Brandwave

Father Rabbit vs The Homestore:Which is more popular?

In September 2026, Father Rabbit had more branded searches than The Homestore among homeware retailers in New Zealand. Father Rabbit had about 2,900 branded searches, while The Homestore had 1,900. Father Rabbit made up 0.14% of all homeware retailer searches we track, and The Homestore accounted for 0.09%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Father Rabbit and The Homestore each appeared in three of the five answers. Father Rabbit was mentioned before The Homestore in every answer that named either.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

Father Rabbit, about 53% more searches than The Homestore

Father Rabbit 2.9K searchesThe Homestore 1.9K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Father Rabbit in 3 of 5The Homestore in 3 of 5

Who does AI recommend more?

Father Rabbit, named ahead of The Homestore in 2 of 2 answers

Father Rabbit first in 2The Homestore never first

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Father Rabbit and The Homestore were each mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Father Rabbit was listed before The Homestore in every answer that named either.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware 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 Father Rabbit or The Homestore more popular in search?

This chart shows how often people search Google for Father Rabbit and The Homestore by name. Each line represents a brand's share of searches for all ten homeware retailers we track, month by month, from searches in New Zealand.

Father Rabbit and The Homestore among homeware retailers in New Zealand, by month

Share of searches by month for Father Rabbit, The Homestore. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

How has the Father Rabbit and The Homestore comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, The Homestore fell from 8th to 9th among homeware retailers in New Zealand.

  2. Estimated monthly branded searches for Father Rabbit in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Father Rabbit’s and The Homestore’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.

Father Rabbit

1 branded search term

  • father rabbit

The Homestore

1 branded search term

  • the homestore

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

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