Brandwave

Farmers vs The Warehouse:Which is more popular by branded search in New Zealand?

In August 2026, Farmers had more branded searches than The Warehouse among department stores in New Zealand. Farmers was estimated to have 588K branded searches compared to The Warehouse’s 403K, and held a 27.4% Share of Search versus The Warehouse’s 18.8%.

Share of Search among department stores in New Zealand in August 2026Which is more popular in search, Farmers or The Warehouse?
Farmers27.4%588K searches
vs
The Warehouse18.8%403K searches
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Which is more popular in search, Farmers or The Warehouse?

Compare New Zealand department stores selling clothing, homeware, beauty and gifts under one roof. 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.

Farmers and The Warehouse among department stores in New Zealand, by month

Share of Search by month for Farmers, The Warehouse. 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————

How has the Farmers and The Warehouse comparison changed over the last 12 months?

  • The lead changed hands 2 times in the 11 months ending August 2026: The Warehouse took it in January 2026, Farmers took it in March 2026.
  • Across the 11 months ending August 2026, Farmers’ estimated Share of Search among department stores in New Zealand moved from 24.7% to 27.4%, and its estimated monthly branded searches moved from 567K to 588K.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among department stores in New Zealand moved from 20.5% to 18.8%, and its estimated monthly branded searches moved from 473K to 403K.

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

How each brand is measured

Brandwave collects information about searches that people make online using Farmers’ and The Warehouse’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Farmers

19 branded 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
  • fayreform bras farmers

The Warehouse

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

How the Brand Demand Index is measured

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