Brandwave

Bendon vs Rose & Thorne:Which is more popular?

In September 2026, Bendon had more branded searches than Rose & Thorne among lingerie brands in New Zealand. Bendon had about 22,900 branded searches, while Rose & Thorne had 1,300. Bendon made up 30.7% of all lingerie brand searches we track, and Rose & Thorne accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about lingerie brands, Bendon and Rose & Thorne each appeared in three of the five answers. Rose & Thorne was mentioned before Bendon in three out of five answers.

Among lingerie brands in New Zealand in September 2026

Who do people search for more?

Bendon, about 18 searches for every 1 for Rose & Thorne

Bendon 22.9K searchesRose & Thorne 1.3K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Bendon in 3 of 5Rose & Thorne in 3 of 5

Who does AI recommend more?

Rose & Thorne, named ahead of Bendon in 3 of 5 answers

Rose & Thorne first in 3Bendon first in 2

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bendon was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Rose & Thorne was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Rose & Thorne was listed before Bendon in three out of five answers.

Most recommended by AI

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

  1. Bendon1st
  2. Rose & Thorne1st
  3. Boody3rd
  4. Bras N Things4th
  5. Calvin Klein5th
  6. Jockey6th
  7. Bonds7th
  8. Honey Birdette–
  9. Victoria's Secret–

Mentioned by AI

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

  • Boody5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bendon3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bras N Things3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rose & Thorne3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Calvin Klein2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jockey2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Honey Birdette0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

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 Bendon or Rose & Thorne more popular in search?

This chart shows how often people search Google for Bendon and Rose & Thorne by name. Each line represents a brand's share of searches for all nine lingerie brands we track, month by month, from searches in New Zealand.

Bendon and Rose & Thorne among lingerie brands in New Zealand, by month

Share of searches by month for Bendon, Rose & Thorne. The figures are in the table below the chart.

View monthly share of searches table
MonthBendonCalvin KleinBras N ThingsBoodyHoney BirdetteBondsRose & ThorneJockeyVictoria's Secret
Oct 202537%22.9%27.4%4.8%2.6%1.8%2.1%1.2%0.31%
Nov 202533.1%28.1%23%9%2.2%1.6%1.7%1%0.17%
Dec 202533.1%31.8%24.5%4.3%2.4%1.6%1.3%0.85%0.18%
Jan 202636.5%25.5%26.9%4.4%2.4%1.6%1.6%0.87%0.21%
Feb 202635.2%28.1%25.8%4.2%2.4%1.5%1.9%0.83%0.23%
Mar 202629.6%34.8%22.6%5.9%2.7%1.5%1.7%0.96%0.24%
Apr 202632.2%28.5%27.2%4.7%2.6%1.4%1.7%1.3%0.34%
May 202630%31.1%26%5.6%2.6%1.6%1.6%1.3%0.24%
Jun 202628%31.9%25.2%8%2.1%1.6%1.9%1.1%0.16%
Jul 202629.9%29.7%28%4.9%2.9%1.7%1.8%0.99%0.2%
Aug 202631.3%27.8%28.1%4.9%2.7%2%1.8%1.2%0.33%
Sep 202630.7%28.1%27.6%4.8%3.3%1.9%1.7%1.4%0.4%

How has the Bendon and Rose & Thorne comparison changed over the last 12 months?

3 findings
  • Bendon was ahead of Rose & Thorne in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bendon’s share of searches among lingerie brands in New Zealand moved from 37% to 30.7%, and its estimated monthly branded searches moved from 27.9K to 22.9K.
  • Across the 12 months ending September 2026, Rose & Thorne’s share of searches among lingerie brands in New Zealand moved from 2.1% to 1.7%, and its estimated monthly branded searches moved from 1.6K to 1.3K.

How did search popularity change for New Zealand lingerie brands in September 2026?

2 changes

  1. In September 2026, Bendon lost share of searches among lingerie brands in New Zealand, from 31.3% to 30.7%.

  2. Estimated monthly branded searches for Rose & Thorne in New Zealand fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Bendon’s and Rose & Thorne’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.

Bendon

13 branded search terms

  • bendon
  • bendon bras
  • bendon lingerie
  • bendon ltd
  • bendon lunn ave
  • bendon man
  • bendon man underwear
  • bendon outlets
  • bendon sale
  • bendon sleepwear
  • bendon sports bra
  • bendon undies
  • bendon westgate

Rose & Thorne

1 branded search term

  • rose and thorne

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

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