Your home improvement destination
Mitre 10 (mitre10.co.nz) scores 85 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among E-commerce brands, Other brands, in the 89th percentile of 22130 E-commerce brands.
Mitre 10 is a New Zealand chain of hardware and home improvement stores, founded in 1974 and headquartered in Auckland. It operates 87 stores nationwide and an online shopping platform, offering products for home improvement, DIY, and gardening. The company serves homeowners, DIY enthusiasts, gardeners, and tradespeople, positioning itself as an accessible, nationwide retailer combining physical store presence with online convenience.
| Brand Name | Mitre 10 |
|---|---|
| Domain | mitre10.co.nz |
| Industry | E-commerce, Other |
| Founded | 1974 |
| Headquarters | Auckland |
| Main Competitors | Bunnings Warehouse (69/100), PlaceMakers (71/100), ITM, The Warehouse (73/100), Carters (58/100) |
Moz Domain Authority 48/100 vs category average 42 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #50,891 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
Mitre 10 has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "For all your home improvement, DIY & garden needs. Shop online or visit one of 87 stores nationwide. We" (Meta description: 19 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Ghost, Angular.
Social footprint: verified profiles on Facebook, YouTube, Instagram, X (Twitter), GitHub; no detected presence on LinkedIn - 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 October 2026.
When asked "What is Mitre 10?", Claude could identify the brand as of October 2026. Mitre 10 is a New Zealand home improvement and hardware retail cooperative, offering building supplies, tools, gardening products, and DIY materials through both large-format Mitre 10 MEGA stores and smaller local Mitre 10 stores. Its website provides online shopping with click-a Best known for Being one of New Zealand's largest hardware and home improvement retail chains.
When asked "Best brands similar to Mitre 10?", Claude would recommend Mitre 10 as of October 2026. It's a dominant and widely recognized hardware retailer in New Zealand, so it would naturally come up alongside competitors like Bunnings when discussing DIY and home improvement stores in that market.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Mitre 10's main competitors in E-commerce: Bunnings Warehouse (69/100), PlaceMakers (71/100), The Warehouse (73/100), Carters (58/100).
Sources: Brand Analyzer scan
Mitre 10 offers products related to home improvement, DIY projects, and gardening, available both online and in its 87 stores across New Zealand.
Sources: Mitre 10 official site
Mitre 10 is a New Zealand chain of hardware and home improvement stores, founded in 1974 and headquartered in Auckland. It operates 87 stores nationwide and provides both in-store and online shopping for home improvement, DIY, and garden products.
Sources: Mitre 10 official site
Mitre 10 has moderate AI-search visibility, scoring 61/100 on Brand Analyzer's AI visibility composite (visibility 73, trust 55, recommendation 48). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Mitre 10 official site
Mitre 10 was founded in 1974. Mitre 10 operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Mitre 10 is headquartered in Auckland. Mitre 10 operates in the E-commerce category.
Sources: Wikidata
Mitre 10 sells home improvement, DIY, and garden products through a nationwide network of 87 stores in New Zealand as well as an online store, catering to the needs of homeowners, DIY enthusiasts, gardeners, and tradespeople.
Sources: Mitre 10 official site
Mitre 10 scores 48/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Mitre 10 official site
Mitre 10 is known for being one of New Zealand's largest hardware store chains, offering a wide range of home improvement, DIY, and garden products through its extensive network of 87 stores nationwide and online shopping platform.
Sources: Mitre 10 official site
Mitre 10 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: Mitre 10 official site
Mitre 10 is used by homeowners, DIY enthusiasts, gardeners, and tradespeople across New Zealand who need products for home improvement, DIY, and garden projects.
Sources: Mitre 10 official site
Mitre 10 is popular due to its extensive nationwide presence of 87 stores combined with online shopping convenience, allowing it to serve a broad range of customers including homeowners, DIY enthusiasts, gardeners, and tradespeople across New Zealand for all their home improvement needs.
Sources: Mitre 10 official site
Mitre 10 scores 61/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Mitre 10 has a moderate AI-visibility profile at 61/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (73/100) and its weakest is recommendation likelihood (48/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #50,891 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Mitre 10 from memory (October 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 Mitre 10: Ministry of Sound (85/100), MindWare (85/100), M&M'S (85/100), mobile.de (85/100).
A step up - brands to learn from: Zoom (91/100), Zappos (91/100).
Category leader: DHL (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.