How popular isDunelm?
In September 2026, people searched for Dunelm by name about 3.4 million times in the United Kingdom, an 18.1% decrease from the previous year. These searches made up 33.2% of all United Kingdom homeware retailer searches, placing Dunelm first out of nine retailers. When we asked both ChatGPT and Google AI Overviews about homeware retailers, Dunelm appeared in three of the five answers and was the second most recommended of the nine.
Dunelm is the most searched of 9 competitors and the second most recommended in AI answers.
DunelmShare of searches 33.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
IKEAShare of searches 33.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
The RangeShare of searches 22.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
Oliver BonasShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
The White CompanyShare of searches 2.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
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Top homeware retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Dunelm is the second most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
John Lewis1st- Dunelm2nd
H&M Home3rd- IKEA4th
- Oliver Bonas5th
Next6th- The Range7th
- The White Company8th
Habitat9th
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
- Dunelm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oliver Bonas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- H&M Home3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Next2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Range1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about homeware retailers
5 answers
Asked ChatGPT
“Where should I buy homeware in the UK?”
Asked ChatGPT
“What are the best homeware shops in the UK?”
Asked ChatGPT
“Which shop in the UK has the best affordable bedding and home decor?”
Searched Google, AI Overview
“homeware”
Searched Google, AI Overview
“homeware shops”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which homeware retailers compete with Dunelm?
Share of searches by month for Dunelm, IKEA, The Range, Oliver Bonas, The White Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | The Range | Oliver Bonas | The White Company | Next | Habitat | H&M Home | John Lewis |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 29.1% | 23.8% | 4.8% | 2.6% | 1.7% | 1.4% | 0.96% | 0.04% |
| Nov 2025 | 32.2% | 26.4% | 26.4% | 6.5% | 4.3% | 1.6% | 1.6% | 1.1% | 0.03% |
| Dec 2025 | 33.4% | 27.4% | 22.4% | 8.2% | 4.5% | 1.6% | 1.6% | 0.9% | 0.04% |
| Jan 2026 | 34.8% | 34.8% | 19% | 4.7% | 2.6% | 1.7% | 1.7% | 0.77% | 0.03% |
| Feb 2026 | 35% | 35% | 19.1% | 4.7% | 2.1% | 1.7% | 1.4% | 0.95% | 0.04% |
| Mar 2026 | 35.2% | 28.8% | 23.5% | 5.8% | 2.6% | 1.7% | 1.4% | 0.95% | 0.04% |
| Apr 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| May 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| Jun 2026 | 38.1% | 25.4% | 25.4% | 5.1% | 2.3% | 1.5% | 1.2% | 0.84% | 0.03% |
| Jul 2026 | 31.2% | 31.2% | 25.5% | 6.3% | 2.3% | 1.5% | 1.3% | 0.84% | 0.03% |
| Aug 2026 | 32.9% | 32.9% | 22% | 5.4% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
| Sep 2026 | 33.2% | 33.2% | 22.2% | 4.5% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.2% | 3.4M | 0% | +0.3 points | |
| 2, held 2nd | 33.2% | 3.4M | 0% | +0.3 points | |
| 3, held 3rd | 22.2% | 2.2M | 0% | +0.2 points | |
| 4, held 4th | 4.5% | 450K | -18.2% | -0.9 points | |
| 5, held 5th | 2.4% | 246K | 0% | 0 points | |
| 6, held 6th | 2% | 201K | 0% | 0 points | |
| 7, held 7th | 1.3% | 135K | 0% | 0 points | |
| 8, held 8th | 1.1% | 110K | 0% | 0 points | |
| 9, held 9th | 0.04% | 4.4K | 0% | 0 points |
1.
Dunelm33.2%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.
2.
IKEA33.2%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.
22.2%
Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share +0.2 points.
4.5%
Held 4th. 450K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
2.4%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Next2%
Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Habitat1.3%
Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
8.
H&M Home1.1%
Held 8th. 110K estimated branded searches, 0% vs prior month. Share 0 points.
0.04%
Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Dunelm and its closest rivals
Every comparison with Dunelm
15 comparisons
How has branded search demand for Dunelm changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Dunelm in the United Kingdom fell from 4.1M to 3.4M.
- Across the 12 months ending September 2026, Dunelm’s share of searches among homeware retailers in the United Kingdom decreased from 35.5% to 33.2%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among homeware retailers in the United Kingdom peaked at 38.1% in June 2026 and was lowest at 31.2% in July 2026.
How did search popularity change for United Kingdom homeware retailers in September 2026?
6 changes
In September 2026, Oliver Bonas lost share of searches among homeware retailers in the United Kingdom, from 5.4% to 4.5%.
IKEA’s share of searches among homeware retailers in the United Kingdom has gained ground for 3 months in a row, from 25.4% to 33.2% in September 2026.
Estimated monthly branded searches for The White Company in the United Kingdom fell 18.3% over 12 measured months, from 301K to 246K in September 2026.
Estimated monthly branded searches for The Range in the United Kingdom fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.
Estimated monthly branded searches for Habitat in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
Estimated monthly branded searches for Dunelm in the United Kingdom fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.
How are Dunelm’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Dunelm’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- dunelm
Do you work for Dunelm? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Dunelm compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Homeware retailers | 1st of 9 | 33.2% | Shown above |
| Furniture retailers | 1st of 11 | 42.3% | Show ranking |
Is Dunelm your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.