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Terms & Conditions


1:1  These general terms and conditions apply to any and all purchases and offers to private customers who buy directly from Guideline AB (GUIDELINE) at the website (web shop), Organization No. 556604-0928 and VAT Registration No. SE-556604092801.

1:2  By registration at GUIDELINE you agree and accept these general terms and conditions. Please note, these general terms and conditions can change at any time, and it is up to you to check these terms and conditions before ordering products in case there are any changes made.

1:3  Purchase agreements are entered into by placing an order at GUIDELINE web shop. Order confirmation is then automatically generated without manual review. If any errors in the order arise, we will contact you to handle the matter. This can be a reservation, that the product you ordered has changed delivery time or other unforeseen events.


2:1 Your order is primarily a request to buy the current product at the price shown in our web shop. The order is only executed after you confirm your purchase at the checkout.

2:2 Upon placing the order, an order confirmation is automatically generated. All orders are then subject to acceptance by GUIDELINE. An agreement between you and GUIDELINE is only entered into when GUIDELINE confirms that the ordered product is in stock and that it can be delivered at the price specified.

2:3 For Payment please see Section 4.

2:4 GUIDELINE reserves the right from delivery in case the stock balance was incorrect at the time of your order. If GUIDELINE cannot deliver according to your order confirmation, you will be contacted and given the opportunity to cancel your order or receive an offer for any similar product, if available.


3:1 All prices displayed in our web shop are including Value Added Tax (VAT). For customers within European Union (EU) VAT is included in the total cost that you also see at Checkout. For customers outside EU, VAT is excluded in the Price you see at Checkout, instead any import VAT will be handled and added by the carrier.

3:2 Price adjustments can be made at any time without further notice.

3:3 All prices listed on the Web shop exclude the costs of freight/delivery, which will be shown separately during the Checkout procedure and added to the total price. For customers outside EU, any custom, import duties, fees, and sales tax will be handled and added by the carrier summarizing the total cost comply with local law and regulations. 

3:4 GUIDELINE have thousands of products in our web shop and in some cases a price may be displayed incorrectly. If you purchased a product at an obviously incorrect price, we will contact you and we reserve the right to adjust the price and charge for the difference. In these cases, of course, you have the option to cancel your purchase for a refund.

3:5 Further, we reserve ourselves for any printing errors and errors in our marketing, newsletters and other external communications. In these channels, the same applies to obviously incorrect prices in our web shop.


4:1 GUIDELINE use Adyen (an authorized payment service provider) as payment provider for purchases in our web shop. When you place an order, you will see all available payment methods per country or market such as card payment via VISA, MasterCard, American Express, PayPal or Klarna.


5:1 GUIDELINE collaborates with DHL for all our deliveries outside Sweden. Your order will be delivered to the Service Point or the agreed address you provided in your order.

5:2 When your order has left our Warehouse, the delivery responsibility passes to the shipping company and we cannot provide any delivery guarantee. We reserve the right to exempt ourselves from all claims to customers for delivery delays caused by shipping companies after pickup at our Warehouse.

5:3 When you return an item to us, you as the customer are responsible for the goods until GUIDELINE receives the delivery.


6:1 Your package will usually remain with the agent / terminal for 14 days after it arrives. If you do not pick up your package within these days, the package will return to us and we will charge you 25 EUR for unresolved package. If you cancel your purchase after your order has been shipped from us then you must receive the package and then send it back to us. If the delivery is ignored, it will be registered as a "not picked up package / unresolved package" and you as the customer will be charged the corresponding amount.

6:2 If you as a customer have missed to pick up the package but still want the product, you pay the shipping cost for the second shipment as well as a return shipping back to us. The cost of unpacked parcels or any return shipping is regulated on the invoice via Adyen.


7:1 GUIDELINE is responsible for goods that are damaged or lost during delivery to you as a customer. If you as a consignee of the goods discover a damage, it must be immediately notified through a complaint. It is made directly on site to the Carrier or DHL Service Point. It is therefore essential that you, as the recipient, check your shipment before approving / signing your delivery. We recommend that you then open the shipment to ensure that all products are delivered and that nothing is damaged.

7:2 A visible damage must be claimed on the day the delivery is collected. A hidden damage must be claimed within 7 days of the damage being discovered.

7:3 If any product in your delivery has been damaged, a complaint is first made to the transport company and then you contact our customer service.


