Huxbaby vs Wilson & Frenchy:Which is more popular?
In September 2026, Huxbaby had more branded searches than Wilson & Frenchy among kids fashion brands in Australia. Huxbaby had about 6,600 branded searches, while Wilson & Frenchy had 5,400. Huxbaby made up 3.5% of all kids fashion brand searches we track, and Wilson & Frenchy accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about kids fashion brands, Wilson & Frenchy appeared in two of the five answers and Huxbaby in one. Wilson & Frenchy was mentioned before Huxbaby in every answer that named either.
Who do people search for more?
Huxbaby, about 22% more searches than Wilson & Frenchy
Who does AI mention more?
Wilson & Frenchy, mentioned in 2 of 5 answers, Huxbaby in 1
Who does AI recommend more?
Wilson & Frenchy, named ahead of Huxbaby in 2 of 2 answers
Follow Huxbaby vs Wilson & Frenchy and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top kids fashion brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wilson & Frenchy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Huxbaby was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wilson & Frenchy was listed before Huxbaby in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Purebaby1st
Cotton On Kids2nd- Wilson & Frenchy3rd
Jamie Kay4th
Goldie + Ace5th- Huxbaby6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Purebaby4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Cotton On Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jamie Kay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Goldie + Ace2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wilson & Frenchy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Huxbaby1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids fashion brands
5 answers
Asked ChatGPT
“Which kids clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best baby clothing brands in Australia?”
Asked ChatGPT
“What's the best organic baby clothing brand?”
Searched Google, AI Overview
“baby clothes”
Searched Google, AI Overview
“kids clothes”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Huxbaby or Wilson & Frenchy more popular in search?
This chart shows how often people search Google for Huxbaby and Wilson & Frenchy by name. Each line represents a brand's share of searches for all six kids fashion brands we track, month by month, from searches in Australia.
Share of searches by month for Huxbaby, Wilson & Frenchy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On Kids | Purebaby | Jamie Kay | Goldie + Ace | Huxbaby | Wilson & Frenchy |
|---|---|---|---|---|---|---|
| Oct 2025 | 70.7% | 9.5% | 7.7% | 3.5% | 5.2% | 3.5% |
| Nov 2025 | 70.5% | 11.6% | 6.4% | 2.3% | 6.4% | 2.8% |
| Dec 2025 | 71.3% | 11.7% | 6.4% | 2.9% | 4.3% | 3.5% |
| Jan 2026 | 64.3% | 12.9% | 10.5% | 3.8% | 3.8% | 4.7% |
| Feb 2026 | 64.8% | 13% | 10.6% | 3.9% | 3.9% | 3.9% |
| Mar 2026 | 65.1% | 13.1% | 10.7% | 3.2% | 4.8% | 3.2% |
| Apr 2026 | 69.2% | 11.4% | 9.3% | 3.4% | 3.4% | 3.4% |
| May 2026 | 61.3% | 15.1% | 12.4% | 3% | 4.5% | 3.7% |
| Jun 2026 | 60.9% | 15% | 8.2% | 3.7% | 6.7% | 5.5% |
| Jul 2026 | 63.4% | 15.6% | 8.5% | 4.7% | 4.7% | 3.1% |
| Aug 2026 | 70.3% | 11.6% | 7.7% | 3.4% | 4.2% | 2.8% |
| Sep 2026 | 71.8% | 11.8% | 6.4% | 3.5% | 3.5% | 2.9% |
How has the Huxbaby and Wilson & Frenchy comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Wilson & Frenchy took it in January 2026, Huxbaby took it in March 2026.
- Across the 12 months ending September 2026, Huxbaby’s share of searches among kids fashion brands in Australia moved from 5.2% to 3.5%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, Wilson & Frenchy’s share of searches among kids fashion brands in Australia moved from 3.5% to 2.9%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for Australia kids fashion brands in September 2026?
2 changes
In September 2026, Huxbaby lost share of searches among kids fashion brands in Australia, from 4.2% to 3.5%.
Estimated monthly branded searches for Wilson & Frenchy in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huxbaby’s and Wilson & Frenchy’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.
Huxbaby
1 branded search term
- huxbaby
Wilson & Frenchy
1 branded search term
- wilson and frenchy
Other head-to-heads among kids fashion brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.