---
title: "Dress boots brands in New Zealand: Which are searched most?"
description: "Compare the dress boots brands people buy. Share of Search among UGG, R.M.Williams, Timberland, Blundstone, Merchant 1948 and Florsheim, the dress boots brands 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-dress-boots-brands"
publisher: "Brandwave"
---

# Dress boots brands in New Zealand: Which are searched most?

Compare the dress boots brands people buy. Share of Search among UGG, R.M.Williams, Timberland, Blundstone, Merchant 1948 and Florsheim, the dress boots brands 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**: Dress boots brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: UGG, 50.7%

## Which brand is most popular in search among dress boots brands in New Zealand?

- In September 2026, UGG was the most searched among dress boots brands in New Zealand, with an estimated 29.6K branded searches, 50.7% of all searches for the six we track.
- R.M.Williams is in 2nd place, 33.8 percentage points behind at 17%.
- Across the 12 months ending September 2026, R.M.Williams’ share of searches among dress boots brands in New Zealand decreased from 21.2% to 17%.
- Across the 12 months ending September 2026, Blundstone’s share of searches among dress boots brands in New Zealand increased from 6.8% to 8.6%.
- Across the 12 months ending September 2026, Merchant 1948’s share of searches among dress boots brands in New Zealand increased from 5.5% to 6.7%.
- Across the 12 months ending September 2026, UGG’s share of searches among dress boots brands in New Zealand peaked at 63.7% in May 2026 and was lowest at 50.4% in October 2025.
- Across the 12 months ending September 2026, R.M.Williams’ share of searches among dress boots brands in New Zealand peaked at 22.9% in November 2025 and was lowest at 13.9% in May 2026.
- Across the 12 months ending September 2026, Timberland’s share of searches among dress boots brands in New Zealand peaked at 15.5% in September 2026 and was lowest at 11.5% in June 2026.
- Across the 12 months ending September 2026, Blundstone’s share of searches among dress boots brands in New Zealand peaked at 8.6% in September 2026 and was lowest at 4.2% in December 2025.
- Across the 12 months ending September 2026, Merchant 1948’s share of searches among dress boots brands in New Zealand peaked at 6.7% in September 2026 and was lowest at 3.8% in May 2026.
- Across the 12 months ending September 2026, Florsheim’s share of searches among dress boots brands in New Zealand peaked at 2% in March 2026 and was lowest at 0.68% in December 2025.
- Across the 12 months ending September 2026, UGG, Timberland and Florsheim held steady: their share of searches among dress boots brands in New Zealand each moved less than 0.5 percentage points.

## Top dress boots brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, R.M.Williams, Merchant 1948 and Florsheim were mentioned most often, in four of the five answers. R.M.Williams was recommended most often, coming first in all four answers that gave a list. Florsheim was second, and Merchant 1948 was third. UGG, which ranked first in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| R.M.Williams | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Florsheim | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Merchant 1948 | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Blundstone | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| UGG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Timberland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about dress boots brands

- Asked ChatGPT "Which dress boots brand should I buy in New Zealand?": 1. R.M.Williams, 2. Merchant 1948, 3. Florsheim, 4. Blundstone
- Asked ChatGPT "What are the best dress boots brands in New Zealand?": 1. R.M.Williams, 2. Florsheim, 3. Merchant 1948
- Asked ChatGPT "What's the best dress boots brand in New Zealand for everyday wear?": 1. R.M.Williams, 2. Blundstone, 3. Florsheim, 4. Merchant 1948
- Searched Google, AI Overview "boots for work": 1. Blundstone
- Searched Google, AI Overview "dress boots nz": 1. R.M.Williams, 2. Florsheim, 3. Merchant 1948

Not named in any answer: UGG and Timberland.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [UGG vs R.M.Williams: compare search popularity](/demand/nz/compare/r-m-williams-vs-ugg): 50.7% against 17% Share of Search.
- [UGG vs Timberland: compare search popularity](/demand/nz/compare/timberland-vs-ugg): 50.7% against 15.5% Share of Search.
- [UGG vs Blundstone: compare search popularity](/demand/nz/compare/blundstone-vs-ugg): 50.7% against 8.6% Share of Search.
- [UGG vs Merchant 1948: compare search popularity](/demand/nz/compare/merchant-1948-vs-ugg): 50.7% against 6.7% Share of Search.
- [R.M.Williams vs Timberland: compare search popularity](/demand/nz/compare/r-m-williams-vs-timberland): 17% against 15.5% Share of Search.
- [R.M.Williams vs Blundstone: compare search popularity](/demand/nz/compare/blundstone-vs-r-m-williams): 17% against 8.6% Share of Search.
- [R.M.Williams vs Merchant 1948: compare search popularity](/demand/nz/compare/merchant-1948-vs-r-m-williams): 17% against 6.7% Share of Search.
- [Timberland vs Blundstone: compare search popularity](/demand/nz/compare/blundstone-vs-timberland): 15.5% against 8.6% Share of Search.
- [Timberland vs Merchant 1948: compare search popularity](/demand/nz/compare/merchant-1948-vs-timberland): 15.5% against 6.7% Share of Search.
- [Blundstone vs Merchant 1948: compare search popularity](/demand/nz/compare/blundstone-vs-merchant-1948): 8.6% against 6.7% Share of Search.

