Brandwave

How popular isNick Scali?

In September 2026, people searched for Nick Scali by name about 11,200 times in New Zealand, about the same as the previous year. These searches made up 1.9% of all New Zealand furniture retailer searches, placing Nick Scali ninth out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, Nick Scali appeared in two of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Nick Scali is the ninth most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Harvey NormanShare of searches 31.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  2. IKEAShare of searches 29.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Big Save FurnitureShare of searches 9.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. NOODShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. Nick ScaliShare of searches 1.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nick Scali was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nick Scali is the fifth most recommended of the 11.

Most recommended by AI

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

  1. Freedom Furniture1st
  2. Danske Møbler2nd
  3. NOOD3rd
  4. Mocka4th
  5. Nick Scali5th
  6. Big Save Furniture6th
  7. Harvey Norman–
  8. IKEA–
  9. Early Settler–
  10. Target Furniture–
  11. +1 more

Mentioned by AI

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

  • NOOD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Freedom Furniture4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Danske Møbler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mocka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Big Save Furniture2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nick Scali2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harvey Norman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Target Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about furniture retailers

5 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 furniture retailers compete with Nick Scali?

Nick Scali against furniture retailers in New Zealand, by month

Share of searches by month for Harvey Norman, IKEA, Big Save Furniture, NOOD, Freedom Furniture, Mocka, Early Settler, Target Furniture, Nick Scali. The figures are in the table below the chart.

View monthly share of searches table
MonthHarvey NormanIKEABig Save FurnitureNOODFreedom FurnitureMockaEarly SettlerTarget FurnitureNick ScaliSmiths CityDanske Møbler
Oct 202546.1%11.3%8.9%7.6%7.5%7.2%4.7%3.3%1.9%1.5%<0.01%
Nov 202549.3%17.6%6.9%6.2%5.4%6.1%4.1%2.4%1.3%0.74%<0.01%
Dec 202528.3%54%3.7%3.6%3.8%2.4%1.9%1.4%0.63%0.43%0%
Jan 202630.9%40.2%5.9%4.9%6.1%4.8%3.1%2.2%1.3%0.56%0%
Feb 202634.7%37.9%5.8%5.5%4.6%4.4%2.9%2.5%1.1%0.52%<0.01%
Mar 202640%30%6.8%5.2%5.3%5.1%3.3%2.4%1.1%0.73%<0.01%
Apr 202638.2%29.1%7.4%6.1%6.2%4.9%3.2%2.8%1.6%0.69%<0.01%
May 202636.7%29.7%7.6%5.7%6%5.6%3.7%3.2%1.5%0.45%<0.01%
Jun 202629.2%35.2%7.3%5.6%7%6.7%3.6%3.1%1.8%0.43%<0.01%
Jul 202627%38.6%10.1%5.4%5.3%5.1%3.3%2.9%1.6%0.73%<0.01%
Aug 202629.2%33.8%9%6.9%5.7%5.5%4.3%3.1%1.8%0.8%<0.01%
Sep 202631.6%29.8%9.7%6.3%6.2%6%3.9%3.4%1.9%1%<0.01%

  1. 1.Harvey Norman

    31.6%

    Moved from 2nd to 1st. 138K estimated branded searches, -0.43% vs prior month. Share +2.5 points.

  2. 2.IKEA

    29.8%

    Moved from 1st to 2nd. 130K estimated branded searches, -19% vs prior month. Share -4 points.

  3. 3.Big Save Furniture

    9.7%

    Held 3rd. 42.4K estimated branded searches, -0.28% vs prior month. Share +0.8 points.

  4. 4.NOOD

    6.3%

    Held 4th. 27.6K estimated branded searches, -15.1% vs prior month. Share -0.5 points.

  5. 5.Freedom Furniture

    6.2%

    Held 5th. 27.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Mocka

    6%

    Held 6th. 26.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Early Settler

    3.9%

    Held 7th. 17K estimated branded searches, -16.9% vs prior month. Share -0.4 points.

  8. 8.Target Furniture

    3.4%

    Held 8th. 14.8K estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.Nick Scali

    1.9%

    Held 9th. 8.3K estimated branded searches, +0.36% vs prior month. Share +0.2 points.

  10. 10.Smiths City

    1%

    Held 10th. 4.5K estimated branded searches, +19.8% vs prior month. Share +0.2 points.

  11. 11.Danske Møbler

    <0.01%

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

Compare popularity between Nick Scali and its closest rivals

Every comparison with Nick Scali

18 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nick Scali in New Zealand held steady, from 11.1K to 11.2K.
  • Across the 12 months ending September 2026, Nick Scali’s share of searches among furniture retailers in New Zealand peaked at 1.9% in September 2026 and was lowest at 0.63% in December 2025.

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

6 changes

  1. In September 2026, Harvey Norman overtook IKEA to become the leader among furniture retailers in New Zealand, with 31.6% of the searches.

  2. In September 2026, Big Save Furniture gained share of searches among furniture retailers in New Zealand, from 9% to 9.7%.

  3. In September 2026, Freedom Furniture gained share of searches among furniture retailers in New Zealand, from 5.7% to 6.2%.

  4. In September 2026, IKEA lost share of searches among furniture retailers in New Zealand, from 33.8% to 29.8%.

  5. In September 2026, NOOD lost share of searches among furniture retailers in New Zealand, from 6.9% to 6.3%.

  6. Smiths City’s share of searches among furniture retailers in New Zealand has gained ground for 3 months in a row, from 0.43% to 1% in September 2026.

How are Nick Scali’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Nick Scali’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.

  • nick scali
  • nick scali furniture
  • nick scali sale
  • nick scali shops
  • nick scali sofa
  • nickscali
  • nickscali furniture
  • nickscali sofa

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How the Brand Demand Index is measured

Where does Nick Scali compete?

Nick Scali 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
furniture retailers9th of 111.9%Shown above
Designer furniture stores2nd of 1124.1%Show ranking
Creator with pink hair and a pink jacket

Is Nick Scali your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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