for an indefinite period of time. You can delete the latter yourself at any time. Please follow the instructions in the help function of your browser regarding the prevention and deletion of cookies. Cookies do not cause any damage to your computer and do not contain viruses. Cookies do not contain any personal data and the information stored in them is not linked to your personal data (name, address, etc.). Something else applies in the context of the use of our newsletter (see below).  
The following categories of cookies are used on this website: 


Advertising and targeting cookies

These cookies are used to provide you and your interests with relevant information. They are also used to determine the frequency of a particular advertisement and the success of an advertising campaign. These are third-party cookies that are set with WMF's consent. The cookies store that you have visited the website and are shared with other providers. Advertising and targeting cookies may be linked to the functionality of certain third party content. 


Necessary cookies 

These are cookies that are necessary for the use of the website and enable you to make full use of the content and functions offered, for example if you need to register and log in for certain areas of the website or for the provision of the shopping basket. Without these necessary cookies, you will not be able to use the services of our website. 


Performance cookies 

These cookies collect statistical information about the use of our website, such as which pages are visited most frequently and whether errors have occurred. These cookies do not collect information that identifies you as a user. The information collected in the cookies is aggregated and therefore anonymous to us. These cookies are only used to improve the performance of the website. 


Functional cookies 

These cookies allow settings that you have made for the display of the website (such as login, language, region, etc.) to be saved. These cookies do not contain any further information and cannot be read by third parties. 


2.1.3 Consent Management Tool (One Trust) 

We use a consent management tool from the provider "OneTrust" (OneTrust LLC, head office UK: Cannon Green, 27 Bush Lane, London EC4R 0AA, UK and head office USA: 1350 Spring Street NW, Suite 500, Atlanta, Georgia 30309, USA) to manage and document the consents you have given. We use OneTrust, among other things, to offer a so-called cookie banner, through which you can set your individual cookie preferences for our site. For this purpose, OneTrust stores which cookies or categories of cookies have been accepted or rejected. This means that only those cookies are set to which the user has explicitly consented. The legal basis for this data processing is Article 6 (1) c), f) GDPR. 

You also have the option of defining in your browser settings whether cookies should be accepted or rejected. Please check the options of your internet browser.  


2.2  Establishment, performance and/or termination of a contract 

2.2.1  Data processing when ordering goods 

If you wish to order goods via the web portal, it is necessary for the conclusion of the contract that you provide your personal data, which we require for the processing of your order. Mandatory data required for the processing of contracts are marked separately, other data are voluntary. We process the data you provide to process your order. For this purpose, we may pass on your payment data to our house bank or to an online payment service used. When using an online payment service (e.g. PayPal) as well as when paying by credit card, your data will be forwarded to the respective service provider for payment processing. The legal basis for this is Art. 6 para. 1 p. 1 lit. b DS-GVO. 

Your data will only be used for as long as is necessary for the existing customer relationship. Notwithstanding this, we are obliged by commercial and tax law to store your address, payment and order data for a period of ten years. 

We offer you the storage of your personal data in a password-protected customer account so that you do not have to enter your name and address again the next time you shop. The data is then automatically entered into the order form. You can delete your customer account at any time. To do so, simply send an e-mail to [email protected]


2.2.2  Payment information 

Payment data will be passed on to payment service providers commissioned by us to process the payment(s). 


Payment service provider (Adyen) 

In cooperation with Adyen (Adyen N.V., Simon Carmiggeltstraat 6-50, 1011 DJ in Amsterdam; The Netherlands) the payment is processed via the selected payment method. The payment service provider Adyen checks the creditworthiness and takes over the financial processing of the order. In this process, we transmit the following data to Adyen: first name, last name, address, e-mail address, date of birth, payment information, IP address;


2.2.3  Transmission of data to transport service providers  


We only process your data for as long as there is a purpose for the processing and it is necessary for the existing customer relationship. In the case of consent, we process the data until this is revoked. If the data processing is based on legitimate interest, the data will be processed until this no longer exists. In addition, we are obliged by commercial and tax law to store your address, order and payment data for a period of ten years. 


