--- title: "Adairs vs H&M: Which is searched more in Australia?" description: "Is Adairs or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. 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/compare/adairs-vs-h-and-m" publisher: "Brandwave" --- # Adairs vs H&M: Which is searched more in Australia? Is Adairs or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homewares retailers set in Australia. 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 - **Compared**: Adairs and H&M - **Competitive set**: Homewares retailers - **Market**: Australia - **Month measured**: Sep 2026 - **Adairs Share of Search**: 14.3% - **H&M Share of Search**: 0.47% ## Is Adairs or H&M more popular in search? - In September 2026, Adairs had more branded searches than H&M among homewares retailers in Australia. Adairs had about 301,000 branded searches, while H&M had 9,900. Adairs made up 14.3% of all homewares retailer searches we track, and H&M accounted for 0.47%. - Adairs was ahead of H&M in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Adairs’ share of searches among homewares retailers in Australia moved from 17.1% to 14.3%, and its estimated monthly branded searches moved from 450K to 301K. - Across the 12 months ending September 2026, H&M’s share of searches among homewares retailers in Australia moved from 0.46% to 0.47%, and its estimated monthly branded searches moved from 12.1K to 9.9K. ## Top homewares retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Adairs was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. H&M did not appear in any of the four answers. 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. ## How did search popularity change for Australia homewares retailers in September 2026? - In September 2026, Adairs gained share of searches among homewares retailers in Australia, from 12.5% to 14.3%. - 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. ## Month by month | Month | Adairs estimated searches | Adairs Share of Search | Adairs rank | H&M estimated searches | H&M Share of Search | H&M rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 450K | 17.1% | 2 | 12.1K | 0.46% | 6 | | Nov 2025 | 450K | 13.8% | 3 | 9.9K | 0.3% | 7 | | Dec 2025 | 450K | 15% | 2 | 9.9K | 0.33% | 6 | | Jan 2026 | 368K | 11.2% | 3 | 12.1K | 0.37% | 6 | | Feb 2026 | 246K | 10.8% | 3 | 9.9K | 0.43% | 6 | | Mar 2026 | 368K | 15% | 2 | 12.1K | 0.49% | 6 | | Apr 2026 | 301K | 11.1% | 3 | 12.1K | 0.45% | 6 | | May 2026 | 368K | 14.8% | 2 | 12.1K | 0.49% | 6 | | Jun 2026 | 368K | 13.9% | 3 | 12.1K | 0.46% | 7 | | Jul 2026 | 301K | 12.4% | 3 | 12.1K | 0.5% | 7 | | Aug 2026 | 301K | 12.5% | 3 | 12.1K | 0.5% | 7 | | Sep 2026 | 301K | 14.3% | 3 | 9.9K | 0.47% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Adairs’ and H&M’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Adairs**: Measured on the search term “adairs”. - **H&M**: Measured on the search term “h&m home”. - [Adairs profile](/demand/au/brands/adairs) - [H&M profile](/demand/au/brands/h-and-m) - [All homewares retailers in Australia](/demand/au/categories/au-homewares-retailers): The set both shares are measured inside, 9 brands. ## 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 ### Is Adairs or H&M more popular in search? In September 2026, Adairs had more branded searches than H&M among homewares retailers in Australia. Adairs had about 301,000 branded searches, while H&M had 9,900. Adairs made up 14.3% of all homewares retailer searches we track, and H&M accounted for 0.47%. ## Cite this page Brandwave. "Adairs vs H&M: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/adairs-vs-h-and-m This page is also available as HTML at https://gobrandwave.com/demand/au/compare/adairs-vs-h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.