Brandwave

Nick Scali vs Simon James:Which is more popular?

In September 2026, Nick Scali had more branded searches than Simon James among designer furniture stores in New Zealand. Nick Scali had about 11,200 branded searches, while Simon James had 2,070. Nick Scali made up 24.1% of all designer furniture store searches we track, and Simon James accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about designer furniture stores, Simon James appeared in two of the five answers and Nick Scali in none.

Among designer furniture stores in New Zealand in September 2026

Who do people search for more?

Nick Scali, about 5 searches for every 1 for Simon James

Nick Scali 11.2K searchesSimon James 2.1K searches

Who does AI mention more?

Simon James, mentioned in 2 of 5 answers, Nick Scali in 0

Simon James in 2 of 5Nick Scali in 0 of 5

Who does AI recommend more?

Simon James, the only one of the two named

Simon James first in 2Nick Scali never named

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Top designer furniture stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simon James was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nick Scali 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. Matisse1st
  2. Dawson & Co2nd
  3. Simon James3rd
  4. Good Form4th
  5. TRENZSEATER5th
  6. McKenzie & Willis6th
  7. Città7th
  8. Nick Scali–
  9. Lifestyle Furniture–
  10. Sue-e Furniture–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Simon James2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TRENZSEATER2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dawson & Co2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Matisse2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Good Form2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • McKenzie & Willis1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bauhaus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nick Scali0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lifestyle Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about designer furniture stores

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 21, 2026.

Is Nick Scali or Simon James more popular in search?

This chart shows how often people search Google for Nick Scali and Simon James by name. Each line represents a brand's share of searches for all 11 designer furniture stores we track, month by month, from searches in New Zealand.

Nick Scali and Simon James among designer furniture stores in New Zealand, by month

Share of searches by month for Nick Scali, Simon James. The figures are in the table below the chart.

View monthly share of searches table
MonthCittàNick ScaliMcKenzie & WillisLifestyle FurnitureSue-e FurnitureSimon JamesTRENZSEATERDawson & CoBauhausMatisseGood Form
Oct 202527.7%21.4%12.7%15.8%12.7%4.7%1.9%1.9%0.71%0.33%0.1%
Nov 202530.1%20.9%11.9%14.7%11.8%5.4%2.3%1.8%0.68%0.3%0.07%
Dec 202535.7%17.8%10.7%12.7%13%5.9%2%1.4%0.59%0.18%0.06%
Jan 202628.6%23.7%13.3%12.7%13.2%4%1.8%1.8%0.64%0.28%0.06%
Feb 202628.5%18.3%13.4%13.1%13.3%6.2%2.5%3.2%1.1%0.35%0.1%
Mar 202628.9%17%17.7%13.7%11.7%5.5%2.2%1.9%0.98%0.3%0.07%
Apr 202629.5%23.9%11.6%13.8%11.6%4.4%1.9%2.1%0.82%0.24%0.06%
May 202627.6%23.3%13.3%15%10.8%5.1%1.8%2%0.76%0.28%0.1%
Jun 202628.5%24.7%11.5%13.1%11.5%5.5%1.9%2.1%0.81%0.36%0.09%
Jul 202625.3%24.2%11.8%13.1%14.4%5.7%1.9%1.9%0.98%0.57%0.15%
Aug 202627%23.5%16.2%10.2%13.1%4.1%2.6%2%0.74%0.34%0.14%
Sep 202627.8%24.1%14.2%13.2%11.6%4.4%1.9%1.5%0.8%0.24%0.11%

How has the Nick Scali and Simon James comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand designer furniture stores in September 2026?

2 changes

  1. In September 2026, Nick Scali gained share of searches among designer furniture stores in New Zealand, from 23.5% to 24.1%.

  2. Estimated monthly branded searches for Simon James in New Zealand fell 16.2% over 12 measured months, from 2.5K to 2.1K in September 2026.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Nick Scali’s and Simon James’ 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.

Nick Scali

8 branded search terms

  • nick scali
  • nick scali furniture
  • nick scali sale
  • nick scali shops
  • nick scali sofa
  • nickscali
  • nickscali furniture
  • nickscali sofa

Simon James

2 branded search terms

  • simon james design
  • simon james furniture

How the Brand Demand Index is measured

Other head-to-heads among designer furniture stores

Creator with pink hair and a pink jacket

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