Myrorna
- Company typePrivate
- Founded1896
- HeadquartersNorsborg, Sweden
- Headcount—
- GTM typeB2C
- OfferingServices
Myrorna firmographics
Firmographics- Name
- Myrorna
- Legal name
- Myrorna
- Website
- https://myrorna.se
- Company type
- Private
- Founded year
- 1896
- Operating status
- Operating
- Ownership category
- akta.pro rank
Myrorna industry classification
Industry- Product category
- Second-hand Retail
- NAICS
- Used Merchandise Retailers (459510), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Vintage & Antique Collectibles Retail (CRALAGAE)
Keywords
Where Myrorna is headquartered
LocationHeadquarters
- HQ city
- Norsborg
- HQ country
- Sweden
- HQ region
- Europe
Offices8 records
Markets served
Myrorna business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- Second-hand retail sales: Revenue generated from selling donated second-hand goods including clothing, shoes, accessories, books, household items, furniture, art, and unique items through physical retail stores and online auction platform. Sales are one-time transactions with no recurring revenue model.
- Weight-based outlet sales: At Myrorna Outlet in Botkyrka, clothes are sold by weight at 79 SEK per kilogram, providing a distinct pricing mechanism for bulk second-hand clothing purchases.
- Online auction sales: Web shop operates on Tradera auction platform with starting bids of 1 SEK, generating revenue through transaction fees on completed sales. Over 1,200 new auctions listed weekly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Clothing sold by weight at Outlet Botkyrka |
| Unit Pricing | Pay-as-you-go | Individual item pricing in regular stores |
| Transaction based/ take rate | Pay-as-you-go | Online auction starting price |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Myrorna product offering
Product offeringCore offering
Myrorna sells donated second-hand clothing, shoes, accessories, books, furniture, homeware, art, and collectibles through approximately 32 physical retail stores across Sweden and an online auction web shop operated via the Tradera platform. The company also operates the free Myrornabilen pickup service to collect donations from homes in major Swedish cities, with all economic surplus directed to Frälsningsarmén's social programs.
Product overview
Myrorna operates as a second-hand retail chain offering both physical store locations and an online auction platform. The core offering consists of donated second-hand goods including clothing, furniture, home goods, books, toys, and collectibles. The physical retail network includes over 30 stores nationwide with specialty formats such as the budget-focused Outlet in Botkyrka (selling clothing by weight) and the home-focused Bromma store. The online channel runs via Tradera auction platform with approximately 1,200 weekly auctions. Supporting services include Myrornabilen, a free pickup service for donations. All profits support the Salvation Army's social programs in Sweden.
Differentiator
Problem solved
Functional benefit
Brands
- Myrorna Outlet: A budget-focused outlet store in Botkyrka where clothes are sold at kilopris (per kilo pricing), operating as Myrorna's cheapest store format.
Products and services
- Myrorna Webbshop (Online Auction Shop) An online auction storefront where individual consumers can bid on and purchase second-hand clothing, accessories, home goods, furniture, art, vintage items, and collectibles. Hosted on Tradera with auctions starting at 1 SEK.
- Physical Second-hand Retail Stores A nationwide chain of approximately 32 second-hand stores offering donated clothing, shoes, accessories, books, furniture, homeware, toys, and art to general consumers across Sweden. Stockholm area has 12 stores.
- Myrornabilen (Donation Pickup Service) A free home pickup service that collects donated second-hand clothing, household items, and bulky furniture from individual donors and businesses in six Swedish cities.
- Myrorna Outlet Botkyrka (Weight-priced Outlet Store) A 500-square-meter discount store format in Botkyrka where clothing is sold by weight at 79 SEK per kilogram, providing Myrorna's most affordable store format with weekly inventory turnover.
- Myrorna Bromma (Home-focused Specialty Store) A specialty 600-square-meter store focused on home improvement and household projects, offering furniture, tools, garden equipment, kitchenware, and practical items alongside regular second-hand inventory.
Quantifiable outcome
- 16 million SEK distributed to Frälsningsarmén in 2025, supporting vulnerable populations with food, shelter, clothing, and economic assistance
- +3 more outcomes
Companies that use Myrorna
Customer profileSegments3 records
Ideal customer profiles3 records
Myrorna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Myrorna partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Frälsningsarmén (Salvation Army)coreMyrorna is operated by Frälsningsarmén (Salvation Army) in Sweden. All of Myrorna's economic surplus is donated to Frälsningsarmén's social work supporting people in vulnerability including homeless individuals, families in economic distress, victims of domestic violence, and those struggling with addiction. This partnership forms the core social mission of the organization, operational since 1896.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Myrorna competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
Myrorna social profiles
Digital presenceMyrorna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Myrorna leadership team
Management profileNumber of profiles
Myrorna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Myrorna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Myrorna
What does Myrorna do?
Myrorna sells donated second-hand clothing, shoes, accessories, books, furniture, homeware, art, and collectibles through approximately 32 physical retail stores across Sweden and an online auction web shop operated via the Tradera platform. The company also operates the free Myrornabilen pickup service to collect donations from homes in major Swedish cities, with all economic surplus directed to Frälsningsarmén's social programs.
Is Myrorna a public or private company?
Myrorna is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Myrorna founded?
Myrorna was founded in 1896.
Where is Myrorna based?
Myrorna is headquartered in Norsborg, Sweden, in the Europe region.
How does Myrorna make money?
Three revenue lines are on record. Second-hand retail sales are the primary driver. The others are weight-based outlet sales and online auction sales.
Does Myrorna have an API?
No public API is recorded for Myrorna.
What industry is Myrorna in?
Myrorna's product category is Second-hand Retail. Its primary akta.pro industry code is CRALAGAE, Vintage & Antique Collectibles Retail. Its NAICS code is 459510 and its SIC code is 5600.