---
title: "Office and Stationery Retailers in New Zealand: Share of Search"
description: "Share of Search among Warehouse Stationery, Whitcoulls, OfficeMax NZ and Paper Plus, the office and stationery retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-office-and-stationery-retailers"
publisher: "Brandwave"
---

# Office and Stationery Retailers in New Zealand: Share of Search

Share of Search among Warehouse Stationery, Whitcoulls, OfficeMax NZ and Paper Plus, the office and stationery retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Office and Stationery Retailers
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Warehouse Stationery, 46.9%

## Which brand has the highest Share of Search among office and stationery retailers in New Zealand?

- Warehouse Stationery holds the highest estimated Share of Search among office and stationery retailers in New Zealand, at 46.9% in August 2026.
- Whitcoulls is in 2nd place, 25.6 percentage points behind at 21.4% Share of Search.
- Across the 12 months ending August 2026, Warehouse Stationery’s estimated Share of Search among office and stationery retailers in New Zealand peaked at 48.9% in February 2026 and was lowest at 38% in December 2025.
- Across the 12 months ending August 2026, Whitcoulls’ estimated Share of Search among office and stationery retailers in New Zealand peaked at 31.5% in December 2025 and was lowest at 16.3% in January 2026.
- Across the 12 months ending August 2026, OfficeMax NZ’s estimated Share of Search among office and stationery retailers in New Zealand peaked at 23.9% in January 2026 and was lowest at 9.4% in December 2025.
- Across the 12 months ending August 2026, Paper Plus’ estimated Share of Search among office and stationery retailers in New Zealand peaked at 21.2% in December 2025 and was lowest at 14.4% in May 2026.
- Across the 12 months ending August 2026, Warehouse Stationery, Whitcoulls, OfficeMax NZ and Paper Plus held steady: their estimated Share of Search among office and stationery retailers in New Zealand each moved less than 0.5 percentage points.

## What changed among office and stationery retailers in New Zealand?

- In August 2026, OfficeMax NZ overtook Paper Plus to rank 3rd among office and stationery retailers in New Zealand, at 17.2%.
- In August 2026, Warehouse Stationery lost estimated Share of Search among office and stationery retailers in New Zealand, from 48.5% to 46.9%.
- In August 2026, Whitcoulls lost estimated Share of Search among office and stationery retailers in New Zealand, from 22% to 21.4%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Warehouse Stationery | 46.9% | 135K | 0.0% | WAREHOUSE STATIONERY LIMITED |
| 2 | Whitcoulls | 21.4% | 61.4K | +0.1% | WHITCOULLS 2011 LIMITED |
| 3 | OfficeMax NZ | 17.2% | 49.6K | +22.2% | OFFICEMAX NEW ZEALAND LIMITED |
| 4 | Paper Plus | 14.5% | 41.6K | +0.2% | PAPER PLUS NEW ZEALAND LIMITED |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Warehouse Stationery | 135K | 47% | 1 |
| Sep 2025 | Whitcoulls | 61.5K | 21.4% | 2 |
| Sep 2025 | OfficeMax NZ | 49.5K | 17.2% | 3 |
| Sep 2025 | Paper Plus | 41.4K | 14.4% | 4 |
| Oct 2025 | Warehouse Stationery | 135K | 43.5% | 1 |
| Oct 2025 | Whitcoulls | 75.2K | 24.2% | 2 |
| Oct 2025 | Paper Plus | 50.5K | 16.3% | 3 |
| Oct 2025 | OfficeMax NZ | 49.5K | 16% | 4 |
| Nov 2025 | Warehouse Stationery | 165K | 44.8% | 1 |
| Nov 2025 | Whitcoulls | 91.8K | 24.9% | 2 |
| Nov 2025 | Paper Plus | 61.9K | 16.8% | 3 |
| Nov 2025 | OfficeMax NZ | 49.5K | 13.5% | 4 |
| Dec 2025 | Warehouse Stationery | 165K | 38% | 1 |
| Dec 2025 | Whitcoulls | 137K | 31.5% | 2 |
| Dec 2025 | Paper Plus | 91.9K | 21.2% | 3 |
| Dec 2025 | OfficeMax NZ | 40.7K | 9.4% | 4 |
| Jan 2026 | Warehouse Stationery | 201K | 43.5% | 1 |
| Jan 2026 | OfficeMax NZ | 111K | 23.9% | 2 |
| Jan 2026 | Whitcoulls | 75.5K | 16.3% | 3 |
| Jan 2026 | Paper Plus | 75.2K | 16.3% | 4 |
| Feb 2026 | Warehouse Stationery | 165K | 48.9% | 1 |
| Feb 2026 | Whitcoulls | 61.4K | 18.2% | 2 |
| Feb 2026 | OfficeMax NZ | 60.7K | 18% | 3 |
| Feb 2026 | Paper Plus | 50.4K | 14.9% | 4 |
| Mar 2026 | Warehouse Stationery | 135K | 45.6% | 1 |
| Mar 2026 | Whitcoulls | 61.4K | 20.7% | 2 |
| Mar 2026 | Paper Plus | 50.3K | 17% | 3 |
| Mar 2026 | OfficeMax NZ | 49.6K | 16.7% | 4 |
| Apr 2026 | Warehouse Stationery | 135K | 48.5% | 1 |
| Apr 2026 | Whitcoulls | 61.3K | 22% | 2 |
| Apr 2026 | Paper Plus | 41.3K | 14.8% | 3 |
| Apr 2026 | OfficeMax NZ | 40.6K | 14.6% | 4 |
| May 2026 | Warehouse Stationery | 135K | 47% | 1 |
| May 2026 | Whitcoulls | 61.4K | 21.4% | 2 |
| May 2026 | OfficeMax NZ | 49.5K | 17.2% | 3 |
| May 2026 | Paper Plus | 41.3K | 14.4% | 4 |
| Jun 2026 | Warehouse Stationery | 135K | 47% | 1 |
| Jun 2026 | Whitcoulls | 61.2K | 21.3% | 2 |
| Jun 2026 | OfficeMax NZ | 49.5K | 17.3% | 3 |
| Jun 2026 | Paper Plus | 41.3K | 14.4% | 4 |
| Jul 2026 | Warehouse Stationery | 135K | 48.5% | 1 |
| Jul 2026 | Whitcoulls | 61.4K | 22% | 2 |
| Jul 2026 | Paper Plus | 41.5K | 14.9% | 3 |
| Jul 2026 | OfficeMax NZ | 40.6K | 14.6% | 4 |
| Aug 2026 | Warehouse Stationery | 135K | 46.9% | 1 |
| Aug 2026 | Whitcoulls | 61.4K | 21.4% | 2 |
| Aug 2026 | OfficeMax NZ | 49.6K | 17.2% | 3 |
| Aug 2026 | Paper Plus | 41.6K | 14.5% | 4 |