2.3  Data collection and processing for advertising purposes 

However, the collection of your personal data may also be necessary if you want to use other free services of WMF: 

  • when registering for personal e-mail communication (e.g. newsletter)
  • in the selection of your communication interests (preferences)
  • when participating in a competition
  • when reserving a product
  • when registering a product
  • when evaluating a product
  • when adding a product to the shopping cart
  • if you would like to contact us
  • when registering for the myWMF Club
  • when consenting to the myWMF Club with a GSEB customer account.
  • As well as when using your customer account, e.g. entering the date of birth, entering the favourite branch, using the wish list,  
    when you request a catalogue 

We would like to point out that it is your free decision whether you wish to provide us with your data. If and insofar as you do not provide us with the necessary data for a particular service, you will not be able to use the respective service or not use it completely. We will only use the data to provide you with the service you have requested. The legal basis for this is Art. 6 para. 1 lit. a) DS-GVO. The data will be automatically deleted or blocked in accordance with the legal provisions, unless a deletion conflicts with legal or contractual retention periods. 


2.3.1  Personal e-mail communication (e.g. newsletter)  

If you wish to subscribe to our personal e-mail communication (e.g. newsletter), we require your e-mail address. This data will only be used for personal communication (e.g. newsletter).  

In addition, we may use the email address for segmentation in social media (e.g. Facebook). In doing so, we do not pass on your email address to social media, but only non-decryptable pseudonyms (hash values).  

In addition, if you decide to provide us with further personal data in addition to your e-mail (e.g. name, date of birth, favourite branch, address, product registration data, data of the competition participation, myWMF Club registration), you will also receive information tailored to your details (e.g. about offers in WMF branches in your vicinity, birthday greetings, product information) as part of our personal e-mail communication. By subscribing to the newsletter, you agree that we may store the aforementioned data for the purpose of sending the newsletter. 

We use the so-called double opt-in procedure to register for our personal e-mail communication. This means that after your registration, we send you an e-mail to the e-mail address you have provided, in which we ask you to confirm that you wish to receive the newsletter. If you do not confirm your registration within 96 hours, your registration will be blocked and the registration process must be repeated. In addition, we store your IP addresses and the times of registration and confirmation. The purpose of the procedure is to prove your registration and, if necessary, to be able to clarify a possible misuse of your personal data. 

Of course, you can revoke your consent to the use, processing and forwarding of your personal data for sending the newsletter at any time with future effect by clicking on the unsubscribe link at the end of each newsletter or, if applicable, by unsubscribing in your customer account. In addition, you can do this by post by sending an informal message to WMF GmbH, Data Protection Department, WMF Platz 1, 73312 Geislingen an der Steige or by filling out the contact form.

We would like to point out that we evaluate your user behaviour when sending the newsletter. For the evaluations, we link your personal data with your e-mail address. With the data obtained in this way, we create a user profile in order to tailor the newsletter to your individual interests. In doing so, we record when you read our newsletter, which links you click on in it and deduce your personal interests from this. We link this data to actions you have taken on our website. 

You can object to this tracking at any time by unsubscribing from the newsletter.  To do so, you can click on the unsubscribe link provided in every promotional email or inform us via another contact method. 

For reasons of data economy, your profile and your advertising consent will be automatically deleted without your intervention after 3 years of inactivity. 


2.3.2  Addressing in social media (Custom Audience) 

For targeted communication and advertising on social media, pseudonyms of your email address are shared with social media. We do not pass on your email address or other personal data in the process. The pseudonyms can only be decrypted by social media if you already have a customer account there. This ensures that no personal data is transmitted that the network does not already have. 

2.3.3  Raffles 

To attract new customers, we run competitions in the online shop, social media and other partners. Should you give your advertising consent within the scope of a competition, we will carry out the doulbe opt-in procedure described above. You will receive subsequent personal e-mail communication, which you can revoke at any time in the ways described above. 

As part of the competitions, we may also collect other personal data (e.g. name, gender, date of birth, answers from a questionnaire) in addition to your e-mail address in order to better target our personal communication to you. 


