Privacy Policy

Last updated: April 2026
Data controller: PYRRA (operated by Daniel Frost Schelde Sørensen, Bogensegade 4, 4 04, 8000 Aarhus C, Denmark)
Contact: hello@pyrra.dk

1. What data we collect

When you visit pyrra.eu or sign up for our waitlist, we may collect:

• Contact information: Email address (when you join the waitlist)
• Usage data: Pages visited, time on site, referring URL, browser type, device type, IP address
• Cookie data: See our Cookie Policy for details

2. Why we collect it (legal basis)

• Consent (Art. 6(1)(a) GDPR): Marketing emails and non-essential cookies require your explicit opt-in.
• Legitimate interest (Art. 6(1)(f) GDPR): Analytics to improve our website and understand our audience.
• Contractual necessity (Art. 6(1)(b) GDPR): Processing orders when the store launches.

3. Who receives your data

We share data only with processors who help us operate our business:

• Shopify (Canada/Ireland) — E-commerce platform. Shopify Privacy Policy
• Klaviyo (USA) — Email marketing. Processes email addresses for waitlist and marketing flows. Klaviyo Privacy Policy
• Google Analytics (GA4) (USA) — Website analytics. IP anonymisation enabled.
• Meta Platforms (USA) — Advertising pixel for campaign measurement.
• TikTok (Singapore/USA) — Advertising pixel for campaign measurement.

For US-based processors, data transfers are protected under the EU-US Data Privacy Framework or Standard Contractual Clauses (SCCs).

4. How long we keep your data

• Waitlist signups: Until you unsubscribe or 24 months after last engagement, whichever comes first.
• Analytics data: 14 months (GA4 default retention).
• Order data: 5 years (Danish bookkeeping requirements under Bogføringsloven).

5. Your rights

Under the GDPR, you have the right to:

• Access your personal data (Art. 15)
• Rectify inaccurate data (Art. 16)
• Erase your data ("right to be forgotten", Art. 17)
• Restrict processing (Art. 18)
• Data portability (Art. 20)
• Object to processing based on legitimate interest (Art. 21)
• Withdraw consent at any time without affecting prior processing (Art. 7(3))

To exercise any right, email hello@pyrra.dk. We respond within 30 days.

6. Complaints

If you believe your data rights have been violated, you may lodge a complaint with the Danish Data Protection Agency (Datatilsynet):

Datatilsynet
Carl Jacobsens Vej 35
2500 Valby, Denmark
dt@datatilsynet.dk

7. Changes to this policy

We may update this policy as our services evolve. Material changes will be communicated via email to waitlist subscribers. The "last updated" date at the top reflects the most recent revision.