Brandwave

How popular isFrette?

In September 2026, people searched for Frette by name about 49,500 times worldwide, about the same as the previous year. These searches made up 7.7% of all global premium bedding brand searches, placing Frette sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about premium bedding brands, Frette appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Frette is the sixth most searched of 7 competitors and the second most recommended in AI answers.

  1. BrooklinenShare of searches 29.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. Cozy EarthShare of searches 21.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. Boll & BranchShare of searches 19%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. Piglet in BedShare of searches 12.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FretteShare of searches 7.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top premium bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Frette was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Frette is the second most recommended of the seven.

Most recommended by AI

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

  1. Boll & Branch1st
  2. Frette2nd
  3. SFERRA3rd
  4. Brooklinen4th
  5. Cozy Earth5th
  6. Parachute6th
  7. Piglet in Bed–

Mentioned by AI

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

  • Boll & Branch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Frette4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SFERRA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cozy Earth3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brooklinen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Parachute1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Piglet in Bed0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about premium bedding brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which premium bedding brands compete with Frette?

Frette against premium bedding brands worldwide, by month

Share of searches by month for Brooklinen, Cozy Earth, Boll & Branch, Piglet in Bed, Parachute, Frette. The figures are in the table below the chart.

View monthly share of searches table
MonthBrooklinenCozy EarthBoll & BranchPiglet in BedParachuteFretteSFERRA
Oct 202525.1%32.2%16.2%9.8%7.2%7.8%1.6%
Nov 202525.8%34.5%16.6%10.4%6%5.6%1.1%
Dec 202523.1%35.7%17.9%10.8%5.6%5.8%1.2%
Jan 202620.5%25.9%12.9%11.8%21.4%6.2%1.2%
Feb 202624.9%25.8%15.4%11.8%13%7.6%1.5%
Mar 202627.7%23.6%20.6%10.8%8.5%7%1.7%
Apr 202628.5%25%18.2%11.4%8%7.4%1.5%
May 202628.5%25.2%18.6%9.4%9.5%7.4%1.5%
Jun 202629.5%20.5%21.9%11.5%7.5%7.4%1.8%
Jul 202627.7%19.4%21%13.4%9.8%7%1.7%
Aug 202628.5%19.7%17.9%13.6%11.5%7.1%1.7%
Sep 202629.6%21.4%19%12.2%8.5%7.7%1.5%

  1. 1.Brooklinen

    29.6%

    Held 1st. 190K estimated branded searches, +16.6% vs prior month. Share +1.1 points.

  2. 2.Cozy Earth

    21.4%

    Held 2nd. 137K estimated branded searches, +22.2% vs prior month. Share +1.7 points.

  3. 3.Boll & Branch

    19%

    Held 3rd. 122K estimated branded searches, +19% vs prior month. Share +1.1 points.

  4. 4.Piglet in Bed

    12.2%

    Held 4th. 78.5K estimated branded searches, +0.74% vs prior month. Share -1.4 points.

  5. 5.Parachute

    8.5%

    Held 5th. 54.7K estimated branded searches, -16.7% vs prior month. Share -3 points.

  6. 6.Frette

    7.7%

    Held 6th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

  7. 7.SFERRA

    1.5%

    Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

Compare popularity between Frette and its closest rivals

Every comparison with Frette

6 comparisons

How has branded search demand for Frette changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Frette worldwide held steady at 49.5K.
  • Across the 12 months ending September 2026, Frette’s share of searches among premium bedding brands worldwide peaked at 7.8% in October 2025 and was lowest at 5.6% in November 2025.
  • Across the 12 months ending September 2026, Frette fell from 5th to 6th among premium bedding brands worldwide.

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

6 changes

  1. In September 2026, Cozy Earth gained share of searches among premium bedding brands worldwide, from 19.7% to 21.4%.

  2. In September 2026, Brooklinen gained share of searches among premium bedding brands worldwide, from 28.5% to 29.6%.

  3. In September 2026, Boll & Branch gained share of searches among premium bedding brands worldwide, from 17.9% to 19%.

  4. In September 2026, Frette gained share of searches among premium bedding brands worldwide, from 7.1% to 7.7%.

  5. In September 2026, Parachute lost share of searches among premium bedding brands worldwide, from 11.5% to 8.5%.

  6. In September 2026, Piglet in Bed lost share of searches among premium bedding brands worldwide, from 13.6% to 12.2%.

How are Frette’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Frette’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • frette

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How the Brand Demand Index is measured

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