---
title: "Sheepskin and ugg boot brands in Australia: Which are searched most?"
description: "Compare the ugg and sheepskin boot brands Australians buy. Share of Search among UGG Express, UGG, Ugg Australia Since 1974, EMU Australia, Ozwear, Australia Luxe Collective, Jumbo Ugg, Mou, Bearpaw and Yellow Earth, the sheepskin and ugg 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-sheepskin-boot-brands"
publisher: "Brandwave"
---

# Sheepskin and ugg boot brands in Australia: Which are searched most?

Compare the ugg and sheepskin boot brands Australians buy. Share of Search among UGG Express, UGG, Ugg Australia Since 1974, EMU Australia, Ozwear, Australia Luxe Collective, Jumbo Ugg, Mou, Bearpaw and Yellow Earth, the sheepskin and ugg 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**: Sheepskin and ugg boot brands
- **Market**: Australia
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: UGG Express, 38%

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

- In September 2026, UGG Express was the most searched among sheepskin and ugg boot brands in Australia, with an estimated 9.9K branded searches, 38% of all searches for the ten we track.
- UGG is in 2nd place, 16.4 percentage points behind at 21.6%.
- Across the 12 months ending September 2026, UGG Express’ share of searches among sheepskin and ugg boot brands in Australia decreased from 39.5% to 38%.
- Across the 12 months ending September 2026, UGG’s share of searches among sheepskin and ugg boot brands in Australia decreased from 24.9% to 21.6%.
- Across the 12 months ending September 2026, Ugg Australia Since 1974’s share of searches among sheepskin and ugg boot brands in Australia increased from 14.3% to 16.9%.
- Across the 12 months ending September 2026, EMU Australia’s share of searches among sheepskin and ugg boot brands in Australia increased from 9.7% to 11.5%.
- Across the 12 months ending September 2026, Ozwear’s share of searches among sheepskin and ugg boot brands in Australia decreased from 7.8% to 7.3%.
- Across the 12 months ending September 2026, Australia Luxe Collective’s share of searches among sheepskin and ugg boot brands in Australia increased from 0.55% to 2.3%.
- Across the 12 months ending September 2026, Jumbo Ugg’s share of searches among sheepskin and ugg boot brands in Australia decreased from 1.9% to 1.2%.
- Across the 12 months ending September 2026, UGG Express’ share of searches among sheepskin and ugg boot brands in Australia peaked at 42.8% in February 2026 and was lowest at 34.6% in November 2025.
- Across the 12 months ending September 2026, UGG’s share of searches among sheepskin and ugg boot brands in Australia peaked at 31% in November 2025 and was lowest at 18% in June 2026.
- Across the 12 months ending September 2026, Ugg Australia Since 1974’s share of searches among sheepskin and ugg boot brands in Australia peaked at 20.5% in June 2026 and was lowest at 14.3% in October 2025.
- Across the 12 months ending September 2026, EMU Australia’s share of searches among sheepskin and ugg boot brands in Australia peaked at 11.5% in September 2026 and was lowest at 5.7% in December 2025.
- Across the 12 months ending September 2026, Ozwear’s share of searches among sheepskin and ugg boot brands in Australia peaked at 11.2% in June 2026 and was lowest at 3.5% in February 2026.
- Across the 12 months ending September 2026, Australia Luxe Collective’s share of searches among sheepskin and ugg boot brands in Australia peaked at 2.3% in September 2026 and was lowest at 0.36% in June 2026.
- Across the 12 months ending September 2026, Jumbo Ugg’s share of searches among sheepskin and ugg boot brands in Australia peaked at 1.9% in October 2025 and was lowest at 0.88% in May 2026.
- Across the 12 months ending September 2026, Australia Luxe Collective rose from 7th to 6th among sheepskin and ugg boot brands in Australia.
- Across the 12 months ending September 2026, Jumbo Ugg fell from 6th to 7th among sheepskin and ugg boot brands in Australia.
- Across the 12 months ending September 2026, Mou rose from 9th to 8th among sheepskin and ugg boot brands in Australia.
- Across the 12 months ending September 2026, Bearpaw fell from 8th to 9th among sheepskin and ugg boot brands in Australia.
- Across the 12 months ending September 2026, Yellow Earth held steady: its share of searches among sheepskin and ugg boot brands in Australia moved less than 0.5 percentage points.