2.3.4  PAYBACK

PAYBACK is a partner of WMF. As part of your PAYBACK membership, you can also send your advertising consent to WMF. In this case, the double opt-in procedure is carried out by our partner Payback and only then shared with us. 

Your consent to advertising will remain valid until you have objected to it with PAYBACK. You also have the option of unsubscribing from our advertising communications at any time using the methods described above. However, this does not affect your consent to PAYBACK advertising. 

2.3.5  Sovendus

In the event that you make use of a voucher offer from Sovendus GmbH: In order to select a voucher offer that is currently of interest to you, the hash value of your e-mail address and your IP address will be transmitted by us to Sovendus GmbH, Moltkestr. 11, 76133 Karlsruhe (Sovendus) in a pseudonymised and encrypted form. The legal basis is Art. 6 para. 1 f) DS-GVO. The pseudonymised hash value of the e-mail address is used to take into account a possible objection to advertising by Sovendus. The legal basis is Art. 21 para. 3, Art. 6 para. 1 c) DS-GVO. The IP address is used by Sovendus exclusively for data security purposes and is usually anonymised after seven days. The legal basis is Art. 6 para. 1 f) DS-GVO. In addition, for billing purposes, we transmit pseudonymised order number, order value with currency, session ID, coupon code and time stamp to Sovendus Art. 6 para. 1 f) DS-GVO. If you are interested in a voucher offer from Sovendus, if there is no advertising objection to your e-mail address and if you click on the voucher banner displayed only in this case, we will transmit your title, name and e-mail address in encrypted form to Sovendus for the preparation of the voucher Art. 6 para. 1 b, f) DS-GVO. For further information on the processing of your data by Sovendus, please refer to the online data protection information at  


2.4 Online presence and service optimisation 

2.4.1  Google Analytics 

Google Analytics, a web analytics service provided by Google, Inc ("Google"). Google Analytics uses "cookies", which are text files placed on your computer, to help the website analyse how users use the site. The information generated by the cookie about your use of a website is usually transmitted to a Google server in the USA and stored there. In the event that IP anonymisation is activated on this website, however, your IP address will be truncated beforehand by Google within member states of the European Union or in other contracting states to the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and shortened there. On behalf of the operator of a website, Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity and providing other services relating to website activity and internet usage to the website operator.

The IP address transmitted by your browser as part of Google Analytics will not be merged with other Google data, as Google has stated.

You may refuse the use of cookies by selecting the appropriate settings on your browser, however please note that if you do this you may not be able to use the full functionality of this website. You can also prevent the collection of data generated by the cookie and related to your use of the website (including your IP address) by Google and the processing of this data by Google by downloading and installing the browser plug-in available at the following link:  

The websites use Google Analytics with the extension "_anonymizeIp()". This means that IP addresses are processed in abbreviated form, which means that personal references can be ruled out. If the data collected about you is related to a person, this is immediately excluded and the personal data is deleted immediately. 

We use Google Analytics to analyse and regularly improve the use of our website. The statistics obtained enable us to improve our offer and make it more interesting for you as a user. 
Insofar as data is processed outside the EU/EEA and there is no level of data protection corresponding to the European standard, we have concluded EU standard contractual clauses with the service provider to establish an appropriate level of data protection. The parent company of Google Ireland, Google LLC, is based in California, USA. A transfer of data to the USA and access by US authorities to the data stored by Google cannot be ruled out. The USA is currently considered a third country from a data protection perspective. You do not have the same rights there as within the EU/EEA. You may not have any legal remedies against access by authorities.

Third-party information: Google Dublin, Google Ireland Ltd, Gordon House, Barrow Street, Dublin 4, Ireland, Fax: +353 (1) 436 1001. User terms and conditions: , Privacy policy overview: , and Privacy policy:


2.4.2  New Relic

On this website we use a plugin of the web analysis service of New Relic. It enables us to collect statistical evaluations about the speed of the website, to determine whether the website can be called up and how quickly the respective page is displayed when it is called up. This service is operated by New Relic Inc. (188 Spear Street, Suite 1200 San Francisco, CA 94105, USA; "New Relic"). 

