Brandwave

How popular isPurebaby?

In September 2026, people searched for Purebaby by name about 22,200 times in Australia, a 22.7% increase from the previous year. These searches made up 11.8% of all Australia kids fashion brand searches, placing Purebaby second out of six brands. When we asked both ChatGPT and Google AI Overviews about kids fashion brands, Purebaby appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

Purebaby is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Cotton On KidsShare of searches 71.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. PurebabyShare of searches 11.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Jamie KayShare of searches 6.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Goldie + AceShare of searches 3.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. HuxbabyShare of searches 3.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top kids fashion brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Purebaby was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Purebaby is the most recommended of the six.

Most recommended by AI

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

  1. Purebaby1st
  2. Cotton On Kids2nd
  3. Wilson & Frenchy3rd
  4. Jamie Kay4th
  5. Goldie + Ace5th
  6. Huxbaby6th

Mentioned by AI

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

  • Purebaby4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cotton On Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jamie Kay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goldie + Ace2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wilson & Frenchy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huxbaby1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kids fashion brands

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which kids fashion brands compete with Purebaby?

Purebaby against kids fashion brands in Australia, by month

Share of searches by month for Cotton On Kids, Purebaby, Jamie Kay, Goldie + Ace, Huxbaby, Wilson & Frenchy. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton On KidsPurebabyJamie KayGoldie + AceHuxbabyWilson & Frenchy
Oct 202570.7%9.5%7.7%3.5%5.2%3.5%
Nov 202570.5%11.6%6.4%2.3%6.4%2.8%
Dec 202571.3%11.7%6.4%2.9%4.3%3.5%
Jan 202664.3%12.9%10.5%3.8%3.8%4.7%
Feb 202664.8%13%10.6%3.9%3.9%3.9%
Mar 202665.1%13.1%10.7%3.2%4.8%3.2%
Apr 202669.2%11.4%9.3%3.4%3.4%3.4%
May 202661.3%15.1%12.4%3%4.5%3.7%
Jun 202660.9%15%8.2%3.7%6.7%5.5%
Jul 202663.4%15.6%8.5%4.7%4.7%3.1%
Aug 202670.3%11.6%7.7%3.4%4.2%2.8%
Sep 202671.8%11.8%6.4%3.5%3.5%2.9%

  1. 1.Cotton On Kids

    71.8%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Purebaby

    11.8%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Jamie Kay

    6.4%

    Held 3rd. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  4. 4.Goldie + Ace

    3.5%

    Moved from 5th to 4th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Huxbaby

    3.5%

    Moved from 4th to 5th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.7 points.

  6. 6.Wilson & Frenchy

    2.9%

    Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Purebaby and its closest rivals

Every comparison with Purebaby

5 comparisons

How has branded search demand for Purebaby changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Purebaby in Australia rose from 18.1K to 22.2K.
  • Across the 12 months ending September 2026, Purebaby’s share of searches among kids fashion brands in Australia increased from 9.5% to 11.8%.
  • Across the 12 months ending September 2026, Purebaby’s share of searches among kids fashion brands in Australia peaked at 15.6% in July 2026 and was lowest at 9.5% in October 2025.

How did search popularity change for Australia kids fashion brands in September 2026?

6 changes

  1. In September 2026, Cotton On Kids gained share of searches among kids fashion brands in Australia, from 70.3% to 71.8%.

  2. In September 2026, Jamie Kay lost share of searches among kids fashion brands in Australia, from 7.7% to 6.4%.

  3. In September 2026, Huxbaby lost share of searches among kids fashion brands in Australia, from 4.2% to 3.5%.

  4. In September 2026, Goldie + Ace rose from 5th to 4th among kids fashion brands in Australia.

  5. Estimated monthly branded searches for Purebaby in Australia rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

  6. Estimated monthly branded searches for Wilson & Frenchy in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are Purebaby’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Purebaby’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.

  • purebaby

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How the Brand Demand Index is measured

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