8:1 As a private customer, you always have 14 days right of withdrawal / cancellation according to the Distance & Doorstep Sales Act. The withdrawal period starts from the day you received the item. A condition is that the product is unused, undamaged and sent to GUIDELINE in its original packaging and that user instructions, warranty brochures and other labels are returned. You are responsible for returning the products to us as soon as possible. If goods you return under your right of withdrawal are not in sellable condition, we will not accept your return.

8:2 If you have placed an order that you want to change or cancel, you must contact our customer service immediately at and provide your order number. We send a return form with return number and a return label back. Please note that the return will be at your own expense and we will inform you of the cost of the return in the same email.

8:3 Pack the items to be returned (only unused items, with original labels, user instructions, warranty brochures and other labels and packaging materials) in the original carton to prevent damage during shipment. Print the return label and tape it to your return package (not directly on item, e.g. not directly on fly-rod tube). Fill out the return form that includes all the necessary information we need to process your return. Read carefully the return instructions and then hand in the package (s) to the nearest delivery agent/carrier. You must arrange for the return to be delivered to the delivery agent within seven (7) calendar days from the day we sent the email with the return label, return number and return instructions.

8:4 Provided the return requirements are met, refunds will be made no later than 14 days from the date GUIDELINE received your return. Returns that do not meet the return requirements will be notified via email.

8:5 Return only goods purchased online directly from GUIDELINE by the procedure described above. Products purchased online from the GUIDELINE web shop cannot be refunded or returned through our Dealer network.


9:1 If your product should be broken or otherwise faulty, please contact our service department via email as soon as possible.

9:2 The GUIDELINE warranty is valid for two (2) years. The warranty covers material and / or manufacturing defects and does not cover damage caused by an accident, external impact, wear or incorrect handling of the product.

9:3 Complaints are handled in accordance with the applicable Swedish Consumer Sales Act.


10:1 In connection with registration of accounts and orders through our website, you accept our privacy policy regarding personal data. You hereby authorize us to store and use your information in our business to complete and provide the service that you as a customer can expect from us. According to the GDPR (Data Protection Regulation) you have the right to access the information we have registered on you. Please contact our customer service to access this information.

10:2 Some personal data is processed with the aid of consent, for example in marketing (newsletters and other communications). By signing up for our newsletter you agree to such processing of your personal data. You may, at any time, revoke all or part of the provided consent to the processing of your personal data. Withdrawal of your consent takes effect after the withdrawal took place. Please read our privacy policy for further information on how we handle personal data.


11:1 Our goal is always that you as a customer should be satisfied with our products and service. We always try to resolve any disagreements directly with you as a customer. If you have any complaints or comments about our services or products, you are always welcome to contact our customer service to find a solution, see contact details in 12.1 below. 

11:2 We always follow the Swedish National Consumer Board for Complaints (ARN) recommendations. If you are dissatisfied with our handling of a case, we recommend that you contact your local consumer supervisor or ARN for an independent examination.

11:3 Via the European Commission's website (ADR / ODR) for consumers and traders you can access dispute settlement on the internet. You can find this page through our link - Dispute Resolution online.


12.1 If you would like to get in touch with us at GUIDELINE, please do so via our customer service by email to or by phone +46 31 92 36 50.


13:1  In the event of circumstances beyond the GUIDELINE reasonable control such as, for example, changed legislation, government measures, strike, blockade, sabotage, fire, flood, natural disasters, pandemic, war, terrorism or similar GUIDELINE's obligation to fulfill the purchase agreement shall be deferred as long as circumstances prevail. If such delay exceeds two (2) months, both you and GUIDELINE have the right to cancel the purchase order with immediate effect without any obligation to pay damages.


14:1  GUIDELINE are not liable or responsible for damage that occurs because the product is not maintained in accordance with the care instructions or if the product is used for another purpose, than for which it was  sold.

14:2  GUIDELINE will not be liable for any direct, indirect or consequential damage, liability or economic loss including without limitation, loss of profit, revenue or business or income, loss of goodwill or reputation arising out of the sale or use of our products or in connection with these Terms & Conditions. GUIDELINE’s entire liability shall be limited to replacement, repair or refund of the product value paid, at our sole option.


15:1  This Terms & Conditions and all legal relationships between GUIDELINE and you as a private customer are governed by the laws of Sweden.

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.