## Top sheepskin and ugg boot brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, UGG appeared every time. UGG was recommended most often, coming first in all three answers that gave a list. Ugg Australia Since 1974 was second, and UGG Express was third. EMU Australia, which ranked fourth 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 |
| --- | --- | --- | --- | --- |
| UGG | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Ugg Australia Since 1974 | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| UGG Express | 3rd | 0 of 3 | 1 of 2 | 1 of 5 |
| EMU Australia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Ozwear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Australia Luxe Collective | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Jumbo Ugg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Mou | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bearpaw | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Yellow Earth | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about sheepskin and ugg boot brands

- Asked ChatGPT "Which ugg boots should I buy in Australia?": 1. UGG, 2. Ugg Australia Since 1974
- Asked ChatGPT "What are the best Australian made ugg boot brands?": 1. UGG, 2. Ugg Australia Since 1974
- Asked ChatGPT "What are the best ugg slippers?": 1. UGG
- Searched Google, AI Overview "ugg boots": 1. UGG, 2. UGG Express
- Searched Google, AI Overview "ugg slippers": 1. UGG

Not named in any answer: EMU Australia, Ozwear, Australia Luxe Collective, Jumbo Ugg, Mou, Bearpaw and Yellow Earth.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [UGG Express vs UGG: compare search popularity](/demand/au/compare/ugg-vs-ugg-express): 38% against 21.6% Share of Search.
- [UGG Express vs Ugg Australia Since 1974: compare search popularity](/demand/au/compare/ugg-australia-since-1974-vs-ugg-express): 38% against 16.9% Share of Search.
- [UGG Express vs EMU Australia: compare search popularity](/demand/au/compare/emu-australia-vs-ugg-express): 38% against 11.5% Share of Search.
- [UGG Express vs Ozwear: compare search popularity](/demand/au/compare/ozwear-ugg-vs-ugg-express): 38% against 7.3% Share of Search.
- [UGG vs Ugg Australia Since 1974: compare search popularity](/demand/au/compare/ugg-vs-ugg-australia-since-1974): 21.6% against 16.9% Share of Search.
- [UGG vs EMU Australia: compare search popularity](/demand/au/compare/emu-australia-vs-ugg): 21.6% against 11.5% Share of Search.
- [UGG vs Ozwear: compare search popularity](/demand/au/compare/ozwear-ugg-vs-ugg): 21.6% against 7.3% Share of Search.
- [Ugg Australia Since 1974 vs EMU Australia: compare search popularity](/demand/au/compare/emu-australia-vs-ugg-australia-since-1974): 16.9% against 11.5% Share of Search.
- [Ugg Australia Since 1974 vs Ozwear: compare search popularity](/demand/au/compare/ozwear-ugg-vs-ugg-australia-since-1974): 16.9% against 7.3% Share of Search.
- [EMU Australia vs Ozwear: compare search popularity](/demand/au/compare/emu-australia-vs-ozwear-ugg): 11.5% against 7.3% Share of Search.