## Compare two brands head-to-head

- [Warehouse Stationery vs Whitcoulls](/demand/nz/compare/warehouse-stationery-vs-whitcoulls): 46.9% against 21.4% Share of Search.
- [Warehouse Stationery vs OfficeMax NZ](/demand/nz/compare/officemax-nz-vs-warehouse-stationery): 46.9% against 17.2% Share of Search.
- [Warehouse Stationery vs Paper Plus](/demand/nz/compare/paper-plus-vs-warehouse-stationery): 46.9% against 14.5% Share of Search.
- [Whitcoulls vs OfficeMax NZ](/demand/nz/compare/officemax-nz-vs-whitcoulls): 21.4% against 17.2% Share of Search.
- [Whitcoulls vs Paper Plus](/demand/nz/compare/paper-plus-vs-whitcoulls): 21.4% against 14.5% Share of Search.
- [OfficeMax NZ vs Paper Plus](/demand/nz/compare/officemax-nz-vs-paper-plus): 17.2% against 14.5% Share of Search.

## What is being compared

- **OfficeMax NZ**: Measured on the search terms “OfficeMax”, “officemax office supplies” and “officemax stationery”, summed into one figure.
- **Paper Plus**: Measured on the search terms “Paper Plus”, “paper plus books”, “paper plus office supplies” and “paper plus stationery”, summed into one figure.
- **Warehouse Stationery**: Measured on the search term “Warehouse Stationery”.
- **Whitcoulls**: Measured on the search terms “Whitcoulls”, “whitcoulls books”, “whitcoulls office supplies” and “whitcoulls stationery”, summed into one figure.

- [OfficeMax NZ](/demand/nz/brands/officemax-nz)
- [Paper Plus](/demand/nz/brands/paper-plus)
- [Warehouse Stationery](/demand/nz/brands/warehouse-stationery)
- [Whitcoulls](/demand/nz/brands/whitcoulls)

## 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 OfficeMax NZ, Paper Plus, Warehouse Stationery and Whitcoulls 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. "Office and Stationery Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-office-and-stationery-retailers

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