Brandwave

How popular isThe Warehouse in search?

In August 2026, there were an estimated 403K branded searches for The Warehouse in New Zealand which is down 14.8% over the last 11 months. The Warehouse holds 18.8% estimated Share of Search among New Zealand department stores and is ranked 3rd of 4 competitors for search popularity.

Share of Search, August 2026
  1. Kmart NZ51.8%
  2. Farmers27.4%
  3. The Warehouse18.8%
  4. Ballantynes2%
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Which department stores compete with The Warehouse?

The Warehouse against department stores in New Zealand, by month

Share of Search by month for Kmart NZ, Farmers, The Warehouse, Ballantynes. The figures are in the table below the chart.

View monthly share of search table
MonthKmart NZFarmersThe WarehouseBallantynes
Oct 202553.2%24.7%20.5%1.6%
Nov 202551.6%25.3%21.1%2%
Dec 202549.9%24.5%24%1.7%
Jan 202654.2%19%25.1%1.6%
Feb 202652.3%22%24.2%1.6%
Mar 202653.9%22.9%21.8%1.4%
Apr 202655%23%20.7%1.3%
May 202649.2%28%21.4%1.4%
Jun 202654.2%24.6%19.8%1.4%
Jul 202654.2%24.4%19.5%1.9%
Aug 202651.8%27.4%18.8%2%
Sep 2026————

  1. 1.Kmart NZ

    51.8%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · -2.4 points

  2. 2.Farmers

    27.4%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +3 points

  3. 3.The Warehouse

    18.8%

    held 3rd · 403K estimated branded searches · -0.27% vs prior month · -0.7 points

  4. 4.Ballantynes

    2%

    held 4th · 43.8K estimated branded searches · +12% vs prior month · +0.2 points

Compare search popularity between The Warehouse and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for The Warehouse in New Zealand fell from 473K to 403K.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among department stores in New Zealand decreased from 20.5% to 18.8%.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among department stores in New Zealand peaked at 25.1% in January 2026 and was lowest at 18.8% in August 2026.

How did search popularity change for New Zealand department stores in August 2026?

  1. In August 2026, Farmers gained estimated Share of Search among department stores in New Zealand, from 24.4% to 27.4%.

  2. In August 2026, Kmart NZ lost estimated Share of Search among department stores in New Zealand, from 54.2% to 51.8%.

  3. In August 2026, The Warehouse lost estimated Share of Search among department stores in New Zealand, from 19.5% to 18.8%.

  4. Ballantynes’ estimated Share of Search among department stores in New Zealand has gained ground for 3 months in a row, from 1.4% to 2% in August 2026.

Which discount variety stores compete with The Warehouse?

The Warehouse against discount variety stores in New Zealand, by month

Share of Search by month for Kmart NZ, The Warehouse, Look Sharp. The figures are in the table below the chart.

View monthly share of search table
MonthKmart NZThe WarehouseLook SharpDaiso
Oct 202560.9%23.5%14.6%0.98%
Nov 202566.6%27.2%5.3%0.9%
Dec 202563.6%30.5%4.9%0.91%
Jan 202664.8%30.1%4%1.1%
Feb 202663%29.1%6.5%1.4%
Mar 202666%26.8%6%1.2%
Apr 202668.4%25.8%4.7%1.1%
May 202664.5%28.1%6.3%1.1%
Jun 202667.7%24.7%6.4%1.1%
Jul 202667.8%24.4%6.5%1.3%
Aug 202666.8%24.2%7.8%1.2%
Sep 2026————

  1. 1.Kmart NZ

    66.8%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · -1 points

  2. 2.The Warehouse

    24.2%

    held 2nd · 403K estimated branded searches · -0.27% vs prior month · -0.1 points

  3. 3.Look Sharp

    7.8%

    held 3rd · 130K estimated branded searches · +19.8% vs prior month · +1.3 points

  4. 4.Daiso

    1.2%

    held 4th · 20.1K estimated branded searches · -9.8% vs prior month · -0.1 points

Compare search popularity between The Warehouse and its closest rivals

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

  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among discount variety stores in New Zealand increased from 23.5% to 24.2%.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among discount variety stores in New Zealand peaked at 30.5% in December 2025 and was lowest at 23.5% in October 2025.