New Relic uses cookies. When a user accesses a website that contains a New Relic plugin, their browser establishes a direct connection with New Relic's servers. 

By integrating the plugin, New Relic receives the information that a user has accessed the corresponding page of the offer. If the user is logged in to New Relic, New Relic can assign the visit to his or her account with New Relic. However, if a user is not a member of New Relic, New Relic stores his or her IP address. 

The legal basis for the processing of personal data is Art. 6 para. 1 lit. a GDPR. Our legitimate interest results from the above-mentioned purposes. 
The purpose and scope of the data collection and the further processing and use of the data by New Relic as well as the relevant rights and setting options for protecting the privacy of the users can be found in the data protection information of New Relic: 

If a user is a member of New Relic and does not want New Relic to collect data about him or her via this offer and link it to his or her membership data stored with New Relic, he or she must log out of New Relic before visiting the website. 


2.4.3  Personalised product suggestions (Prudsys) 

Your shopping history is used for personal product recommendations. This includes in particular articles and product categories that you have already looked at, searched for or purchased. This data is processed by WMF and anonymously by third parties. We use this data to send you personal product recommendations and thus make it easier for you to find relevant products. 

You can object to this processing of your surfing behaviour at any time. Please note that we will then no longer be able to offer you recommendations tailored to you in this browser. 

The legal basis for the processing is Art. 6 para. 1 lit. a GDPR. The purpose of the processing and also our legitimate interest is to send you personal product recommendations. 

For this offer, your data will be processed by Prudsys AG, Zwickauer Straße 16, 09112 Chemnitz, in the context of the use of the Recommendation Engine. 

2.4.4  Personalised online shop (AB Tasty) 

For further personalisation of the online shop, we use your session-related data (e.g. duration of the session, pages visited, contents of the shopping basket), which may be enriched by further customer data (e.g. customer segment). 

You can object to this processing of your surfing behaviour at any time. Please note that we will then no longer be able to offer you recommendations tailored to you in this browser. 

The legal basis for the processing is Art. 6 para. 1 lit. a GDPR. The purpose of the processing and also our legitimate interest is to send you personal product recommendations. 

For this offer, your pseudonymised data will be processed by AB Tasty (simplified public limited company), Rosenstr. 2, 10178 Berlin. 


2.4.5  User experience analysis (Hotjar) 

We use Hotjar in order to better understand our users’ needs and to optimize this service and experience. Hotjar is a technology service that helps us better understand our users’ experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback. Hotjar uses cookies and other technologies to collect data on our users’ behavior and their devices. This includes a device's IP address (processed during your session and stored in a de-identified form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), and the preferred language used to display our website. Hotjar stores this information on our behalf in a pseudonymized user profile. Hotjar is contractually forbidden to sell any of the data collected on our behalf.

For further details, please see the ‘about Hotjar’ section of Hotjar’s support site.


2.5  Online Marketing 

In order to create a marketing offer that is as connected to interests as possible, we use various technologies and forms of advertising for marketing purposes.


2.5.1  Google Marketing Platform 

This website uses the Google Marketing Platform ("GMP") as an online marketing tool (operator Google Ireland Limited, Gordon House, 4 Barrow St, Dublin, D04 E5W5, Ireland hereinafter "Google"). Diese Webseite nutzt die Google Marketing Platform ("GMP") als Online Marketing Tool (Betreiber Google Ireland Limited, Gordon House, 4 Barrow St, Dublin, D04 E5W5, Irland nachfolgend "Google").

Google uses cookies to serve relevant ads to users, to prevent a user from seeing the same ads more than once, and to improve campaign management. These ads are recorded via a cookie ID, which allows Google to see which ads were served in which browser. 

 With the help of the cookie ID, Google can also record so-called conversions. This analyses whether a user who sees a Google ad later visits the advertiser's site and makes a purchase there. According to Google, the GMP cookies do not contain any personal data. 

The user's browser establishes a direct connection to Google through the Google Marketig Platform. This data processing is carried out by Google, which is why we have no influence on the scope and use of the data. By using the GMP, Google processes the information that the user has called up a certain website or clicked on a certain advertisement. If the user is registered with Google or a Google service, the visit can be assigned to the user account. Even if the user is not registered with Google, it is possible that the IP address will be recorded and processed by Google. 

