Horselands vs Saddlery Warehouse:Which is more popular in New Zealand?
In October 2026, Saddlery Warehouse had more branded searches than Horselands among equestrian retailers in New Zealand. Saddlery Warehouse had about 15,100 branded searches, while Horselands had 920. Saddlery Warehouse made up 82.6% of all equestrian retailer searches we track, and Horselands accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about equestrian retailers, Saddlery Warehouse appeared in all three answers and Horselands in none.
Who do people search for more?
Saddlery Warehouse, about 16 searches for every 1 for Horselands
Who does AI mention more?
Saddlery Warehouse, mentioned in every answer we collected
Who does AI recommend more?
Saddlery Warehouse, the only one of the two named
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Top equestrian retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Saddlery Warehouse appeared in all three answers. Horselands did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Saddlery Warehouse3 of 3Named in 3 of 3 ChatGPT answers
HorseSports3 of 3Named in 3 of 3 ChatGPT answers
Stirrups Equestrian2 of 3Named in 2 of 3 ChatGPT answers
Canterbury Saddlery1 of 3Named in 1 of 3 ChatGPT answers
Horselands0 of 3Named in 0 of 3 ChatGPT answers
See every answer about equestrian retailers
3 answers
Asked ChatGPT
“Which equestrian retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best equestrian retailers in New Zealand?”
Asked ChatGPT
“What's the best equestrian retailer in New Zealand for riding gear?”
Searched Google, AI Overview
“horse riding gear nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“saddlery shops nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Horselands or Saddlery Warehouse more popular in search?
This chart shows how often people search Google for Horselands and Saddlery Warehouse by name. Each line represents a brand's share of searches for all five equestrian retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Saddlery Warehouse, Horselands. The figures are in the table below the chart.
View monthly share of searches table
| Month | Saddlery Warehouse | Canterbury Saddlery | Horselands | HorseSports | Stirrups Equestrian |
|---|---|---|---|---|---|
| Nov 2025 | 83.5% | 4.1% | 6.1% | 4.5% | 1.8% |
| Dec 2025 | 83% | 4.6% | 6% | 4.6% | 1.8% |
| Jan 2026 | 82.7% | 4.9% | 5.7% | 4.9% | 1.8% |
| Feb 2026 | 80.7% | 5.8% | 6% | 5.8% | 1.7% |
| Mar 2026 | 82.8% | 4.9% | 4.9% | 5.5% | 1.8% |
| Apr 2026 | 81.7% | 5.5% | 5.6% | 5.5% | 1.7% |
| May 2026 | 82.8% | 5.6% | 5% | 4.9% | 1.8% |
| Jun 2026 | 84.4% | 5% | 4.2% | 5% | 1.5% |
| Jul 2026 | 85% | 5% | 4.1% | 4.1% | 1.8% |
| Aug 2026 | 84.1% | 5% | 4.2% | 5% | 1.8% |
| Sep 2026 | 79.9% | 6.6% | 5.8% | 5.7% | 2.1% |
| Oct 2026 | 82.6% | 5.7% | 5.1% | 4.9% | 1.8% |
How has branded search for Horselands and Saddlery Warehouse changed in New Zealand over the last 12 months?
3 findings
- Saddlery Warehouse was ahead of Horselands in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Horselands’ share of searches among equestrian retailers in New Zealand moved from 6.1% to 5.1%, and its estimated monthly branded searches moved from 1.3K to 920.
- Across the 12 months ending October 2026, Saddlery Warehouse’s share of searches among equestrian retailers in New Zealand moved from 83.5% to 82.6%, and its estimated monthly branded searches moved from 18.4K to 15.1K.
How did search popularity change for New Zealand equestrian retailers in October 2026?
2 changes
In October 2026, Saddlery Warehouse gained share of searches among equestrian retailers in New Zealand, from 79.9% to 82.6%.
In October 2026, Horselands lost share of searches among equestrian retailers in New Zealand, from 5.8% to 5.1%.
How are Horselands’ and Saddlery Warehouse’s branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Horselands’ and Saddlery 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.
Horselands
3 branded search terms
- horselands
- horselands equestrian
- horselands saddlery
Saddlery Warehouse
8 branded search terms
- saddlery warehouse
- saddlery warehouse boots
- saddlery warehouse bridles
- saddlery warehouse covers
- saddlery warehouse helmets
- saddlery warehouse rugs
- saddlerywarehouse
- the saddlery warehouse
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