Varje handling räknas
Myrorna (myrorna.se) scores 68 out of 100 on Brand Analyzer, placing it in the Developing tier among E-commerce brands, Non-profit brands, Fashion & Apparel brands, in the 19th percentile of 25425 E-commerce brands.
Myrorna is a Swedish charity shop chain that collects and sells second-hand goods, including clothing, furniture, and household items, both in physical stores and online. Proceeds from sales fund social work aimed at supporting vulnerable individuals and improving lives. The organization combines retail and donation-based collection to promote environmental sustainability through reuse while generating funds for social initiatives. It targets environmentally conscious shoppers, bargain hunters, and individuals or businesses wishing to donate or purchase second-hand items for a good cause.
| Brand Name | Myrorna |
|---|---|
| Domain | myrorna.se |
| Industry | E-commerce, Non-profit |
| Main Competitors | Stadsmissionen Second Hand (71/100), Erikshjälpen (80/100), Emmaus Björkå, Röda Korset Second Hand (78/100), Sellpy, Tradera (92/100), Vinted (79/100) |
Moz Domain Authority 43/100 vs category average 41 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #1,011,304 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
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 "Myrorna samlar in och säljer second hand-varor för att finansiera socialt arbete och förändra människors liv." (No meta description) - 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 present, no AI bot restrictions - 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, WordPress.
Social footprint: verified profiles on Facebook, Instagram, LinkedIn; no detected presence on X (Twitter), YouTube, 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 October 2026.
When asked "What is Myrorna?", Claude could identify the brand as of October 2026. Myrorna is a Swedish second-hand store chain run by the Salvation Army, selling donated clothes, furniture, and household items both in physical stores and online, with proceeds supporting the organization's charitable work. Best known for being a well-known Swedish charity thrift store chain for second-hand clothes and furniture.
When asked "Best brands similar to Myrorna?", Claude would recommend Myrorna as of October 2026. It's a recognizable and established name in Swedish second-hand retail, so it fits naturally if someone asks about thrift or sustainable shopping options in Sweden.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Myrorna's main competitors in E-commerce: Stadsmissionen Second Hand (71/100), Erikshjälpen (80/100), Röda Korset Second Hand (78/100), Tradera (92/100), Vinted (79/100).
Sources: Brand Analyzer scan
Myrorna has limited AI-search visibility, scoring 27/100 on Brand Analyzer's AI visibility composite (visibility 15, trust 29, recommendation 48). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Myrorna official site
Myrorna collects donated second-hand items-such as clothes, furniture, and household goods-from individuals and businesses, then sells them in physical stores and online. The revenue generated from these sales is used to finance social work designed to support vulnerable people and improve lives. In this way, Myrorna combines retail operations with charitable fundraising and environmental reuse.
Sources: Myrorna official site
Myrorna 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.
Sources: Myrorna official site
Myrorna offers second-hand products including clothing, furniture, and household items, sold through physical retail stores and an online shop. It also accepts donations of used goods from individuals and companies, which are then resold to the public.
Sources: Myrorna official site
Myrorna is a Swedish charity organization and second-hand retailer that operates physical stores and an online shop selling donated goods. It is described in its knowledge-graph entry as a 'Swedish charity shop.' The organization collects items such as clothing, furniture, and household goods from the public, then resells them to generate income used to finance social work.
Sources: Myrorna official site
Myrorna 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: Myrorna official site
Myrorna is used by environmentally conscious consumers, bargain hunters, and individuals or businesses who want to either donate used items or purchase second-hand goods while supporting a charitable cause.
Sources: Myrorna official site
Myrorna is known for being a Swedish charity shop that sells second-hand goods to fund social work. It is recognized for offering a broad selection of used items both in-store and online, while linking everyday shopping and donating to a charitable, socially beneficial cause.
Sources: Myrorna official site
Myrorna scores 27/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Myrorna has a weak AI-visibility profile at 27/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (48/100) and its weakest is visibility (15/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,011,304 (Tranco) and a Moz Domain Authority of 43/100. 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 Myrorna 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 Myrorna: Mylerz (68/100), TYC MyCarParts (68/100), WishCare (68/100), Marketing School by Nas.com (68/100).
A step up - brands to learn from: Zypp Electric (71/100), Zoologist Perfumes (71/100).
Category leader: DHL (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.