---
title: "Department stores in New Zealand: Which brands are most popular in search?"
description: "Compare New Zealand department stores selling clothing, homeware, beauty and gifts under one roof. Share of Search among Kmart NZ, Farmers, The Warehouse and Ballantynes, the department stores Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-department-stores"
publisher: "Brandwave"
---

# Department stores in New Zealand: Which brands are most popular in search?

Compare New Zealand department stores selling clothing, homeware, beauty and gifts under one roof. Share of Search among Kmart NZ, Farmers, The Warehouse and Ballantynes, the department stores Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Department stores
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kmart NZ, 51.8%

## Which brand is most popular in search among department stores in New Zealand?

- In August 2026, Kmart NZ was the most searched among department stores in New Zealand, with an estimated 1.1M branded searches and 51.8% estimated Share of Search within this set.
- Farmers is in 2nd place, 24.4 percentage points behind at 27.4% Share of Search.
- Across the 11 months ending August 2026, Kmart NZ’s estimated Share of Search among department stores in New Zealand decreased from 53.2% to 51.8%.
- Across the 11 months ending August 2026, Farmers’ estimated Share of Search among department stores in New Zealand increased from 24.7% to 27.4%.
- 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, Kmart NZ’s estimated Share of Search among department stores in New Zealand peaked at 55% in April 2026 and was lowest at 49.2% in May 2026.
- Across the 11 months ending August 2026, Farmers’ estimated Share of Search among department stores in New Zealand peaked at 28% in May 2026 and was lowest at 19% in January 2026.
- 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.
- Across the 11 months ending August 2026, Ballantynes held steady: its estimated Share of Search among department stores in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Kmart NZ vs Farmers: compare search popularity](/demand/nz/compare/farmers-vs-kmart-nz): 51.8% against 27.4% Share of Search.
- [Kmart NZ vs The Warehouse: compare search popularity](/demand/nz/compare/kmart-nz-vs-the-warehouse): 51.8% against 18.8% Share of Search.
- [Kmart NZ vs Ballantynes: compare search popularity](/demand/nz/compare/ballantynes-vs-kmart-nz): 51.8% against 2% Share of Search.
- [Farmers vs The Warehouse: compare search popularity](/demand/nz/compare/farmers-vs-the-warehouse): 27.4% against 18.8% Share of Search.
- [Farmers vs Ballantynes: compare search popularity](/demand/nz/compare/ballantynes-vs-farmers): 27.4% against 2% Share of Search.
- [The Warehouse vs Ballantynes: compare search popularity](/demand/nz/compare/ballantynes-vs-the-warehouse): 18.8% against 2% Share of Search.

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

- In August 2026, Farmers gained estimated Share of Search among department stores in New Zealand, from 24.4% to 27.4%.
- In August 2026, Kmart NZ lost estimated Share of Search among department stores in New Zealand, from 54.2% to 51.8%.
- In August 2026, The Warehouse lost estimated Share of Search among department stores in New Zealand, from 19.5% to 18.8%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kmart NZ | 51.8% | 1.1M | -1.1% | Kmart NZ Holdings Limited |
| 2 | Farmers | 27.4% | 588K | +16.1% | The Farmers' Trading Company Limited |
| 3 | The Warehouse | 18.8% | 403K | -0.3% | The Warehouse Limited |
| 4 | Ballantynes | 2% | 43.8K | +12.0% | Ballantynes |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kmart NZ | 1.2M | 53.2% | 1 |
| Oct 2025 | Farmers | 567K | 24.7% | 2 |
| Oct 2025 | The Warehouse | 473K | 20.5% | 3 |
| Oct 2025 | Ballantynes | 35.9K | 1.6% | 4 |
| Nov 2025 | Kmart NZ | 1.5M | 51.6% | 1 |
| Nov 2025 | Farmers | 715K | 25.3% | 2 |
| Nov 2025 | The Warehouse | 597K | 21.1% | 3 |
| Nov 2025 | Ballantynes | 55.3K | 2% | 4 |
| Dec 2025 | Kmart NZ | 1.5M | 49.9% | 1 |
| Dec 2025 | Farmers | 754K | 24.5% | 2 |
| Dec 2025 | The Warehouse | 739K | 24% | 3 |
| Dec 2025 | Ballantynes | 51K | 1.7% | 4 |
| Jan 2026 | Kmart NZ | 1.2M | 54.2% | 1 |
| Jan 2026 | The Warehouse | 577K | 25.1% | 2 |
| Jan 2026 | Farmers | 437K | 19% | 3 |
| Jan 2026 | Ballantynes | 37K | 1.6% | 4 |
| Feb 2026 | Kmart NZ | 1M | 52.3% | 1 |
| Feb 2026 | The Warehouse | 478K | 24.2% | 2 |
| Feb 2026 | Farmers | 435K | 22% | 3 |
| Feb 2026 | Ballantynes | 30.9K | 1.6% | 4 |
| Mar 2026 | Kmart NZ | 1.2M | 53.9% | 1 |
| Mar 2026 | Farmers | 503K | 22.9% | 2 |
| Mar 2026 | The Warehouse | 480K | 21.8% | 3 |
| Mar 2026 | Ballantynes | 30.1K | 1.4% | 4 |
| Apr 2026 | Kmart NZ | 1.3M | 55% | 1 |
| Apr 2026 | Farmers | 533K | 23% | 2 |
| Apr 2026 | The Warehouse | 482K | 20.7% | 3 |
| Apr 2026 | Ballantynes | 29.8K | 1.3% | 4 |
| May 2026 | Kmart NZ | 1.1M | 49.2% | 1 |
| May 2026 | Farmers | 616K | 28% | 2 |
| May 2026 | The Warehouse | 471K | 21.4% | 3 |
| May 2026 | Ballantynes | 29.7K | 1.4% | 4 |
| Jun 2026 | Kmart NZ | 1.1M | 54.2% | 1 |
| Jun 2026 | Farmers | 503K | 24.6% | 2 |
| Jun 2026 | The Warehouse | 404K | 19.8% | 3 |
| Jun 2026 | Ballantynes | 29.6K | 1.4% | 4 |
| Jul 2026 | Kmart NZ | 1.1M | 54.2% | 1 |
| Jul 2026 | Farmers | 506K | 24.4% | 2 |
| Jul 2026 | The Warehouse | 404K | 19.5% | 3 |
| Jul 2026 | Ballantynes | 39.1K | 1.9% | 4 |
| Aug 2026 | Kmart NZ | 1.1M | 51.8% | 1 |
| Aug 2026 | Farmers | 588K | 27.4% | 2 |
| Aug 2026 | The Warehouse | 403K | 18.8% | 3 |
| Aug 2026 | Ballantynes | 43.8K | 2% | 4 |
| Sep 2026 | Ballantynes | — | — | — |
| Sep 2026 | Farmers | — | — | — |
| Sep 2026 | Kmart NZ | — | — | — |
| Sep 2026 | The Warehouse | — | — | — |

