Brandwave

Freedom vs H&M:Which is more popular?

In September 2026, Freedom had more branded searches than H&M among homewares retailers in Australia. Freedom had about 135,000 branded searches, while H&M had 9,900. Freedom made up 6.4% of all homewares retailer searches we track, and H&M accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about homewares retailers, Freedom appeared in two of the four answers and H&M in none.

Among homewares retailers in Australia in September 2026

Who do people search for more?

Freedom, about 14 searches for every 1 for H&M

Freedom 135K searchesH&M 9.9K searches

Who does AI mention more?

Freedom, mentioned in 2 of 4 answers, H&M in 0

Freedom in 2 of 4H&M in 0 of 4

Who does AI recommend more?

Freedom, the only one of the two named

Freedom first in 2H&M never named

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Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Freedom was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. H&M 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 Freedom or H&M more popular in search?

This chart shows how often people search Google for Freedom and H&M 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.

Freedom and H&M among homewares retailers in Australia, by month

Share of searches by month for Freedom, H&M. 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 Freedom and H&M comparison changed over the last 12 months?

3 findings
  • Freedom was ahead of H&M in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Freedom’s share of searches among homewares retailers in Australia moved from 6.3% to 6.4%, and its estimated monthly branded searches moved from 165K to 135K.
  • 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.

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

2 changes

  1. In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Freedom’s 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.

Freedom

1 branded search term

  • freedom furniture

H&M

1 branded search term

  • h&m home

How the Brand Demand Index is measured

Other head-to-heads among homewares retailers

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