Brandwave

How popular isParachute in search?

In August 2026, there were an estimated 66.1K branded searches for Parachute worldwide which is up 44.2% over the last 11 months. Parachute holds 10.6% estimated Share of Search among bed sheet brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sheridan48.1%
  2. Brooklinen26.1%
  3. Parachute10.6%
  4. Emma Sleep9.7%
  5. Bed Threads5.3%
  6. Slumberdown0.3%
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Which bed sheet brands compete with Parachute?

Parachute against bed sheet brands worldwide, by month

Share of Search by month for Sheridan, Brooklinen, Parachute, Emma Sleep, Bed Threads. The figures are in the table below the chart.

View monthly share of search table
MonthSheridanBrooklinenParachuteEmma SleepBed ThreadsSlumberdown
Oct 202550%26.4%7.6%10.1%5.5%0.4%
Nov 202542.4%32.3%7.5%10.4%7%0.33%
Dec 202557.1%25.1%6.1%6.3%5.1%0.3%
Jan 202645.4%20.1%21%9.1%4.1%0.36%
Feb 202651.8%22.9%11.9%8.5%4.7%0.28%
Mar 202649.8%26.7%8.2%8.2%6.7%0.31%
Apr 202651.3%26.8%7.6%8.4%5.6%0.27%
May 202646.9%30%10%7.7%5.2%0.25%
Jun 202650.5%27.2%6.9%8.3%6.8%0.22%
Jul 202649.9%26.7%9.5%8.2%5.5%0.22%
Aug 202648.1%26.1%10.6%9.7%5.3%0.3%
Sep 2026——————

  1. 1.Sheridan

    48.1%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share -1.8 points.

  2. 2.Brooklinen

    26.1%

    Held 2nd. 163K estimated branded searches, +1.1% vs prior month. Share -0.7 points.

  3. 3.Parachute

    10.6%

    Held 3rd. 66.1K estimated branded searches, +15.3% vs prior month. Share +1.1 points.

  4. 4.Emma Sleep

    9.7%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.5 points.

  5. 5.Bed Threads

    5.3%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Slumberdown

    0.3%

    Held 6th. 1.9K estimated branded searches, +46.2% vs prior month. Share +0.1 points.

Compare search popularity between Parachute and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Parachute worldwide rose from 45.8K to 66.1K.
  • Across the 11 months ending August 2026, Parachute’s estimated Share of Search among bed sheet brands worldwide increased from 7.6% to 10.6%.
  • Across the 11 months ending August 2026, Parachute’s estimated Share of Search among bed sheet brands worldwide peaked at 21% in January 2026 and was lowest at 6.1% in December 2025.
  • Across the 11 months ending August 2026, Parachute rose from 4th to 3rd among bed sheet brands worldwide.

How did search popularity change for bed sheet brands worldwide in August 2026?

  1. In August 2026, Emma Sleep gained estimated Share of Search among bed sheet brands worldwide, from 8.2% to 9.7%.

  2. In August 2026, Parachute gained estimated Share of Search among bed sheet brands worldwide, from 9.5% to 10.6%.

  3. In August 2026, Sheridan lost estimated Share of Search among bed sheet brands worldwide, from 49.9% to 48.1%.

  4. In August 2026, Brooklinen lost estimated Share of Search among bed sheet brands worldwide, from 26.7% to 26.1%.

  5. Estimated monthly branded searches for Slumberdown worldwide fell 20.8% over 11 measured months, from 2.4K to 1.9K in August 2026.

Where does Parachute compete?

Parachute is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Bed sheet brands3rd of 610.6%Shown above
Premium bedding brands5th of 511.9%Show ranking
Duvet brands4th of 614.9%Show ranking

How is Parachute measured?

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

6 branded search terms

  • parachute bedding
  • parachute home
  • parachute linen
  • parachute percale
  • parachute sheets
  • parachutehome com

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How the Brand Demand Index is measured

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