Brandwave

Early Settler vs Trade Tested:Which is more popular in New Zealand?

In September 2026, Trade Tested had more branded searches than Early Settler among furniture retailers in New Zealand. Trade Tested had about 27,100 branded searches, while Early Settler had 17,000. Trade Tested made up 5.8% of all furniture retailer searches we track, and Early Settler accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about furniture retailers, neither Early Settler nor Trade Tested appeared in any of the five answers.

Among furniture retailers in New Zealand in September 2026

Who do people search for more?

Trade Tested, about 60% more searches than Early Settler

Trade Tested 27.1K searchesEarly Settler 17K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Early Settler in 0 of 5Trade Tested in 0 of 5

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Early Settler nor Trade Tested showed up in any of the five answers.

Mentioned by AI

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

  • Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trade Tested0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about furniture retailers

5 answers

  • Asked ChatGPT

    “Which furniture retailer should I shop at in New Zealand?”

    1. Asked ChatGPT

      “What are the best furniture retailers in New Zealand?”

      1. Asked ChatGPT

        “What's the best furniture retailer in New Zealand for new home furniture?”

        1. Searched Google, AI Overview

          “best furniture store”

          1. Searched Google, AI Overview

            “bedroom furniture 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 Early Settler or Trade Tested more popular in search?

            This chart shows how often people search Google for Early Settler and Trade Tested by name. Each line represents a brand's share of searches for all 13 furniture retailers we track, month by month, from searches in New Zealand.

            Early Settler and Trade Tested among furniture retailers in New Zealand, by month

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

            View monthly share of searches table
            MonthTrade TestedEarly Settler
            Nov 20258.8%3.7%
            Dec 20255.3%1.8%
            Jan 20266.9%2.9%
            Feb 20266.4%2.7%
            Mar 20266.1%3.1%
            Apr 20265.8%3%
            May 20264.6%3.5%
            Jun 20264.5%3.4%
            Jul 20264.1%3.2%
            Aug 20264.5%4.1%
            Sep 20265.8%3.6%
            Oct 2026——

            How has branded search for Early Settler and Trade Tested changed in New Zealand over the last 12 months?

            3 findings

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

            2 changes

            1. In September 2026, Trade Tested overtook Mocka to rank 6th among furniture retailers in New Zealand, with 5.8% of the searches.

            2. Estimated monthly branded searches for Early Settler in New Zealand fell 32.8% over 11 measured months, from 25.3K to 17K in September 2026.

            How are Early Settler’s and Trade Tested’s branded searches counted?

            13 search terms

            Brandwave collects information about searches that people make online using Early Settler’s and Trade Tested’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

            Trade Tested

            1 branded search term

            • trade tested

            How the Brand Demand Index is measured

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