Dunelm vs West Elm:Which is more popular?
In September 2026, Dunelm had more branded searches than West Elm among curtain brands worldwide. Dunelm had about 3.4 million branded searches, while West Elm had 1.2 million. Dunelm made up 5.1% of all curtain brand searches we track, and West Elm accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about curtain brands, West Elm appeared in three of the five answers and Dunelm in none.
Who do people search for more?
Dunelm, about 3 searches for every 1 for West Elm
Who does AI mention more?
West Elm, mentioned in 3 of 5 answers, Dunelm in 0
Who does AI recommend more?
West Elm, the only one of the two named
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Top curtain brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, West Elm was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. 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.
IKEA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pottery Barn4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- West Elm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dunelm0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
John Lewis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Next0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hillarys0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Habitat0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about curtain brands
5 answers
Asked ChatGPT
“Which curtain brand should I buy?”
Asked ChatGPT
“What are the best curtain brands?”
Asked ChatGPT
“What's the best curtain brand for living room windows?”
Searched Google, AI Overview
“blackout curtains”
Searched Google, AI Overview
“best curtains”
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 West Elm more popular in search?
This chart shows how often people search Google for Dunelm and West Elm by name. Each line represents a brand's share of searches for all eight curtain brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Dunelm, West Elm. The figures are in the table below the chart.
View monthly share of searches table
| Month | IKEA | Dunelm | John Lewis | Pottery Barn | West Elm | Next | Hillarys | Habitat |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 83.5% | 6.1% | 5% | 3.4% | 1.8% | 0.11% | <0.01% | <0.01% |
| Nov 2025 | 79.5% | 5.8% | 7.1% | 4.8% | 2.6% | 0.13% | 0.01% | <0.01% |
| Dec 2025 | 80.9% | 6% | 7.3% | 4% | 1.8% | 0.11% | <0.01% | <0.01% |
| Jan 2026 | 82.9% | 6.1% | 5% | 4.1% | 1.8% | 0.11% | 0.01% | <0.01% |
| Feb 2026 | 82.9% | 6.1% | 5% | 4.1% | 1.8% | 0.13% | 0.01% | <0.01% |
| Mar 2026 | 81.9% | 6% | 6% | 4% | 1.8% | 0.16% | 0.01% | <0.01% |
| Apr 2026 | 83.5% | 6.1% | 5% | 3.4% | 1.8% | 0.17% | <0.01% | <0.01% |
| May 2026 | 83.1% | 6.1% | 5% | 3.3% | 2.2% | 0.2% | <0.01% | <0.01% |
| Jun 2026 | 83.5% | 6.1% | 5% | 3.4% | 1.8% | 0.17% | <0.01% | <0.01% |
| Jul 2026 | 83.8% | 5% | 5% | 4.1% | 1.8% | 0.17% | <0.01% | <0.01% |
| Aug 2026 | 84.3% | 6.2% | 4.2% | 3.4% | 1.8% | 0.14% | 0.01% | <0.01% |
| Sep 2026 | 85.2% | 5.1% | 4.2% | 3.4% | 1.9% | 0.14% | 0.01% | <0.01% |
How has the Dunelm and West Elm comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of West Elm in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dunelm’s share of searches among curtain brands worldwide moved from 6.1% to 5.1%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
- Across the 12 months ending September 2026, West Elm’s share of searches among curtain brands worldwide moved from 1.8% to 1.9%, and its estimated monthly branded searches held steady at 1.2M.
How did search popularity change for curtain brands worldwide in September 2026?
1 change
In September 2026, Dunelm lost share of searches among curtain brands worldwide, from 6.2% to 5.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dunelm’s 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.
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