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NKD (nkd.com) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Fashion & Apparel brands, E-commerce brands, in the 84th percentile of 7379 Fashion & Apparel brands.
NKD is a German multinational discount chain founded in 1962 and headquartered in Bindlach, selling affordable clothing and housewares. The company operates both an online shop and numerous physical stores across Germany. NKD offers flexible payment options such as purchase on invoice and free in-store delivery. It targets price-conscious buyers and families seeking inexpensive fashion and everyday products, combining a low-cost retail model with a broad store network and an accessible online shopping experience.
| Brand Name | NKD |
|---|---|
| Domain | nkd.com |
| Industry | Fashion & Apparel, E-commerce |
| Founded | 1962 |
| Headquarters | Bindlach |
| Main Competitors | KiK, Takko Fashion (78/100), Ernsting's family, TEDi (81/100), Primark (67/100), C&A (89/100) |
Moz Domain Authority 44/100 vs category average 45 / leader 93 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #56,669 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
NKD appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "Eintauchen in die Welt günstiger Mode im NKD Online Shop. Jetzt sparen! Kauf auf Rechnung. Diverse Zahlungsmethoden. Trusted Shops Gütesiegel. Gratis Filiallieferung." (Meta description: 22 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, canonical. Adding 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 DE-only, limiting citation in English-language AI answers.
Social footprint: verified profiles on Instagram, Facebook, X (Twitter), YouTube, 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 NKD?", Claude could identify the brand as of October 2026. NKD is a German discount retail chain selling low-priced clothing, textiles, and household goods, with hundreds of stores across Germany and parts of Europe. Best known for budget-friendly clothing and non-food discount retail in Germany.
When asked "Best brands similar to NKD?", Claude would recommend NKD as of October 2026. It's a well-known value fashion retailer in the German discount market, so it's worth mentioning alongside similar chains like KiK or Takko.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
NKD's main competitors in Fashion & Apparel: Takko Fashion (78/100), TEDi (81/100), Primark (67/100), C&A (89/100).
Sources: Brand Analyzer scan
NKD is a German multinational discount retail chain, founded in 1962 and headquartered in Bindlach, that sells clothing and housewares through both physical stores and an online shop.
Sources: NKD official site
NKD has moderate AI-search visibility, scoring 52/100 on Brand Analyzer's AI visibility composite (visibility 53, trust 46, recommendation 56). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: NKD official site
NKD was founded in 1962. NKD operates in the Fashion & Apparel category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
NKD is headquartered in Bindlach. NKD operates in the Fashion & Apparel category.
Sources: Wikidata
NKD offers a broad range of affordable fashion items and everyday products, often described as housewares, available both in physical stores and through its online shop.
Sources: NKD official site
NKD sells low-cost fashion and everyday products such as clothing and household items, operating via an online shop as well as a large network of physical retail stores across Germany. It offers payment flexibility, including purchase on invoice, various payment methods, and free delivery to store locations.
Sources: NKD official site
NKD scores 56/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Fashion & Apparel options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: NKD official site
NKD 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: NKD official site
NKD is known for offering affordable, discount-priced clothing and household goods through a wide network of brick-and-mortar stores combined with an online retail presence.
Sources: NKD official site
NKD's customer base primarily consists of price-conscious buyers and families who value affordable fashion, simple payment options, and access to a wide network of physical stores.
Sources: NKD official site
NKD scores 52/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
NKD has a limited AI-visibility profile at 52/100 - 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 trust (46/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #56,669 (Tranco) and a Moz Domain Authority of 44/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify NKD 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 NKD: NIVEA (84/100), Nisolo (84/100), North Sails (84/100), *NSYNC (84/100).
A step up - brands to learn from: Zappos (91/100), Vogue India (91/100).
Category leader: Complex (97/100).
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