Foxtrot Home vs MM Linen:Which is more popular?
In September 2026, Foxtrot Home and MM Linen were level in searches among bed linen retailers in New Zealand, with an estimated 2.4K branded searches each, at 4.6% of the total each. When we asked ChatGPT and Google AI Overviews about bed linen retailers, Foxtrot Home appeared in three of the five answers and MM Linen in two. Foxtrot Home was mentioned before MM Linen in two out of three answers that named either.
Who do people search for more?
Foxtrot Home and MM Linen are searched for about as often as each other.
Who does AI mention more?
Foxtrot Home, mentioned in 3 of 5 answers, MM Linen in 2
Who does AI recommend more?
Foxtrot Home, named ahead of MM Linen in 2 of 3 answers
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Top bed linen retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Foxtrot Home was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. MM Linen was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Foxtrot Home was listed before MM Linen in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Wallace Cotton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Foxtrot Home3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MM Linen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Home Lab Store2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bed Bath & Table1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Sheridan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Linen House0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bed linen retailers
5 answers
Asked ChatGPT
“Which bed linen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bed linen brands in New Zealand?”
Asked ChatGPT
“What's the best bed linen brand in New Zealand for a comfortable bed?”
Searched Google, AI Overview
“bed sheets nz”
Searched Google, AI Overview
“bed linen 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 20, 2026.
Is Foxtrot Home or MM Linen more popular in search?
This chart shows how often people search Google for Foxtrot Home and MM Linen by name. Each line represents a brand's share of searches for all eight bed linen retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Foxtrot Home, MM Linen. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bed Bath & Table | Wallace Cotton | Città | Foxtrot Home | MM Linen | Sheridan | Home Lab Store | Linen House |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 42% | 26.1% | 18.1% | 4% | 4% | 3.4% | 1.5% | 0.92% |
| Nov 2025 | 45.8% | 24.1% | 16.2% | 4.5% | 3.6% | 2.7% | 2% | 1.2% |
| Dec 2025 | 47.2% | 24.5% | 17.7% | 2.4% | 3.1% | 2.9% | 0.92% | 1.2% |
| Jan 2026 | 36.9% | 28.5% | 19.4% | 4.3% | 4.3% | 3.5% | 1.6% | 1.5% |
| Feb 2026 | 37.2% | 28.7% | 19.8% | 4.2% | 4.2% | 3.4% | 1.3% | 1.2% |
| Mar 2026 | 44.5% | 23% | 18.8% | 4.2% | 4.2% | 2.8% | 1.3% | 1.2% |
| Apr 2026 | 44.6% | 23.1% | 18.9% | 4.3% | 4.3% | 2.9% | 0.85% | 1.2% |
| May 2026 | 41.8% | 26.7% | 18% | 4.1% | 4.1% | 3.1% | 1.2% | 1.1% |
| Jun 2026 | 43.1% | 22.8% | 18.3% | 6.3% | 4.2% | 3% | 1% | 1.2% |
| Jul 2026 | 45.2% | 23.8% | 16.2% | 4.4% | 4.4% | 3.7% | 0.88% | 1.5% |
| Aug 2026 | 39% | 24.6% | 20.3% | 3.6% | 5.5% | 3.2% | 2.5% | 1.3% |
| Sep 2026 | 40.3% | 24.8% | 20.1% | 4.6% | 4.6% | 3% | 1.4% | 1.2% |
How has the Foxtrot Home and MM Linen comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: MM Linen took it in December 2025, Foxtrot Home took it in June 2026, MM Linen took it in August 2026.
- Across the 12 months ending September 2026, Foxtrot Home’s share of searches among bed linen retailers in New Zealand moved from 4% to 4.6%, and its estimated monthly branded searches held steady at 2.4K.
- Across the 12 months ending September 2026, MM Linen’s share of searches among bed linen retailers in New Zealand moved from 4% to 4.6%, and its estimated monthly branded searches held steady at 2.4K.
How did search popularity change for New Zealand bed linen retailers in September 2026?
2 changes
In September 2026, Foxtrot Home overtook MM Linen to rank 4th among bed linen retailers in New Zealand, with 4.6% of the searches.
In September 2026, MM Linen lost share of searches among bed linen retailers in New Zealand, from 5.5% to 4.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Foxtrot Home’s and MM Linen’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.
Foxtrot Home
1 branded search term
- foxtrothome
MM Linen
1 branded search term
- mm linen
Other head-to-heads among bed linen retailers
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