Brandwave

How popular isHerman Miller?

In September 2026, people searched for Herman Miller by name about 3,180 times in New Zealand, a 6.2% decrease from the previous year. These searches made up 33.9% of all New Zealand gaming and office chair brand searches, placing Herman Miller first out of six brands. When we asked both ChatGPT and Google AI Overviews about gaming and office chair brands, Herman Miller appeared in all answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Herman Miller is the most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Herman MillerShare of searches 33.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  2. SecretlabShare of searches 32.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. CorsairShare of searches 18%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. SteelcaseShare of searches 5.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. BuroShare of searches 5.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

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Top gaming and office chair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Herman Miller appeared in all four answers. Herman Miller is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Secretlab1st
  2. Buro2nd
  3. Steelcase3rd
  4. Herman Miller4th
  5. Corsair–
  6. DXRacer–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Herman Miller4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Secretlab4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Steelcase3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Buro3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Corsair0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DXRacer0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about gaming and office chair brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which gaming and office chair brands compete with Herman Miller?

Herman Miller against gaming and office chair brands in New Zealand, by month

Share of searches by month for Herman Miller, Secretlab, Corsair, Steelcase, Buro, DXRacer. The figures are in the table below the chart.

View monthly share of searches table
MonthHerman MillerSecretlabCorsairSteelcaseBuroDXRacer
Oct 202530.8%36.3%17.1%6.2%5.2%4.5%
Nov 202530%37.3%18.1%5.5%5.1%4.1%
Dec 202528.6%32.9%24.1%6.2%3.8%4.3%
Jan 202631%33.3%20.7%5.4%5.5%4%
Feb 202631.8%32.4%17.4%8.8%5.9%3.7%
Mar 202640%30.4%15.7%5.4%5.4%3%
Apr 202638.3%28.7%17.8%7.1%5.1%3.1%
May 202633.7%36.2%14.7%7.1%4.7%3.6%
Jun 202633.3%39.9%13.5%5.5%4.7%3.1%
Jul 202632.8%39.8%14.2%4.1%4.7%4.4%
Aug 202635.7%34.1%16.3%4.5%4.7%4.7%
Sep 202633.9%32.5%18%5.8%5.3%4.5%

  1. 1.Herman Miller

    33.9%

    Held 1st. 3.2K estimated branded searches, -19.7% vs prior month. Share -1.8 points.

  2. 2.Secretlab

    32.5%

    Held 2nd. 3K estimated branded searches, -19.5% vs prior month. Share -1.6 points.

  3. 3.Corsair

    18%

    Held 3rd. 1.7K estimated branded searches, -6.6% vs prior month. Share +1.7 points.

  4. 4.Steelcase

    5.8%

    Moved from 6th to 4th. 540 estimated branded searches, +8% vs prior month. Share +1.3 points.

  5. 5.Buro

    5.3%

    Moved from 4th to 5th. 500 estimated branded searches, -3.8% vs prior month. Share +0.6 points.

  6. 6.DXRacer

    4.5%

    Moved from 5th to 6th. 420 estimated branded searches, -19.2% vs prior month. Share -0.2 points.

Compare popularity between Herman Miller and its closest rivals

Every comparison with Herman Miller

7 comparisons

How has branded search demand for Herman Miller changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Herman Miller in New Zealand fell from 3.4K to 3.2K.
  • Across the 12 months ending September 2026, Herman Miller’s share of searches among gaming and office chair brands in New Zealand increased from 30.8% to 33.9%.
  • Across the 12 months ending September 2026, Herman Miller’s share of searches among gaming and office chair brands in New Zealand peaked at 40% in March 2026 and was lowest at 28.6% in December 2025.
  • Across the 12 months ending September 2026, Herman Miller rose from 2nd to 1st among gaming and office chair brands in New Zealand.

How did search popularity change for New Zealand gaming and office chair brands in September 2026?

6 changes

  1. In September 2026, Steelcase overtook Buro and DXRacer to rank 4th among gaming and office chair brands in New Zealand, with 5.8% of the searches.

  2. In September 2026, Corsair gained share of searches among gaming and office chair brands in New Zealand, from 16.3% to 18%.

  3. In September 2026, Buro gained share of searches among gaming and office chair brands in New Zealand, from 4.7% to 5.3%.

  4. In September 2026, Herman Miller lost share of searches among gaming and office chair brands in New Zealand, from 35.7% to 33.9%.

  5. In September 2026, Secretlab lost share of searches among gaming and office chair brands in New Zealand, from 34.1% to 32.5%.

  6. Estimated monthly branded searches for DXRacer in New Zealand fell 16% over 12 measured months, from 500 to 420 in September 2026.

How are Herman Miller’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Herman Miller’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aeron chair
  • herman miller
  • herman miller aeron
  • herman miller chair
  • herman miller eames
  • herman miller embody
  • herman miller mirra
  • herman miller sayl
  • hermanmiller
  • hermanmiller chair

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How the Brand Demand Index is measured

Where does Herman Miller compete?

Herman Miller is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Gaming and office chair brands1st of 633.9%Shown above
Ergonomic office chair brands1st of 661.8%Show ranking
Creator with pink hair and a pink jacket

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