Brandwave

Silentnight vs The Company Store:Which is more popular?

In September 2026, The Company Store had more branded searches than Silentnight among duvet brands worldwide. The Company Store had about 110,000 branded searches, while Silentnight had 74,000. The Company Store made up 11.8% of all duvet brand searches we track, and Silentnight accounted for 8%. When we asked ChatGPT and Google AI Overviews about duvet brands, The Company Store appeared in three of the four answers and Silentnight in none.

Among duvet brands worldwide in September 2026

Who do people search for more?

The Company Store, about 49% more searches than Silentnight

The Company Store 110K searchesSilentnight 74K searches

Who does AI mention more?

The Company Store, mentioned in 3 of 4 answers, Silentnight in 0

The Company Store in 3 of 4Silentnight in 0 of 4

Who does AI recommend more?

The Company Store, the only one of the two named

The Company Store first in 3Silentnight never named

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Top duvet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, The Company Store was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Silentnight did not appear in any of the four 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 Silentnight or The Company Store more popular in search?

This chart shows how often people search Google for Silentnight 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.

Silentnight and The Company Store among duvet brands worldwide, by month

Share of searches by month for The Company Store, Silentnight. 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 Silentnight and The Company Store comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: The Company Store took it in March 2026.
  • Across the 12 months ending September 2026, Silentnight’s share of searches among duvet brands worldwide moved from 16.2% to 8%, and its estimated monthly branded searches moved from 135K to 74K.
  • 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?

3 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%.

  3. Estimated monthly branded searches for Silentnight worldwide fell 45.2% over 12 measured months, from 135K to 74K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Silentnight’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.

Silentnight

1 branded search term

  • silentnight

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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