--- title: "Devold: search popularity in New Zealand" description: "Devold is a merino clothing brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/devold" publisher: "Brandwave" --- # Devold: search popularity in New Zealand Devold is a merino clothing brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Devold - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among base layer brands**: 0.34% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Base layer brands | 6 | 0.34% | 210 | - [Base layer brands](/demand/nz/categories/nz-base-layer-brands) ## Top base layer brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Devold was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Devold is the fourth most recommended of the eight. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Mons Royale | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Macpac | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Devold | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about base layer brands - Asked ChatGPT "Which base layer brand should I buy in New Zealand?": 1. Icebreaker, 2. Macpac, 3. Mons Royale - Asked ChatGPT "What are the best base layer brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Asked ChatGPT "What's the best base layer brand in New Zealand for cold weather?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Searched Google, AI Overview "thermal base layer": 1. Mons Royale, 2. Macpac - Searched Google, AI Overview "merino base layer nz": 1. Icebreaker, 2. Mons Royale, 3. Macpac Not named in any answer: Columbia, Burton, Castelli and First Lite. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for Devold changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Devold in New Zealand rose from 170 to 210. - Across the 12 months ending September 2026, Devold rose from 7th to 6th among base layer brands in New Zealand. ## How did search popularity change for New Zealand base layer brands in September 2026? - In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%. - In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand. - In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand. - Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026. - Estimated monthly branded searches for Mons Royale in New Zealand rose 77.3% over 12 measured months, from 5.3K to 9.3K in September 2026. - Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Base layer brands | 170 | 0.26% | 7 | | Nov 2025 | Base layer brands | 210 | 0.26% | 6 | | Dec 2025 | Base layer brands | 210 | 0.21% | 5 | | Jan 2026 | Base layer brands | 260 | 0.31% | 5 | | Feb 2026 | Base layer brands | 260 | 0.38% | 5 | | Mar 2026 | Base layer brands | 260 | 0.31% | 5 | | Apr 2026 | Base layer brands | 260 | 0.3% | 6 | | May 2026 | Base layer brands | 210 | 0.25% | 7 | | Jun 2026 | Base layer brands | 210 | 0.22% | 7 | | Jul 2026 | Base layer brands | 260 | 0.3% | 6 | | Aug 2026 | Base layer brands | 210 | 0.29% | 6 | | Sep 2026 | Base layer brands | 210 | 0.34% | 6 | ## How are Devold’s branded searches counted? Brandwave collects information about searches that people make online using Devold’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “devold” ## Which base layer brands compete with Devold? - [Macpac](/demand/nz/brands/macpac) - [Mons Royale](/demand/nz/brands/mons-royale) - [Columbia](/demand/nz/brands/columbia): Head-to-head: /demand/nz/compare/columbia-vs-devold - [Icebreaker](/demand/nz/brands/icebreaker): Head-to-head: /demand/nz/compare/devold-vs-icebreaker - [Burton](/demand/nz/brands/burton): Head-to-head: /demand/nz/compare/burton-vs-devold - [Castelli](/demand/nz/brands/castelli): Head-to-head: /demand/nz/compare/castelli-vs-devold - [First Lite](/demand/nz/brands/first-lite): Head-to-head: /demand/nz/compare/devold-vs-first-lite ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Devold: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/devold This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/devold. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.