Brandwave

Country Road vs Kmart:Which is more popular?

In September 2026, Kmart had more branded searches than Country Road among homewares retailers in Australia. Kmart had about 22,200 branded searches, while Country Road had 4,400. Kmart made up 1.1% of all homewares retailer searches we track, and Country Road accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about homewares retailers, Country Road appeared in two of the four answers and Kmart in none.

Among homewares retailers in Australia in September 2026

Who do people search for more?

Kmart, about 5 searches for every 1 for Country Road

Kmart 22.2K searchesCountry Road 4.4K searches

Who does AI mention more?

Country Road, mentioned in 2 of 4 answers, Kmart in 0

Country Road in 2 of 4Kmart in 0 of 4

Who does AI recommend more?

Country Road, the only one of the two named

Country Road first in 2Kmart never named

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Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Country Road was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Kmart did not appear in any of the four answers.

Most recommended by AI

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

  1. Freedom1st
  2. Country Road2nd
  3. Adairs3rd
  4. Temple & Webster4th
  5. IKEA5th
  6. Bed Bath N' Table6th
  7. Kmart–
  8. H&M–
  9. Zara Home–

Mentioned by AI

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

  • Adairs3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • IKEA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Temple & Webster2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Freedom2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bed Bath N' Table2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Country Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kmart0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zara Home0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about homewares retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is Country Road or Kmart more popular in search?

This chart shows how often people search Google for Country Road and Kmart by name. Each line represents a brand's share of searches for all nine homewares retailers we track, month by month, from searches in Australia.

Country Road and Kmart among homewares retailers in Australia, by month

Share of searches by month for Kmart, Country Road. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEATemple & WebsterAdairsFreedomBed Bath N' TableKmartH&MZara HomeCountry Road
Oct 202557%17.1%17.1%6.3%1.5%0.11%0.46%0.25%0.25%
Nov 202556.2%20.7%13.8%6.2%2.3%0.07%0.3%0.2%0.3%
Dec 202561.1%15%15%5.5%2.5%0.08%0.33%0.18%0.27%
Jan 202668.1%13.7%11.2%5%1.2%0.16%0.37%0.16%0.13%
Feb 202665.7%16.1%10.8%4.8%1.5%0.19%0.43%0.29%0.19%
Mar 202661.3%15%15%5.5%2%0.15%0.49%0.27%0.18%
Apr 202667.7%13.6%11.1%5%1.5%0.11%0.45%0.24%0.2%
May 202660.5%14.8%14.8%6.7%2%0.15%0.49%0.27%0.22%
Jun 202656.5%16.9%13.9%6.2%1.5%4.1%0.46%0.25%0.17%
Jul 202661.7%15.1%12.4%5.6%1.7%2.5%0.5%0.33%0.18%
Aug 202662.3%15.3%12.5%5.6%1.7%1.7%0.5%0.34%0.18%
Sep 202657.8%17.4%14.3%6.4%1.9%1.1%0.47%0.38%0.21%

How has the Country Road and Kmart comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Kmart took it in January 2026, Country Road took it in March 2026, Kmart took it in June 2026.
  • Across the 12 months ending September 2026, Country Road’s share of searches among homewares retailers in Australia moved from 0.25% to 0.21%, and its estimated monthly branded searches moved from 6.6K to 4.4K.
  • Across the 12 months ending September 2026, Kmart’s share of searches among homewares retailers in Australia moved from 0.11% to 1.1%, and its estimated monthly branded searches moved from 2.9K to 22.2K.

How did search popularity change for Australia homewares retailers in September 2026?

2 changes

  1. In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Country Road’s and Kmart’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.

Country Road

1 branded search term

  • country road home

Kmart

1 branded search term

  • kmart homewares

How the Brand Demand Index is measured

Other head-to-heads among homewares retailers

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