Brandwave

Novilla vs Thuma:Which is more popular?

In September 2026, Thuma had more branded searches than Novilla among bed frames worldwide. Thuma had about 124,000 branded searches, while Novilla had 320. Thuma made up 36.5% of all bed frame searches we track, and Novilla accounted for 0.09%. When we asked ChatGPT and Google AI Overviews about bed frames, Thuma appeared in four of the five answers and Novilla in none.

Among bed frames worldwide in September 2026

Who do people search for more?

Thuma, about 386 searches for every 1 for Novilla

Thuma 124K searchesNovilla 320 searches

Who does AI mention more?

Thuma, mentioned in 4 of 5 answers, Novilla in 0

Thuma in 4 of 5Novilla in 0 of 5

Who does AI recommend more?

Thuma, the only one of the two named

Thuma first in 4Novilla never named

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Top bed frames in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thuma was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Novilla 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.

  1. Thuma1st
  2. Saatva2nd
  3. IKEA3rd
  4. Zinus4th
  5. Article5th
  6. Floyd–
  7. Nectar Sleep–
  8. Castlery–
  9. Sleep Number–
  10. +3 more
  11. Novilla–

Mentioned by AI

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

  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thuma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zinus3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Article2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Saatva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Floyd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nectar Sleep0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castlery0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sleep Number0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Novilla0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about bed frames

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 22, 2026.

Is Novilla or Thuma more popular in search?

This chart shows how often people search Google for Novilla and Thuma by name. Each line represents a brand's share of searches for all 13 bed frames we track, month by month, from English-language searches worldwide.

Novilla and Thuma among bed frames worldwide, by month

Share of searches by month for Thuma, Novilla. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEAThumaFloydZinusNectar SleepArticleCastlerySleep NumberAvocadoSaatvaEmma SleepMellowNovilla
Oct 202548.1%35.4%6.1%3.5%2.8%0.83%0.83%0.83%0.37%0.54%0.46%0.21%0.06%
Nov 202543.8%39.2%5.6%3.9%3.1%0.94%0.94%0.94%0.49%0.49%0.42%0.23%0.05%
Dec 202544.2%37.9%6.5%3.9%3.2%0.77%0.77%0.93%0.42%0.77%0.32%0.23%0.08%
Jan 202651.3%32%5.5%3.8%3.1%0.75%0.75%0.93%0.41%0.62%0.41%0.19%0.04%
Feb 202643.3%39%4.8%4.7%3.8%0.76%0.92%0.92%0.51%0.6%0.41%0.19%0.03%
Mar 202641.4%37.3%5.3%8.2%3.7%0.73%0.88%1.1%0.39%0.48%0.3%0.18%0.05%
Apr 202644.3%38%5.7%3.9%3.9%0.78%0.94%0.94%0.42%0.52%0.32%0.19%0.07%
May 202650.9%32.8%4.6%3.9%3.9%0.77%0.77%0.77%0.5%0.5%0.27%0.19%0.07%
Jun 202652.5%32.8%4.6%3.2%3.2%0.64%0.77%0.77%0.42%0.5%0.27%0.19%0.08%
Jul 202651.1%33.8%4.5%3.8%3.1%0.75%0.75%0.62%0.49%0.41%0.26%0.23%0.08%
Aug 202650.1%33.1%5.4%3.7%3.7%0.73%0.73%0.73%0.48%0.48%0.33%0.22%0.12%
Sep 202647.8%36.5%5.2%3.6%2.9%0.86%0.71%0.71%0.56%0.56%0.38%0.21%0.09%

How has the Novilla and Thuma comparison changed over the last 12 months?

3 findings
  • Thuma was ahead of Novilla in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Novilla’s share of searches among bed frames worldwide moved from 0.06% to 0.09%, and its estimated monthly branded searches moved from 210 to 320.
  • Across the 12 months ending September 2026, Thuma’s share of searches among bed frames worldwide moved from 35.4% to 36.5%, and its estimated monthly branded searches held steady at 124K.

How did search popularity change for bed frames worldwide in September 2026?

2 changes

  1. In September 2026, Thuma gained share of searches among bed frames worldwide, from 33.1% to 36.5%.

  2. Estimated monthly branded searches for Novilla worldwide rose 52.4% over 12 measured months, from 210 to 320 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Novilla’s and Thuma’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.

Novilla

1 branded search term

  • novilla bed frame

Thuma

2 branded search terms

  • thuma
  • thuma bed

How the Brand Demand Index is measured

Other head-to-heads among bed frames

Creator with pink hair and a pink jacket

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