--- title: "Dunelm vs Parachute: Which is searched more?" description: "Is Dunelm or Parachute more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Towel brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/dunelm-vs-parachute" publisher: "Brandwave" --- # Dunelm vs Parachute: Which is searched more? Is Dunelm or Parachute more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Towel brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Dunelm and Parachute - **Competitive set**: Towel brands - **Market**: Global - **Month measured**: Sep 2026 - **Dunelm Share of Search**: 31.3% - **Parachute Share of Search**: 0.21% ## Is Dunelm or Parachute more popular in search? - In September 2026, Dunelm had more branded searches than Parachute among towel brands worldwide. Dunelm had about 3.4 million branded searches, while Parachute had 22,200. Dunelm made up 31.3% of all towel brand searches we track, and Parachute accounted for 0.21%. - Dunelm was ahead of Parachute 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, Parachute’s share of searches among towel brands worldwide moved from 0.18% to 0.21%, and its estimated monthly branded searches held steady at 22.2K. ## Top towel brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Parachute was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dunelm did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Frontgate | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Brooklinen | 2nd | 1 of 3 | 2 of 2 | 3 of 5 | | Pottery Barn | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Onsen | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Parachute | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Ralph Lauren | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dunelm | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sheridan | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Christy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sanderson | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bedeck | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about towel brands - Asked ChatGPT "Which towel brand should I buy?": 1. Frontgate, 2. Pottery Barn - Asked ChatGPT "What are the best towel brands?": 1. Frontgate, 2. Brooklinen, 3. Pottery Barn, 4. Parachute, 5. Onsen - Asked ChatGPT "What's the best towel brand for everyday bathroom?": 1. Pottery Barn, 2. Frontgate, 3. Onsen - Searched Google, AI Overview "best bath towels": 1. Brooklinen, 2. Frontgate, 3. Onsen, 4. Pottery Barn - Searched Google, AI Overview "best towel brands": 1. Brooklinen, 2. Frontgate, 3. Parachute, 4. Pottery Barn, 5. Onsen Not named in any answer: Ralph Lauren, Dunelm, Sheridan, Christy, Sanderson and Bedeck. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for towel brands worldwide in September 2026? - In September 2026, Ralph Lauren overtook Dunelm to become the leader among towel brands worldwide, with 38.2% of the searches. - In September 2026, Dunelm lost share of searches among towel brands worldwide, from 36.1% to 31.3%. ## Month by month | Month | Dunelm estimated searches | Dunelm Share of Search | Dunelm rank | Parachute estimated searches | Parachute Share of Search | Parachute rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.1M | 33.2% | 2 | 22.2K | 0.18% | 10 | | Nov 2025 | 4.1M | 26.2% | 2 | 27.1K | 0.17% | 9 | | Dec 2025 | 4.1M | 28.7% | 2 | 22.2K | 0.16% | 10 | | Jan 2026 | 4.1M | 31.4% | 2 | 18.1K | 0.14% | 10 | | Feb 2026 | 3.4M | 34% | 1 | 14.8K | 0.15% | 10 | | Mar 2026 | 3.4M | 33.8% | 1 | 18.1K | 0.18% | 10 | | Apr 2026 | 3.4M | 34.6% | 1 | 18.1K | 0.19% | 10 | | May 2026 | 3.4M | 35% | 1 | 27.1K | 0.28% | 10 | | Jun 2026 | 3.4M | 35.7% | 1 | 18.1K | 0.19% | 10 | | Jul 2026 | 2.7M | 29.5% | 2 | 22.2K | 0.24% | 10 | | Aug 2026 | 4.1M | 36.1% | 1 | 22.2K | 0.2% | 10 | | Sep 2026 | 3.4M | 31.3% | 2 | 22.2K | 0.21% | 10 | ## How each brand is measured Brandwave collects information about searches that people make online using Dunelm’s and Parachute’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**: Measured on the search term “dunelm”. - **Parachute**: Measured on the search term “parachute home”. - [Dunelm profile](/demand/global-en/brands/dunelm) - [Parachute profile](/demand/global-en/brands/parachute) - [All towel brands worldwide](/demand/global-en/categories/towel-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Dunelm or Parachute more popular in search? In September 2026, Dunelm had more branded searches than Parachute among towel brands worldwide. Dunelm had about 3.4 million branded searches, while Parachute had 22,200. Dunelm made up 31.3% of all towel brand searches we track, and Parachute accounted for 0.21%. ## Cite this page Brandwave. "Dunelm vs Parachute: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/dunelm-vs-parachute This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/dunelm-vs-parachute. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.