Dunelm vs Pottery Barn:Which is more popular?
In September 2026, Dunelm had more branded searches than Pottery Barn among towel brands worldwide. Dunelm had about 3.4 million branded searches, while Pottery Barn had 2.2 million. Dunelm made up 31.3% of all towel brand searches we track, and Pottery Barn accounted for 20.9%. When we asked ChatGPT and Google AI Overviews about towel brands, Pottery Barn appeared in all five answers and Dunelm in none.
Who do people search for more?
Dunelm, about 50% more searches than Pottery Barn
Who does AI mention more?
Pottery Barn, mentioned in every answer we collected
Who does AI recommend more?
Pottery Barn, the only one of the two named
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Top towel brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pottery Barn appeared in all five answers. Dunelm did not appear in any of the five answers.
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.
- Pottery Barn5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Frontgate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Onsen4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brooklinen3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Parachute2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Ralph Lauren0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Dunelm0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sheridan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Christy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Sanderson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about towel brands
5 answers
Asked ChatGPT
“Which towel brand should I buy?”
Asked ChatGPT
“What are the best towel brands?”
Asked ChatGPT
“What's the best towel brand for everyday bathroom?”
Searched Google, AI Overview
“best bath towels”
Searched Google, AI Overview
“best towel brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Dunelm or Pottery Barn more popular in search?
This chart shows how often people search Google for Dunelm and Pottery Barn by name. Each line represents a brand's share of searches for all 11 towel brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Dunelm, Pottery Barn. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ralph Lauren | Dunelm | Pottery Barn | Sheridan | Brooklinen | Frontgate | Christy | Sanderson | Bedeck | Parachute | Onsen |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.5% | 33.2% | 18.2% | 3.8% | 1.1% | 1.1% | 1.3% | 0.4% | 0.22% | 0.18% | 0.01% |
| Nov 2025 | 39.2% | 26.2% | 21.4% | 3.4% | 1.6% | 1.3% | 6.4% | 0.26% | 0.14% | 0.17% | 0.01% |
| Dec 2025 | 43% | 28.7% | 19.3% | 4.1% | 1.2% | 0.95% | 2.1% | 0.35% | 0.16% | 0.16% | <0.01% |
| Jan 2026 | 38.4% | 31.4% | 21% | 4.4% | 1% | 1% | 1.9% | 0.46% | 0.21% | 0.14% | <0.01% |
| Feb 2026 | 34% | 34% | 22.7% | 4.4% | 1.1% | 1.1% | 1.7% | 0.5% | 0.23% | 0.15% | 0.01% |
| Mar 2026 | 33.8% | 33.8% | 22.6% | 4.7% | 1.4% | 1.4% | 1.4% | 0.5% | 0.27% | 0.18% | 0.01% |
| Apr 2026 | 34.6% | 34.6% | 18.9% | 4.8% | 1.4% | 1.7% | 3.1% | 0.51% | 0.28% | 0.19% | 0.01% |
| May 2026 | 35% | 35% | 19.1% | 4.6% | 1.7% | 1.7% | 1.7% | 0.52% | 0.35% | 0.28% | 0.01% |
| Jun 2026 | 35.7% | 35.7% | 19.5% | 4.4% | 1.4% | 1.2% | 1.2% | 0.43% | 0.43% | 0.19% | 0.01% |
| Jul 2026 | 36.1% | 29.5% | 24.2% | 4.4% | 1.5% | 1.2% | 1.8% | 0.53% | 0.53% | 0.24% | <0.01% |
| Aug 2026 | 36.1% | 36.1% | 19.8% | 3.6% | 1.2% | 1.2% | 0.97% | 0.44% | 0.44% | 0.2% | 0.01% |
| Sep 2026 | 38.2% | 31.3% | 20.9% | 4.4% | 1.5% | 1.3% | 1% | 0.69% | 0.46% | 0.21% | 0.01% |
How has the Dunelm and Pottery Barn comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of Pottery Barn in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dunelm’s share of searches among towel brands worldwide moved from 33.2% to 31.3%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
- Across the 12 months ending September 2026, Pottery Barn’s share of searches among towel brands worldwide moved from 18.2% to 20.9%, and its estimated monthly branded searches held steady at 2.2M.
How did search popularity change for towel brands worldwide in September 2026?
3 changes
In September 2026, Ralph Lauren overtook Dunelm to become the leader among towel brands worldwide, with 38.2% of the searches.
In September 2026, Pottery Barn gained share of searches among towel brands worldwide, from 19.8% to 20.9%.
In September 2026, Dunelm lost share of searches among towel brands worldwide, from 36.1% to 31.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dunelm’s and Pottery Barn’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.
Dunelm
1 branded search term
- dunelm
Pottery Barn
1 branded search term
- pottery barn
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