Baby Factory vs The Sleep Store:Which is more popular?
In September 2026, Baby Factory had more branded searches than The Sleep Store among baby and nursery retailers in New Zealand. Baby Factory had about 27,100 branded searches, while The Sleep Store had 17,500. Baby Factory made up 26.6% of all baby and nursery retailer searches we track, and The Sleep Store accounted for 17.2%. When we asked ChatGPT and Google AI Overviews about baby and nursery retailers, Baby Factory appeared in three of the four answers and The Sleep Store in none.
Who do people search for more?
Baby Factory, about 55% more searches than The Sleep Store
Who does AI mention more?
Baby Factory, mentioned in 3 of 4 answers, The Sleep Store in 0
Who does AI recommend more?
Baby Factory, the only one of the two named
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Top baby and nursery retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Baby Factory was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. The Sleep Store did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Baby Factory3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Baby On The Move3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mocka1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Baby Bunting NZ1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
The Sleep Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mom Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Little & Loved0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about baby and nursery retailers
4 answers
Asked ChatGPT
“Which baby and nursery retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best baby and nursery retailers in New Zealand?”
Asked ChatGPT
“What's the best baby and nursery retailer in New Zealand for newborn essentials?”
Searched Google, AI Overview
“best baby store”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“newborn essentials nz”
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 Baby Factory or The Sleep Store more popular in search?
This chart shows how often people search Google for Baby Factory and The Sleep Store by name. Each line represents a brand's share of searches for all seven baby and nursery retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Baby Factory, The Sleep Store. The figures are in the table below the chart.
View monthly share of searches table
| Month | Baby Factory | Mocka | Baby Bunting NZ | The Sleep Store | Baby On The Move | Mom Store | Little & Loved |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27% | 22.2% | 14.8% | 18.7% | 14.8% | 1.1% | 1.4% |
| Nov 2025 | 23.6% | 23.6% | 15.8% | 18.7% | 15.8% | 1.1% | 1.4% |
| Dec 2025 | 29.8% | 20% | 20% | 14.9% | 13.3% | 0.9% | 0.98% |
| Jan 2026 | 25.7% | 25.7% | 17.1% | 15.6% | 14% | 0.95% | 0.94% |
| Feb 2026 | 27.1% | 18.1% | 18.1% | 20.2% | 14.8% | 1% | 0.81% |
| Mar 2026 | 30.3% | 20.3% | 16.6% | 17.1% | 13.5% | 1.2% | 1% |
| Apr 2026 | 30.4% | 20.4% | 16.6% | 17.1% | 13.6% | 1.2% | 0.74% |
| May 2026 | 29.1% | 23.8% | 15.9% | 16.4% | 13% | 1.1% | 0.71% |
| Jun 2026 | 28.4% | 23.3% | 19% | 15% | 12.7% | 1.1% | 0.58% |
| Jul 2026 | 30.7% | 20.6% | 16.8% | 16.2% | 13.7% | 1.2% | 0.73% |
| Aug 2026 | 26.3% | 21.6% | 17.6% | 18.2% | 14.4% | 1.3% | 0.79% |
| Sep 2026 | 26.6% | 21.8% | 17.8% | 17.2% | 14.5% | 1.3% | 0.93% |
How has the Baby Factory and The Sleep Store comparison changed over the last 12 months?
3 findings
- Baby Factory was ahead of The Sleep Store in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baby Factory’s share of searches among baby and nursery retailers in New Zealand moved from 27% to 26.6%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among baby and nursery retailers in New Zealand moved from 18.7% to 17.2%, and its estimated monthly branded searches moved from 22.9K to 17.5K.
How did search popularity change for New Zealand baby and nursery retailers in September 2026?
2 changes
In September 2026, The Sleep Store lost share of searches among baby and nursery retailers in New Zealand, from 18.2% to 17.2%.
Estimated monthly branded searches for Baby Factory in New Zealand fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Baby Factory’s and The Sleep Store’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.
Baby Factory
1 branded search term
- babyfactory
The Sleep Store
2 branded search terms
- sleep store
- the sleep store
Other head-to-heads among baby and nursery retailers
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