Brandwave

Nordic Knots vs West Elm:Which is more popular?

In September 2026, West Elm had more branded searches than Nordic Knots among rug brands worldwide. West Elm had about 1.2 million branded searches, while Nordic Knots had 125,000. West Elm made up 27.8% of all rug brand searches we track, and Nordic Knots accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about rug brands, Nordic Knots and West Elm each appeared in one of the five answers. Nordic Knots and West Elm were each mentioned first in one of the two answers that named either.

Among rug brands worldwide in September 2026

Who do people search for more?

West Elm, about 10 searches for every 1 for Nordic Knots

West Elm 1.2M searchesNordic Knots 125K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Nordic Knots in 1 of 5West Elm in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Nordic Knots first in 1West Elm first in 1

Follow Nordic Knots vs West Elm and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top rug brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nordic Knots was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. West Elm was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nordic Knots and West Elm were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Loloi1st
  2. Ruggable2nd
  3. Revival3rd
  4. Safavieh4th
  5. Pottery Barn5th
  6. Rugs USA6th
  7. West Elm7th
  8. Nordic Knots7th
  9. Miss Amara–
  10. Beni Rugs–
  11. +1 more

Mentioned by AI

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

  • Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Revival4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Loloi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Safavieh3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pottery Barn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • West Elm1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs USA1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nordic Knots1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miss Amara0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beni Rugs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about rug 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.

Is Nordic Knots or West Elm more popular in search?

This chart shows how often people search Google for Nordic Knots and West Elm by name. Each line represents a brand's share of searches for all 11 rug brands we track, month by month, from English-language searches worldwide.

Nordic Knots and West Elm among rug brands worldwide, by month

Share of searches by month for West Elm, Nordic Knots. The figures are in the table below the chart.

View monthly share of searches table
MonthPottery BarnWest ElmRuggableRugs USANordic KnotsRevivalSafaviehLoloiMiss AmaraBeni RugsRug Culture
Oct 202550.9%27.7%12.5%3.7%1.9%1.4%0.75%0.34%0.5%0.22%0.04%
Nov 202552.9%28.9%10.6%3.2%1.6%1.4%0.52%0.23%0.43%0.16%0.03%
Dec 202556.4%25.1%11.3%3.4%1.4%1%0.56%0.3%0.3%0.17%0.03%
Jan 202655.5%24.7%11.1%4.1%1.8%1.2%0.67%0.3%0.3%0.16%0.04%
Feb 202655.3%24.7%11.1%4.1%2.1%1.2%0.67%0.37%0.3%0.16%0.04%
Mar 202655%24.5%11%4%2.2%1.5%0.81%0.36%0.36%0.16%0.05%
Apr 202650%27.3%12.3%4.5%2.4%1.7%0.9%0.4%0.4%0.15%0.05%
May 202646.7%31.1%11.5%5.1%2.3%1.5%0.84%0.38%0.38%0.14%0.05%
Jun 202650.2%27.4%12.3%4.5%2.1%1.4%0.91%0.5%0.5%0.18%0.07%
Jul 202654.4%24.3%10.9%4.9%2.2%1.5%0.8%0.44%0.36%0.13%0.06%
Aug 202651.2%27.9%10.3%4.6%2.5%1.7%0.93%0.41%0.34%0.15%0.05%
Sep 202651.1%27.8%10.3%4.6%2.8%1.7%0.75%0.41%0.34%0.15%0.04%

How has the Nordic Knots and West Elm comparison changed over the last 12 months?

3 findings
  • West Elm was ahead of Nordic Knots in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Nordic Knots’ share of searches among rug brands worldwide moved from 1.9% to 2.8%, and its estimated monthly branded searches moved from 83.9K to 125K.
  • Across the 12 months ending September 2026, West Elm’s share of searches among rug brands worldwide moved from 27.7% to 27.8%, and its estimated monthly branded searches held steady at 1.2M.

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

1 change

  1. Nordic Knots’ share of searches among rug brands worldwide has gained ground for 3 months in a row, from 2.1% to 2.8% in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Nordic Knots’ and West Elm’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.

Nordic Knots

2 branded search terms

  • nordic knots
  • nordic knots rugs

West Elm

1 branded search term

  • west elm

How the Brand Demand Index is measured

Other head-to-heads among rug brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free