Parachute vs The Company Store:Which is more popular?
In September 2026, The Company Store had more branded searches than Parachute among duvet cover brands worldwide. The Company Store had about 110,000 branded searches, while Parachute had 18,100. The Company Store made up 13.4% of all duvet cover brand searches we track, and Parachute accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about duvet cover brands, Parachute appeared in all four answers and The Company Store in two. Parachute was mentioned before The Company Store in every answer.
Who do people search for more?
The Company Store, about 6 searches for every 1 for Parachute
Who does AI mention more?
Parachute, mentioned in every answer we collected
Who does AI recommend more?
Parachute, named ahead of The Company Store in every answer
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Top duvet cover brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Parachute appeared in all four answers. The Company Store was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Parachute was listed before The Company Store in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Quince1st
Brooklinen1st- Parachute3rd
- The Company Store4th
Cozy Earth5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Quince4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Parachute4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Brooklinen3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- The Company Store2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Cozy Earth1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about duvet cover brands
4 answers
Asked ChatGPT
“Which duvet cover brand should I buy?”
Asked ChatGPT
“What are the best duvet cover brands?”
Asked ChatGPT
“What's the best duvet cover brand for a bedroom refresh?”
Searched Google, AI Overview
“cotton duvet cover”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“linen duvet cover”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Parachute or The Company Store more popular in search?
This chart shows how often people search Google for Parachute and The Company Store by name. Each line represents a brand's share of searches for all five duvet cover brands we track, month by month, from English-language searches worldwide.
Share of searches by month for The Company Store, Parachute. The figures are in the table below the chart.
View monthly share of searches table
| Month | Quince | Brooklinen | Cozy Earth | The Company Store | Parachute |
|---|---|---|---|---|---|
| Oct 2025 | 36.9% | 18.5% | 27.5% | 15.1% | 2% |
| Nov 2025 | 29.7% | 21.5% | 32.1% | 14.4% | 2.4% |
| Dec 2025 | 40% | 16% | 29.2% | 13.1% | 1.8% |
| Jan 2026 | 41.4% | 17.2% | 25.6% | 14% | 1.9% |
| Feb 2026 | 43.2% | 18% | 22.1% | 14.8% | 2% |
| Mar 2026 | 44.7% | 18.9% | 18.9% | 15.4% | 2.1% |
| Apr 2026 | 45.9% | 19.6% | 19.6% | 13.1% | 1.8% |
| May 2026 | 45.5% | 19.5% | 19.5% | 13% | 2.6% |
| Jun 2026 | 46.2% | 19.8% | 16.1% | 16.1% | 1.8% |
| Jul 2026 | 45.5% | 19.5% | 15.9% | 15.9% | 3.2% |
| Aug 2026 | 49.9% | 17.4% | 14.2% | 14.2% | 4.3% |
| Sep 2026 | 47.8% | 20.1% | 16.5% | 13.4% | 2.2% |
How has the Parachute and The Company Store comparison changed over the last 12 months?
3 findings
- The Company Store was ahead of Parachute in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Parachute’s share of searches among duvet cover brands worldwide moved from 2% to 2.2%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
- Across the 12 months ending September 2026, The Company Store’s share of searches among duvet cover brands worldwide moved from 15.1% to 13.4%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for duvet cover brands worldwide in September 2026?
2 changes
In September 2026, Parachute lost share of searches among duvet cover brands worldwide, from 4.3% to 2.2%.
In September 2026, The Company Store lost share of searches among duvet cover brands worldwide, from 14.2% to 13.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Parachute’s and The Company Store’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.
Parachute
1 branded search term
- parachute bedding
The Company Store
1 branded search term
- the company store
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