Boot brands in Australia:Which are most popular?

Name: Boot brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, R.M. Williams was the most searched boot brand in Australia, accounting for 60.5% of all searches among the eight brands we track. When we checked with ChatGPT and Google AI Overviews, Blundstone showed up in every answer. Steel Blue was recommended most often, coming first in two out of five responses.

Follow boot brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top boot brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Blundstone appeared every time. Steel Blue was recommended most often, coming first in two out of five answers. Blundstone was second, and Redback was third. EMU Australia, which ranked eighth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Blundstone	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Redback	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Steel Blue	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Mongrel Boots	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Oliver	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
R.M. Williams	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Rossi Boots	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
EMU Australia	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Redback4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Steel Blue4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mongrel Boots3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Oliver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
R.M. Williams1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rossi Boots1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
EMU Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boot brands

5 answers

Asked ChatGPT
“What are the best boots made in Australia?”
Asked ChatGPT
“Which work boot brand is best in Australia?”
1. 1Steel Blue
2. 2Mongrel Boots
3. 3Oliver
4. 4Redback
5. 5Blundstone
Asked ChatGPT
“What are the most comfortable boot brands in Australia?”
1. 1Blundstone
2. 2Redback
3. 3Steel Blue
Searched Google, AI Overview
“work boots”
1. 1Blundstone
2. 2Steel Blue
3. 3Redback
Searched Google, AI Overview
“best work boots”
1. 1Steel Blue
2. 2Oliver
3. 3Mongrel Boots
4. 4Blundstone

Not named in any answer:

EMU Australia

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which boot brands do people search for most?

This chart shows how often people search Google for each boot brand by name. Each line represents a brand's share of searches for all eight boot brands we track, month by month, from searches in Australia.

Share of searches among boot brands in Australia, by month

Month	R.M. Williams	Blundstone	Mongrel Boots	Redback	Steel Blue	Oliver	Rossi Boots	EMU Australia
Oct 2025	60%	12%	6.6%	5.4%	6.6%	4%	4.4%	1.1%
Nov 2025	69.6%	11.5%	4.2%	4.2%	4.2%	2.8%	2.8%	0.82%
Dec 2025	74.8%	10.1%	3%	3.7%	3%	2.2%	2.5%	0.73%
Jan 2026	62.1%	12.5%	5.6%	5.6%	5.6%	4.1%	3.7%	0.87%
Feb 2026	57.2%	14.1%	6.3%	6.3%	6.3%	4.7%	4.2%	0.99%
Mar 2026	59.4%	14.6%	5.3%	6.5%	5.3%	4%	3.6%	1.3%
Apr 2026	56.8%	13.9%	6.2%	7.6%	5.1%	3.8%	5.1%	1.5%
May 2026	58.3%	11.7%	6.4%	7.8%	5.2%	3.5%	5.2%	1.9%
Jun 2026	55.9%	13.7%	6.1%	7.5%	6.1%	4.1%	5%	1.5%
Jul 2026	60%	12%	5.4%	6.6%	5.4%	4%	5.4%	1.3%
Aug 2026	61%	12.2%	5.5%	6.7%	5.5%	3.6%	4.5%	1.1%
Sep 2026	60.5%	12.1%	6.6%	6.6%	5.4%	4%	3.6%	1.1%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	R.M. Williams	60.5%	135K	-18.2%	-0.5 points
2, held 2nd	Blundstone	12.1%	27.1K	-18.1%	-0.1 points
3, moved from 4th to 3rd	Mongrel Boots	6.6%	14.8K	0%	+1.2 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Redback	6.6%	14.8K	-18.2%	-0.1 pointsmoved from 3rd to 4th
5, held 5th	Steel Blue	5.4%	12.1K	-18.2%	-0.1 points
6, moved from 7th to 6th	Oliver	4%	9K	-8.2%	+0.4 pointsmoved from 7th to 6th
7, moved from 6th to 7th	Rossi Boots	3.6%	8.1K	-33.1%	-0.8 pointsmoved from 6th to 7th
8, held 8th	EMU Australia	1.1%	2.4K	-17.2%	0 points

1.R.M. Williams
60.5%
Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
2.Blundstone
12.1%
Held 2nd. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.
3.Mongrel Boots
6.6%
Moved from 4th to 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.
4.Redback
6.6%
Moved from 3rd to 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
5.Steel Blue
5.4%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
6.Oliver
4%
Moved from 7th to 6th. 9K estimated branded searches, -8.2% vs prior month. Share +0.4 points.
7.Rossi Boots
3.6%
Moved from 6th to 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.8 points.
8.EMU Australia
1.1%
Held 8th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.

