Mode, kläder & inredning online
Ellos (ellos.se) scores 76 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Fashion & Apparel brands, Real Estate brands, in the 42nd percentile of 14031 E-commerce brands.
Ellos is a Swedish e-commerce company founded in 1947 and headquartered in Borås, owned by Nordic Capital. It offers a broad range of clothing, shoes, furniture, and home decor in various sizes at affordable prices, targeting fashion-conscious consumers, primarily women. The company emphasizes inclusivity in sizing and offers free shipping on orders over 499 SEK, positioning itself as an accessible online destination for fashion and home furnishings.
| Brand Name | Ellos |
|---|---|
| Domain | ellos.se |
| Industry | E-commerce, Fashion & Apparel |
| Founded | 1947 |
| Headquarters | Borås |
| Parent Company / Owner | Nordic Capital |
| Main Competitors | Zalando (85/100), H&M (88/100), Boozt (89/100), Nelly.com (85/100), Bubbleroom (83/100), Cellbes (76/100), Jotex (76/100) |
Moz Domain Authority 44/100 vs category average 44 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Hos Ellos hittar du ett stort utbud av skor och kläder i alla storlekar och till bra priser. Besök även vår hemavdelning med allt för ditt hem. Handla fraktfritt över 499kr. Mode, …" (Meta description: 46 words. No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions ClaudeBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Nginx.
Social footprint: verified profiles on Facebook, Instagram, YouTube, X (Twitter), LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Ellos?", Claude could identify the brand as of September 2026. Ellos is a Swedish e-commerce retailer selling clothing, home goods, and interior products, with a long history dating back to its origins as a mail-order catalog company before moving fully online. Best known for Being a long-established Swedish fashion and home goods online retailer, originally a catalog company.
When asked "Best brands similar to Ellos?", Claude would recommend Ellos as of September 2026. It's a well-known Nordic online retailer for fashion and home products, so it fits naturally when discussing similar e-commerce brands in that region.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Ellos's main competitors in E-commerce: Zalando (85/100), H&M (88/100), Boozt (89/100), Nelly.com (85/100), Bubbleroom (83/100).
Sources: Brand Analyzer scan
Ellos offers clothing, shoes, and home furnishings, including interior decor items, catering to a wide range of sizes and styles for both personal fashion and home decoration.
Sources: Ellos official site
Ellos is a Swedish e-commerce company founded in 1947, headquartered in Borås, and currently owned by Nordic Capital. It operates ellos.se, an online retail platform selling clothing, shoes, and home furnishings.
Sources: Ellos official site
Ellos has limited AI-search visibility, scoring 34/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 29, recommendation 56). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Ellos official site
Ellos was founded in 1947. Ellos operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Ellos is headquartered in Borås. Ellos operates in the E-commerce category.
Sources: Wikidata
Ellos sells a wide range of clothing, shoes, and home décor products online, catering to customers of all sizes. It offers free shipping on orders over 499 SEK and provides a dedicated home furnishings section alongside its fashion offerings.
Sources: Ellos official site
Ellos scores 56/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Ellos official site
Ellos is known for offering fashion and home furnishings in an inclusive range of sizes at affordable prices, combining clothing, footwear, and home décor in a single online marketplace.
Sources: Ellos official site
Ellos can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Ellos official site
Ellos primarily serves fashion-conscious consumers, especially women, across all body sizes who are looking for affordable clothing, shoes, and home décor through online shopping.
Sources: Ellos official site
Ellos is owned by or part of Nordic Capital. Ellos operates in the E-commerce category.
Sources: Wikidata
Ellos is popular due to its broad selection of clothing, shoes, and home furnishings available in all sizes, combined with affordable pricing and free shipping on orders over 499 SEK, making it a convenient one-stop shop for fashion and home needs.
Sources: Ellos official site
Ellos scores 34/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Ellos has a weak AI-visibility profile at 34/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (56/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, a Moz Domain Authority of 44/100 and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Ellos from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Ellos: Eli's Cheesecake (76/100), ElectroSport (76/100), Elusive Disc (76/100), Emami Ltd (76/100).
A step up - brands to learn from: Zoo Med Laboratories (81/100), ZonGuru (81/100).
Category leader: DHL (97/100).
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