---
title: "Boot brands in Australia: Which are searched most?"
description: "Compare the boot brands people in Australia wear for work and every day. Share of Search among R.M. Williams, Blundstone, Mongrel Boots, Redback, Steel Blue, Oliver, Rossi Boots and EMU Australia, the boot brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-boot-brands"
publisher: "Brandwave"
---

# Boot brands in Australia: Which are searched most?

Compare the boot brands people in Australia wear for work and every day. Share of Search among R.M. Williams, Blundstone, Mongrel Boots, Redback, Steel Blue, Oliver, Rossi Boots and EMU Australia, the boot brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Boot brands
- **Market**: Australia
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: R.M. Williams, 60.5%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Steel Blue | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Blundstone | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Redback | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Mongrel Boots | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Oliver | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| R.M. Williams | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Rossi Boots | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| EMU Australia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about boot brands

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

Not named in any answer: EMU Australia.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [R.M. Williams vs Blundstone: compare search popularity](/demand/au/compare/blundstone-vs-rm-williams): 60.5% against 12.1% Share of Search.
- [R.M. Williams vs Mongrel Boots: compare search popularity](/demand/au/compare/mongrel-boots-vs-rm-williams): 60.5% against 6.6% Share of Search.
- [R.M. Williams vs Redback: compare search popularity](/demand/au/compare/redback-vs-rm-williams): 60.5% against 6.6% Share of Search.
- [R.M. Williams vs Steel Blue: compare search popularity](/demand/au/compare/rm-williams-vs-steel-blue): 60.5% against 5.4% Share of Search.
- [Blundstone vs Mongrel Boots: compare search popularity](/demand/au/compare/blundstone-vs-mongrel-boots): 12.1% against 6.6% Share of Search.
- [Blundstone vs Redback: compare search popularity](/demand/au/compare/blundstone-vs-redback): 12.1% against 6.6% Share of Search.
- [Blundstone vs Steel Blue: compare search popularity](/demand/au/compare/blundstone-vs-steel-blue): 12.1% against 5.4% Share of Search.
- [Mongrel Boots vs Redback: compare search popularity](/demand/au/compare/mongrel-boots-vs-redback): 6.6% Share of Search each.
- [Mongrel Boots vs Steel Blue: compare search popularity](/demand/au/compare/mongrel-boots-vs-steel-blue): 6.6% against 5.4% Share of Search.
- [Redback vs Steel Blue: compare search popularity](/demand/au/compare/redback-vs-steel-blue): 6.6% against 5.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | R.M. Williams | 60.5% | 135K | -18.2% | R.M. Williams |