Which brand is most popular in search among boot brands in Australia?

8 brands

In September 2026, R.M. Williams was the most searched among boot brands in Australia, with an estimated 135K branded searches, 60.5% of all searches for the eight we track. Blundstone is in 2nd place, 48.3 percentage points behind at 12.1%.

Australia boot brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
R.M. Williams	60% → 60.5%	74.8%Dec 2025	55.9%Jun 2026	1st
Blundstone	12% → 12.1%	14.6%Mar 2026	10.1%Dec 2025	2nd
Mongrel Boots	6.6%	6.6%Sep 2026	3%Dec 2025	3rd
Redback	5.4% → 6.6%	7.8%May 2026	3.7%Dec 2025	5th → 4th
Steel Blue	6.6% → 5.4%	6.6%Oct 2025	3%Dec 2025	4th → 5th
Oliver	4%	4.7%Feb 2026	2.2%Dec 2025	7th → 6th
Rossi Boots	4.4% → 3.6%	5.4%Jul 2026	2.5%Dec 2025	6th → 7th
EMU Australia	1.1%	1.9%May 2026	0.73%Dec 2025	8th

Each finding as a sentence

Across the 12 months ending September 2026, Redback’s share of searches among boot brands in Australia increased from 5.4% to 6.6%.
Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in Australia decreased from 6.6% to 5.4%.
Across the 12 months ending September 2026, Rossi Boots’ share of searches among boot brands in Australia decreased from 4.4% to 3.6%.
Across the 12 months ending September 2026, R.M. Williams’ share of searches among boot brands in Australia peaked at 74.8% in December 2025 and was lowest at 55.9% in June 2026.
Across the 12 months ending September 2026, Blundstone’s share of searches among boot brands in Australia peaked at 14.6% in March 2026 and was lowest at 10.1% in December 2025.
Across the 12 months ending September 2026, Mongrel Boots’ share of searches among boot brands in Australia peaked at 6.6% in September 2026 and was lowest at 3% in December 2025.
Across the 12 months ending September 2026, Redback’s share of searches among boot brands in Australia peaked at 7.8% in May 2026 and was lowest at 3.7% in December 2025.
Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in Australia peaked at 6.6% in October 2025 and was lowest at 3% in December 2025.
Across the 12 months ending September 2026, Oliver’s share of searches among boot brands in Australia peaked at 4.7% in February 2026 and was lowest at 2.2% in December 2025.
Across the 12 months ending September 2026, Rossi Boots’ share of searches among boot brands in Australia peaked at 5.4% in July 2026 and was lowest at 2.5% in December 2025.
Across the 12 months ending September 2026, EMU Australia’s share of searches among boot brands in Australia peaked at 1.9% in May 2026 and was lowest at 0.73% in December 2025.
Across the 12 months ending September 2026, Redback rose from 5th to 4th among boot brands in Australia.
Across the 12 months ending September 2026, Steel Blue fell from 4th to 5th among boot brands in Australia.
Across the 12 months ending September 2026, Oliver rose from 7th to 6th among boot brands in Australia.
Across the 12 months ending September 2026, Rossi Boots fell from 6th to 7th among boot brands in Australia.
Across the 12 months ending September 2026, R.M. Williams, Blundstone, Mongrel Boots and EMU Australia held steady: their share of searches among boot brands in Australia each moved less than 0.5 percentage points.

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

6 changes

In September 2026, Mongrel Boots overtook Redback to rank 3rd among boot brands in Australia, with 6.6% of the searches.
In September 2026, Rossi Boots lost share of searches among boot brands in Australia, from 4.5% to 3.6%.
In September 2026, R.M. Williams lost share of searches among boot brands in Australia, from 61% to 60.5%.
In September 2026, Oliver rose from 7th to 6th among boot brands in Australia.
Estimated monthly branded searches for Redback in Australia rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.
Estimated monthly branded searches for Steel Blue in Australia fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.

How are branded searches counted for boot brands?

9 search terms

Each brand's share of searches among boot brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.