Brandwave

Freedom Furniture vs IKEA:Which is more popular?

In September 2026, IKEA had more branded searches than Freedom Furniture among furniture retailers in New Zealand. IKEA had about 130,000 branded searches, while Freedom Furniture had 27,200. IKEA made up 29.8% of all furniture retailer searches we track, and Freedom Furniture accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Freedom Furniture appeared in four of the five answers and IKEA in none.

Among furniture retailers in New Zealand in September 2026

Who do people search for more?

IKEA, about 5 searches for every 1 for Freedom Furniture

IKEA 130K searchesFreedom Furniture 27.2K searches

Who does AI mention more?

Freedom Furniture, mentioned in 4 of 5 answers, IKEA in 0

Freedom Furniture in 4 of 5IKEA in 0 of 5

Who does AI recommend more?

Freedom Furniture, the only one of the two named

Freedom Furniture first in 3IKEA never named

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Freedom Furniture was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. IKEA did not appear in any of the five answers.

Most recommended by AI

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

  1. Freedom Furniture1st
  2. Danske Møbler2nd
  3. NOOD3rd
  4. Mocka4th
  5. Nick Scali5th
  6. Big Save Furniture6th
  7. Harvey Norman–
  8. IKEA–
  9. Early Settler–
  10. Target Furniture–
  11. +1 more

Mentioned by AI

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

  • NOOD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Freedom Furniture4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Danske Møbler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mocka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Big Save Furniture2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nick Scali2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harvey Norman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Target Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about furniture retailers

5 answers

Not named in any answer:

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

Is Freedom Furniture or IKEA more popular in search?

This chart shows how often people search Google for Freedom Furniture and IKEA by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in New Zealand.

Freedom Furniture and IKEA among furniture retailers in New Zealand, by month

Share of searches by month for IKEA, Freedom Furniture. The figures are in the table below the chart.

View monthly share of searches table
MonthHarvey NormanIKEABig Save FurnitureNOODFreedom FurnitureMockaEarly SettlerTarget FurnitureNick ScaliSmiths CityDanske Møbler
Oct 202546.1%11.3%8.9%7.6%7.5%7.2%4.7%3.3%1.9%1.5%<0.01%
Nov 202549.3%17.6%6.9%6.2%5.4%6.1%4.1%2.4%1.3%0.74%<0.01%
Dec 202528.3%54%3.7%3.6%3.8%2.4%1.9%1.4%0.63%0.43%0%
Jan 202630.9%40.2%5.9%4.9%6.1%4.8%3.1%2.2%1.3%0.56%0%
Feb 202634.7%37.9%5.8%5.5%4.6%4.4%2.9%2.5%1.1%0.52%<0.01%
Mar 202640%30%6.8%5.2%5.3%5.1%3.3%2.4%1.1%0.73%<0.01%
Apr 202638.2%29.1%7.4%6.1%6.2%4.9%3.2%2.8%1.6%0.69%<0.01%
May 202636.7%29.7%7.6%5.7%6%5.6%3.7%3.2%1.5%0.45%<0.01%
Jun 202629.2%35.2%7.3%5.6%7%6.7%3.6%3.1%1.8%0.43%<0.01%
Jul 202627%38.6%10.1%5.4%5.3%5.1%3.3%2.9%1.6%0.73%<0.01%
Aug 202629.2%33.8%9%6.9%5.7%5.5%4.3%3.1%1.8%0.8%<0.01%
Sep 202631.6%29.8%9.7%6.3%6.2%6%3.9%3.4%1.9%1%<0.01%

How has the Freedom Furniture and IKEA comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand furniture retailers in September 2026?

3 changes

  1. In September 2026, Harvey Norman overtook IKEA to become the leader among furniture retailers in New Zealand, with 31.6% of the searches.

  2. In September 2026, Freedom Furniture gained share of searches among furniture retailers in New Zealand, from 5.7% to 6.2%.

  3. In September 2026, IKEA lost share of searches among furniture retailers in New Zealand, from 33.8% to 29.8%.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Freedom Furniture’s and IKEA’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.

Freedom Furniture

3 branded search terms

  • Freedom Furniture
  • freedom furniture beds
  • freedom furniture mattresses

IKEA

19 branded search terms

  • Ikea
  • ikea barstools
  • ikea bed frames
  • ikea bedside table
  • ikea billy bookcases
  • ikea carpets
  • ikea couch
  • ikea curtains
  • ikea desk
  • ikea dining chairs
  • ikea dining table
  • ikea floor lamps
  • ikea furniture
  • ikea kitchen
  • ikea lamps
  • ikea open
  • ikea sofa
  • ikea sofa bed
  • ikea wardrobes

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

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