--- title: "Design Warehouse vs Smiths City: Which is more popular in New Zealand?" description: "Is Design Warehouse or Smiths City more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers set in New Zealand. 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/compare/design-warehouse-vs-smiths-city-2026" publisher: "Brandwave" --- # Design Warehouse vs Smiths City: Which is more popular in New Zealand? Is Design Warehouse or Smiths City more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers set in New Zealand. 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 - **Compared**: Design Warehouse and Smiths City - **Competitive set**: Furniture retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Design Warehouse Share of Search**: 0.52% - **Smiths City Share of Search**: 0.97% ## Is Design Warehouse or Smiths City more popular in search? - In September 2026, Smiths City had more branded searches than Design Warehouse among furniture retailers in New Zealand. Smiths City had about 4,530 branded searches, while Design Warehouse had 2,400. Smiths City made up 0.97% of all furniture retailer searches we track, and Design Warehouse accounted for 0.52%. - Smiths City was ahead of Design Warehouse in every measured month of the 11 months ending September 2026. - Across the 11 months ending September 2026, Design Warehouse’s share of searches among furniture retailers in New Zealand moved from 0.53% to 0.52%, and its estimated monthly branded searches moved from 3.6K to 2.4K. - Across the 11 months ending September 2026, Smiths City’s share of searches among furniture retailers in New Zealand moved from 0.67% to 0.97%, and its estimated monthly branded searches moved from 4.6K to 4.5K. ## Top furniture retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Design Warehouse nor Smiths City showed up in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Freedom Furniture | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Danske Møbler | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | NOOD | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Mocka | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Nick Scali | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Big Save Furniture | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Design Warehouse | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Early Settler | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Harvey Norman | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | IKEA | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Smiths City | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Target Furniture | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Trade Tested | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about furniture retailers - Asked ChatGPT "Which furniture retailer should I shop at in New Zealand?": 1. Freedom Furniture, 2. NOOD, 3. Danske Møbler, 4. Mocka, 5. Nick Scali - Asked ChatGPT "What are the best furniture retailers in New Zealand?": 1. Danske Møbler, 2. NOOD, 3. Freedom Furniture, 4. Nick Scali, 5. Mocka, 6. Big Save Furniture - Asked ChatGPT "What's the best furniture retailer in New Zealand for new home furniture?": 1. Freedom Furniture, 2. Danske Møbler, 3. NOOD - Searched Google, AI Overview "best furniture store": 1. Danske Møbler, 2. Harvey Norman, 3. NOOD, 4. Freedom Furniture, 5. Mocka, 6. Big Save Furniture - Searched Google, AI Overview "bedroom furniture nz": named none of the brands we track Not named in any answer: Design Warehouse, Early Settler, IKEA, Smiths City, Target Furniture and Trade Tested. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand furniture retailers in September 2026? - Smiths City’s share of searches among furniture retailers in New Zealand has gained ground for 3 months in a row, from 0.41% to 0.97% in September 2026. - Estimated monthly branded searches for Design Warehouse in New Zealand fell 33.3% over 11 measured months, from 3.6K to 2.4K in September 2026. ## How has branded search for Design Warehouse and Smiths City changed in New Zealand over the last 12 months? | Month | Design Warehouse estimated searches | Design Warehouse Share of Search | Design Warehouse rank | Smiths City estimated searches | Smiths City Share of Search | Smiths City rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 3.6K | 0.53% | 12 | 4.6K | 0.67% | 11 | | Dec 2025 | 2.9K | 0.25% | 12 | 4.6K | 0.4% | 11 | | Jan 2026 | 1.9K | 0.26% | 12 | 3.8K | 0.52% | 11 | | Feb 2026 | 1.6K | 0.31% | 12 | 2.5K | 0.48% | 11 | | Mar 2026 | 1.9K | 0.35% | 12 | 3.7K | 0.68% | 11 | | Apr 2026 | 1.6K | 0.28% | 12 | 3.7K | 0.65% | 11 | | May 2026 | 1.9K | 0.32% | 12 | 2.5K | 0.43% | 11 | | Jun 2026 | 1.6K | 0.32% | 12 | 2K | 0.41% | 11 | | Jul 2026 | 1.9K | 0.35% | 12 | 3.7K | 0.69% | 11 | | Aug 2026 | 1.9K | 0.38% | 12 | 3.8K | 0.76% | 11 | | Sep 2026 | 2.4K | 0.52% | 12 | 4.5K | 0.97% | 11 | | Oct 2026 | — | — | — | — | — | — | ## How are Design Warehouse’s and Smiths City’s branded searches counted? Brandwave collects information about searches that people make online using Design Warehouse’s and Smiths City’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. - **Design Warehouse**: Measured on the search term “design warehouse”. - **Smiths City**: Measured on the search terms “Smiths City”, “smiths city beds”, “smiths city furniture”, “smiths city mattresses” and “smithscity”, summed into one figure. - [Design Warehouse profile](/demand/nz/brands/design-warehouse) - [Smiths City profile](/demand/nz/brands/smiths-city-2026) - [All furniture retailers in New Zealand](/demand/nz/categories/nz-furniture-retailers): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Design Warehouse or Smiths City more popular in search? In September 2026, Smiths City had more branded searches than Design Warehouse among furniture retailers in New Zealand. Smiths City had about 4,530 branded searches, while Design Warehouse had 2,400. Smiths City made up 0.97% of all furniture retailer searches we track, and Design Warehouse accounted for 0.52%. ## Cite this page Brandwave. "Design Warehouse vs Smiths City: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/design-warehouse-vs-smiths-city-2026 This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/design-warehouse-vs-smiths-city-2026. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.