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 14.9% estimated Share of Search among duvet brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Brooklinen36.6%
  2. Simba17.8%
  3. Silentnight16.6%
  4. Parachute14.9%
  5. Emma Sleep13.6%
  6. Slumberdown0.43%
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Which duvet brands compete with Parachute?

Parachute against duvet brands worldwide, by month

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

View monthly share of search table
MonthBrooklinenSimbaSilentnightParachuteEmma SleepSlumberdown
Oct 202532.8%16.9%27.8%9.4%12.5%0.5%
Nov 202530.3%12.9%39.7%7%9.8%0.31%
Dec 202514.5%4.9%73.2%3.5%3.6%0.18%
Jan 202624.2%14.9%24.4%25.2%11%0.43%
Feb 202632.4%16.3%22%16.8%12%0.39%
Mar 202637.2%18.6%20.9%11.5%11.4%0.44%
Apr 202639.9%17%18.8%11.3%12.6%0.41%
May 202641.4%14.2%19.5%13.8%10.7%0.35%
Jun 202643.9%14.9%16.4%11.1%13.4%0.35%
Jul 202639.5%15.9%18.1%14%12.1%0.32%
Aug 202636.6%17.8%16.6%14.9%13.6%0.43%
Sep 2026——————

  1. 1.Brooklinen

    36.6%

    Held 1st. 163K estimated branded searches, +1.1% vs prior month. Share -2.9 points.

  2. 2.Simba

    17.8%

    Moved from 3rd to 2nd. 79.4K estimated branded searches, +22.3% vs prior month. Share +2 points.

  3. 3.Silentnight

    16.6%

    Moved from 2nd to 3rd. 74K estimated branded searches, 0% vs prior month. Share -1.5 points.

  4. 4.Parachute

    14.9%

    Held 4th. 66.1K estimated branded searches, +15.3% vs prior month. Share +0.8 points.

  5. 5.Emma Sleep

    13.6%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.5 points.

  6. 6.Slumberdown

    0.43%

    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 duvet brands worldwide increased from 9.4% to 14.9%.
  • Across the 11 months ending August 2026, Parachute’s estimated Share of Search among duvet brands worldwide peaked at 25.2% in January 2026 and was lowest at 3.5% in December 2025.
  • Across the 11 months ending August 2026, Parachute rose from 5th to 4th among duvet brands worldwide.

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

  1. In August 2026, Simba overtook Silentnight to rank 2nd among duvet brands worldwide, at 17.8%.

  2. In August 2026, Emma Sleep gained estimated Share of Search among duvet brands worldwide, from 12.1% to 13.6%.

  3. In August 2026, Parachute gained estimated Share of Search among duvet brands worldwide, from 14% to 14.9%.

  4. In August 2026, Brooklinen lost estimated Share of Search among duvet brands worldwide, from 39.5% to 36.6%.

  5. In August 2026, Silentnight lost estimated Share of Search among duvet brands worldwide, from 18.1% to 16.6%.

  6. 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%Show ranking
Premium bedding brands5th of 511.9%Show ranking
Duvet brands4th of 614.9%Shown above

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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