Devold
(https://devold.com) 📸 Data Snapshot: May 29, 2026Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
A significant technical authority gap exists in the schema_json where the @type Organization is named ‘Naturkompaniet’ rather than ‘Devold’, despite the meta_title and H1s clearly stating the latter. While the site references high-authority figures like Børge Ousland and Jørgine Vasstrand, there is no Person schema or sameAs links connecting these experts to the digital footprint of the brand within the metadata.
Marketing claims such as ‘kompromissløs kvalitet’ are well-supported by the ‘Devold Test Lab’ description, which specifies testing in ‘vind, sludd og annet vær’ on Sunnmøre. The disconnect is minor, though the ‘Sheep to Shop’ claim of ‘full kontroll i hvert ledd’ is a bold assertion that requires more granular technical data or external certifications to move from marketing claim to proven fact.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebSite",
"@id": "https://www.devold.com/#website",
"url": "https://www.devold.com",
"name": "Naturkompaniet",
"publisher": {
"@id": "https://www.devold.com/#organization"
},
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.devold.com/sok/?q={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@type": "Organization",
"@id": "https://www.devold.com/#organization",
"name": "Naturkompaniet",
"url": "https://www.devold.com",
"logo": {
"@type": "ImageObject",
"url": "https://cdn.sanity.io/images/v3wenpx7/b2c-brands-prod/f15b35792b1dba6d13a409b984298240cce3c1f9-51x30.svg?w=51&h=30&q=75&auto=format",
"caption": "Naturkompaniet"
},
"description": "Eksperter på turklær & utstyr. Naturkompaniet er en friluftsbutikk med mange kjente varemerker innen outdoor og friluftsliv. Vi tilbyr produkter for bl.a. fotturer, camping, klatring og et aktivt friluftsliv. Sammen bidrar vi til å forbedre opplevelsen, både for deg og for naturen.",
"slogan": "Gjør hverdagen til et eventyr",
"foundingDate": "1931",
"founder": {
"@type": "Person",
"name": "Åke Nordin",
"description": "Grunnlegger av Fjällräven og del av Fenix Outdoor-gruppen, som også eier Naturkompaniet."
},
"parentOrganization": {
"@type": "Organization",
"name": "Fenix Outdoor International AG",
"url": "https://www.fenixoutdoor.com/",
"logo": "https://www.fenixoutdoor.com/wp-content/uploads/2022/03/Fenix-Outdoor-logo.svg",
"description": "Fenix Outdoor International AG er morselskapet bak varemerker som Naturkompaniet, Fjällräven, Tierra, Hanwag og Primus."
},
"email": "kundeservice@naturkompaniet.no",
"telephone": "+47 23 50 70 87",
"areaServed": [
{
"@type": "Country",
"name": "NO"
}
],
"contactPoint": [
{
"@type": "ContactPoint",
"contactType": "customer service",
"telephone": "+47 23 50 70 87",
"email": "kundeservice@naturkompaniet.no",
"availableLanguage": [
"no"
]
}
],
"sameAs": [
"https://www.facebook.com/Naturkompaniet.no/",
"https://www.instagram.com/naturkompaniet.no/",
"https://www.youtube.com/c/naturkompanietab",
"https://www.tiktok.com/@naturkompaniet.se",
"https://se.linkedin.com/company/naturkompaniet"
],
"brand": {
"@type": "Brand",
"name": "Naturkompaniet",
"url": "https://www.devold.com",
"logo": "https://cdn.sanity.io/images/v3wenpx7/b2c-brands-prod/f15b35792b1dba6d13a409b984298240cce3c1f9-51x30.svg?w=51&h=30&q=75&auto=format",
"description": "Naturkompaniet tilbyr friluftsutstyr og klær fra kjente varemerker som Fjällräven, Primus, Hanwag og Tierra."
},
"hasMerchantReturnPolicy": {
"@type": "MerchantReturnPolicy",
"url": "https://support.naturkompaniet.no/hc/no/categories/4406048183314-Retur-og-bytte",
"returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
"returnFees": "https://schema.org/FreeReturn",
"merchantReturnDays": 30
}
}
]
}
🛡️ Trust Signals — external proof links that back the declared identity
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 7 | 1 |
| /nb-no/utforsk/var-historie/ | 6 | 1 |
| /nb-no/utforsk/hvorfor-ull/ | 6 | 1 |
| /nb-no/utforsk/devold-experience/ | 6 | 1 |
This page presents a snapshot of public data from Devold, captured on May 29, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Devold: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://devold.com to view the most current version of its content and see directly what this company is about and what it offers.