## How did search popularity change for New Zealand dress boots brands in September 2026?

- In September 2026, Merchant 1948 gained share of searches among dress boots brands in New Zealand, from 5% to 6.7%.
- In September 2026, Timberland gained share of searches among dress boots brands in New Zealand, from 14.1% to 15.5%.
- In September 2026, Blundstone gained share of searches among dress boots brands in New Zealand, from 7.2% to 8.6%.
- In September 2026, R.M.Williams gained share of searches among dress boots brands in New Zealand, from 15.6% to 17%.
- In September 2026, Florsheim gained share of searches among dress boots brands in New Zealand, from 0.93% to 1.5%.
- In September 2026, UGG lost share of searches among dress boots brands in New Zealand, from 57.1% to 50.7%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | UGG | 50.7% | 29.6K | -33.0% | UGG |
| 2 | R.M.Williams | 17% | 9.9K | -18.2% | R.M.Williams |
| 3 | Timberland | 15.5% | 9K | -17.2% | Timberland |
| 4 | Blundstone | 8.6% | 5K | -10.4% | Blundstone |
| 5 | Merchant 1948 | 6.7% | 3.9K | +0.8% | Merchant 1948 |
| 6 | Florsheim | 1.5% | 880 | +22.2% | Florsheim |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | UGG | 28.7K | 50.4% | 1 |
| Oct 2025 | R.M.Williams | 12.1K | 21.2% | 2 |
| Oct 2025 | Timberland | 8.6K | 15% | 3 |
| Oct 2025 | Blundstone | 3.9K | 6.8% | 4 |
| Oct 2025 | Merchant 1948 | 3.1K | 5.5% | 5 |
| Oct 2025 | Florsheim | 590 | 1% | 6 |
| Nov 2025 | UGG | 41.9K | 53% | 1 |
| Nov 2025 | R.M.Williams | 18.1K | 22.9% | 2 |
| Nov 2025 | Timberland | 10.4K | 13.2% | 3 |
| Nov 2025 | Blundstone | 4K | 5% | 4 |
| Nov 2025 | Merchant 1948 | 3.9K | 4.9% | 5 |
| Nov 2025 | Florsheim | 720 | 0.91% | 6 |
| Dec 2025 | UGG | 50.4K | 58% | 1 |
| Dec 2025 | R.M.Williams | 18.1K | 20.8% | 2 |
| Dec 2025 | Timberland | 10.8K | 12.4% | 3 |
| Dec 2025 | Blundstone | 3.7K | 4.2% | 4 |
| Dec 2025 | Merchant 1948 | 3.3K | 3.8% | 5 |
| Dec 2025 | Florsheim | 590 | 0.68% | 6 |
| Jan 2026 | UGG | 34K | 56.4% | 1 |
| Jan 2026 | R.M.Williams | 9.9K | 16.4% | 2 |
| Jan 2026 | Timberland | 8.7K | 14.4% | 3 |
| Jan 2026 | Blundstone | 3.9K | 6.4% | 4 |
| Jan 2026 | Merchant 1948 | 3.3K | 5.4% | 5 |
| Jan 2026 | Florsheim | 590 | 0.98% | 6 |
| Feb 2026 | UGG | 28.5K | 54% | 1 |
| Feb 2026 | R.M.Williams | 9.9K | 18.8% | 2 |
| Feb 2026 | Timberland | 7.2K | 13.6% | 3 |
| Feb 2026 | Blundstone | 3.9K | 7.4% | 4 |
| Feb 2026 | Merchant 1948 | 2.7K | 5.1% | 5 |
| Feb 2026 | Florsheim | 590 | 1.1% | 6 |
| Mar 2026 | UGG | 36.5K | 56.6% | 1 |
| Mar 2026 | R.M.Williams | 9.9K | 15.4% | 2 |
| Mar 2026 | Timberland | 8.7K | 13.5% | 3 |
| Mar 2026 | Blundstone | 4.8K | 7.4% | 4 |
| Mar 2026 | Merchant 1948 | 3.3K | 5.1% | 5 |
| Mar 2026 | Florsheim | 1.3K | 2% | 6 |
| Apr 2026 | UGG | 46.1K | 59.3% | 1 |
| Apr 2026 | R.M.Williams | 12.1K | 15.6% | 2 |
| Apr 2026 | Timberland | 10.6K | 13.6% | 3 |
| Apr 2026 | Blundstone | 5K | 6.4% | 4 |
| Apr 2026 | Merchant 1948 | 3.3K | 4.2% | 5 |
| Apr 2026 | Florsheim | 720 | 0.93% | 6 |
| May 2026 | UGG | 55.4K | 63.7% | 1 |
| May 2026 | R.M.Williams | 12.1K | 13.9% | 2 |
| May 2026 | Timberland | 10.5K | 12.1% | 3 |
| May 2026 | Blundstone | 4.9K | 5.7% | 4 |
| May 2026 | Merchant 1948 | 3.3K | 3.8% | 5 |
| May 2026 | Florsheim | 720 | 0.83% | 6 |
| Jun 2026 | UGG | 45.8K | 60.7% | 1 |
| Jun 2026 | R.M.Williams | 12.1K | 16% | 2 |
| Jun 2026 | Timberland | 8.7K | 11.5% | 3 |
| Jun 2026 | Blundstone | 5K | 6.6% | 4 |
| Jun 2026 | Merchant 1948 | 3.2K | 4.2% | 5 |
| Jun 2026 | Florsheim | 720 | 0.95% | 6 |
| Jul 2026 | UGG | 46.3K | 59.2% | 1 |
| Jul 2026 | R.M.Williams | 12.1K | 15.5% | 2 |
| Jul 2026 | Timberland | 10.6K | 13.6% | 3 |
| Jul 2026 | Blundstone | 5.4K | 6.9% | 4 |
| Jul 2026 | Merchant 1948 | 3.2K | 4.1% | 5 |
| Jul 2026 | Florsheim | 590 | 0.75% | 6 |
| Aug 2026 | UGG | 44.1K | 57.1% | 1 |
| Aug 2026 | R.M.Williams | 12.1K | 15.6% | 2 |
| Aug 2026 | Timberland | 10.9K | 14.1% | 3 |
| Aug 2026 | Blundstone | 5.6K | 7.2% | 4 |
| Aug 2026 | Merchant 1948 | 3.9K | 5% | 5 |
| Aug 2026 | Florsheim | 720 | 0.93% | 6 |
| Sep 2026 | UGG | 29.6K | 50.7% | 1 |
| Sep 2026 | R.M.Williams | 9.9K | 17% | 2 |
| Sep 2026 | Timberland | 9K | 15.5% | 3 |
| Sep 2026 | Blundstone | 5K | 8.6% | 4 |
| Sep 2026 | Merchant 1948 | 3.9K | 6.7% | 5 |
| Sep 2026 | Florsheim | 880 | 1.5% | 6 |