The data processing takes place according to the legal basis of Art. 6 para. 1 a) GDPR. 

Google setzt Cookies ein, um relevante Anzeigen für Nutzer zu schalten, zu vermeiden, dass ein Nutzer die gleichen Anzeigen mehrmals angezeigt bekommt, sowie zur Verbesserung des Kampagnenmanagements. Diese Anzeigen werden über eine Cookie-ID erfasst, wodurch für Google ersichtlich wird, welche Anzeigen in welchem Browser geschaltet wurden. 

 Mithilfe der Cookie-ID kann Google zudem sogenannte Conversions erfassen. Hier wird analysiert, ob ein Nutzer, welcher eine Anzeige von Google sieht, später die Seite des Werbetreibenden aufruft und dort einen Kauf tätigt. Die GMP-Cookies enthalten laut Google keinerlei personenbezogene Daten. 

Der Browser des Nutzers baut durch die Google Marketig Platform eine direkte Verbindung zu Google auf. Diese Datenverarbeitung erfolgt durch Google, weshalb wir keinen Einfluss auf Umfang und Verwendung der Daten haben. Durch Nutzung der GMP verarbeitet Google die Information, dass durch den Nutzer ein bestimmter Internetauftritt aufgerufen oder eine bestimmte Anzeige angeklickt wurde. Sollte der Nutzer bei Google oder einem Google-Diensts registriert sein, kann der Besuch dem Nutzeraccount zugeordnet werden. Auch wenn der Nutzer nicht bei Google registriert ist, besteht die Möglichkeit, dass die IP-Adresse von Google erfasst und verarbeitet wird.  

Die Datenverarbeitung findet gemäß Rechtsgrundlage nach Art. 6 Abs. 1 a) DSGVO statt. 


2.5.2  Google Ads Remarketing

This website uses the remarketing technology of Google Inc. (1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; "Google"). Through this technology, users who have already visited our website and online services and are interested in the offer are addressed again through targeted advertising on the pages of the Google Partner Network. The advertising is displayed through the use of cookies, which are small text files that are stored on the user's computer. With the help of the text files, user behaviour when visiting the website can be analysed and then used for targeted product recommendations and interest-based advertising. 

If you do not wish to receive interest-based advertising, you can opt out of Google's use of cookies for these purposes by going to Alternatively, users can disable the use of third-party cookies by visiting the Network Advertising Initiative opt-out page. 

By using our services, you consent to the processing of data about you by Google in the manner and for the purposes set out above. The legal basis for the use is Art. 6 para. 1 p. 1 lit. a DS-GVO. Our legitimate interest results from the above-mentioned purposes. 

Please note that Google has its own privacy policies which are independent of ours. We do not accept any responsibility or liability for these policies and procedures. Please inform yourself about Google's privacy policy before using our website. 


2.5.3 Google Conversion Tracking 

As an AdWords customer, this website uses Google Conversion Tracking, an analysis service provided by Google Inc (1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; "Google"). Google Adwords sets a cookie on your computer ("conversion cookie") if you have accessed our website via a Google ad. These cookies lose their validity after 30 days and are not used for personal identification. If you visit certain pages of ours and the cookie has not yet expired, we and Google can recognise that someone has clicked on the ad and thus been redirected to our site. Each AdWords customer receives a different cookie. Cookies can therefore not be tracked across AdWords customers' websites. The information obtained using the conversion cookie is used to create conversion statistics for AdWords customers who have opted for conversion tracking. The AdWords customers learn the total number of users who clicked on their ad and were redirected to a page tagged with a conversion tracking tag. However, they do not receive any information with which users can be personally identified. If you do not wish to participate in the tracking procedure, you can also refuse the setting of a cookie required for this - for example, via a browser setting that generally deactivates the automatic setting of cookies. You can also deactivate cookies for conversion tracking by setting your browser to block cookies from the domain "". 


