---
title: "Homewares retailers in Australia: Which are searched most?"
description: "Compare the stores people shop for bedding, kitchenware and home decor. Share of Search among IKEA, Temple & Webster, Adairs, Freedom, Bed Bath N' Table, Kmart, H&M, Zara Home and Country Road, the homewares retailers 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-homewares-retailers"
publisher: "Brandwave"
---

# Homewares retailers in Australia: Which are searched most?

Compare the stores people shop for bedding, kitchenware and home decor. Share of Search among IKEA, Temple & Webster, Adairs, Freedom, Bed Bath N' Table, Kmart, H&M, Zara Home and Country Road, the homewares retailers 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**: Homewares retailers
- **Market**: Australia
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: IKEA, 57.8%

## Which brand is most popular in search among homewares retailers in Australia?

- In September 2026, IKEA was the most searched among homewares retailers in Australia, with an estimated 1.2M branded searches, 57.8% of all searches for the nine we track.
- Temple & Webster is in 2nd place, 40.4 percentage points behind at 17.4%.
- Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia increased from 57% to 57.8%.
- Across the 12 months ending September 2026, Adairs’ share of searches among homewares retailers in Australia decreased from 17.1% to 14.3%.
- Across the 12 months ending September 2026, Kmart’s share of searches among homewares retailers in Australia increased from 0.11% to 1.1%.
- Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia peaked at 68.1% in January 2026 and was lowest at 56.2% in November 2025.
- Across the 12 months ending September 2026, Temple & Webster’s share of searches among homewares retailers in Australia peaked at 20.7% in November 2025 and was lowest at 13.6% in April 2026.
- Across the 12 months ending September 2026, Adairs’ share of searches among homewares retailers in Australia peaked at 17.1% in October 2025 and was lowest at 10.8% in February 2026.
- Across the 12 months ending September 2026, Freedom’s share of searches among homewares retailers in Australia peaked at 6.7% in May 2026 and was lowest at 4.8% in February 2026.
- Across the 12 months ending September 2026, Bed Bath N' Table’s share of searches among homewares retailers in Australia peaked at 2.5% in December 2025 and was lowest at 1.2% in January 2026.
- Across the 12 months ending September 2026, Kmart’s share of searches among homewares retailers in Australia peaked at 4.1% in June 2026 and was lowest at 0.07% in November 2025.
- Across the 12 months ending September 2026, Temple & Webster rose from 3rd to 2nd among homewares retailers in Australia.
- Across the 12 months ending September 2026, Adairs fell from 2nd to 3rd among homewares retailers in Australia.
- Across the 12 months ending September 2026, Kmart rose from 9th to 6th among homewares retailers in Australia.
- Across the 12 months ending September 2026, H&M fell from 6th to 7th among homewares retailers in Australia.
- Across the 12 months ending September 2026, Country Road fell from 7th to 9th among homewares retailers in Australia.
- Across the 12 months ending September 2026, Freedom, Bed Bath N' Table and Zara Home held steady: their share of searches among homewares retailers in Australia each moved less than 0.5 percentage points.

## Top homewares retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Adairs was mentioned most often, in three of the four answers. Freedom was recommended most often, though no answer put it first. Country Road was second, and Adairs was third. Kmart, which ranked sixth 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 |
| --- | --- | --- | --- | --- |
| 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.

## Compare search popularity between leading brands

- [IKEA vs Temple & Webster: compare search popularity](/demand/au/compare/ikea-vs-temple-and-webster): 57.8% against 17.4% Share of Search.
- [IKEA vs Adairs: compare search popularity](/demand/au/compare/adairs-vs-ikea): 57.8% against 14.3% Share of Search.
- [IKEA vs Freedom: compare search popularity](/demand/au/compare/freedom-au-vs-ikea): 57.8% against 6.4% Share of Search.
- [Temple & Webster vs Adairs: compare search popularity](/demand/au/compare/adairs-vs-temple-and-webster): 17.4% against 14.3% Share of Search.
- [Temple & Webster vs Freedom: compare search popularity](/demand/au/compare/freedom-au-vs-temple-and-webster): 17.4% against 6.4% Share of Search.
- [Adairs vs Freedom: compare search popularity](/demand/au/compare/adairs-vs-freedom-au): 14.3% against 6.4% Share of Search.

