Schema.org AuditApparel + Active

Naadam — Schema.org / JSON-LD audit

Naadam's storefront grades F (38/100) across homepage, PDP, collection and blog. 2 findings flagged for fix — each ships with a copy-paste-ready Liquid snippet on the live tool.

F

Schema score · 38/100

18 checks evaluated

Live result · refreshed 2026-05-29

naadam.co
Screenshot of Naadam's Shopify storefront

About Naadam

Founded 2013 · US

Matt Scanlan founded Naadam after a months-long trip across the Mongolian steppe, where he negotiated direct purchase agreements with goat-herding nomads. The brand's pricing positioning — cashmere sweaters at $75 instead of $400 — works because they removed three to four wholesale tiers from the supply chain. The "direct from the source" story is the entire marketing playbook.

Public scale markers

Disclosed in filings, acquisitions or named press reporting — not estimates.

  • 01Estimated $40-60M revenue range
  • 02Funded by VMG Partners + Kering ventures
  • 03Direct relationships with 30+ Mongolian herder co-operatives

Notable for the schema.org audit

Naadam is widely cited in DTC luxury circles as proof that supply-chain transparency can replace heritage as a brand moat. Lean, fast-iterating Shopify stack typical of $20-50M apparel DTC brands.

Per-page schema on Naadam

JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.

  • Homepage

    2 blocks

    Types: WebSite, Organization

  • PDP

    5 blocks

    Types: BreadcrumbList, MerchantReturnPolicy, ShippingRateSettings, Organization

  • Collection

    2 blocks

    Types: ItemList, Organization

  • Blog

    0 blocks

    No JSON-LD detected on this page type.

Open findings

Top 7 of 7 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.

  • PDP: all JSON-LD blocks parse without errorscritical

    1/5 block failed JSON.parse: Bad control character in string literal in JSON at position 491 (line 6 column 3

  • Homepage: Organization.logo is setrecommended

    Organization is present but missing the "logo" field — required for spec conformance.

  • Homepage: BreadcrumbList schema presentrecommended

    Adds breadcrumb rich result to search listings — boosts SERP CTR.

  • Collection: BreadcrumbList schema presentrecommended

    Adds breadcrumb rich result to search listings — boosts SERP CTR.

  • PDP: Product schema presentcritical

    The single most important schema on a Shopify storefront. Required for Google Shopping + product rich results.

  • PDP: AggregateRating schema presentrecommended

    Star ratings in search listings — drives CTR more than any other rich result.

  • Homepage exposes at least 3 distinct schema typesrecommended

    2 types: WebSite, Organization

What this Schema grade reveals

An F-grade is rare for a brand at Naadam's scale — typically it means the storefront is rendering most schema client-side (where our server-side audit can't see it) or has been mid-migration and the schema layer is temporarily disabled.

Breakdown: 2 PDP findings. The live tool ships a copy-paste-ready Liquid snippet for each finding — every finding is fixable in theme.liquid without installing additional apps.

Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.

Run live

These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=naadam.co preserved.

Open the live Schema.org Audit

See Naadam's full storefront analysis

See all apps installed Identify the theme Grade the llms.txt

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