Brandwave

Dunelm vs Ralph Lauren:Which is more popular?

In September 2026, Ralph Lauren had more branded searches than Dunelm among towel brands worldwide. Ralph Lauren had about 4.1 million branded searches, while Dunelm had 3.4 million. Ralph Lauren made up 38.2% of all towel brand searches we track, and Dunelm accounted for 31.3%. When we asked ChatGPT and Google AI Overviews about towel brands, neither Dunelm nor Ralph Lauren appeared in any of the five answers.

Among towel brands worldwide in September 2026

Who do people search for more?

Ralph Lauren, about 22% more searches than Dunelm

Ralph Lauren 4.1M searchesDunelm 3.4M searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Dunelm in 0 of 5Ralph Lauren in 0 of 5

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Top towel brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Dunelm nor Ralph Lauren showed up in any of the five answers.

Most recommended by AI

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

  1. Frontgate1st
  2. Brooklinen2nd
  3. Pottery Barn3rd
  4. Onsen4th
  5. Parachute5th
  6. Ralph Lauren–
  7. Dunelm–
  8. Sheridan–
  9. Christy–
  10. Sanderson–
  11. +1 more

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

+1 more

See every answer about towel 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 19, 2026.

Is Dunelm or Ralph Lauren more popular in search?

This chart shows how often people search Google for Dunelm and Ralph Lauren 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.

Dunelm and Ralph Lauren among towel brands worldwide, by month

Share of searches by month for Ralph Lauren, Dunelm. The figures are in the table below the chart.

View monthly share of searches table
MonthRalph LaurenDunelmPottery BarnSheridanBrooklinenFrontgateChristySandersonBedeckParachuteOnsen
Oct 202540.5%33.2%18.2%3.8%1.1%1.1%1.3%0.4%0.22%0.18%0.01%
Nov 202539.2%26.2%21.4%3.4%1.6%1.3%6.4%0.26%0.14%0.17%0.01%
Dec 202543%28.7%19.3%4.1%1.2%0.95%2.1%0.35%0.16%0.16%<0.01%
Jan 202638.4%31.4%21%4.4%1%1%1.9%0.46%0.21%0.14%<0.01%
Feb 202634%34%22.7%4.4%1.1%1.1%1.7%0.5%0.23%0.15%0.01%
Mar 202633.8%33.8%22.6%4.7%1.4%1.4%1.4%0.5%0.27%0.18%0.01%
Apr 202634.6%34.6%18.9%4.8%1.4%1.7%3.1%0.51%0.28%0.19%0.01%
May 202635%35%19.1%4.6%1.7%1.7%1.7%0.52%0.35%0.28%0.01%
Jun 202635.7%35.7%19.5%4.4%1.4%1.2%1.2%0.43%0.43%0.19%0.01%
Jul 202636.1%29.5%24.2%4.4%1.5%1.2%1.8%0.53%0.53%0.24%<0.01%
Aug 202636.1%36.1%19.8%3.6%1.2%1.2%0.97%0.44%0.44%0.2%0.01%
Sep 202638.2%31.3%20.9%4.4%1.5%1.3%1%0.69%0.46%0.21%0.01%

How has the Dunelm and Ralph Lauren comparison changed over the last 12 months?

3 findings
  • Ralph Lauren was ahead of Dunelm 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, Ralph Lauren’s share of searches among towel brands worldwide moved from 40.5% to 38.2%, and its estimated monthly branded searches moved from 5M to 4.1M.

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

2 changes

  1. In September 2026, Ralph Lauren overtook Dunelm to become the leader among towel brands worldwide, with 38.2% of the searches.

  2. 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 Ralph Lauren’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

Ralph Lauren

1 branded search term

  • ralph lauren

How the Brand Demand Index is measured

Other head-to-heads among towel brands

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