## 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.
- Estimated monthly branded searches for Country Road in Australia fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.
- Estimated monthly branded searches for H&M in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | IKEA | 57.8% | 1.2M | -18.7% | IKEA New Zealand Limited |
| 2 | Temple & Webster | 17.4% | 368K | 0.0% | Temple & Webster |
| 3 | Adairs | 14.3% | 301K | 0.0% | Adairs |
| 4 | Freedom | 6.4% | 135K | 0.0% | Freedom |
| 5 | Bed Bath N' Table | 1.9% | 40.5K | 0.0% | Bed Bath N' Table |
| 6 | Kmart | 1.1% | 22.2K | -45.2% | Kmart |
| 7 | H&M | 0.47% | 9.9K | -18.2% | H&M |
| 8 | Zara Home | 0.38% | 8.1K | 0.0% | Zara Home |
| 9 | Country Road | 0.21% | 4.4K | 0.0% | Country Road |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | IKEA | 1.5M | 57% | 1 |
| Oct 2025 | Adairs | 450K | 17.1% | 2 |
| Oct 2025 | Temple & Webster | 450K | 17.1% | 3 |
| Oct 2025 | Freedom | 165K | 6.3% | 4 |
| Oct 2025 | Bed Bath N' Table | 40.5K | 1.5% | 5 |
| Oct 2025 | H&M | 12.1K | 0.46% | 6 |
| Oct 2025 | Country Road | 6.6K | 0.25% | 7 |
| Oct 2025 | Zara Home | 6.6K | 0.25% | 8 |
| Oct 2025 | Kmart | 2.9K | 0.11% | 9 |
| Nov 2025 | IKEA | 1.8M | 56.2% | 1 |
| Nov 2025 | Temple & Webster | 673K | 20.7% | 2 |
| Nov 2025 | Adairs | 450K | 13.8% | 3 |
| Nov 2025 | Freedom | 201K | 6.2% | 4 |
| Nov 2025 | Bed Bath N' Table | 74K | 2.3% | 5 |
| Nov 2025 | Country Road | 9.9K | 0.3% | 6 |
| Nov 2025 | H&M | 9.9K | 0.3% | 7 |
| Nov 2025 | Zara Home | 6.6K | 0.2% | 8 |
| Nov 2025 | Kmart | 2.4K | 0.07% | 9 |
| Dec 2025 | IKEA | 1.8M | 61.1% | 1 |
| Dec 2025 | Adairs | 450K | 15% | 2 |
| Dec 2025 | Temple & Webster | 450K | 15% | 3 |
| Dec 2025 | Freedom | 165K | 5.5% | 4 |
| Dec 2025 | Bed Bath N' Table | 74K | 2.5% | 5 |
| Dec 2025 | H&M | 9.9K | 0.33% | 6 |
| Dec 2025 | Country Road | 8.1K | 0.27% | 7 |
| Dec 2025 | Zara Home | 5.4K | 0.18% | 8 |
| Dec 2025 | Kmart | 2.4K | 0.08% | 9 |
| Jan 2026 | IKEA | 2.2M | 68.1% | 1 |
| Jan 2026 | Temple & Webster | 450K | 13.7% | 2 |
| Jan 2026 | Adairs | 368K | 11.2% | 3 |
| Jan 2026 | Freedom | 165K | 5% | 4 |
| Jan 2026 | Bed Bath N' Table | 40.5K | 1.2% | 5 |
| Jan 2026 | H&M | 12.1K | 0.37% | 6 |
| Jan 2026 | Kmart | 5.4K | 0.16% | 7 |
| Jan 2026 | Zara Home | 5.4K | 0.16% | 8 |
| Jan 2026 | Country Road | 4.4K | 0.13% | 9 |
| Feb 2026 | IKEA | 1.5M | 65.7% | 1 |
| Feb 2026 | Temple & Webster | 368K | 16.1% | 2 |
| Feb 2026 | Adairs | 246K | 10.8% | 3 |
| Feb 2026 | Freedom | 110K | 4.8% | 4 |
| Feb 2026 | Bed Bath N' Table | 33.1K | 1.5% | 5 |
| Feb 2026 | H&M | 9.9K | 0.43% | 6 |
| Feb 2026 | Zara Home | 6.6K | 0.29% | 7 |
| Feb 2026 | Country Road | 4.4K | 0.19% | 8 |
| Feb 2026 | Kmart | 4.4K | 0.19% | 9 |
| Mar 2026 | IKEA | 1.5M | 61.3% | 1 |
| Mar 2026 | Adairs | 368K | 15% | 2 |
| Mar 2026 | Temple & Webster | 368K | 15% | 3 |
| Mar 2026 | Freedom | 135K | 5.5% | 4 |
| Mar 2026 | Bed Bath N' Table | 49.5K | 2% | 5 |
| Mar 2026 | H&M | 12.1K | 0.49% | 6 |
| Mar 2026 | Zara Home | 6.6K | 0.27% | 7 |
| Mar 2026 | Country Road | 4.4K | 0.18% | 8 |
| Mar 2026 | Kmart | 3.6K | 0.15% | 9 |
| Apr 2026 | IKEA | 1.8M | 67.7% | 1 |
| Apr 2026 | Temple & Webster | 368K | 13.6% | 2 |
| Apr 2026 | Adairs | 301K | 11.1% | 3 |
| Apr 2026 | Freedom | 135K | 5% | 4 |
| Apr 2026 | Bed Bath N' Table | 40.5K | 1.5% | 5 |
| Apr 2026 | H&M | 12.1K | 0.45% | 6 |
| Apr 2026 | Zara Home | 6.6K | 0.24% | 7 |
| Apr 2026 | Country Road | 5.4K | 0.2% | 8 |
| Apr 2026 | Kmart | 2.9K | 0.11% | 9 |
| May 2026 | IKEA | 1.5M | 60.5% | 1 |
| May 2026 | Adairs | 368K | 14.8% | 2 |
| May 2026 | Temple & Webster | 368K | 14.8% | 3 |
| May 2026 | Freedom | 165K | 6.7% | 4 |
| May 2026 | Bed Bath N' Table | 49.5K | 2% | 5 |
| May 2026 | H&M | 12.1K | 0.49% | 6 |
| May 2026 | Zara Home | 6.6K | 0.27% | 7 |
| May 2026 | Country Road | 5.4K | 0.22% | 8 |
| May 2026 | Kmart | 3.6K | 0.15% | 9 |
| Jun 2026 | IKEA | 1.5M | 56.5% | 1 |
| Jun 2026 | Temple & Webster | 450K | 16.9% | 2 |
| Jun 2026 | Adairs | 368K | 13.9% | 3 |
| Jun 2026 | Freedom | 165K | 6.2% | 4 |
| Jun 2026 | Kmart | 110K | 4.1% | 5 |
| Jun 2026 | Bed Bath N' Table | 40.5K | 1.5% | 6 |
| Jun 2026 | H&M | 12.1K | 0.46% | 7 |
| Jun 2026 | Zara Home | 6.6K | 0.25% | 8 |
| Jun 2026 | Country Road | 4.4K | 0.17% | 9 |
| Jul 2026 | IKEA | 1.5M | 61.7% | 1 |
| Jul 2026 | Temple & Webster | 368K | 15.1% | 2 |
| Jul 2026 | Adairs | 301K | 12.4% | 3 |
| Jul 2026 | Freedom | 135K | 5.6% | 4 |
| Jul 2026 | Kmart | 60.5K | 2.5% | 5 |
| Jul 2026 | Bed Bath N' Table | 40.5K | 1.7% | 6 |
| Jul 2026 | H&M | 12.1K | 0.5% | 7 |
| Jul 2026 | Zara Home | 8.1K | 0.33% | 8 |
| Jul 2026 | Country Road | 4.4K | 0.18% | 9 |
| Aug 2026 | IKEA | 1.5M | 62.3% | 1 |
| Aug 2026 | Temple & Webster | 368K | 15.3% | 2 |
| Aug 2026 | Adairs | 301K | 12.5% | 3 |
| Aug 2026 | Freedom | 135K | 5.6% | 4 |
| Aug 2026 | Bed Bath N' Table | 40.5K | 1.7% | 5 |
| Aug 2026 | Kmart | 40.5K | 1.7% | 6 |
| Aug 2026 | H&M | 12.1K | 0.5% | 7 |
| Aug 2026 | Zara Home | 8.1K | 0.34% | 8 |
| Aug 2026 | Country Road | 4.4K | 0.18% | 9 |
| Sep 2026 | IKEA | 1.2M | 57.8% | 1 |
| Sep 2026 | Temple & Webster | 368K | 17.4% | 2 |
| Sep 2026 | Adairs | 301K | 14.3% | 3 |
| Sep 2026 | Freedom | 135K | 6.4% | 4 |
| Sep 2026 | Bed Bath N' Table | 40.5K | 1.9% | 5 |
| Sep 2026 | Kmart | 22.2K | 1.1% | 6 |
| Sep 2026 | H&M | 9.9K | 0.47% | 7 |
| Sep 2026 | Zara Home | 8.1K | 0.38% | 8 |
| Sep 2026 | Country Road | 4.4K | 0.21% | 9 |

