Freedom vs Kmart:Which is more popular?
In September 2026, Freedom had more branded searches than Kmart among homewares retailers in Australia. Freedom had about 135,000 branded searches, while Kmart had 22,200. Freedom made up 6.4% of all homewares retailer searches we track, and Kmart accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about homewares retailers, Freedom appeared in two of the four answers and Kmart in none.
Who do people search for more?
Freedom, about 6 searches for every 1 for Kmart
Who does AI mention more?
Freedom, mentioned in 2 of 4 answers, Kmart in 0
Who does AI recommend more?
Freedom, the only one of the two 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. 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.
- Freedom1st
Country Road2nd
Adairs3rd
Temple & Webster4th
IKEA5th
Bed Bath N' Table6th
Kmart–
H&M–
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
Asked ChatGPT
“Where should I buy homewares in Australia?”
Asked ChatGPT
“What are the best homewares stores in Australia?”
Asked ChatGPT
“Where can I buy good quality bedding in Australia?”
Searched Google, AI Overview
“homewares”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“home decor stores”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is Freedom or Kmart more popular in search?
This chart shows how often people search Google for Freedom 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.
Share of searches by month for Freedom, Kmart. The figures are in the table below the chart.
View monthly share of searches table
| Month | IKEA | Temple & Webster | Adairs | Freedom | Bed Bath N' Table | Kmart | H&M | Zara Home | Country Road |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 57% | 17.1% | 17.1% | 6.3% | 1.5% | 0.11% | 0.46% | 0.25% | 0.25% |
| Nov 2025 | 56.2% | 20.7% | 13.8% | 6.2% | 2.3% | 0.07% | 0.3% | 0.2% | 0.3% |
| Dec 2025 | 61.1% | 15% | 15% | 5.5% | 2.5% | 0.08% | 0.33% | 0.18% | 0.27% |
| Jan 2026 | 68.1% | 13.7% | 11.2% | 5% | 1.2% | 0.16% | 0.37% | 0.16% | 0.13% |
| Feb 2026 | 65.7% | 16.1% | 10.8% | 4.8% | 1.5% | 0.19% | 0.43% | 0.29% | 0.19% |
| Mar 2026 | 61.3% | 15% | 15% | 5.5% | 2% | 0.15% | 0.49% | 0.27% | 0.18% |
| Apr 2026 | 67.7% | 13.6% | 11.1% | 5% | 1.5% | 0.11% | 0.45% | 0.24% | 0.2% |
| May 2026 | 60.5% | 14.8% | 14.8% | 6.7% | 2% | 0.15% | 0.49% | 0.27% | 0.22% |
| Jun 2026 | 56.5% | 16.9% | 13.9% | 6.2% | 1.5% | 4.1% | 0.46% | 0.25% | 0.17% |
| Jul 2026 | 61.7% | 15.1% | 12.4% | 5.6% | 1.7% | 2.5% | 0.5% | 0.33% | 0.18% |
| Aug 2026 | 62.3% | 15.3% | 12.5% | 5.6% | 1.7% | 1.7% | 0.5% | 0.34% | 0.18% |
| Sep 2026 | 57.8% | 17.4% | 14.3% | 6.4% | 1.9% | 1.1% | 0.47% | 0.38% | 0.21% |
How has the Freedom and Kmart comparison changed over the last 12 months?
3 findings
- Freedom was ahead of Kmart 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, 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
In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%.
In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Freedom’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.
Other head-to-heads among homewares retailers
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