Brandwave

Kmart NZ vs The Warehouse:Which is more popular?

In September 2026, Kmart NZ had more branded searches than The Warehouse among homeware retailers in New Zealand. Kmart NZ had about 1.1 million branded searches, while The Warehouse had 306,000. Kmart NZ made up 52.9% of all homeware retailer searches we track, and The Warehouse accounted for 14.8%. When we asked ChatGPT and Google AI Overviews about homeware retailers, The Warehouse appeared in three of the five answers and Kmart NZ in two. Kmart NZ was mentioned before The Warehouse in two out of three answers that named either.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

Kmart NZ, about 4 searches for every 1 for The Warehouse

Kmart NZ 1.1M searchesThe Warehouse 306K searches

Who does AI mention more?

The Warehouse, mentioned in 3 of 5 answers, Kmart NZ in 2

The Warehouse in 3 of 5Kmart NZ in 2 of 5

Who does AI recommend more?

Kmart NZ, named ahead of The Warehouse in 2 of 3 answers

Kmart NZ first in 2The Warehouse first in 1

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Warehouse was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Kmart NZ was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kmart NZ was listed before The Warehouse in two out of three answers that named either.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware 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 Kmart NZ or The Warehouse more popular in search?

This chart shows how often people search Google for Kmart NZ and The Warehouse by name. Each line represents a brand's share of searches for all ten homeware retailers we track, month by month, from searches in New Zealand.

Kmart NZ and The Warehouse among homeware retailers in New Zealand, by month

Share of searches by month for Kmart NZ, The Warehouse. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

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

3 findings

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

2 changes

  1. In September 2026, Kmart NZ gained share of searches among homeware retailers in New Zealand, from 51.3% to 52.9%.

  2. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026.

How are branded searches counted?

41 search terms

Brandwave collects information about searches that people make online using Kmart NZ’s 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.

Kmart NZ

25 branded search terms

  • air fryer kmart
  • bicycle kmart nz
  • hastings kmart
  • Kmart
  • kmart albany nz
  • kmart bayfair
  • kmart bedding
  • kmart botany
  • kmart co nz
  • kmart dresses
  • kmart fan
  • kmart homeware
  • kmart manukau
  • kmart nz
  • kmart nz chairs
  • kmart nz dunedin
  • kmart petone
  • kmart rotorua nz
  • kmart st lukes
  • kmart sylvia park
  • kmart te rapa
  • kmartnz
  • richmond kmart
  • shoes rack kmart
  • sylvia park kmart

The Warehouse

16 branded search terms

  • chromecast the warehouse
  • rug the warehouse
  • The Warehouse
  • the warehouse app
  • the warehouse bbq
  • the warehouse bedding
  • the warehouse chocolates
  • the warehouse cushion
  • the warehouse fans
  • the warehouse homeware
  • the warehouse lego
  • the warehouse mattress
  • the warehouse phones
  • the warehouse pool
  • the warehouse pot
  • the warehouse sheets

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

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