Brandwave

Adairs vs Bed Threads:Which is more popular?

In September 2026, Bed Threads had more branded searches than Adairs among bedding brands in Australia. Bed Threads had about 14,800 branded searches, while Adairs had 4,000. Bed Threads made up 10.2% of all bedding brand searches we track, and Adairs accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about bedding brands, Bed Threads appeared in four of the five answers and Adairs in three. Bed Threads was mentioned before Adairs in every answer.

Among bedding brands in Australia in September 2026

Who do people search for more?

Bed Threads, about 4 searches for every 1 for Adairs

Bed Threads 14.8K searchesAdairs 4K searches

Who does AI mention more?

Bed Threads, mentioned in 4 of 5 answers, Adairs in 3

Bed Threads in 4 of 5Adairs in 3 of 5

Who does AI recommend more?

Bed Threads, named ahead of Adairs in every answer

Bed Threads first in 4Adairs never first

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bed Threads was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Adairs was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bed Threads was listed before Adairs in every answer.

Most recommended by AI

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

  1. Bed Threads1st
  2. Sheridan2nd
  3. Sheet Society3rd
  4. Linen House4th
  5. Adairs5th
  6. Canningvale6th
  7. Bambury–
  8. KAS–

Mentioned by AI

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

  • Sheet Society4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bed Threads4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sheridan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adairs3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Linen House2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canningvale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bambury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KAS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Is Adairs or Bed Threads more popular in search?

This chart shows how often people search Google for Adairs and Bed Threads by name. Each line represents a brand's share of searches for all eight bedding brands we track, month by month, from searches in Australia.

Adairs and Bed Threads among bedding brands in Australia, by month

Share of searches by month for Bed Threads, Adairs. The figures are in the table below the chart.

View monthly share of searches table
MonthCanningvaleSheet SocietyLinen HouseBed ThreadsSheridanAdairsBamburyKAS
Oct 202533.1%40.5%9.9%9.9%2.9%2.5%0.55%0.71%
Nov 202523.8%43.2%13%13%3.6%2.4%0.51%0.51%
Dec 202528.4%34.7%15.5%12.7%4.4%2.8%0.75%0.75%
Jan 202636.6%29.9%13.4%11%4.5%3.3%0.61%0.61%
Feb 202635.3%35.3%12.9%8.6%3.7%2.9%0.63%0.71%
Mar 202634.7%34.7%12.7%10.4%3.5%2.8%0.57%0.74%
Apr 202638%31.1%13.9%9.3%3.3%3%0.82%0.63%
May 202635.4%35.4%13%8.7%3%3.2%0.76%0.59%
Jun 202633.6%33.6%15%10.1%3.5%2.9%0.56%0.72%
Jul 202639.1%32%11.7%9.6%3.3%3.1%0.65%0.57%
Aug 202639%31.9%11.7%9.5%3.4%3.1%0.84%0.57%
Sep 202641.7%27.9%12.5%10.2%3.5%2.8%0.69%0.69%

How has the Adairs and Bed Threads comparison changed over the last 12 months?

3 findings
  • Bed Threads was ahead of Adairs in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Adairs’ share of searches among bedding brands in Australia moved from 2.5% to 2.8%, and its estimated monthly branded searches moved from 4.5K to 4K.
  • Across the 12 months ending September 2026, Bed Threads’ share of searches among bedding brands in Australia moved from 9.9% to 10.2%, and its estimated monthly branded searches moved from 18.1K to 14.8K.

How did search popularity change for Australia bedding brands in September 2026?

2 changes

  1. In September 2026, Bed Threads gained share of searches among bedding brands in Australia, from 9.5% to 10.2%.

  2. Estimated monthly branded searches for Adairs in Australia fell 11.1% over 12 measured months, from 4.5K to 4K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Adairs’ and Bed Threads’ 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.

Adairs

2 branded search terms

  • adairs bedding
  • adairs sheets

Bed Threads

1 branded search term

  • bed threads

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

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