---
title: "Kids clothing brands in New Zealand: Which brands are most popular in search?"
description: "Compare the baby and kids clothing brands New Zealand parents dress their children in. Share of Search among Jamie Kay, Cotton On Kids, Bear & Moo and Huxbaby, the kids clothing 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-kids-fashion-brands"
publisher: "Brandwave"
---

# Kids clothing brands in New Zealand: Which brands are most popular in search?

Compare the baby and kids clothing brands New Zealand parents dress their children in. Share of Search among Jamie Kay, Cotton On Kids, Bear & Moo and Huxbaby, the kids clothing 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**: Kids clothing brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Jamie Kay, 47.7%

## Which brand is most popular in search among kids clothing brands in New Zealand?

- In August 2026, Jamie Kay was the most searched among kids clothing brands in New Zealand, with an estimated 27K branded searches and 47.7% estimated Share of Search within this set.
- Cotton On Kids is in 2nd place, 8.4 percentage points behind at 39.3% Share of Search.
- Across the 11 months ending August 2026, Jamie Kay’s estimated Share of Search among kids clothing brands in New Zealand increased from 38.7% to 47.7%.
- Across the 11 months ending August 2026, Cotton On Kids’ estimated Share of Search among kids clothing brands in New Zealand decreased from 41.1% to 39.3%.
- Across the 11 months ending August 2026, Bear & Moo’s estimated Share of Search among kids clothing brands in New Zealand decreased from 16% to 10.3%.
- Across the 11 months ending August 2026, Huxbaby’s estimated Share of Search among kids clothing brands in New Zealand decreased from 4.2% to 2.8%.
- Across the 11 months ending August 2026, Jamie Kay’s estimated Share of Search among kids clothing brands in New Zealand peaked at 47.7% in August 2026 and was lowest at 37.5% in November 2025.
- Across the 11 months ending August 2026, Cotton On Kids’ estimated Share of Search among kids clothing brands in New Zealand peaked at 49.6% in December 2025 and was lowest at 33.8% in January 2026.
- Across the 11 months ending August 2026, Bear & Moo’s estimated Share of Search among kids clothing brands in New Zealand peaked at 16.2% in November 2025 and was lowest at 8.9% in March 2026.
- Across the 11 months ending August 2026, Huxbaby’s estimated Share of Search among kids clothing brands in New Zealand peaked at 5.9% in June 2026 and was lowest at 2% in December 2025.
- Across the 11 months ending August 2026, Jamie Kay rose from 2nd to 1st among kids clothing brands in New Zealand.
- Across the 11 months ending August 2026, Cotton On Kids fell from 1st to 2nd among kids clothing brands in New Zealand.

## Compare search popularity between leading brands

- [Jamie Kay vs Cotton On Kids: compare search popularity](/demand/nz/compare/cotton-on-kids-vs-jamie-kay): 47.7% against 39.3% Share of Search.
- [Jamie Kay vs Bear & Moo: compare search popularity](/demand/nz/compare/bear-and-moo-vs-jamie-kay): 47.7% against 10.3% Share of Search.
- [Jamie Kay vs Huxbaby: compare search popularity](/demand/nz/compare/huxbaby-vs-jamie-kay): 47.7% against 2.8% Share of Search.
- [Cotton On Kids vs Bear & Moo: compare search popularity](/demand/nz/compare/bear-and-moo-vs-cotton-on-kids): 39.3% against 10.3% Share of Search.
- [Cotton On Kids vs Huxbaby: compare search popularity](/demand/nz/compare/cotton-on-kids-vs-huxbaby): 39.3% against 2.8% Share of Search.
- [Bear & Moo vs Huxbaby: compare search popularity](/demand/nz/compare/bear-and-moo-vs-huxbaby): 10.3% against 2.8% Share of Search.

