---
title: "Homeware Retailers in New Zealand: Share of Search"
description: "Share of Search among Kmart NZ, Farmers, Briscoes Homeware, The Warehouse, Spotlight and IKEA, the homeware retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-homeware-retailers"
publisher: "Brandwave"
---

# Homeware Retailers in New Zealand: Share of Search

Share of Search among Kmart NZ, Farmers, Briscoes Homeware, The Warehouse, Spotlight and IKEA, the homeware retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Homeware Retailers
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kmart NZ, 33.2%

## Which brand has the highest Share of Search among homeware retailers in New Zealand?

- Kmart NZ holds the highest estimated Share of Search among homeware retailers in New Zealand, at 33.2% in August 2026.
- Farmers is in 2nd place, 11 percentage points behind at 22.2% Share of Search.
- Across the 12 months ending August 2026, Kmart NZ’s estimated Share of Search among homeware retailers in New Zealand decreased from 35.5% to 33.2%.
- Across the 12 months ending August 2026, Farmers’ estimated Share of Search among homeware retailers in New Zealand increased from 19.5% to 22.2%.
- Across the 12 months ending August 2026, Briscoes Homeware’s estimated Share of Search among homeware retailers in New Zealand decreased from 15.9% to 14.9%.
- Across the 12 months ending August 2026, The Warehouse’s estimated Share of Search among homeware retailers in New Zealand decreased from 19.4% to 14.8%.
- Across the 12 months ending August 2026, Spotlight’s estimated Share of Search among homeware retailers in New Zealand increased from 7.1% to 8.1%.
- Across the 12 months ending August 2026, IKEA’s estimated Share of Search among homeware retailers in New Zealand increased from 2.6% to 6.7%.
- Across the 12 months ending August 2026, Kmart NZ’s estimated Share of Search among homeware retailers in New Zealand peaked at 39.6% in March 2026 and was lowest at 29.7% in December 2025.
- Across the 12 months ending August 2026, Farmers’ estimated Share of Search among homeware retailers in New Zealand peaked at 22.2% in August 2026 and was lowest at 13% in January 2026.
- Across the 12 months ending August 2026, Briscoes Homeware’s estimated Share of Search among homeware retailers in New Zealand peaked at 18.3% in July 2026 and was lowest at 11.9% in March 2026.
- Across the 12 months ending August 2026, The Warehouse’s estimated Share of Search among homeware retailers in New Zealand peaked at 19.4% in February 2026 and was lowest at 14.8% in August 2026.
- Across the 12 months ending August 2026, Spotlight’s estimated Share of Search among homeware retailers in New Zealand peaked at 8.5% in June 2026 and was lowest at 4.9% in December 2025.
- Across the 12 months ending August 2026, IKEA’s estimated Share of Search among homeware retailers in New Zealand peaked at 16.4% in December 2025 and was lowest at 1.9% in October 2025.
- Across the 12 months ending August 2026, Briscoes Homeware rose from 4th to 3rd among homeware retailers in New Zealand.
- Across the 12 months ending August 2026, The Warehouse fell from 3rd to 4th among homeware retailers in New Zealand.

