Brandwave

Freedom Furniture vs Nick Scali:Which is more popular?

In September 2026, Freedom Furniture had more branded searches than Nick Scali among furniture retailers in New Zealand. Freedom Furniture had about 27,200 branded searches, while Nick Scali had 8,350. Freedom Furniture made up 6.2% 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, Freedom Furniture appeared in four of the five answers and Nick Scali in two. Freedom Furniture was mentioned before Nick Scali in every answer.

Among furniture retailers in New Zealand in September 2026

Who do people search for more?

Freedom Furniture, about 3 searches for every 1 for Nick Scali

Freedom Furniture 27.2K searchesNick Scali 8.3K searches

Who does AI mention more?

Freedom Furniture, mentioned in 4 of 5 answers, Nick Scali in 2

Freedom Furniture in 4 of 5Nick Scali in 2 of 5

Who does AI recommend more?

Freedom Furniture, named ahead of Nick Scali in every answer

Freedom Furniture first in 3Nick Scali never first

Follow Freedom Furniture vs Nick Scali and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Freedom Furniture was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Freedom Furniture was listed before Nick Scali in every answer.

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 Freedom Furniture or Nick Scali more popular in search?

This chart shows how often people search Google for Freedom Furniture 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.

Freedom Furniture and Nick Scali among furniture retailers in New Zealand, by month

Share of searches by month for Freedom Furniture, 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 Freedom Furniture 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. In September 2026, Freedom Furniture gained share of searches among furniture retailers in New Zealand, from 5.7% to 6.2%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Freedom Furniture’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.

Freedom Furniture

3 branded search terms

  • Freedom Furniture
  • freedom furniture beds
  • freedom furniture mattresses

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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free