Brandwave

Early Settler vs Nick Scali:Which is more popular?

In September 2026, Early Settler had more branded searches than Nick Scali among furniture retailers in New Zealand. Early Settler had about 17,000 branded searches, while Nick Scali had 8,350. Early Settler made up 3.9% of all furniture retailer searches we track, and Nick Scali accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Nick Scali appeared in two of the five answers and Early Settler in none.

Among furniture retailers in New Zealand in September 2026

Who do people search for more?

Early Settler, about 2 searches for every 1 for Nick Scali

Early Settler 17K searchesNick Scali 8.3K searches

Who does AI mention more?

Nick Scali, mentioned in 2 of 5 answers, Early Settler in 0

Nick Scali in 2 of 5Early Settler in 0 of 5

Who does AI recommend more?

Nick Scali, the only one of the two named

Nick Scali first in 2Early Settler never named

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nick Scali was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Early Settler did not appear in any of the five answers.

Most recommended by AI

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

  1. Freedom Furniture1st
  2. Danske Møbler2nd
  3. NOOD3rd
  4. Mocka4th
  5. Nick Scali5th
  6. Big Save Furniture6th
  7. Harvey Norman–
  8. IKEA–
  9. Early Settler–
  10. Target Furniture–
  11. +1 more

Mentioned by AI

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

  • NOOD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Freedom Furniture4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Danske Møbler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mocka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Big Save Furniture2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nick Scali2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harvey Norman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Target Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about furniture retailers

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 Early Settler or Nick Scali more popular in search?

This chart shows how often people search Google for Early Settler and Nick Scali by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in New Zealand.

Early Settler and Nick Scali among furniture retailers in New Zealand, by month

Share of searches by month for Early Settler, Nick Scali. The figures are in the table below the chart.

View monthly share of searches table
MonthHarvey NormanIKEABig Save FurnitureNOODFreedom FurnitureMockaEarly SettlerTarget FurnitureNick ScaliSmiths CityDanske Møbler
Oct 202546.1%11.3%8.9%7.6%7.5%7.2%4.7%3.3%1.9%1.5%<0.01%
Nov 202549.3%17.6%6.9%6.2%5.4%6.1%4.1%2.4%1.3%0.74%<0.01%
Dec 202528.3%54%3.7%3.6%3.8%2.4%1.9%1.4%0.63%0.43%0%
Jan 202630.9%40.2%5.9%4.9%6.1%4.8%3.1%2.2%1.3%0.56%0%
Feb 202634.7%37.9%5.8%5.5%4.6%4.4%2.9%2.5%1.1%0.52%<0.01%
Mar 202640%30%6.8%5.2%5.3%5.1%3.3%2.4%1.1%0.73%<0.01%
Apr 202638.2%29.1%7.4%6.1%6.2%4.9%3.2%2.8%1.6%0.69%<0.01%
May 202636.7%29.7%7.6%5.7%6%5.6%3.7%3.2%1.5%0.45%<0.01%
Jun 202629.2%35.2%7.3%5.6%7%6.7%3.6%3.1%1.8%0.43%<0.01%
Jul 202627%38.6%10.1%5.4%5.3%5.1%3.3%2.9%1.6%0.73%<0.01%
Aug 202629.2%33.8%9%6.9%5.7%5.5%4.3%3.1%1.8%0.8%<0.01%
Sep 202631.6%29.8%9.7%6.3%6.2%6%3.9%3.4%1.9%1%<0.01%

How has the Early Settler and Nick Scali comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand furniture retailers in September 2026?

1 change

  1. Estimated monthly branded searches for Early Settler in New Zealand fell 18.9% over 12 measured months, from 20.9K to 17K in September 2026.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Early Settler’s and Nick Scali’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.

Early Settler

12 branded search terms

  • early settler
  • early settler albany
  • early settler bed
  • early settler furniture
  • early settler hours
  • early settler ottomans
  • early settler outlet
  • early settler sale
  • early settler shops
  • early settler sofa
  • earlysettler
  • earlysettler furniture

Nick Scali

4 branded search terms

  • nick scali
  • nick scali sale
  • nick scali shops
  • nickscali

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

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