| 2 | Blundstone | 12.1% | 27.1K | -18.1% | Blundstone |
| 3 | Mongrel Boots | 6.6% | 14.8K | 0.0% | Mongrel Boots |
| 4 | Redback | 6.6% | 14.8K | -18.2% | Redback |
| 5 | Steel Blue | 5.4% | 12.1K | -18.2% | Steel Blue |
| 6 | Oliver | 4% | 9K | -8.2% | Oliver |
| 7 | Rossi Boots | 3.6% | 8.1K | -33.1% | Rossi Boots |
| 8 | EMU Australia | 1.1% | 2.4K | -17.2% | EMU Australia |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | R.M. Williams | 135K | 60% | 1 |
| Oct 2025 | Blundstone | 27.1K | 12% | 2 |
| Oct 2025 | Mongrel Boots | 14.8K | 6.6% | 3 |
| Oct 2025 | Steel Blue | 14.8K | 6.6% | 4 |
| Oct 2025 | Redback | 12.1K | 5.4% | 5 |
| Oct 2025 | Rossi Boots | 9.9K | 4.4% | 6 |
| Oct 2025 | Oliver | 9K | 4% | 7 |
| Oct 2025 | EMU Australia | 2.4K | 1.1% | 8 |
| Nov 2025 | R.M. Williams | 246K | 69.6% | 1 |
| Nov 2025 | Blundstone | 40.5K | 11.5% | 2 |
| Nov 2025 | Mongrel Boots | 14.8K | 4.2% | 3 |
| Nov 2025 | Redback | 14.8K | 4.2% | 4 |
| Nov 2025 | Steel Blue | 14.8K | 4.2% | 5 |
| Nov 2025 | Rossi Boots | 9.9K | 2.8% | 6 |
| Nov 2025 | Oliver | 9.8K | 2.8% | 7 |
| Nov 2025 | EMU Australia | 2.9K | 0.82% | 8 |
| Dec 2025 | R.M. Williams | 246K | 74.8% | 1 |
| Dec 2025 | Blundstone | 33.1K | 10.1% | 2 |
| Dec 2025 | Redback | 12.1K | 3.7% | 3 |
| Dec 2025 | Mongrel Boots | 9.9K | 3% | 4 |
| Dec 2025 | Steel Blue | 9.9K | 3% | 5 |
| Dec 2025 | Rossi Boots | 8.1K | 2.5% | 6 |
| Dec 2025 | Oliver | 7.3K | 2.2% | 7 |
| Dec 2025 | EMU Australia | 2.4K | 0.73% | 8 |
| Jan 2026 | R.M. Williams | 135K | 62.1% | 1 |
| Jan 2026 | Blundstone | 27.1K | 12.5% | 2 |
| Jan 2026 | Mongrel Boots | 12.1K | 5.6% | 3 |
| Jan 2026 | Redback | 12.1K | 5.6% | 4 |
| Jan 2026 | Steel Blue | 12.1K | 5.6% | 5 |
| Jan 2026 | Oliver | 9K | 4.1% | 6 |
| Jan 2026 | Rossi Boots | 8.1K | 3.7% | 7 |
| Jan 2026 | EMU Australia | 1.9K | 0.87% | 8 |
| Feb 2026 | R.M. Williams | 110K | 57.2% | 1 |
| Feb 2026 | Blundstone | 27.1K | 14.1% | 2 |
| Feb 2026 | Mongrel Boots | 12.1K | 6.3% | 3 |
| Feb 2026 | Redback | 12.1K | 6.3% | 4 |
| Feb 2026 | Steel Blue | 12.1K | 6.3% | 5 |
| Feb 2026 | Oliver | 9K | 4.7% | 6 |
| Feb 2026 | Rossi Boots | 8.1K | 4.2% | 7 |
| Feb 2026 | EMU Australia | 1.9K | 0.99% | 8 |
| Mar 2026 | R.M. Williams | 135K | 59.4% | 1 |
| Mar 2026 | Blundstone | 33.1K | 14.6% | 2 |
| Mar 2026 | Redback | 14.8K | 6.5% | 3 |
| Mar 2026 | Mongrel Boots | 12.1K | 5.3% | 4 |
| Mar 2026 | Steel Blue | 12.1K | 5.3% | 5 |
| Mar 2026 | Oliver | 9K | 4% | 6 |
| Mar 2026 | Rossi Boots | 8.1K | 3.6% | 7 |
| Mar 2026 | EMU Australia | 2.9K | 1.3% | 8 |
| Apr 2026 | R.M. Williams | 135K | 56.8% | 1 |
| Apr 2026 | Blundstone | 33.1K | 13.9% | 2 |
| Apr 2026 | Redback | 18.1K | 7.6% | 3 |
| Apr 2026 | Mongrel Boots | 14.8K | 6.2% | 4 |
| Apr 2026 | Rossi Boots | 12.1K | 5.1% | 5 |
| Apr 2026 | Steel Blue | 12.1K | 5.1% | 6 |
| Apr 2026 | Oliver | 9K | 3.8% | 7 |
| Apr 2026 | EMU Australia | 3.6K | 1.5% | 8 |