2.5.4 Google AdSense 

We use Google AdSense as an online advertising service to play out individual advertisements. This is a Google service provided by Google Ireland Limited, Gordon House, 4 Barrow St, Dublin, D04 E5W5, Ireland. In the course of the processing, statistical information of the users is processed in order to be able to display interesting and relevant advertisements. Google AdSense advertisements are always labelled "Google ads" and are identifiable. Google receives the information that a user has accessed our website. For this purpose, Google uses a web beacon to set a cookie on the user's device. If the user is logged into his Google account, the data can be directly assigned to a person. The legal basis for this processing is Art.6 para.1 lit.a) GDPR. We only use the cookies required for this service if the user has given consent for this. The consent can be revoked or changed at any time in the cookie banner.  


2.5.5  Facebook Retargeting and Conversion 

Within our website, we use the "tracking pixel" of Facebook Inc., 1601 S. California Ave, Palo Alto, CA 94304, USA ("Facebook") with your consent. With the help of this pixel, the behaviour of users can be tracked after they have been redirected to our website by clicking on a Facebook ad. This allows us to track the effectiveness of Facebook ads for statistical and market research purposes. The data collected in this way is anonymous to us, which means we do not see the personal data of individual users. However, this data is stored and processed by Facebook, about which we inform you according to our state of knowledge. The legal basis for this is Art. 6 para. 1 a) DS-GVO. 

Facebook may link this data to your Facebook account and also use it for its own advertising purposes, in accordance with Facebook's Data Use Policy You have the option to prohibit Facebook and its partners from displaying advertisements. You can edit the settings for Facebook's advertisements at the following link:


2.5.6  Bing Ads

We use Microsoft Advertising on our website. Microsoft Advertising helps us to analyse the user behaviour of visitors to our website if users have arrived on our website via a Microsoft advertisement. To do this, Microsoft places cookies on visitors' devices when a visitor arrives at our site through Microsoft's services. This allows Microsoft and us to recognise when someone has arrived at our site via an ad on a Microsoft site. In doing so, we only learn the total number of users who arrived at our site through a Microsoft ad. No personal information about users is shared.

We use Bing Ads to analyse and regularly improve the use of our website. The statistics obtained enable us to improve our offer and make it more interesting for you as a user. The legal basis for the use of Bing Ads is Art. 6 para. 1 p. 1 lit. a DS-GVO. 

You may refuse the use of cookies by selecting the appropriate settings on your browser, however please note that if you do this you may not be able to use the full functionality of this website. You can find more information on the privacy policy of Microsoft Bing Ads at the following address:


2.5.7  Pinterest Tag

We use the Pinterest tag of Pinterest Europe Ltd. (Pamerston House, 2nd Floor, Fenian Street, Dublin 2, Ireland) in our online store. Thereby, information about the usage (bswp. information about seen articles) is collected by Pinterest Europe Ltd. and WMF and transmitted to Pinterest Europe Ltd. The information transmitted to Pinterest Europe Ltd. can be assigned by means of linking further information that Pinterest Europe Ltd. has stored about you, for example, due to the possession of an account in the social medium "Pinterest". Based on the information collected via the Pinterest tag, interest-related advertisements can be displayed to you in your Pinterest account. In addition, the information collected can be linked by Pinterest Europe Ltd. and used for its own advertising purposes or for the advertising purposes of third parties.In addition, Pinterest Europe Ltd. can infer interests based on your surfing behavior and use of the website and form profiles for this purpose. This can also be used by Pinterest Europe Ltd. for advertising purposes. The legal basis for this data processing is derived from Art. 6 para. 1 a) DS-GVO.

Further information on data protection at Pinterest Europe Ltd. can be found at

Here you also have the opportunity to assert your data subject rights with regard to the stored personal data. We only set the cookies required for this with your express consent. You can adjust or revoke this at any time on our website under "Cookie settings".


