Brandwave

Bonds vs Rose & Thorne:Which is more popular?

In September 2026, Bonds and Rose & Thorne were level in searches among lingerie brands in New Zealand, with an estimated 1.4K versus 1.3K branded searches, at 1.9% and 1.7% of the total. When we asked ChatGPT and Google AI Overviews about lingerie brands, Rose & Thorne appeared in three of the five answers and Bonds in one. Rose & Thorne was mentioned before Bonds in every answer that named either.

Among lingerie brands in New Zealand in September 2026

Who do people search for more?

Bonds, about 6% more searches than Rose & Thorne

Bonds 1.4K searchesRose & Thorne 1.3K searches

Who does AI mention more?

Rose & Thorne, mentioned in 3 of 5 answers, Bonds in 1

Rose & Thorne in 3 of 5Bonds in 1 of 5

Who does AI recommend more?

Rose & Thorne, named ahead of Bonds in 3 of 3 answers

Rose & Thorne first in 3Bonds never first

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Bonds was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Rose & Thorne was listed before Bonds in every answer that named either.

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 Bonds or Rose & Thorne more popular in search?

This chart shows how often people search Google for Bonds 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.

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

Share of searches by month for Bonds, 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 Bonds and Rose & Thorne comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Bonds took it in December 2025, Rose & Thorne took it in February 2026, Bonds took it in August 2026.
  • Across the 12 months ending September 2026, Bonds’ share of searches among lingerie brands in New Zealand moved from 1.8% to 1.9%, and its estimated monthly branded searches moved from 1.3K to 1.4K.
  • 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?

1 change

  1. 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?

8 search terms

Brandwave collects information about searches that people make online using Bonds’ 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.

Bonds

7 branded search terms

  • bonds boxers
  • bonds bras
  • bonds cotton underwear
  • bonds lingerie
  • bonds male underwear
  • bonds period underwear
  • bonds underwear

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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