Brandwave

How popular isRose & Thorne?

In September 2026, people searched for Rose & Thorne by name about 1,300 times in New Zealand, an 18.8% decrease from the previous year. These searches made up 1.7% of all New Zealand lingerie brand searches, placing Rose & Thorne seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about lingerie brands, Rose & Thorne appeared in three of the five answers and was the joint most recommended of the nine.

Search and AI answers in September 2026

Rose & Thorne is the seventh most searched of 9 competitors and the joint most recommended in AI answers.

  1. BendonShare of searches 30.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Calvin KleinShare of searches 28.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. Bras N ThingsShare of searches 27.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. BoodyShare of searches 4.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Rose & ThorneShare of searches 1.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rose & Thorne was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Rose & Thorne is the joint most recommended of the nine.

Most recommended by AI

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

  1. Bendon1st
  2. Rose & Thorne1st
  3. Boody3rd
  4. Bras N Things4th
  5. Calvin Klein5th
  6. Jockey6th
  7. Bonds7th
  8. Honey Birdette–
  9. Victoria's Secret–

Mentioned by AI

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

  • Boody5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bendon3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bras N Things3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rose & Thorne3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Calvin Klein2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jockey2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Honey Birdette0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

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 lingerie brands compete with Rose & Thorne?

Rose & Thorne against lingerie brands in New Zealand, by month

Share of searches by month for Bendon, Calvin Klein, Bras N Things, Boody, Honey Birdette, Rose & Thorne. The figures are in the table below the chart.

View monthly share of searches table
MonthBendonCalvin KleinBras N ThingsBoodyHoney BirdetteBondsRose & ThorneJockeyVictoria's Secret
Oct 202537%22.9%27.4%4.8%2.6%1.8%2.1%1.2%0.31%
Nov 202533.1%28.1%23%9%2.2%1.6%1.7%1%0.17%
Dec 202533.1%31.8%24.5%4.3%2.4%1.6%1.3%0.85%0.18%
Jan 202636.5%25.5%26.9%4.4%2.4%1.6%1.6%0.87%0.21%
Feb 202635.2%28.1%25.8%4.2%2.4%1.5%1.9%0.83%0.23%
Mar 202629.6%34.8%22.6%5.9%2.7%1.5%1.7%0.96%0.24%
Apr 202632.2%28.5%27.2%4.7%2.6%1.4%1.7%1.3%0.34%
May 202630%31.1%26%5.6%2.6%1.6%1.6%1.3%0.24%
Jun 202628%31.9%25.2%8%2.1%1.6%1.9%1.1%0.16%
Jul 202629.9%29.7%28%4.9%2.9%1.7%1.8%0.99%0.2%
Aug 202631.3%27.8%28.1%4.9%2.7%2%1.8%1.2%0.33%
Sep 202630.7%28.1%27.6%4.8%3.3%1.9%1.7%1.4%0.4%

  1. 1.Bendon

    30.7%

    Held 1st. 22.9K estimated branded searches, -0.52% vs prior month. Share -0.6 points.

  2. 2.Calvin Klein

    28.1%

    Moved from 3rd to 2nd. 20.9K estimated branded searches, +2.5% vs prior month. Share +0.3 points.

  3. 3.Bras N Things

    27.6%

    Moved from 2nd to 3rd. 20.6K estimated branded searches, -0.24% vs prior month. Share -0.4 points.

  4. 4.Boody

    4.8%

    Held 4th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Honey Birdette

    3.3%

    Held 5th. 2.5K estimated branded searches, +22.8% vs prior month. Share +0.6 points.

  6. 6.Bonds

    1.9%

    Held 6th. 1.4K estimated branded searches, -5.5% vs prior month. Share -0.1 points.

  7. 7.Rose & Thorne

    1.7%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Jockey

    1.4%

    Held 8th. 1K estimated branded searches, +18.2% vs prior month. Share +0.2 points.

  9. 9.Victoria's Secret

    0.4%

    Held 9th. 300 estimated branded searches, +25% vs prior month. Share +0.1 points.

Compare popularity between Rose & Thorne and its closest rivals

Every comparison with Rose & Thorne

8 comparisons

How has branded search demand for Rose & Thorne changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rose & Thorne in New Zealand fell from 1.6K to 1.3K.
  • Across the 12 months ending September 2026, Rose & Thorne fell from 6th to 7th among lingerie brands in New Zealand.

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

6 changes

  1. In September 2026, Honey Birdette gained share of searches among lingerie brands in New Zealand, from 2.7% to 3.3%.

  2. In September 2026, Bendon lost share of searches among lingerie brands in New Zealand, from 31.3% to 30.7%.

  3. In September 2026, Calvin Klein rose from 3rd to 2nd among lingerie brands in New Zealand.

  4. In September 2026, Bras N Things fell from 2nd to 3rd among lingerie brands in New Zealand.

  5. Estimated monthly branded searches for Victoria's Secret in New Zealand rose 30.4% over 12 measured months, from 230 to 300 in September 2026.

  6. Estimated monthly branded searches for Jockey in New Zealand rose 18.2% over 12 measured months, from 880 to 1K in September 2026.

How are Rose & Thorne’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Rose & Thorne’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.

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