Simba vs The Company Store:Which is more popular?
In September 2026, The Company Store had more branded searches than Simba among duvet brands worldwide. The Company Store had about 110,000 branded searches, while Simba had 5,400. The Company Store made up 11.8% of all duvet brand searches we track, and Simba accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about duvet brands, The Company Store appeared in three of the four answers and Simba in none.
Who do people search for more?
The Company Store, about 20 searches for every 1 for Simba
Who does AI mention more?
The Company Store, mentioned in 3 of 4 answers, Simba in 0
Who does AI recommend more?
The Company Store, the only one of the two 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. Simba 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.
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
Asked ChatGPT
“Which duvet brand should I buy?”
Asked ChatGPT
“What are the best duvet brands?”
Asked ChatGPT
“What's the best duvet brand for a warm bed?”
Searched Google, AI Overview
“hypoallergenic duvet”
Searched Google, AI Overview
“king size duvet”
Google showed no AI Overview for this search.
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 Simba or The Company Store more popular in search?
This chart shows how often people search Google for Simba 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.
Share of searches by month for The Company Store, Simba. The figures are in the table below the chart.
View monthly share of searches table
| Month | Quince | Brooklinen | Boll & Branch | The Company Store | Silentnight | Emma Sleep | Slumberdown | Simba | Parachute |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.3% | 16.2% | 12.3% | 13.2% | 16.2% | 7.7% | 0.95% | 0.97% | 0.09% |
| Nov 2025 | 24.1% | 17.4% | 12.7% | 11.7% | 26% | 6.7% | 0.57% | 0.7% | 0.07% |
| Dec 2025 | 21.4% | 8.5% | 7.9% | 7% | 51.7% | 2.7% | 0.36% | 0.34% | 0.05% |
| Jan 2026 | 34.8% | 14.4% | 11% | 11.8% | 17.6% | 8.3% | 0.95% | 1.1% | 0.08% |
| Feb 2026 | 37.6% | 15.7% | 11.7% | 12.9% | 12.9% | 7.5% | 0.8% | 0.94% | 0.07% |
| Mar 2026 | 38% | 16.1% | 14.3% | 13.1% | 10.8% | 6.3% | 0.64% | 0.79% | 0.07% |
| Apr 2026 | 40.5% | 17.3% | 12.9% | 11.6% | 9.5% | 6.8% | 0.58% | 0.85% | 0.06% |
| May 2026 | 41% | 17.6% | 13.3% | 11.7% | 9.6% | 5.7% | 0.51% | 0.57% | 0.08% |
| Jun 2026 | 39.2% | 16.8% | 14.9% | 13.7% | 7.5% | 6.7% | 0.45% | 0.67% | 0.06% |
| Jul 2026 | 38.5% | 16.5% | 14.9% | 13.4% | 9% | 6.6% | 0.51% | 0.54% | 0.07% |
| Aug 2026 | 43.5% | 15.2% | 11.5% | 12.4% | 8.3% | 7.7% | 0.64% | 0.61% | 0.08% |
| Sep 2026 | 42.2% | 17.8% | 13.1% | 11.8% | 8% | 5.6% | 0.78% | 0.58% | 0.08% |
How has the Simba and The Company Store comparison changed over the last 12 months?
3 findings
- The Company Store was ahead of Simba in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Simba’s share of searches among duvet brands worldwide moved from 0.97% to 0.58%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- 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
In September 2026, Boll & Branch overtook The Company Store to rank 3rd among duvet brands worldwide, with 13.1% of the searches.
In September 2026, The Company Store lost share of searches among duvet brands worldwide, from 12.4% to 11.8%.
Estimated monthly branded searches for Simba worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Simba’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.
Simba
1 branded search term
- simba sleep
The Company Store
1 branded search term
- the company store
Other head-to-heads among duvet brands
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