How did search popularity change for New Zealand discount variety stores in August 2026?

  1. In August 2026, Look Sharp gained estimated Share of Search among discount variety stores in New Zealand, from 6.5% to 7.8%.

  2. In August 2026, Kmart NZ lost estimated Share of Search among discount variety stores in New Zealand, from 67.8% to 66.8%.

  3. The Warehouse’s estimated Share of Search among discount variety stores in New Zealand has lost ground for 3 months in a row, from 28.1% to 24.2% in August 2026.

Which homeware retailers compete with The Warehouse?

The Warehouse against homeware retailers in New Zealand, by month

Share of Search by month for Kmart NZ, Farmers, The Warehouse, Briscoes Homeware, IKEA, Spotlight. The figures are in the table below the chart.

View monthly share of search table
MonthKmart NZFarmersThe WarehouseBriscoes HomewareIKEASpotlight
Oct 202541.8%19.4%16.1%13.2%3.8%5.6%
Nov 202538.8%19%15.9%15%6.9%4.4%
Dec 202530.1%14.7%14.4%13.7%23.9%3.2%
Jan 202636%12.6%16.7%13.3%17.4%3.9%
Feb 202636.8%15.5%17%11.5%14.4%4.8%
Mar 202639.9%16.9%16.2%11%11.5%4.6%
Apr 202639%16.3%14.7%14.3%10.6%5%
May 202635%19.9%15.2%13.1%11.4%5.3%
Jun 202638%17.3%13.9%13.1%12.1%5.7%
Jul 202637%16.7%13.3%15.9%12.7%4.5%
Aug 202637.3%19.7%13.5%13.3%10.7%5.5%
Sep 2026——————

  1. 1.Kmart NZ

    37.3%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · +0.3 points

  2. 2.Farmers

    19.7%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +3.1 points

  3. 3.The Warehouse

    13.5%

    moved from 4th to 3rd · 403K estimated branded searches · -0.27% vs prior month · +0.2 points

  4. 4.Briscoes Homeware

    13.3%

    moved from 3rd to 4th · 395K estimated branded searches · -18.2% vs prior month · -2.7 points

  5. 5.IKEA

    10.7%

    held 5th · 317K estimated branded searches · -17.5% vs prior month · -2 points

  6. 6.Spotlight

    5.5%

    held 6th · 165K estimated branded searches · +22.2% vs prior month · +1.1 points

Compare search popularity between The Warehouse and its closest rivals

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

  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among homeware retailers in New Zealand decreased from 16.1% to 13.5%.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among homeware retailers in New Zealand peaked at 17% in February 2026 and was lowest at 13.3% in July 2026.

How did search popularity change for New Zealand homeware retailers in August 2026?

  1. In August 2026, Farmers gained estimated Share of Search among homeware retailers in New Zealand, from 16.7% to 19.7%.

  2. In August 2026, Spotlight gained estimated Share of Search among homeware retailers in New Zealand, from 4.5% to 5.5%.

  3. In August 2026, Briscoes Homeware lost estimated Share of Search among homeware retailers in New Zealand, from 15.9% to 13.3%.

  4. In August 2026, IKEA lost estimated Share of Search among homeware retailers in New Zealand, from 12.7% to 10.7%.

  5. In August 2026, The Warehouse rose from 4th to 3rd among homeware retailers in New Zealand.

Which toy retailers compete with The Warehouse?

The Warehouse against toy retailers in New Zealand, by month

Share of Search by month for Kmart NZ, Farmers, The Warehouse, Mighty Ape, Toyworld. The figures are in the table below the chart.