2.5.8  Mediaintelligence (Dentsu)

In order to conduct personalized advertising campaigns, we process certain data about users' online activities on this website. This data may include: Online identifiers (e.g. Cookie ID / Mobile Advertising ID), information about specific pages visited, products viewed or added to the shopping cart along with timestamps and purchased, and technical device and search program details. We engage dentsu X GmbH, an advertising technology company, to run advertising campaigns and display personalized ads to users based on this data. To the extent that this data constitutes "personal data" under the GDPR, WMF acts as the controller and dentsu X GmbH acts as the processor. For more information, please visit:


2.5.9  Noibu

For the detection of errors and cancellations in our online store, we use the "Noibu". Provider for this is Noibu Technologies Inc (979 Bank Street #500 Ottawa ON K1S 5K5 Canada). Processed are in particular the following data: IP address, browser data, device type. The legal basis is the balancing of interests pursuant to Art. 6 (1) lit. f DSGVO. Our legitimate interest is to be able to offer users an error-free, secure and informative presentation of our online store.


2.5.10. Gruveo

The online video consultation enables all customers to receive individual advice on selected articles via an online video call and to discuss questions about function and operation with an expert.

For this purpose, an online call is set up between the customer and the expert, which transmits both audio and video content. The customer can only communicate via audio while the expert also has a video function. In this way, the expert can present functions and features of the demo unit to the customer and show them visually.


The service of online video consultation is provided by the company Gruveo, s.r.o. (Gruveo, s.r.o., Dénešova 71, 040 23 Košice, Slovak Republic) (hereinafter "Gruveo").

Gruveo operates the technical platform and is in direct contact with the customer. For the provision of the service, Gruveo also processes personal data, for example your IP address in anonymised form. Detailed information on the collection and storage of your data can be found directly via Gruveo here.

WMF Retail GmbH does not share any information, in particular regarding your MY WMF Club membership or other account information with Gruveo.


2.6  Customer account / WMF Club 

The myWMF customer club is a customer loyalty programme offered by WMF to customers in Germany and Austria in the online shop as well as in the shops. The customer registers as a club member and benefits from attractive advantages, such as invitations to club promotions, annual birthday gift and a preferred customer hotline. You can find more details in the terms of use. 

By registering for the myWMF Customer Club, you create a personal customer account. Registration for the myWMF Customer Club is possible as part of an order or at any time independently of a purchase. 


2.6.1  GSEB customer account 

We offer a simplified user experience by allowing the user accounts of our different brands to be used across the board. 

If you create a user account on a website or app of one of the Groupe SEB brands (e.g. Tefal, Rowenta, Krups, Moulinex), you can use the same user account to log in on another website or app of the same brand or of another Groupe SEB brand. 

Similarly, when you first create an account on a Groupe SEB website or app, we may complete your user account with the information you have already provided to us prior to creating the user account. 

The unified user account can also be used to manage your data, indicate preferred advertising or your preferences, etc. in one place on your customer site for all brands for which you are already known as a user.


2.6.2  Data collection 

We process this data 
To register for the myWMF Customer Club, we process the following mandatory information from you: 

  • Name, first name
  • E-mail address 

Optionally, you can provide us with the following data: 

  • Salutation (optional)
  • Favourite branch (optional)
  • Date of birth (optional)
  • Card number (optional) 

Furthermore, after opening an account, you can additionally store address data for the execution of order transactions. The corresponding data categories are: 

  • Invoice address
  • Delivery address
  • Order processes 

Other registration-related data is also collected in the background: 

  • Acquiring branch
  • Registration source
  • Country of the user IP address used 
2.6.3  Processing purposes 
  • Implementation of the myWMF Customer Club
  • Managing your membership level
  • Sending e-mail advertising
  • Compliance with statutory regulations
  • Contract processing
  • Individualisation of the customer approach
  • Personalisation
  • Personal birthday congratulations 
2.6.4  Legal basis 

The processing of your data is necessary for the processing of the myWMF customer club for the fulfilment of the contract (Art.6 para. 1 lit. b GDPR). Insofar as you have given your consent for e-mail advertising within the framework of myWMF, this consent constitutes the legal basis for data processing (Art. 6 para. 1 lit. a GDPR). You can revoke this consent at any time. If the processing is carried out for the purpose of compliance with legal regulations, Art. 6 (1) (c) GDPR is the legal basis for the data processing. 


