H&M vs Kmart:Which is more popular?
In September 2026, Kmart had more branded searches than H&M among homewares retailers in Australia. Kmart had about 22,200 branded searches, while H&M had 9,900. Kmart made up 1.1% 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, neither H&M nor Kmart appeared in any of the four answers.
Who do people search for more?
Kmart, about 2 searches for every 1 for H&M
Who does AI mention more?
Both were mentioned in 0 of 4 answers.
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Top homewares retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, neither H&M nor Kmart showed up 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 H&M or Kmart more popular in search?
This chart shows how often people search Google for H&M 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 Kmart, H&M. 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 H&M and Kmart comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Kmart took it in June 2026.
- 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.
- 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, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%.
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 H&M’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.
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