Brandwave

IKEA vs The Homestore:Which is more popular?

In September 2026, IKEA had more branded searches than The Homestore among homeware retailers in New Zealand. IKEA had about 128,000 branded searches, while The Homestore had 1,900. IKEA made up 6.2% 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, The Homestore appeared in three of the five answers and IKEA in none.

Among homeware retailers in New Zealand in September 2026

Who do people search for more?

IKEA, about 67 searches for every 1 for The Homestore

IKEA 128K searchesThe Homestore 1.9K searches

Who does AI mention more?

The Homestore, mentioned in 3 of 5 answers, IKEA in 0

The Homestore in 3 of 5IKEA in 0 of 5

Who does AI recommend more?

The Homestore, the only one of the two named

The Homestore first in 2IKEA never named

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Homestore was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. IKEA did not appear in any of the five 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 IKEA or The Homestore more popular in search?

This chart shows how often people search Google for IKEA 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.

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

Share of searches by month for IKEA, 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 IKEA and The Homestore comparison changed over the last 12 months?

3 findings
  • IKEA was ahead of The Homestore in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in New Zealand moved from 2.2% to 6.2%, and its estimated monthly branded searches moved from 48.7K to 128K.
  • Across the 12 months ending September 2026, The Homestore’s share of searches among homeware retailers in New Zealand moved from 0.07% to 0.09%, and its estimated monthly branded searches moved from 1.6K to 1.9K.

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

2 changes

  1. In September 2026, IKEA lost share of searches among homeware retailers in New Zealand, from 7.5% to 6.2%.

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

How are branded searches counted?

19 search terms

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

IKEA

18 branded search terms

  • Ikea
  • ikea barstools
  • ikea bedding
  • ikea bedside table
  • ikea billy bookcases
  • ikea carpets
  • ikea couch
  • ikea curtains
  • ikea desk
  • ikea dining chairs
  • ikea dining table
  • ikea floor lamps
  • ikea home decor
  • ikea homeware
  • ikea kitchen
  • ikea lamps
  • ikea open
  • ikea wardrobes

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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