2.6.5  Recruit friends 

The "Refer a Friend" programme gives you the opportunity to receive an incentive in the form of a voucher for referring a new customer. You will receive an individual registration link in your customer account, which you can share with your friends. Your friends can use this link to register for the myWMF customer club. For the purpose of granting and redeeming the voucher, we store the information about the new customer's advertising. The basis for data processing in this respect is Art. 6 Para. 1 lit. b GDPR. Should the referred or the advertiser decide to delete the customer account, all references between the respective accounts will be deleted. The details on this can be found in the terms of use. 


2.6.6  Use of Apple Wallet and Google Wallet 

You also have the option of transferring your myWMF customer club card to your Apple Wallet and saving it in the form of a QR code. The following data is processed in the process: 

  • Customer number
  • Current club status
  • Status End Date
  • First and last name
  • E-mail address 

You can remove them from your wallet at any time and thus delete them. 


2.7  Payments 

Payment processing follows the highest security requirements. All data transmission is encrypted up to 256 bit SSL and is thus protected against unauthorised access by third parties. 

We process your payment information for the purpose of payment processing. Depending on the payment method, we may pass on your payment information to third parties (e.g. in the case of credit card payment to your credit card provider). 

The legal basis for this data processing is Art. 6(1)(a), Art. 6(1)(b), GDPR and Art. 6(1)(f) GDPR. 


2.7.1 Purchase on account via Klarna

The use of the payment method invoice is processed via the payment provider Klarna and requires a positive credit rating and address check. For this purpose, the data is transmitted to our payment service provider Adyen as part of the purchase initiation (see also chapter 2.2.2 Payment information).  


2.7.2 Credit card

When using the credit card payment method, the data is transmitted to our payment service provider Adyen, which handles the financial processing of the purchase for us. You can find more information about this in chapter 2.2.2 Payment information.


2.7.3  Paydirekt

In the case of a payment via the provider Paydirekt, these will be forwarded to the provider (paydirekt GmbH, Stephansstraße 14-16, 60313 Frankfurt am Main) as part of the payment processing. 

In doing so, we transmit the following data to paydirekt  

  • Order number
  • Payment amount
  • Shopping cart value
  • Country
  • First name and surname
  • Postcode
  • City

 The payment data, as well as a confirmation from the participant as to whether this data is correct, is processed and transmitted to the bank. Paydirekt then authenticates the payment via the stored authentication procedure. The bank then authorises the payment to us using paydirekt. The purpose of the processing is the payment handling as well as the possible handling of refunds. 


2.7.4  Paypal

When paying via Paypal, your payment data will be forwarded to Paypal (PayPal (Europe) S.à r.l. et Cie, S.C.A., 22-24 Boulevard Royal, L-2449 Luxembourg) as part of the payment processing. Paypal reserves the right to carry out a credit check for the various payment methods credit card via Paypal, direct debit via Paypal or - if offered - "purchase on account" via Paypal. Paypal uses the result of the information in connection with a statistical probability of non-payment for the purpose of deciding which payment methods are offered. You can find further information on the handling of data in the Paypal data protection declaration. 


3  Duration of storage 

Your data will only be used as long as it is necessary for the existing customer relationship, unless you have given us your consent or we have a legitimate interest in further processing. In this case, we process your data until you revoke your consent or until you object to our legitimate interests. Notwithstanding this, we are obliged by commercial and tax law to store your address, payment and order data for a period of ten years.


4  Your rights 

Specifically, you have the following rights: 

  • Right to information according to Art.15 GDPR
  • Right to rectification or erasure according to Art. 16 and Art.17 GDPR
  • Right to restriction of processing according to Art.18 GDPR
  • Right of objection according to Art.21 GDPR
  • Right to data portability according to Art.20 GDPR
  • Complaint to a data protection supervisory authority pursuant to Art.77 GDPR 

All rights can be exercised using the contact information provided or via the contact form at the bottom of the page. 


5  Contact 


Your trust is important to us. Therefore, we would like to answer your questions regarding the processing of your personal data at any time. If you have any questions that are not answered by this data protection declaration or if you would like more detailed information on a particular point, you can contact us at any time using the contact form or by post at the address given above.