## What changed among homeware retailers in New Zealand?

- In August 2026, Spotlight overtook IKEA to rank 5th among homeware retailers in New Zealand, at 8.1%.
- In August 2026, Farmers gained estimated Share of Search among homeware retailers in New Zealand, from 18.3% to 22.2%.
- In August 2026, Briscoes Homeware lost estimated Share of Search among homeware retailers in New Zealand, from 18.3% to 14.9%.
- In August 2026, IKEA lost estimated Share of Search among homeware retailers in New Zealand, from 8.3% to 6.7%.
- The Warehouse’s estimated Share of Search among homeware retailers in New Zealand has lost ground for 3 months in a row, from 17.5% to 14.8% 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 | 33.2% | 675K | -0.1% | Kmart NZ Holdings Limited |
| 2 | Farmers | 22.2% | 451K | +22.2% | The Farmers' Trading Company Limited |
| 3 | Briscoes Homeware | 14.9% | 302K | -18.2% | Briscoes (New Zealand) Limited |
| 4 | The Warehouse | 14.8% | 301K | -0.0% | The Warehouse Limited |
| 5 | Spotlight | 8.1% | 165K | +22.2% | Spotlight Stores (New Zealand) Limited |
| 6 | IKEA | 6.7% | 137K | -17.9% | IKEA New Zealand Limited |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Kmart NZ | 674K | 35.5% | 1 |
| Sep 2025 | Farmers | 370K | 19.5% | 2 |
| Sep 2025 | The Warehouse | 368K | 19.4% | 3 |
| Sep 2025 | Briscoes Homeware | 302K | 15.9% | 4 |
| Sep 2025 | Spotlight | 135K | 7.1% | 5 |
| Sep 2025 | IKEA | 50.2K | 2.6% | 6 |
| Oct 2025 | Kmart NZ | 824K | 38.3% | 1 |
| Oct 2025 | Farmers | 452K | 21% | 2 |
| Oct 2025 | The Warehouse | 368K | 17.1% | 3 |
| Oct 2025 | Briscoes Homeware | 302K | 14% | 4 |
| Oct 2025 | Spotlight | 165K | 7.7% | 5 |
| Oct 2025 | IKEA | 41.1K | 1.9% | 6 |
| Nov 2025 | Kmart NZ | 1M | 36.9% | 1 |
| Nov 2025 | Farmers | 552K | 20.4% | 2 |
| Nov 2025 | Briscoes Homeware | 451K | 16.6% | 3 |
| Nov 2025 | The Warehouse | 450K | 16.6% | 4 |
| Nov 2025 | Spotlight | 165K | 6.1% | 5 |
| Nov 2025 | IKEA | 91.5K | 3.4% | 6 |
| Dec 2025 | Kmart NZ | 1M | 29.7% | 1 |
| Dec 2025 | Farmers | 552K | 16.4% | 2 |
| Dec 2025 | IKEA | 552K | 16.4% | 3 |
| Dec 2025 | Briscoes Homeware | 551K | 16.3% | 4 |
| Dec 2025 | The Warehouse | 550K | 16.3% | 5 |
| Dec 2025 | Spotlight | 165K | 4.9% | 6 |
| Jan 2026 | Kmart NZ | 825K | 35.4% | 1 |
| Jan 2026 | The Warehouse | 450K | 19.3% | 2 |
| Jan 2026 | Briscoes Homeware | 369K | 15.8% | 3 |
| Jan 2026 | Farmers | 303K | 13% | 4 |
| Jan 2026 | IKEA | 248K | 10.6% | 5 |
| Jan 2026 | Spotlight | 135K | 5.8% | 6 |
| Feb 2026 | Kmart NZ | 675K | 35.6% | 1 |
| Feb 2026 | The Warehouse | 368K | 19.4% | 2 |
| Feb 2026 | Farmers | 302K | 16% | 3 |
| Feb 2026 | Briscoes Homeware | 247K | 13% | 4 |
| Feb 2026 | IKEA | 166K | 8.8% | 5 |
| Feb 2026 | Spotlight | 135K | 7.1% | 6 |
| Mar 2026 | Kmart NZ | 825K | 39.6% | 1 |
| Mar 2026 | Farmers | 370K | 17.8% | 2 |
| Mar 2026 | The Warehouse | 368K | 17.7% | 3 |
| Mar 2026 | Briscoes Homeware | 247K | 11.9% | 4 |
| Mar 2026 | IKEA | 136K | 6.6% | 5 |
| Mar 2026 | Spotlight | 135K | 6.5% | 6 |
| Apr 2026 | Kmart NZ | 825K | 36.9% | 1 |
| Apr 2026 | Farmers | 370K | 16.6% | 2 |
| Apr 2026 | Briscoes Homeware | 369K | 16.5% | 3 |
| Apr 2026 | The Warehouse | 368K | 16.5% | 4 |
| Apr 2026 | Spotlight | 165K | 7.4% | 5 |
| Apr 2026 | IKEA | 136K | 6.1% | 6 |
| May 2026 | Kmart NZ | 675K | 32.2% | 1 |
| May 2026 | Farmers | 452K | 21.5% | 2 |
| May 2026 | The Warehouse | 368K | 17.5% | 3 |
| May 2026 | Briscoes Homeware | 302K | 14.4% | 4 |
| May 2026 | Spotlight | 165K | 7.9% | 5 |
| May 2026 | IKEA | 137K | 6.5% | 6 |
| Jun 2026 | Kmart NZ | 676K | 34.6% | 1 |
| Jun 2026 | Farmers | 370K | 18.9% | 2 |
| Jun 2026 | Briscoes Homeware | 302K | 15.5% | 3 |
| Jun 2026 | The Warehouse | 301K | 15.4% | 4 |
| Jun 2026 | Spotlight | 165K | 8.5% | 5 |
| Jun 2026 | IKEA | 137K | 7% | 6 |
| Jul 2026 | Kmart NZ | 675K | 33.5% | 1 |
| Jul 2026 | Farmers | 369K | 18.3% | 2 |
| Jul 2026 | Briscoes Homeware | 369K | 18.3% | 3 |
| Jul 2026 | The Warehouse | 301K | 14.9% | 4 |
| Jul 2026 | IKEA | 166K | 8.3% | 5 |
| Jul 2026 | Spotlight | 135K | 6.7% | 6 |
| Aug 2026 | Kmart NZ | 675K | 33.2% | 1 |
| Aug 2026 | Farmers | 451K | 22.2% | 2 |
| Aug 2026 | Briscoes Homeware | 302K | 14.9% | 3 |
| Aug 2026 | The Warehouse | 301K | 14.8% | 4 |
| Aug 2026 | Spotlight | 165K | 8.1% | 5 |
| Aug 2026 | IKEA | 137K | 6.7% | 6 |