## How did search popularity change for New Zealand kids clothing brands in August 2026?

- In August 2026, Jamie Kay overtook Cotton On Kids to take the highest estimated Share of Search among kids clothing brands in New Zealand, at 47.7%.
- In August 2026, Bear & Moo lost estimated Share of Search among kids clothing brands in New Zealand, from 13.5% to 10.3%.
- In August 2026, Cotton On Kids lost estimated Share of Search among kids clothing brands in New Zealand, from 42.2% to 39.3%.
- In August 2026, Huxbaby lost estimated Share of Search among kids clothing brands in New Zealand, from 4.5% to 2.8%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Jamie Kay | 47.7% | 27K | +57.6% | Jamie Kay |
| 2 | Cotton On Kids | 39.3% | 22.2K | +22.7% | Cotton On |
| 3 | Bear & Moo | 10.3% | 5.8K | +0.3% | Bear & Moo |
| 4 | Huxbaby | 2.8% | 1.6K | -18.8% | Huxbaby |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Cotton On Kids | 22.2K | 41.1% | 1 |
| Oct 2025 | Jamie Kay | 20.9K | 38.7% | 2 |
| Oct 2025 | Bear & Moo | 8.6K | 16% | 3 |
| Oct 2025 | Huxbaby | 2.3K | 4.2% | 4 |
| Nov 2025 | Cotton On Kids | 33.1K | 42% | 1 |
| Nov 2025 | Jamie Kay | 29.5K | 37.5% | 2 |
| Nov 2025 | Bear & Moo | 12.8K | 16.2% | 3 |
| Nov 2025 | Huxbaby | 3.4K | 4.3% | 4 |
| Dec 2025 | Cotton On Kids | 27.1K | 49.6% | 1 |
| Dec 2025 | Jamie Kay | 20.7K | 37.8% | 2 |
| Dec 2025 | Bear & Moo | 5.8K | 10.6% | 3 |
| Dec 2025 | Huxbaby | 1.1K | 2% | 4 |
| Jan 2026 | Jamie Kay | 20.9K | 47.7% | 1 |
| Jan 2026 | Cotton On Kids | 14.8K | 33.8% | 2 |
| Jan 2026 | Bear & Moo | 7K | 16.1% | 3 |
| Jan 2026 | Huxbaby | 1.1K | 2.4% | 4 |
| Feb 2026 | Jamie Kay | 17K | 45.1% | 1 |
| Feb 2026 | Cotton On Kids | 14.8K | 39.4% | 2 |
| Feb 2026 | Bear & Moo | 4.7K | 12.5% | 3 |
| Feb 2026 | Huxbaby | 1.1K | 3% | 4 |
| Mar 2026 | Jamie Kay | 25.4K | 47.2% | 1 |
| Mar 2026 | Cotton On Kids | 22.2K | 41.4% | 2 |
| Mar 2026 | Bear & Moo | 4.8K | 8.9% | 3 |
| Mar 2026 | Huxbaby | 1.4K | 2.5% | 4 |
| Apr 2026 | Cotton On Kids | 22.2K | 46.1% | 1 |
| Apr 2026 | Jamie Kay | 19.9K | 41.2% | 2 |
| Apr 2026 | Bear & Moo | 4.8K | 9.9% | 3 |
| Apr 2026 | Huxbaby | 1.3K | 2.8% | 4 |
| May 2026 | Jamie Kay | 25.5K | 46.4% | 1 |
| May 2026 | Cotton On Kids | 22.2K | 40.3% | 2 |
| May 2026 | Bear & Moo | 5.9K | 10.7% | 3 |
| May 2026 | Huxbaby | 1.5K | 2.7% | 4 |
| Jun 2026 | Jamie Kay | 20.7K | 43.7% | 1 |
| Jun 2026 | Cotton On Kids | 18.1K | 38.2% | 2 |
| Jun 2026 | Bear & Moo | 5.8K | 12.2% | 3 |
| Jun 2026 | Huxbaby | 2.8K | 5.9% | 4 |
| Jul 2026 | Cotton On Kids | 18.1K | 42.2% | 1 |
| Jul 2026 | Jamie Kay | 17.1K | 39.9% | 2 |
| Jul 2026 | Bear & Moo | 5.8K | 13.5% | 3 |
| Jul 2026 | Huxbaby | 1.9K | 4.5% | 4 |
| Aug 2026 | Jamie Kay | 27K | 47.7% | 1 |
| Aug 2026 | Cotton On Kids | 22.2K | 39.3% | 2 |
| Aug 2026 | Bear & Moo | 5.8K | 10.3% | 3 |
| Aug 2026 | Huxbaby | 1.6K | 2.8% | 4 |
| Sep 2026 | Bear & Moo | — | — | — |
| Sep 2026 | Cotton On Kids | — | — | — |
| Sep 2026 | Huxbaby | — | — | — |
| Sep 2026 | Jamie Kay | — | — | — |

## What is being compared

- **Bear & Moo**: Measured on the search terms “bear & moo”, “bear and moo”, “bear and moo nappies”, “bear and moo reusable nappies”, “bear and moo swim nappy”, “bear moo” and “bearmoo”, summed into one figure.
- **Cotton On Kids**: Measured on the search term “cotton on kids”.
- **Huxbaby**: Measured on the search terms “huxbaby”, “huxbaby com”, “huxbaby dress”, “huxbaby near me”, “huxbaby nz”, “huxbaby sale” and “huxbaby swimwear”, summed into one figure.
- **Jamie Kay**: Measured on the search terms “jamie kay”, “jamie kay near me”, “jamie kay new zealand”, “jamie kay nz”, “jamie kay online”, “jamie kay sale”, “jamie kay store”, “jamie kay tights”, “jamiekay”, “jamiekay com” and “jamiekay nz”, summed into one figure.

- [Bear & Moo](/demand/nz/brands/bear-and-moo)
- [Cotton On Kids](/demand/nz/brands/cotton-on-kids)
- [Huxbaby](/demand/nz/brands/huxbaby)
- [Jamie Kay](/demand/nz/brands/jamie-kay)

## Methodology

- [How is branded search demand 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 kids clothing brands in New Zealand?

In August 2026, Jamie Kay was the most searched among kids clothing brands in New Zealand, with an estimated 27K branded searches and 47.7% estimated Share of Search within this set.

## Cite this page

Brandwave. "Kids clothing brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-kids-fashion-brands

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