Brandwave

Graham & Brown vs Wallpaper Direct:Which is more popular?

In September 2026, Wallpaper Direct had more branded searches than Graham & Brown among wallpaper worldwide. Wallpaper Direct had about 33,100 branded searches, while Graham & Brown had 13,500. Wallpaper Direct made up 5.6% of all wallpaper searches we track, and Graham & Brown accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about wallpaper, Graham & Brown and Wallpaper Direct each appeared in one of the five answers. Graham & Brown and Wallpaper Direct were each mentioned first in one of the two answers.

Among wallpaper worldwide in September 2026

Who do people search for more?

Wallpaper Direct, about 2 searches for every 1 for Graham & Brown

Wallpaper Direct 33.1K searchesGraham & Brown 13.5K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Graham & Brown in 1 of 5Wallpaper Direct in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Graham & Brown first in 1Wallpaper Direct first in 1

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Top wallpaper in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Graham & Brown was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wallpaper Direct was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Graham & Brown and Wallpaper Direct were each listed first in one of the two answers.

Most recommended by AI

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

  1. Wallpaper Direct1st
  2. Cole & Son1st
  3. Spoonflower3rd
  4. Graham & Brown4th
  5. Farrow & Ball–
  6. Sanderson–
  7. I Love Wallpaper–
  8. Arthouse–
  9. Superfresco–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Spoonflower3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wallpaper Direct1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Graham & Brown1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cole & Son1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farrow & Ball0 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
  • I Love Wallpaper0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arthouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superfresco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wallpaper

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 21, 2026.

Is Graham & Brown or Wallpaper Direct more popular in search?

This chart shows how often people search Google for Graham & Brown and Wallpaper Direct by name. Each line represents a brand's share of searches for all nine wallpaper we track, month by month, from English-language searches worldwide.

Graham & Brown and Wallpaper Direct among wallpaper worldwide, by month

Share of searches by month for Wallpaper Direct, Graham & Brown. The figures are in the table below the chart.

View monthly share of searches table
MonthFarrow & BallSpoonflowerSandersonI Love WallpaperWallpaper DirectGraham & BrownCole & SonArthouseSuperfresco
Oct 202557.3%16.5%7.4%7.4%6.1%2.9%1.4%0.43%0.54%
Nov 202554.1%19%7%7%5.7%4.6%1.7%0.41%0.5%
Dec 202549.6%21.3%11.6%6.4%5.2%3.2%1.6%0.38%0.68%
Jan 202652.7%18.7%8.4%8.4%6.9%2.8%1.3%0.4%0.4%
Feb 202651.8%18.2%8.2%10%6.7%2.6%1.6%0.48%0.48%
Mar 202650.6%21.8%8%8%6.5%2.5%1.5%0.39%0.58%
Apr 202652.4%22.6%8.3%6.8%5.5%2.3%1.4%0.4%0.48%
May 202650.3%21.6%9.7%6.5%6.5%2.7%1.6%0.47%0.57%
Jun 202652%22.3%8.2%6.7%5.5%2.7%1.6%0.39%0.49%
Jul 202650.6%21.8%9.8%6.6%6.6%2.2%1.6%0.38%0.57%
Aug 202654.6%19.3%8.7%7.1%5.8%2.4%1.2%0.42%0.51%
Sep 202652.2%18.5%12.4%6.8%5.6%2.3%1.4%0.49%0.49%

How has the Graham & Brown and Wallpaper Direct comparison changed over the last 12 months?

3 findings
  • Wallpaper Direct was ahead of Graham & Brown in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Graham & Brown’s share of searches among wallpaper worldwide moved from 2.9% to 2.3%, and its estimated monthly branded searches moved from 19.2K to 13.5K.
  • Across the 12 months ending September 2026, Wallpaper Direct’s share of searches among wallpaper worldwide moved from 6.1% to 5.6%, and its estimated monthly branded searches moved from 40.5K to 33.1K.

How did search popularity change for wallpaper worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Graham & Brown worldwide fell 29.7% over 12 measured months, from 19.2K to 13.5K in September 2026.

  2. Estimated monthly branded searches for Wallpaper Direct worldwide fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Graham & Brown’s and Wallpaper Direct’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.

Graham & Brown

2 branded search terms

  • graham and brown
  • graham brown

Wallpaper Direct

1 branded search term

  • wallpaper direct

How the Brand Demand Index is measured

Other head-to-heads among wallpaper

Creator with pink hair and a pink jacket

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