| May 2026 | R.M. Williams | 165K | 58.3% | 1 |
| May 2026 | Blundstone | 33.1K | 11.7% | 2 |
| May 2026 | Redback | 22.2K | 7.8% | 3 |
| May 2026 | Mongrel Boots | 18.1K | 6.4% | 4 |
| May 2026 | Rossi Boots | 14.8K | 5.2% | 5 |
| May 2026 | Steel Blue | 14.8K | 5.2% | 6 |
| May 2026 | Oliver | 9.8K | 3.5% | 7 |
| May 2026 | EMU Australia | 5.4K | 1.9% | 8 |
| Jun 2026 | R.M. Williams | 165K | 55.9% | 1 |
| Jun 2026 | Blundstone | 40.5K | 13.7% | 2 |
| Jun 2026 | Redback | 22.2K | 7.5% | 3 |
| Jun 2026 | Mongrel Boots | 18.1K | 6.1% | 4 |
| Jun 2026 | Steel Blue | 18.1K | 6.1% | 5 |
| Jun 2026 | Rossi Boots | 14.8K | 5% | 6 |
| Jun 2026 | Oliver | 12K | 4.1% | 7 |
| Jun 2026 | EMU Australia | 4.4K | 1.5% | 8 |
| Jul 2026 | R.M. Williams | 165K | 60% | 1 |
| Jul 2026 | Blundstone | 33.1K | 12% | 2 |
| Jul 2026 | Redback | 18.1K | 6.6% | 3 |
| Jul 2026 | Mongrel Boots | 14.8K | 5.4% | 4 |
| Jul 2026 | Rossi Boots | 14.8K | 5.4% | 5 |
| Jul 2026 | Steel Blue | 14.8K | 5.4% | 6 |
| Jul 2026 | Oliver | 11K | 4% | 7 |
| Jul 2026 | EMU Australia | 3.6K | 1.3% | 8 |
| Aug 2026 | R.M. Williams | 165K | 61% | 1 |
| Aug 2026 | Blundstone | 33.1K | 12.2% | 2 |
| Aug 2026 | Redback | 18.1K | 6.7% | 3 |
| Aug 2026 | Mongrel Boots | 14.8K | 5.5% | 4 |
| Aug 2026 | Steel Blue | 14.8K | 5.5% | 5 |
| Aug 2026 | Rossi Boots | 12.1K | 4.5% | 6 |
| Aug 2026 | Oliver | 9.8K | 3.6% | 7 |
| Aug 2026 | EMU Australia | 2.9K | 1.1% | 8 |
| Sep 2026 | R.M. Williams | 135K | 60.5% | 1 |
| Sep 2026 | Blundstone | 27.1K | 12.1% | 2 |
| Sep 2026 | Mongrel Boots | 14.8K | 6.6% | 3 |
| Sep 2026 | Redback | 14.8K | 6.6% | 4 |
| Sep 2026 | Steel Blue | 12.1K | 5.4% | 5 |
| Sep 2026 | Oliver | 9K | 4% | 6 |
| Sep 2026 | Rossi Boots | 8.1K | 3.6% | 7 |
| Sep 2026 | EMU Australia | 2.4K | 1.1% | 8 |

## What is being compared

- **Blundstone**: Measured on the search term “blundstone”.
- **EMU Australia**: Measured on the search term “emu australia”.
- **Mongrel Boots**: Measured on the search term “mongrel boots”.
- **Oliver**: Measured on the search terms “oliver boots” and “oliver work boots”, summed into one figure.
- **R.M. Williams**: Measured on the search term “rm williams”.
- **Redback**: Measured on the search term “redback boots”.
- **Rossi Boots**: Measured on the search term “rossi boots”.
- **Steel Blue**: Measured on the search term “steel blue boots”.

- [Blundstone](/demand/au/brands/blundstone)
- [EMU Australia](/demand/au/brands/emu-australia)
- [Mongrel Boots](/demand/au/brands/mongrel-boots)
- [Oliver](/demand/au/brands/oliver)
- [R.M. Williams](/demand/au/brands/rm-williams)
- [Redback](/demand/au/brands/redback)
- [Rossi Boots](/demand/au/brands/rossi-boots)
- [Steel Blue](/demand/au/brands/steel-blue)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Boot brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-boot-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-boot-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.