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

- In September 2026, EMU Australia gained share of searches among sheepskin and ugg boot brands in Australia, from 9.2% to 11.5%.
- In September 2026, Ugg Australia Since 1974 gained share of searches among sheepskin and ugg boot brands in Australia, from 15.5% to 16.9%.
- In September 2026, Australia Luxe Collective gained share of searches among sheepskin and ugg boot brands in Australia, from 1.4% to 2.3%.
- In September 2026, UGG Express lost share of searches among sheepskin and ugg boot brands in Australia, from 42.5% to 38%.
- In September 2026, UGG lost share of searches among sheepskin and ugg boot brands in Australia, from 22.6% to 21.6%.
- In September 2026, Bearpaw rose from 10th to 9th among sheepskin and ugg boot brands in Australia.
- In September 2026, Yellow Earth fell from 9th to 10th among sheepskin and ugg boot brands in Australia.
- Estimated monthly branded searches for Jumbo Ugg in Australia fell 45.8% over 12 measured months, from 590 to 320 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | UGG Express | 38% | 9.9K | -45.3% | UGG Express |
| 2 | UGG | 21.6% | 5.6K | -41.6% | UGG |
| 3 | Ugg Australia Since 1974 | 16.9% | 4.4K | -33.3% | Ugg Australia Since 1974 |
| 4 | EMU Australia | 11.5% | 3K | -23.3% | EMU Australia |
| 5 | Ozwear | 7.3% | 1.9K | -34.5% | Ozwear |
| 6 | Australia Luxe Collective | 2.3% | 590 | 0.0% | Australia Luxe Collective |
| 7 | Jumbo Ugg | 1.2% | 320 | -17.9% | Jumbo Ugg |
| 8 | Mou | 0.54% | 140 | -17.6% | Mou |
| 9 | Bearpaw | 0.35% | 90 | -18.2% | Bearpaw |
| 10 | Yellow Earth | 0.35% | 90 | -47.1% | Yellow Earth |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | UGG Express | 12.1K | 39.5% | 1 |
| Oct 2025 | UGG | 7.7K | 24.9% | 2 |
| Oct 2025 | Ugg Australia Since 1974 | 4.4K | 14.3% | 3 |
| Oct 2025 | EMU Australia | 3K | 9.7% | 4 |
| Oct 2025 | Ozwear | 2.4K | 7.8% | 5 |
| Oct 2025 | Jumbo Ugg | 590 | 1.9% | 6 |
| Oct 2025 | Australia Luxe Collective | 170 | 0.55% | 7 |
| Oct 2025 | Bearpaw | 140 | 0.46% | 8 |
| Oct 2025 | Mou | 140 | 0.46% | 9 |
| Oct 2025 | Yellow Earth | 90 | 0.29% | 10 |
| Nov 2025 | UGG Express | 18.1K | 34.6% | 1 |
| Nov 2025 | UGG | 16.2K | 31% | 2 |
| Nov 2025 | Ugg Australia Since 1974 | 9.9K | 18.9% | 3 |
| Nov 2025 | EMU Australia | 3.6K | 6.9% | 4 |
| Nov 2025 | Ozwear | 2.9K | 5.5% | 5 |
| Nov 2025 | Jumbo Ugg | 880 | 1.7% | 6 |
| Nov 2025 | Australia Luxe Collective | 210 | 0.4% | 7 |
| Nov 2025 | Bearpaw | 170 | 0.33% | 8 |
| Nov 2025 | Mou | 170 | 0.33% | 9 |
| Nov 2025 | Yellow Earth | 140 | 0.27% | 10 |
| Dec 2025 | UGG Express | 22.2K | 42.2% | 1 |
| Dec 2025 | UGG | 15.5K | 29.4% | 2 |
| Dec 2025 | Ugg Australia Since 1974 | 8.1K | 15.4% | 3 |
| Dec 2025 | EMU Australia | 3K | 5.7% | 4 |
| Dec 2025 | Ozwear | 2.4K | 4.6% | 5 |
| Dec 2025 | Jumbo Ugg | 720 | 1.4% | 6 |
| Dec 2025 | Australia Luxe Collective | 260 | 0.49% | 7 |
| Dec 2025 | Mou | 210 | 0.4% | 8 |
| Dec 2025 | Bearpaw | 140 | 0.27% | 9 |
| Dec 2025 | Yellow Earth | 140 | 0.27% | 10 |
| Jan 2026 | UGG Express | 14.8K | 41.3% | 1 |
| Jan 2026 | UGG | 9.1K | 25.5% | 2 |
| Jan 2026 | Ugg Australia Since 1974 | 6.6K | 18.4% | 3 |
| Jan 2026 | EMU Australia | 2.5K | 6.9% | 4 |
| Jan 2026 | Ozwear | 1.6K | 4.5% | 5 |
| Jan 2026 | Jumbo Ugg | 480 | 1.3% | 6 |
| Jan 2026 | Australia Luxe Collective | 390 | 1.1% | 7 |
| Jan 2026 | Bearpaw | 140 | 0.39% | 8 |
| Jan 2026 | Mou | 140 | 0.39% | 9 |
| Jan 2026 | Yellow Earth | 90 | 0.25% | 10 |
| Feb 2026 | UGG Express | 12.1K | 42.8% | 1 |
| Feb 2026 | UGG | 6.4K | 22.5% | 2 |