## What is being compared

- **Blundstone**: Measured on the search terms “blundstone”, “blundstone 1306”, “blundstone 500”, “blundstone 585”, “blundstone 600”, “blundstone 659”, “blundstone clogs”, “blundstone gumboot” and “blundstone rotoflex”, summed into one figure.
- **Florsheim**: Measured on the search term “florsheim”.
- **Merchant 1948**: Measured on the search terms “merchant 1948”, “merchant 1948 bayfair”, “merchant 1948 botany”, “merchant 1948 centreplace”, “merchant 1948 queensgate” and “merchant1948”, summed into one figure.
- **R.M.Williams**: Measured on the search term “rm williams”.
- **Timberland**: Measured on the search terms “timberland”, “timberland loafers”, “timberland sale” and “timberland sylvia park”, summed into one figure.
- **UGG**: Measured on the search terms “australian ugg”, “ugg”, “ugg clogs”, “ugg outlet”, “ugg slippers”, “ugg tasman”, “ugg tasman slippers” and “ugg tazz”, summed into one figure.

- [Blundstone](/demand/nz/brands/blundstone)
- [Florsheim](/demand/nz/brands/florsheim)
- [Merchant 1948](/demand/nz/brands/merchant-1948)
- [R.M.Williams](/demand/nz/brands/r-m-williams)
- [Timberland](/demand/nz/brands/timberland)
- [UGG](/demand/nz/brands/ugg)

## Methodology

- [How is the Brand Demand Index 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 dress boots brands in New Zealand?

In September 2026, UGG was the most searched among dress boots brands in New Zealand, with an estimated 29.6K branded searches, 50.7% of all searches for the six we track.

## Cite this page

Brandwave. "Dress boots brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-dress-boots-brands

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