How popular isMM Linen?
In September 2026, people searched for MM Linen by name about 2,400 times in New Zealand, about the same as the previous year. These searches made up 4.6% of all New Zealand bed linen retailer searches, placing MM Linen fifth out of eight retailers. When we asked both ChatGPT and Google AI Overviews about bed linen retailers, MM Linen appeared in two of the five answers and was the fourth most recommended of the eight.
MM Linen is the fifth most searched of 8 competitors and the fourth most recommended in AI answers.
Bed Bath & TableShare of searches 40.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
Wallace CottonShare of searches 24.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
CittàShare of searches 20.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Foxtrot HomeShare of searches 4.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd- MM LinenShare of searches 4.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top bed linen retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, MM Linen was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. MM Linen is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Wallace Cotton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Foxtrot Home3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MM Linen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Home Lab Store2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Bed Bath & Table1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sheridan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Linen House0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bed linen retailers
5 answers
Asked ChatGPT
“Which bed linen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bed linen brands in New Zealand?”
Asked ChatGPT
“What's the best bed linen brand in New Zealand for a comfortable bed?”
Searched Google, AI Overview
“bed sheets nz”
Searched Google, AI Overview
“bed linen nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which bed linen retailers compete with MM Linen?
Share of searches by month for Bed Bath & Table, Wallace Cotton, Città, Foxtrot Home, MM Linen, Sheridan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bed Bath & Table | Wallace Cotton | Città | Foxtrot Home | MM Linen | Sheridan | Home Lab Store | Linen House |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 42% | 26.1% | 18.1% | 4% | 4% | 3.4% | 1.5% | 0.92% |
| Nov 2025 | 45.8% | 24.1% | 16.2% | 4.5% | 3.6% | 2.7% | 2% | 1.2% |
| Dec 2025 | 47.2% | 24.5% | 17.7% | 2.4% | 3.1% | 2.9% | 0.92% | 1.2% |
| Jan 2026 | 36.9% | 28.5% | 19.4% | 4.3% | 4.3% | 3.5% | 1.6% | 1.5% |
| Feb 2026 | 37.2% | 28.7% | 19.8% | 4.2% | 4.2% | 3.4% | 1.3% | 1.2% |
| Mar 2026 | 44.5% | 23% | 18.8% | 4.2% | 4.2% | 2.8% | 1.3% | 1.2% |
| Apr 2026 | 44.6% | 23.1% | 18.9% | 4.3% | 4.3% | 2.9% | 0.85% | 1.2% |
| May 2026 | 41.8% | 26.7% | 18% | 4.1% | 4.1% | 3.1% | 1.2% | 1.1% |
| Jun 2026 | 43.1% | 22.8% | 18.3% | 6.3% | 4.2% | 3% | 1% | 1.2% |
| Jul 2026 | 45.2% | 23.8% | 16.2% | 4.4% | 4.4% | 3.7% | 0.88% | 1.5% |
| Aug 2026 | 39% | 24.6% | 20.3% | 3.6% | 5.5% | 3.2% | 2.5% | 1.3% |
| Sep 2026 | 40.3% | 24.8% | 20.1% | 4.6% | 4.6% | 3% | 1.4% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.3% | 21.1K | +2.5% | +1.3 points | |
| 2, held 2nd | 24.8% | 12.9K | -0.15% | +0.2 points | |
| 3, held 3rd | 20.1% | 10.5K | -1.7% | -0.2 points | |
| 4, moved from 5th to 4th | 4.6% | 2.4K | +26.3% | +1 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4.6% | 2.4K | -17.2% | -0.9 pointsmoved from 4th to 5th | |
| 6, held 6th | 3% | 1.5K | -7.8% | -0.2 points | |
| 7, held 7th | 1.4% | 720 | -44.6% | -1.1 points | |
| 8, held 8th | 1.2% | 630 | -6% | -0.1 points |
40.3%
Held 1st. 21.1K estimated branded searches, +2.5% vs prior month. Share +1.3 points.
24.8%
Held 2nd. 12.9K estimated branded searches, -0.15% vs prior month. Share +0.2 points.
3.
Città20.1%
Held 3rd. 10.5K estimated branded searches, -1.7% vs prior month. Share -0.2 points.
4.6%
Moved from 5th to 4th. 2.4K estimated branded searches, +26.3% vs prior month. Share +1 points.
5.MM Linen
4.6%
Moved from 4th to 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.9 points.
6.Sheridan
3%
Held 6th. 1.5K estimated branded searches, -7.8% vs prior month. Share -0.2 points.
1.4%
Held 7th. 720 estimated branded searches, -44.6% vs prior month. Share -1.1 points.
1.2%
Held 8th. 630 estimated branded searches, -6% vs prior month. Share -0.1 points.
Compare popularity between MM Linen and its closest rivals
Every comparison with MM Linen
7 comparisons
How has branded search demand for MM Linen changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for MM Linen in New Zealand held steady at 2.4K.
- Across the 12 months ending September 2026, MM Linen’s share of searches among bed linen retailers in New Zealand increased from 4% to 4.6%.
- Across the 12 months ending September 2026, MM Linen’s share of searches among bed linen retailers in New Zealand peaked at 5.5% in August 2026 and was lowest at 3.1% in December 2025.
How did search popularity change for New Zealand bed linen retailers in September 2026?
6 changes
In September 2026, Foxtrot Home overtook MM Linen to rank 4th among bed linen retailers in New Zealand, with 4.6% of the searches.
In September 2026, Bed Bath & Table gained share of searches among bed linen retailers in New Zealand, from 39% to 40.3%.
In September 2026, Home Lab Store lost share of searches among bed linen retailers in New Zealand, from 2.5% to 1.4%.
In September 2026, MM Linen lost share of searches among bed linen retailers in New Zealand, from 5.5% to 4.6%.
Wallace Cotton’s share of searches among bed linen retailers in New Zealand has gained ground for 3 months in a row, from 22.8% to 24.8% in September 2026.
Estimated monthly branded searches for Linen House in New Zealand rose 14.5% over 12 measured months, from 550 to 630 in September 2026.
How are MM Linen’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using MM Linen’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.
- mm linen
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