Boll & Branch vs Brooklinen:Which is more popular?
In September 2026, Brooklinen had more branded searches than Boll & Branch among duvet brands worldwide. Brooklinen had about 165,000 branded searches, while Boll & Branch had 122,000. Brooklinen made up 17.8% of all duvet brand searches we track, and Boll & Branch accounted for 13.1%. When we asked ChatGPT and Google AI Overviews about duvet brands, Boll & Branch and Brooklinen each appeared in three of the four answers. Brooklinen was mentioned before Boll & Branch in every answer.
Who do people search for more?
Brooklinen, about 35% more searches than Boll & Branch
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Brooklinen, named ahead of Boll & Branch in every answer
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Top duvet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Boll & Branch and Brooklinen were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Brooklinen was listed before Boll & Branch in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Brooklinen3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Boll & Branch3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
The Company Store3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Quince2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Parachute2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Silentnight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Emma Sleep0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Slumberdown0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Simba0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about duvet brands
4 answers
Asked ChatGPT
“Which duvet brand should I buy?”
Asked ChatGPT
“What are the best duvet brands?”
Asked ChatGPT
“What's the best duvet brand for a warm bed?”
Searched Google, AI Overview
“hypoallergenic duvet”
Searched Google, AI Overview
“king size duvet”
Google showed no AI Overview for this search.
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 20, 2026.
Is Boll & Branch or Brooklinen more popular in search?
This chart shows how often people search Google for Boll & Branch and Brooklinen by name. Each line represents a brand's share of searches for all nine duvet brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Brooklinen, Boll & Branch. The figures are in the table below the chart.
View monthly share of searches table
| Month | Quince | Brooklinen | Boll & Branch | The Company Store | Silentnight | Emma Sleep | Slumberdown | Simba | Parachute |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.3% | 16.2% | 12.3% | 13.2% | 16.2% | 7.7% | 0.95% | 0.97% | 0.09% |
| Nov 2025 | 24.1% | 17.4% | 12.7% | 11.7% | 26% | 6.7% | 0.57% | 0.7% | 0.07% |
| Dec 2025 | 21.4% | 8.5% | 7.9% | 7% | 51.7% | 2.7% | 0.36% | 0.34% | 0.05% |
| Jan 2026 | 34.8% | 14.4% | 11% | 11.8% | 17.6% | 8.3% | 0.95% | 1.1% | 0.08% |
| Feb 2026 | 37.6% | 15.7% | 11.7% | 12.9% | 12.9% | 7.5% | 0.8% | 0.94% | 0.07% |
| Mar 2026 | 38% | 16.1% | 14.3% | 13.1% | 10.8% | 6.3% | 0.64% | 0.79% | 0.07% |
| Apr 2026 | 40.5% | 17.3% | 12.9% | 11.6% | 9.5% | 6.8% | 0.58% | 0.85% | 0.06% |
| May 2026 | 41% | 17.6% | 13.3% | 11.7% | 9.6% | 5.7% | 0.51% | 0.57% | 0.08% |
| Jun 2026 | 39.2% | 16.8% | 14.9% | 13.7% | 7.5% | 6.7% | 0.45% | 0.67% | 0.06% |
| Jul 2026 | 38.5% | 16.5% | 14.9% | 13.4% | 9% | 6.6% | 0.51% | 0.54% | 0.07% |
| Aug 2026 | 43.5% | 15.2% | 11.5% | 12.4% | 8.3% | 7.7% | 0.64% | 0.61% | 0.08% |
| Sep 2026 | 42.2% | 17.8% | 13.1% | 11.8% | 8% | 5.6% | 0.78% | 0.58% | 0.08% |
How has the Boll & Branch and Brooklinen comparison changed over the last 12 months?
3 findings
- Brooklinen was ahead of Boll & Branch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Boll & Branch’s share of searches among duvet brands worldwide moved from 12.3% to 13.1%, and its estimated monthly branded searches moved from 103K to 122K.
- Across the 12 months ending September 2026, Brooklinen’s share of searches among duvet brands worldwide moved from 16.2% to 17.8%, and its estimated monthly branded searches moved from 135K to 165K.
How did search popularity change for duvet brands worldwide in September 2026?
2 changes
In September 2026, Boll & Branch overtook The Company Store to rank 3rd among duvet brands worldwide, with 13.1% of the searches.
In September 2026, Brooklinen gained share of searches among duvet brands worldwide, from 15.2% to 17.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Boll & Branch’s and Brooklinen’s 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.
Boll & Branch
2 branded search terms
- boll & branch
- boll and branch
Brooklinen
1 branded search term
- brooklinen
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