## What is being compared

- **Ballantynes**: Measured on the search terms “ballantynes”, “ballantynes black friday sale”, “ballantynes christmas”, “ballantynes christmas shop”, “ballantynes clothing”, “ballantynes co nz”, “ballantynes department store”, “ballantynes fashions”, “ballantynes near me”, “ballantynes new zealand”, “ballantynes nz”, “ballantynes online”, “ballantynes online sale”, “ballantynes rm williams”, “ballantynes sale”, “ballantynes sale online”, “ballantynes seasalt”, “ballantynes store”, “ballantynes toys”, “ballantynes vassalli”, “benefit ballantynes”, “j ballantynes”, “mac ballantynes”, “rm williams ballantynes”, “seasalt ballantynes” and “sportscraft ballantynes”, summed into one figure.
- **Farmers**: Measured on the search terms “calvin klein underwear farmers”, “Farmers”, “farmers bedding”, “farmers bonds underwear”, “farmers calvin klein”, “farmers calvin klein underwear”, “farmers clothing”, “farmers co nz”, “farmers fayreform bras”, “farmers finance”, “farmers home decor”, “farmers homeware”, “farmers near me”, “farmers nz”, “farmers online”, “farmers store”, “farmers toy store”, “farmers toys” and “fayreform bras farmers”, summed into one figure.
- **Kmart NZ**: Measured on the search terms “air fryer kmart”, “bicycle kmart nz”, “clothes airer kmart nz”, “fan kmart nz”, “flip out sofa kmart nz”, “folding table kmart nz”, “food warmer kmart nz”, “hastings kmart”, “hawaiian shirts kmart nz”, “juicer kmart nz”, “Kmart”, “kmart albany nz”, “kmart bayfair”, “kmart bed side table”, “kmart bedding”, “kmart botany”, “kmart co nz”, “kmart dresses”, “kmart fan”, “kmart home decor”, “kmart homeware”, “kmart manukau”, “kmart nz”, “kmart nz bethlehem”, “kmart nz chairs”, “kmart nz christchurch”, “kmart nz clothing”, “kmart nz dunedin”, “kmart nz henderson”, “kmart nz manukau”, “kmart nz near me”, “kmart nz online”, “kmart nz palmerston north”, “kmart nz toys”, “kmart nz whangarei”, “kmart online”, “kmart online sales”, “kmart petone”, “kmart rotorua nz”, “kmart st lukes”, “kmart sylvia park”, “kmart te rapa”, “kmartnz”, “kmartnz near me”, “kmartnz online”, “richmond kmart”, “shoes rack kmart”, “side table kmart nz”, “sylvia park kmart” and “treadmill kmart nz”, summed into one figure.
- **The Warehouse**: Measured on the 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” and “thewarehouse toys”, summed into one figure.

- [Ballantynes](/demand/nz/brands/ballantynes)
- [Farmers](/demand/nz/brands/farmers)
- [Kmart NZ](/demand/nz/brands/kmart-nz)
- [The Warehouse](/demand/nz/brands/the-warehouse)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among department stores in New Zealand?

In August 2026, Kmart NZ was the most searched among department stores in New Zealand, with an estimated 1.1M branded searches and 51.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Department stores in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-department-stores

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-department-stores. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.