Brandwave

How popular isH&M?

In September 2026, people searched for H&M by name about 9,900 times in Australia, an 18.2% decrease from the previous year. These searches made up 0.47% of all Australia homewares retailer searches, placing H&M seventh out of nine retailers. When we asked both ChatGPT and Google AI Overviews about homewares retailers, H&M did not appear in any of the answers.

Search and AI answers in September 2026

H&M is the seventh most searched of 9 competitors and not listed in any AI answer.

  1. IKEAShare of searches 57.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  2. Temple & WebsterShare of searches 17.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  3. AdairsShare of searches 14.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. FreedomShare of searches 6.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  5. H&MShare of searches 0.47%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, H&M did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Freedom1st
  2. Country Road2nd
  3. Adairs3rd
  4. Temple & Webster4th
  5. IKEA5th
  6. Bed Bath N' Table6th
  7. Kmart–
  8. H&M–
  9. Zara Home–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Adairs3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • IKEA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Temple & Webster2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Freedom2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bed Bath N' Table2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Country Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kmart0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zara Home0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about homewares retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which homewares retailers compete with H&M?

H&M against homewares retailers in Australia, by month

Share of searches by month for IKEA, Temple & Webster, Adairs, Freedom, H&M. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEATemple & WebsterAdairsFreedomBed Bath N' TableKmartH&MZara HomeCountry Road
Oct 202557%17.1%17.1%6.3%1.5%0.11%0.46%0.25%0.25%
Nov 202556.2%20.7%13.8%6.2%2.3%0.07%0.3%0.2%0.3%
Dec 202561.1%15%15%5.5%2.5%0.08%0.33%0.18%0.27%
Jan 202668.1%13.7%11.2%5%1.2%0.16%0.37%0.16%0.13%
Feb 202665.7%16.1%10.8%4.8%1.5%0.19%0.43%0.29%0.19%
Mar 202661.3%15%15%5.5%2%0.15%0.49%0.27%0.18%
Apr 202667.7%13.6%11.1%5%1.5%0.11%0.45%0.24%0.2%
May 202660.5%14.8%14.8%6.7%2%0.15%0.49%0.27%0.22%
Jun 202656.5%16.9%13.9%6.2%1.5%4.1%0.46%0.25%0.17%
Jul 202661.7%15.1%12.4%5.6%1.7%2.5%0.5%0.33%0.18%
Aug 202662.3%15.3%12.5%5.6%1.7%1.7%0.5%0.34%0.18%
Sep 202657.8%17.4%14.3%6.4%1.9%1.1%0.47%0.38%0.21%

  1. 1.IKEA

    57.8%

    Held 1st. 1.2M estimated branded searches, -18.7% vs prior month. Share -4.4 points.

  2. 2.Temple & Webster

    17.4%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +2.2 points.

  3. 3.Adairs

    14.3%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +1.8 points.

  4. 4.Freedom

    6.4%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.8 points.

  5. 5.Bed Bath N' Table

    1.9%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Kmart

    1.1%

    Held 6th. 22.2K estimated branded searches, -45.2% vs prior month. Share -0.6 points.

  7. 7.H&M

    0.47%

    Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

  8. 8.Zara Home

    0.38%

    Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Country Road

    0.21%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between H&M and its closest rivals

Every comparison with H&M

8 comparisons

How has branded search demand for H&M changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for H&M in Australia fell from 12.1K to 9.9K.
  • Across the 12 months ending September 2026, H&M fell from 6th to 7th among homewares retailers in Australia.

How did search popularity change for Australia homewares retailers in September 2026?

6 changes

  1. In September 2026, Temple & Webster gained share of searches among homewares retailers in Australia, from 15.3% to 17.4%.

  2. In September 2026, Adairs gained share of searches among homewares retailers in Australia, from 12.5% to 14.3%.

  3. In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%.

  4. In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%.

  5. In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%.

  6. Estimated monthly branded searches for Zara Home in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.

How are H&M’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using H&M’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • h&m home

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How the Brand Demand Index is measured

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