Brandwave

Boll & Branch vs The Company Store:Which is more popular?

In September 2026, Boll & Branch had more branded searches than The Company Store among duvet brands worldwide. Boll & Branch had about 122,000 branded searches, while The Company Store had 110,000. Boll & Branch made up 13.1% of all duvet brand searches we track, and The Company Store accounted for 11.8%. When we asked ChatGPT and Google AI Overviews about duvet brands, Boll & Branch and The Company Store each appeared in three of the four answers. Boll & Branch was mentioned before The Company Store in two out of three answers.

Among duvet brands worldwide in September 2026

Who do people search for more?

Boll & Branch, about 11% more searches than The Company Store

Boll & Branch 122K searchesThe Company Store 110K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Boll & Branch in 3 of 4The Company Store in 3 of 4

Who does AI recommend more?

Boll & Branch, named ahead of The Company Store in 2 of 3 answers

Boll & Branch first in 2The Company Store first in 1

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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 The Company Store were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Boll & Branch was listed before The Company Store in two out of three answers.

Most recommended by AI

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

  1. Brooklinen1st
  2. Boll & Branch2nd
  3. Quince3rd
  4. The Company Store3rd
  5. Parachute5th
  6. Silentnight–
  7. Emma Sleep–
  8. Slumberdown–
  9. Simba–

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

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 The Company Store more popular in search?

This chart shows how often people search Google for Boll & Branch and The Company Store 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.

Boll & Branch and The Company Store among duvet brands worldwide, by month

Share of searches by month for Boll & Branch, The Company Store. The figures are in the table below the chart.

View monthly share of searches table
MonthQuinceBrooklinenBoll & BranchThe Company StoreSilentnightEmma SleepSlumberdownSimbaParachute
Oct 202532.3%16.2%12.3%13.2%16.2%7.7%0.95%0.97%0.09%
Nov 202524.1%17.4%12.7%11.7%26%6.7%0.57%0.7%0.07%
Dec 202521.4%8.5%7.9%7%51.7%2.7%0.36%0.34%0.05%
Jan 202634.8%14.4%11%11.8%17.6%8.3%0.95%1.1%0.08%
Feb 202637.6%15.7%11.7%12.9%12.9%7.5%0.8%0.94%0.07%
Mar 202638%16.1%14.3%13.1%10.8%6.3%0.64%0.79%0.07%
Apr 202640.5%17.3%12.9%11.6%9.5%6.8%0.58%0.85%0.06%
May 202641%17.6%13.3%11.7%9.6%5.7%0.51%0.57%0.08%
Jun 202639.2%16.8%14.9%13.7%7.5%6.7%0.45%0.67%0.06%
Jul 202638.5%16.5%14.9%13.4%9%6.6%0.51%0.54%0.07%
Aug 202643.5%15.2%11.5%12.4%8.3%7.7%0.64%0.61%0.08%
Sep 202642.2%17.8%13.1%11.8%8%5.6%0.78%0.58%0.08%

How has the Boll & Branch and The Company Store comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: Boll & Branch took it in November 2025, The Company Store took it in January 2026, Boll & Branch took it in March 2026, The Company Store took it in August 2026, Boll & Branch took it in 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, The Company Store’s share of searches among duvet brands worldwide moved from 13.2% to 11.8%, and its estimated monthly branded searches held steady at 110K.

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

2 changes

  1. In September 2026, Boll & Branch overtook The Company Store to rank 3rd among duvet brands worldwide, with 13.1% of the searches.

  2. In September 2026, The Company Store lost share of searches among duvet brands worldwide, from 12.4% to 11.8%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Boll & Branch’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.

Boll & Branch

2 branded search terms

  • boll & branch
  • boll and branch

The Company Store

1 branded search term

  • the company store

How the Brand Demand Index is measured

Other head-to-heads among duvet brands

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