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Privacy policy

This Privacy Policy describes how Guideline AB, with company registration number 556604-0928, ("we," "us," or "our") collects, uses, and discloses your personal information when you use our web commerce site available at ( (the "Site").

Information We Collect

We may collect the following types of personal information:

- Personal Information You Provide: When you make a purchase or register an account on our Site, you may provide us with information such as your name, shipping address, billing address, email address, and payment details.

- Automatically Collected Information: We may automatically collect certain information about your device and usage patterns, including IP address, browser type, operating system, and other technical information.

- Cookies and Similar Technologies: We use cookies and similar tracking technologies to enhance your experience on the Site, personalize content, and analyze usage patterns.

How We Use Your Information

We may use your personal information for various purposes, including:

- To process and fulfill your orders.

- To communicate with you about your orders and provide customer support.

- To personalize your experience on the Site.

- To analyze usage patterns and improve our Site.

Disclosure of Your Information

We may share your personal information with third parties in the following situations:

- With your consent.

- To process payments and prevent fraud.

- To comply with legal obligations.

- To protect and defend our rights and property.

Your Choices

You have the right to:

- Access, correct, or delete your personal information.

- Opt-out of receiving promotional communications.

- Disable cookies in your browser settings.


We take reasonable measures to protect your personal information from unauthorized access or disclosure.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page.

Contact Us

If you have any questions about this Privacy Policy or our data practices, please contact us at

Since 1993, knowledge and passion have been reflected in each of our products. We are dedicated to meet the high expectations of the modern fly angler with lesser impact on nature, while giving rise to everlasting moments by the water.

Because, at the end of the day, It’s all about the experience.