--- title: "H&M: search popularity in Australia" description: "H&M is a fashion retailer selling clothing for women, men and children, plus homewares. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/h-and-m" publisher: "Brandwave" --- # H&M: search popularity in Australia H&M is a fashion retailer selling clothing for women, men and children, plus homewares. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: H&M - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among homewares retailers**: 0.47% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Homewares retailers | 7 | 0.47% | 9.9K | - [Homewares retailers](/demand/au/categories/au-homewares-retailers) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Freedom | 1st | 2 of 3 | 0 of 1 | 2 of 4 | | Country Road | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Adairs | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Temple & Webster | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | IKEA | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Bed Bath N' Table | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Kmart | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | H&M | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Zara Home | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about homewares retailers - Asked ChatGPT "Where should I buy homewares in Australia?": 1. Adairs, 2. Freedom, 3. Country Road, 4. IKEA, 5. Temple & Webster, 6. Bed Bath N' Table - Asked ChatGPT "What are the best homewares stores in Australia?": 1. Country Road, 2. Freedom, 3. Temple & Webster, 4. Adairs, 5. IKEA, 6. Bed Bath N' Table - Asked ChatGPT "Where can I buy good quality bedding in Australia?": 1. Adairs - Searched Google, AI Overview "home decor stores": named none of the brands we track Not named in any answer: Kmart, H&M and Zara Home. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for H&M changed in Australia over the last 12 months? - 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? - In September 2026, Temple & Webster gained share of searches among homewares retailers in Australia, from 15.3% to 17.4%. - In September 2026, Adairs gained share of searches among homewares retailers in Australia, from 12.5% to 14.3%. - In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%. - In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%. - In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Homewares retailers | 12.1K | 0.46% | 6 | | Nov 2025 | Homewares retailers | 9.9K | 0.3% | 7 | | Dec 2025 | Homewares retailers | 9.9K | 0.33% | 6 | | Jan 2026 | Homewares retailers | 12.1K | 0.37% | 6 | | Feb 2026 | Homewares retailers | 9.9K | 0.43% | 6 | | Mar 2026 | Homewares retailers | 12.1K | 0.49% | 6 | | Apr 2026 | Homewares retailers | 12.1K | 0.45% | 6 | | May 2026 | Homewares retailers | 12.1K | 0.49% | 6 | | Jun 2026 | Homewares retailers | 12.1K | 0.46% | 7 | | Jul 2026 | Homewares retailers | 12.1K | 0.5% | 7 | | Aug 2026 | Homewares retailers | 12.1K | 0.5% | 7 | | Sep 2026 | Homewares retailers | 9.9K | 0.47% | 7 | ## How are H&M’s branded searches counted? 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” ## Which homewares retailers compete with H&M? - [IKEA](/demand/au/brands/ikea) - [Temple & Webster](/demand/au/brands/temple-and-webster) - [Adairs](/demand/au/brands/adairs) - [Freedom](/demand/au/brands/freedom-au): Head-to-head: /demand/au/compare/freedom-au-vs-h-and-m - [Bed Bath N' Table](/demand/au/brands/bed-bath-n-table): Head-to-head: /demand/au/compare/bed-bath-n-table-vs-h-and-m - [Kmart](/demand/au/brands/kmart-australia): Head-to-head: /demand/au/compare/h-and-m-vs-kmart-australia - [Zara Home](/demand/au/brands/zara-home): Head-to-head: /demand/au/compare/h-and-m-vs-zara-home - [Country Road](/demand/au/brands/country-road): Head-to-head: /demand/au/compare/country-road-vs-h-and-m ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "H&M: search popularity in Australia". https://gobrandwave.com/demand/au/brands/h-and-m This page is also available as HTML at https://gobrandwave.com/demand/au/brands/h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.