Brandwave

Milly's Kitchen vs The Homestore:Which is more popular?

In September 2026, Milly's Kitchen had more branded searches than The Homestore among kitchenware retailers in New Zealand. Milly's Kitchen had about 2,410 branded searches, while The Homestore had 1,900. Milly's Kitchen made up 0.62% of all kitchenware retailer searches we track, and The Homestore accounted for 0.49%. When we asked ChatGPT and Google AI Overviews about kitchenware retailers, The Homestore appeared in three of the five answers and Milly's Kitchen in two. The Homestore was mentioned before Milly's Kitchen in two out of three answers.

Among kitchenware retailers in New Zealand in September 2026

Who do people search for more?

Milly's Kitchen, about 27% more searches than The Homestore

Milly's Kitchen 2.4K searchesThe Homestore 1.9K searches

Who does AI mention more?

The Homestore, mentioned in 3 of 5 answers, Milly's Kitchen in 2

The Homestore in 3 of 5Milly's Kitchen in 2 of 5

Who does AI recommend more?

The Homestore, named ahead of Milly's Kitchen in 2 of 3 answers

The Homestore first in 2Milly's Kitchen first in 1

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Top kitchenware 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 two of the three ChatGPT answers and in one of the two Google AI Overviews. Milly's Kitchen was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The Homestore was listed before Milly's Kitchen in two out of three answers.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. The Homestore2nd
  3. Stevens3rd
  4. Milly's Kitchen4th
  5. Kitchen Things5th

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 Homestore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milly's Kitchen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kitchen Things1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stevens1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kitchenware retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Milly's Kitchen or The Homestore more popular in search?

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

Milly's Kitchen and The Homestore among kitchenware retailers in New Zealand, by month

Share of searches by month for Milly's Kitchen, The Homestore. The figures are in the table below the chart.

View monthly share of searches table
MonthBriscoes HomewareMilly's KitchenThe HomestoreKitchen ThingsStevens
Oct 202597.3%0.5%0.42%1.7%0.08%
Nov 202598.5%0.53%0.34%0.58%0.08%
Dec 202598.4%0.64%0.52%0.38%0.08%
Jan 202698.6%0.42%0.53%0.39%0.08%
Feb 202698.5%0.51%0.51%0.45%0.08%
Mar 202698.4%0.5%0.6%0.44%0.09%
Apr 202698.9%0.42%0.41%0.24%0.08%
May 202698.4%0.61%0.6%0.27%0.09%
Jun 202698.6%0.51%0.51%0.25%0.12%
Jul 202698.8%0.4%0.51%0.2%0.11%
Aug 202698.4%0.62%0.62%0.24%0.16%
Sep 202698.5%0.62%0.49%0.2%0.16%

How has the Milly's Kitchen and The Homestore comparison changed over the last 12 months?

3 findings
  • The lead changed hands 6 times in the 12 months ending September 2026: The Homestore took it in January 2026, Milly's Kitchen took it in February 2026, The Homestore took it in March 2026, Milly's Kitchen took it in April 2026, The Homestore took it in July 2026, Milly's Kitchen took it in August 2026.
  • Across the 12 months ending September 2026, Milly's Kitchen’s share of searches among kitchenware retailers in New Zealand moved from 0.5% to 0.62%, and its estimated monthly branded searches moved from 1.9K to 2.4K.
  • Across the 12 months ending September 2026, The Homestore’s share of searches among kitchenware retailers in New Zealand moved from 0.42% to 0.49%, and its estimated monthly branded searches moved from 1.6K to 1.9K.

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

2 changes

  1. Estimated monthly branded searches for Milly's Kitchen in New Zealand rose 26.2% over 12 measured months, from 1.9K to 2.4K in September 2026.

  2. Estimated monthly branded searches for The Homestore in New Zealand rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Milly's Kitchen’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.

Milly's Kitchen

2 branded search terms

  • millys kitchen
  • millyskitchen

The Homestore

1 branded search term

  • the homestore

How the Brand Demand Index is measured

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