## What is being compared

- **Adairs**: Measured on the search term “adairs”.
- **Bed Bath N' Table**: Measured on the search term “bed bath n table”.
- **Country Road**: Measured on the search term “country road home”.
- **Freedom**: Measured on the search term “freedom furniture”.
- **H&M**: Measured on the search term “h&m home”.
- **IKEA**: Measured on the search term “ikea”.
- **Kmart**: Measured on the search term “kmart homewares”.
- **Temple & Webster**: Measured on the search term “temple and webster”.
- **Zara Home**: Measured on the search term “zara home”.

- [Adairs](/demand/au/brands/adairs)
- [Bed Bath N' Table](/demand/au/brands/bed-bath-n-table)
- [Country Road](/demand/au/brands/country-road)
- [Freedom](/demand/au/brands/freedom-au)
- [H&M](/demand/au/brands/h-and-m)
- [IKEA](/demand/au/brands/ikea)
- [Kmart](/demand/au/brands/kmart-australia)
- [Temple & Webster](/demand/au/brands/temple-and-webster)
- [Zara Home](/demand/au/brands/zara-home)

## 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 homewares retailers in Australia?

In September 2026, IKEA was the most searched among homewares retailers in Australia, with an estimated 1.2M branded searches, 57.8% of all searches for the nine we track.

## Cite this page

Brandwave. "Homewares retailers in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-homewares-retailers

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