Brandwave

Father Rabbit vs The Warehouse:Which is more popular?

In September 2026, The Warehouse had more branded searches than Father Rabbit among homeware retailers in New Zealand. The Warehouse had about 306,000 branded searches, while Father Rabbit had 2,900. The Warehouse made up 14.8% of all homeware retailer searches we track, and Father Rabbit accounted for 0.14%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Father Rabbit and The Warehouse each appeared in three of the five answers. Father Rabbit and The Warehouse were each mentioned first in two of the four answers.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

The Warehouse, about 106 searches for every 1 for Father Rabbit

The Warehouse 306K searchesFather Rabbit 2.9K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Father Rabbit in 3 of 5The Warehouse in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Father Rabbit first in 2The Warehouse first in 2

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Father Rabbit was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. The Warehouse was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Father Rabbit and The Warehouse were each listed first in two of the four answers.

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 Warehouse more popular in search?

This chart shows how often people search Google for Father Rabbit and The Warehouse 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 Warehouse among homeware retailers in New Zealand, by month

Share of searches by month for The Warehouse, Father Rabbit. 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 Warehouse 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. 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.

  2. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026.

How are branded searches counted?

17 search terms

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

16 branded search terms

  • chromecast the warehouse
  • rug the warehouse
  • The Warehouse
  • the warehouse app
  • the warehouse bbq
  • the warehouse bedding
  • the warehouse chocolates
  • the warehouse cushion
  • the warehouse fans
  • the warehouse homeware
  • the warehouse lego
  • the warehouse mattress
  • the warehouse phones
  • the warehouse pool
  • the warehouse pot
  • the warehouse sheets

How the Brand Demand Index is measured

Other head-to-heads among homeware retailers

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