View monthly share of search table
MonthKmart NZFarmersThe WarehouseMighty ApeToyworldPop MartAnimal Kingdoms
Oct 202546.7%21.6%18%6.5%2%4.9%0.15%
Nov 202545.4%22.3%18.6%8.2%2.5%2.9%0.12%
Dec 202543.1%21.1%20.7%8.7%3.4%2.9%0.12%
Jan 202649.1%17.2%22.7%6.8%1.8%2.3%0.18%
Feb 202646.9%19.7%21.7%6.4%1.9%1.9%1.5%
Mar 202649.2%20.9%19.9%5.8%1.8%1.6%0.78%
Apr 202650.5%21.1%19%5.5%2%1.3%0.62%
May 202644.7%25.5%19.5%5.8%2.2%1.8%0.44%
Jun 202649.4%22.4%18%6.3%2.4%1.2%0.38%
Jul 202649.9%22.5%17.9%6.2%2.1%1.1%0.32%
Aug 202647.7%25.2%17.3%6%2.3%1.2%0.31%
Sep 2026———————

  1. 1.Kmart NZ

    47.7%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · -2.2 points

  2. 2.Farmers

    25.2%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +2.8 points

  3. 3.The Warehouse

    17.3%

    held 3rd · 403K estimated branded searches · -0.27% vs prior month · -0.6 points

  4. 4.Mighty Ape

    6%

    held 4th · 140K estimated branded searches · +0.09% vs prior month · -0.2 points

  5. 5.Toyworld

    2.3%

    held 5th · 52.7K estimated branded searches · +13.7% vs prior month · +0.2 points

  6. 6.Pop Mart

    1.2%

    held 6th · 28.8K estimated branded searches · +14.1% vs prior month · +0.1 points

  7. 7.Animal Kingdoms

    0.31%

    held 7th · 7.1K estimated branded searches · +0.42% vs prior month · 0 points

Compare search popularity between The Warehouse and its closest rivals

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

  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among toy retailers in New Zealand decreased from 18% to 17.3%.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among toy retailers in New Zealand peaked at 22.7% in January 2026 and was lowest at 17.3% in August 2026.

How did search popularity change for New Zealand toy retailers in August 2026?

  1. In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.

  2. In August 2026, Kmart NZ lost estimated Share of Search among toy retailers in New Zealand, from 49.9% to 47.7%.

  3. In August 2026, The Warehouse lost estimated Share of Search among toy retailers in New Zealand, from 17.9% to 17.3%.

  4. Estimated monthly branded searches for Animal Kingdoms in New Zealand rose 77.6% over 11 measured months, from 4K to 7.1K in August 2026.

  5. Estimated monthly branded searches for Pop Mart in New Zealand fell 77.8% over 11 measured months, from 130K to 28.8K in August 2026.

  6. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.

How is The Warehouse measured?

Brandwave collects information about searches that people make online using The Warehouse’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.

35 branded search terms

  • chromecast the warehouse
  • rug the warehouse
  • The Warehouse
  • the warehouse app
  • the warehouse bbq
  • the warehouse bedding
  • the warehouse cell phones
  • the warehouse chocolates
  • the warehouse clothing
  • the warehouse cushion
  • the warehouse easter eggs
  • the warehouse easter hours
  • the warehouse fans
  • the warehouse foam mattress
  • the warehouse home decor
  • the warehouse homeware
  • the warehouse lego
  • the warehouse mattress
  • the warehouse near me
  • the warehouse new zealand
  • the warehouse nz
  • the warehouse online
  • the warehouse petone lower hutt
  • the warehouse phones
  • the warehouse pool
  • the warehouse pot
  • the warehouse sheets
  • the warehouse store
  • the warehouse the base
  • the warehouse toys
  • the warehouse washing machine
  • thewarehouse co nz
  • thewarehouse nz
  • thewarehouse online
  • thewarehouse toys

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How the Brand Demand Index is measured

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