| Feb 2026 | Ugg Australia Since 1974 | 5.4K | 19.1% | 3 |
| Feb 2026 | EMU Australia | 2.5K | 8.8% | 4 |
| Feb 2026 | Ozwear | 1K | 3.5% | 5 |
| Feb 2026 | Jumbo Ugg | 320 | 1.1% | 6 |
| Feb 2026 | Australia Luxe Collective | 260 | 0.92% | 7 |
| Feb 2026 | Mou | 140 | 0.5% | 8 |
| Feb 2026 | Bearpaw | 110 | 0.39% | 9 |
| Feb 2026 | Yellow Earth | 90 | 0.32% | 10 |
| Mar 2026 | UGG Express | 12.1K | 36.5% | 1 |
| Mar 2026 | UGG | 8.1K | 24.4% | 2 |
| Mar 2026 | Ugg Australia Since 1974 | 6.6K | 19.9% | 3 |
| Mar 2026 | EMU Australia | 3.8K | 11.4% | 4 |
| Mar 2026 | Ozwear | 1.6K | 4.8% | 5 |
| Mar 2026 | Jumbo Ugg | 320 | 0.97% | 6 |
| Mar 2026 | Australia Luxe Collective | 260 | 0.79% | 7 |
| Mar 2026 | Bearpaw | 140 | 0.42% | 8 |
| Mar 2026 | Yellow Earth | 140 | 0.42% | 9 |
| Mar 2026 | Mou | 110 | 0.33% | 10 |
| Apr 2026 | UGG Express | 18.1K | 35.9% | 1 |
| Apr 2026 | UGG | 10.8K | 21.5% | 2 |
| Apr 2026 | Ugg Australia Since 1974 | 9.9K | 19.6% | 3 |
| Apr 2026 | Ozwear | 5.4K | 10.7% | 4 |
| Apr 2026 | EMU Australia | 4.9K | 9.7% | 5 |
| Apr 2026 | Jumbo Ugg | 480 | 0.95% | 6 |
| Apr 2026 | Australia Luxe Collective | 320 | 0.63% | 7 |
| Apr 2026 | Yellow Earth | 210 | 0.42% | 8 |
| Apr 2026 | Mou | 170 | 0.34% | 9 |
| Apr 2026 | Bearpaw | 140 | 0.28% | 10 |
| May 2026 | UGG Express | 27.1K | 40.2% | 1 |
| May 2026 | UGG | 12.8K | 19% | 2 |
| May 2026 | Ugg Australia Since 1974 | 12.1K | 18% | 3 |
| May 2026 | EMU Australia | 7.3K | 10.8% | 4 |
| May 2026 | Ozwear | 6.6K | 9.8% | 5 |
| May 2026 | Jumbo Ugg | 590 | 0.88% | 6 |
| May 2026 | Yellow Earth | 320 | 0.47% | 7 |
| May 2026 | Australia Luxe Collective | 260 | 0.39% | 8 |
| May 2026 | Mou | 210 | 0.31% | 9 |
| May 2026 | Bearpaw | 110 | 0.16% | 10 |
| Jun 2026 | UGG Express | 22.2K | 37.6% | 1 |
| Jun 2026 | Ugg Australia Since 1974 | 12.1K | 20.5% | 2 |
| Jun 2026 | UGG | 10.7K | 18% | 3 |
| Jun 2026 | Ozwear | 6.6K | 11.2% | 4 |
| Jun 2026 | EMU Australia | 6K | 10.2% | 5 |
| Jun 2026 | Jumbo Ugg | 590 | 1% | 6 |
| Jun 2026 | Yellow Earth | 390 | 0.66% | 7 |
| Jun 2026 | Australia Luxe Collective | 210 | 0.36% | 8 |
| Jun 2026 | Mou | 170 | 0.29% | 9 |
| Jun 2026 | Bearpaw | 110 | 0.19% | 10 |
| Jul 2026 | UGG Express | 18.1K | 36.7% | 1 |
| Jul 2026 | UGG | 10.5K | 21.3% | 2 |
| Jul 2026 | Ugg Australia Since 1974 | 9.9K | 20.1% | 3 |
| Jul 2026 | EMU Australia | 4.9K | 9.9% | 4 |
| Jul 2026 | Ozwear | 4.4K | 8.9% | 5 |
| Jul 2026 | Australia Luxe Collective | 480 | 0.97% | 6 |
| Jul 2026 | Jumbo Ugg | 480 | 0.97% | 7 |
| Jul 2026 | Yellow Earth | 260 | 0.53% | 8 |
| Jul 2026 | Mou | 170 | 0.34% | 9 |
| Jul 2026 | Bearpaw | 110 | 0.22% | 10 |
| Aug 2026 | UGG Express | 18.1K | 42.5% | 1 |
| Aug 2026 | UGG | 9.6K | 22.6% | 2 |
| Aug 2026 | Ugg Australia Since 1974 | 6.6K | 15.5% | 3 |
| Aug 2026 | EMU Australia | 3.9K | 9.2% | 4 |
| Aug 2026 | Ozwear | 2.9K | 6.8% | 5 |
| Aug 2026 | Australia Luxe Collective | 590 | 1.4% | 6 |
| Aug 2026 | Jumbo Ugg | 390 | 0.92% | 7 |
| Aug 2026 | Mou | 170 | 0.4% | 8 |
| Aug 2026 | Yellow Earth | 170 | 0.4% | 9 |
| Aug 2026 | Bearpaw | 110 | 0.26% | 10 |
| Sep 2026 | UGG Express | 9.9K | 38% | 1 |
| Sep 2026 | UGG | 5.6K | 21.6% | 2 |
| Sep 2026 | Ugg Australia Since 1974 | 4.4K | 16.9% | 3 |
| Sep 2026 | EMU Australia | 3K | 11.5% | 4 |
| Sep 2026 | Ozwear | 1.9K | 7.3% | 5 |
| Sep 2026 | Australia Luxe Collective | 590 | 2.3% | 6 |
| Sep 2026 | Jumbo Ugg | 320 | 1.2% | 7 |
| Sep 2026 | Mou | 140 | 0.54% | 8 |
| Sep 2026 | Bearpaw | 90 | 0.35% | 9 |
| Sep 2026 | Yellow Earth | 90 | 0.35% | 10 |

