Brandwave

How popular isMitre 10?

In September 2026, people searched for Mitre 10 by name about 368,000 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 46% of all New Zealand outdoor furniture brand searches, placing Mitre 10 second out of 11 brands. When we asked both ChatGPT and Google AI Overviews about outdoor furniture brands, Mitre 10 appeared in one of the four answers and was the ninth most recommended of the 11.

Search and AI answers in September 2026

Mitre 10 is the second most searched of 11 competitors and the ninth most recommended in AI answers.

  1. BunningsShare of searches 46%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
  2. Mitre 10Share of searches 46%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
  3. Trade TestedShare of searches 4.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  4. Freedom FurnitureShare of searches 3.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  5. Design WarehouseShare of searches 0.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

+6 more

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Top outdoor furniture brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Mitre 10 was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Mitre 10 is the ninth most recommended of the 11.

Most recommended by AI

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

  1. DEVON1st
  2. Design Warehouse2nd
  3. Outside Space3rd
  4. Freedom Furniture4th
  5. Danske Møbler5th
  6. Trade Tested6th
  7. Bunnings7th
  8. Sunbrella8th
  9. Mitre 109th
  10. Keter–
  11. +1 more

Mentioned by AI

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

  • Freedom Furniture3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Design Warehouse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • DEVON3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Outside Space3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Danske Møbler3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Trade Tested2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bunnings1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mitre 101 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sunbrella1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Keter0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about outdoor furniture 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 19, 2026.

Which outdoor furniture brands compete with Mitre 10?

Mitre 10 against outdoor furniture brands in New Zealand, by month

Share of searches by month for Bunnings, Mitre 10, Trade Tested, Freedom Furniture. The figures are in the table below the chart.

View monthly share of searches table
MonthBunningsMitre 10Trade TestedFreedom FurnitureDesign WarehouseKeterDEVONOutside SpaceSunbrellaNardiDanske Møbler
Oct 202545.8%45.8%4.6%3.4%0.29%0.09%0.07%0.03%0.01%0.02%<0.01%
Nov 202545.6%45.6%5.5%2.7%0.3%0.1%0.09%0.05%0.03%0.02%<0.01%
Dec 202545.4%45.4%5.4%3.3%0.24%0.08%0.07%0.03%0.02%0.01%0%
Jan 202645%45%5.5%4.1%0.19%0.1%0.08%0.03%0.02%0.02%0%
Feb 202646.1%46.1%4.7%2.8%0.2%0.08%0.05%0.03%0.02%0.02%<0.01%
Mar 202645.8%45.8%4.7%3.4%0.24%0.08%0.05%0.02%0.01%0.02%<0.01%
Apr 202645.4%45.4%4.7%4.1%0.2%0.08%0.04%0.02%0.02%0.01%<0.01%
May 202645.8%45.8%3.9%4.1%0.24%0.08%0.04%0.01%0.02%0.01%<0.01%
Jun 202650.4%41.2%3.5%4.5%0.22%0.07%0.04%0.02%0.02%0.01%<0.01%
Jul 202650.8%41.5%3.6%3.7%0.26%0.08%0.03%0.02%<0.01%0.02%<0.01%
Aug 202646.4%46.4%3.4%3.4%0.24%0.08%0.05%0.02%0.02%0.02%<0.01%
Sep 202646%46%4.1%3.4%0.3%0.1%0.07%0.03%0.02%0.02%<0.01%

  1. 1.Bunnings

    46%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share -0.4 points.

  2. 2.Mitre 10

    46%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -0.4 points.

  3. 3.Trade Tested

    4.1%

    Moved from 4th to 3rd. 32.5K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  4. 4.Freedom Furniture

    3.4%

    Moved from 3rd to 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Design Warehouse

    0.3%

    Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.

  6. 6.Keter

    0.1%

    Held 6th. 810 estimated branded searches, +22.7% vs prior month. Share 0 points.

  7. 7.DEVON

    0.07%

    Held 7th. 580 estimated branded searches, +52.6% vs prior month. Share 0 points.

  8. 8.Outside Space

    0.03%

    Held 8th. 260 estimated branded searches, +52.9% vs prior month. Share 0 points.

  9. 9.Sunbrella

    0.02%

    Held 9th. 140 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Nardi

    0.02%

    Held 10th. 120 estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Danske Møbler

    <0.01%

    Held 11th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Mitre 10 and its closest rivals

Every comparison with Mitre 10

12 comparisons

How has branded search demand for Mitre 10 changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mitre 10 in New Zealand fell from 450K to 368K.
  • Across the 12 months ending September 2026, Mitre 10’s share of searches among outdoor furniture brands in New Zealand peaked at 46.4% in August 2026 and was lowest at 41.2% in June 2026.

How did search popularity change for New Zealand outdoor furniture brands in September 2026?

6 changes

  1. In September 2026, Trade Tested overtook Freedom Furniture to rank 3rd among outdoor furniture brands in New Zealand, with 4.1% of the searches.

  2. Freedom Furniture’s share of searches among outdoor furniture brands in New Zealand has lost ground for 3 months in a row, from 4.5% to 3.4% in September 2026.

  3. Estimated monthly branded searches for Nardi in New Zealand fell 40% over 12 measured months, from 200 to 120 in September 2026.

  4. Estimated monthly branded searches for Outside Space in New Zealand fell 18.8% over 12 measured months, from 320 to 260 in September 2026.

  5. Estimated monthly branded searches for Bunnings in New Zealand fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

  6. Estimated monthly branded searches for Mitre 10 in New Zealand fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are Mitre 10’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Mitre 10’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.

  • Mitre 10
  • mitre 10 hardware

Do you work for Mitre 10? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Mitre 10 compete?

Mitre 10 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
Outdoor furniture brands2nd of 1146%Shown above
DIY and building supplies retailers2nd of 547.4%Show ranking
Creator with pink hair and a pink jacket

Is Mitre 10 your brand?

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