## Compare two brands head-to-head

- [Kmart NZ vs Farmers](/demand/nz/compare/farmers-vs-kmart-nz): 33.2% against 22.2% Share of Search.
- [Kmart NZ vs Briscoes Homeware](/demand/nz/compare/briscoes-homeware-vs-kmart-nz): 33.2% against 14.9% Share of Search.
- [Kmart NZ vs The Warehouse](/demand/nz/compare/kmart-nz-vs-the-warehouse): 33.2% against 14.8% Share of Search.
- [Kmart NZ vs Spotlight](/demand/nz/compare/kmart-nz-vs-spotlight): 33.2% against 8.1% Share of Search.
- [Farmers vs Briscoes Homeware](/demand/nz/compare/briscoes-homeware-vs-farmers): 22.2% against 14.9% Share of Search.
- [Farmers vs The Warehouse](/demand/nz/compare/farmers-vs-the-warehouse): 22.2% against 14.8% Share of Search.
- [Farmers vs Spotlight](/demand/nz/compare/farmers-vs-spotlight): 22.2% against 8.1% Share of Search.
- [Briscoes Homeware vs The Warehouse](/demand/nz/compare/briscoes-homeware-vs-the-warehouse): 14.9% against 14.8% Share of Search.
- [Briscoes Homeware vs Spotlight](/demand/nz/compare/briscoes-homeware-vs-spotlight): 14.9% against 8.1% Share of Search.
- [The Warehouse vs Spotlight](/demand/nz/compare/spotlight-vs-the-warehouse): 14.8% against 8.1% Share of Search.

## What is being compared

- **Briscoes Homeware**: Measured on the search terms “Briscoes”, “briscoes bedding”, “briscoes home decor” and “briscoes homeware”, summed into one figure.
- **Farmers**: Measured on the search terms “Farmers”, “farmers bedding”, “farmers home decor” and “farmers homeware”, summed into one figure.
- **IKEA**: Measured on the search terms “Ikea”, “ikea bedding”, “ikea home decor” and “ikea homeware”, summed into one figure.
- **Kmart NZ**: Measured on the search terms “Kmart”, “kmart bedding”, “kmart home decor” and “kmart homeware”, summed into one figure.
- **Spotlight**: Measured on the search terms “Spotlight”, “spotlight bedding” and “spotlight home decor”, summed into one figure.
- **The Warehouse**: Measured on the search terms “The Warehouse”, “the warehouse bedding”, “the warehouse home decor” and “the warehouse homeware”, summed into one figure.

- [Briscoes Homeware](/demand/nz/brands/briscoes-homeware)
- [Farmers](/demand/nz/brands/farmers)
- [IKEA](/demand/nz/brands/ikea)
- [Kmart NZ](/demand/nz/brands/kmart-nz)
- [Spotlight](/demand/nz/brands/spotlight)
- [The Warehouse](/demand/nz/brands/the-warehouse)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Briscoes Homeware, Farmers, IKEA, Kmart NZ, Spotlight and The Warehouse using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Homeware Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-homeware-retailers

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