## What is being compared

- **Australia Luxe Collective**: Measured on the search term “australia luxe collective”.
- **Bearpaw**: Measured on the search term “bearpaw”.
- **EMU Australia**: Measured on the search terms “emu australia” and “emu boots”, summed into one figure.
- **Jumbo Ugg**: Measured on the search term “jumbo ugg”.
- **Mou**: Measured on the search term “mou boots”.
- **Ozwear**: Measured on the search term “ozwear ugg”.
- **UGG**: Measured on the search terms “ugg classic mini”, “ugg goldenstar”, “ugg lowmel”, “ugg tasman” and “ugg tazz”, summed into one figure.
- **Ugg Australia Since 1974**: Measured on the search term “ugg since 1974”.
- **UGG Express**: Measured on the search term “ugg express”.
- **Yellow Earth**: Measured on the search term “yellow earth ugg”.

- [Australia Luxe Collective](/demand/au/brands/australia-luxe-collective)
- [Bearpaw](/demand/au/brands/bearpaw)
- [EMU Australia](/demand/au/brands/emu-australia)
- [Jumbo Ugg](/demand/au/brands/jumbo-ugg)
- [Mou](/demand/au/brands/mou)
- [Ozwear](/demand/au/brands/ozwear-ugg)
- [UGG](/demand/au/brands/ugg)
- [Ugg Australia Since 1974](/demand/au/brands/ugg-australia-since-1974)
- [UGG Express](/demand/au/brands/ugg-express)
- [Yellow Earth](/demand/au/brands/yellow-earth-ugg)

## 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 sheepskin and ugg boot brands in Australia?

In September 2026, UGG Express was the most searched among sheepskin and ugg boot brands in Australia, with an estimated 9.9K branded searches, 38% of all searches for the ten we track.

## Cite this page

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

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