Brandwave

How popular isThe Warehouse?

In September 2026, people searched for The Warehouse by name about 307,000 times in New Zealand, an 18% decrease from the previous year. These searches made up 15.7% of all New Zealand department store searches, placing The Warehouse third out of five stores. When we asked both ChatGPT and Google AI Overviews about department stores, The Warehouse appeared in three of the five answers and was the joint fourth most recommended of the five.

Search and AI answers in September 2026

The Warehouse is the third most searched of 5 competitors and the joint fourth most recommended in AI answers.

  1. Kmart NZShare of searches 55.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. FarmersShare of searches 25.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. The WarehouseShare of searches 15.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. FaradaysShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. BallantynesShare of searches 0.95%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top department stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Warehouse was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The Warehouse is the joint fourth most recommended of the five.

Most recommended by AI

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

  1. Farmers1st
  2. Ballantynes2nd
  3. Faradays3rd
  4. Kmart NZ4th
  5. The Warehouse4th

Mentioned by AI

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

  • Farmers4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ballantynes4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Faradays3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about department stores

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which department stores compete with The Warehouse?

The Warehouse against department stores in New Zealand, by month

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

View monthly share of searches table
MonthKmart NZFarmersThe WarehouseFaradaysBallantynes
Oct 202555.5%25.9%17.3%0.07%1.3%
Nov 202554.1%26.7%17.4%0.25%1.6%
Dec 202552.8%26%19.6%0.08%1.5%
Jan 202657.1%20.1%21.4%0.07%1.4%
Feb 202655%23.3%20.3%0.09%1.3%
Mar 202656.5%24.1%18.1%0.09%1.1%
Apr 202657.6%24.1%17.1%0.16%1%
May 202651.1%29.4%18%0.32%1.1%
Jun 202656.7%26%16%0.1%1.2%
Jul 202656.7%25.8%15.8%0.1%1.6%
Aug 202653.9%28.9%15.2%0.27%1.7%
Sep 202655.8%25.6%15.7%2.1%0.95%

  1. 1.Kmart NZ

    55.8%

    Held 1st. 1.1M estimated branded searches, +0.54% vs prior month. Share +1.9 points.

  2. 2.Farmers

    25.6%

    Held 2nd. 501K estimated branded searches, -14% vs prior month. Share -3.3 points.

  3. 3.The Warehouse

    15.7%

    Held 3rd. 307K estimated branded searches, +0.06% vs prior month. Share +0.4 points.

  4. 4.Faradays

    2.1%

    Moved from 5th to 4th. 40.5K estimated branded searches, +650% vs prior month. Share +1.8 points.

  5. 5.Ballantynes

    0.95%

    Moved from 4th to 5th. 18.7K estimated branded searches, -45.8% vs prior month. Share -0.8 points.

Compare popularity between The Warehouse and its closest rivals

Every comparison with The Warehouse

31 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Warehouse in New Zealand fell from 375K to 307K.
  • Across the 12 months ending September 2026, The Warehouse’s share of searches among department stores in New Zealand decreased from 17.3% to 15.7%.
  • Across the 12 months ending September 2026, The Warehouse’s share of searches among department stores in New Zealand peaked at 21.4% in January 2026 and was lowest at 15.2% in August 2026.

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

5 changes

  1. In September 2026, Faradays overtook Ballantynes to rank 4th among department stores in New Zealand, with 2.1% of the searches.

  2. In September 2026, Kmart NZ gained share of searches among department stores in New Zealand, from 53.9% to 55.8%.

  3. In September 2026, Farmers lost share of searches among department stores in New Zealand, from 28.9% to 25.6%.

  4. In September 2026, Ballantynes lost share of searches among department stores in New Zealand, from 1.7% to 0.95%.

  5. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 307K in September 2026.

How are The Warehouse’s branded searches counted?

19 search terms

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.

  • chromecast the warehouse
  • rug the warehouse
  • The Warehouse
  • the warehouse app
  • the warehouse bbq
  • the warehouse bedding
  • the warehouse chocolates
  • the warehouse clothing
  • the warehouse cushion
  • the warehouse fans
  • the warehouse homeware
  • the warehouse lego
  • the warehouse mattress
  • the warehouse phones
  • the warehouse pool
  • the warehouse pot
  • the warehouse sheets
  • the warehouse toys
  • thewarehouse toys

Do you work for The Warehouse? 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 The Warehouse compete?

The Warehouse is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
online retailers and marketplaces3rd of 147%Show ranking
homeware retailers3rd of 1014.8%Show ranking
Department stores3rd of 515.7%Shown above
Toy retailers2nd of 819.4%Show ranking
Discount variety stores2nd of 420.3%Show ranking
Video game retailers1st of 532%Show ranking
Creator with pink hair and a pink jacket

Is The Warehouse your brand?

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