Brandwave

How popular isMilly's Kitchen?

In September 2026, people searched for Milly's Kitchen by name about 2,410 times in New Zealand, a 26.2% increase from the previous year. These searches made up 0.62% of all New Zealand kitchenware retailer searches, placing Milly's Kitchen second out of five retailers. When we asked both ChatGPT and Google AI Overviews about kitchenware retailers, Milly's Kitchen appeared in two of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Milly's Kitchen is the second most searched of 5 competitors and the fourth most recommended in AI answers.

  1. Briscoes HomewareShare of searches 98.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Milly's KitchenShare of searches 0.62%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. The HomestoreShare of searches 0.49%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Kitchen ThingsShare of searches 0.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. StevensShare of searches 0.16%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
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Top kitchenware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milly's Kitchen was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milly's Kitchen is the fourth most recommended of the five.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. The Homestore2nd
  3. Stevens3rd
  4. Milly's Kitchen4th
  5. Kitchen Things5th

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Homestore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milly's Kitchen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kitchen Things1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stevens1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kitchenware retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which kitchenware retailers compete with Milly's Kitchen?

Milly's Kitchen against kitchenware retailers in New Zealand, by month

Share of searches by month for Briscoes Homeware, Milly's Kitchen. The figures are in the table below the chart.

View monthly share of searches table
MonthBriscoes HomewareMilly's KitchenThe HomestoreKitchen ThingsStevens
Oct 202597.3%0.5%0.42%1.7%0.08%
Nov 202598.5%0.53%0.34%0.58%0.08%
Dec 202598.4%0.64%0.52%0.38%0.08%
Jan 202698.6%0.42%0.53%0.39%0.08%
Feb 202698.5%0.51%0.51%0.45%0.08%
Mar 202698.4%0.5%0.6%0.44%0.09%
Apr 202698.9%0.42%0.41%0.24%0.08%
May 202698.4%0.61%0.6%0.27%0.09%
Jun 202698.6%0.51%0.51%0.25%0.12%
Jul 202698.8%0.4%0.51%0.2%0.11%
Aug 202698.4%0.62%0.62%0.24%0.16%
Sep 202698.5%0.62%0.49%0.2%0.16%

  1. 1.Briscoes Homeware

    98.5%

    Held 1st. 384K estimated branded searches, +0.03% vs prior month. Share +0.2 points.

  2. 2.Milly's Kitchen

    0.62%

    Held 2nd. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.The Homestore

    0.49%

    Held 3rd. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.1 points.

  4. 4.Kitchen Things

    0.2%

    Held 4th. 790 estimated branded searches, -16.8% vs prior month. Share 0 points.

  5. 5.Stevens

    0.16%

    Held 5th. 630 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Milly's Kitchen and its closest rivals

Every comparison with Milly's Kitchen

4 comparisons

How has branded search demand for Milly's Kitchen changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Milly's Kitchen in New Zealand rose from 1.9K to 2.4K.
  • Across the 12 months ending September 2026, Milly's Kitchen rose from 3rd to 2nd among kitchenware retailers in New Zealand.

How did search popularity change for New Zealand kitchenware retailers in September 2026?

4 changes

  1. Estimated monthly branded searches for Stevens in New Zealand rose 103.2% over 12 measured months, from 310 to 630 in September 2026.

  2. Estimated monthly branded searches for Milly's Kitchen in New Zealand rose 26.2% over 12 measured months, from 1.9K to 2.4K in September 2026.

  3. Estimated monthly branded searches for The Homestore in New Zealand rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

  4. Estimated monthly branded searches for Kitchen Things in New Zealand fell 87.8% over 12 measured months, from 6.5K to 790 in September 2026.

How are Milly's Kitchen’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Milly's Kitchen’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.

  • millys kitchen
  • millyskitchen

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How the Brand Demand Index is measured

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