---
title: "Dunelm: search popularity in the United Kingdom"
description: "Dunelm is a homewares retailer selling bedding, curtains, furniture and decor. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/brands/dunelm"
publisher: "Brandwave"
---

# Dunelm: search popularity in the United Kingdom

Dunelm is a homewares retailer selling bedding, curtains, furniture and decor. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Dunelm
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among homeware retailers**: 33.2%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Homeware retailers | 1 | 33.2% | 3.4M |
| Furniture retailers | 1 | 42.3% | 3.4M |

- [Homeware retailers in the UK](/demand/uk/categories/uk-homeware-retailers)
- [Furniture retailers in the UK](/demand/uk/categories/uk-furniture-retailers)

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| John Lewis | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Dunelm | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| H&M Home | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| IKEA | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Oliver Bonas | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Next | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| The Range | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| The White Company | 8th | 2 of 3 | 0 of 2 | 2 of 5 |
| Habitat | 9th | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about homeware retailers

- Asked ChatGPT "Where should I buy homeware in the UK?": 1. John Lewis, 2. H&M Home, 3. Dunelm, 4. IKEA, 5. Oliver Bonas, 6. Next, 7. The White Company, 8. Habitat
- Asked ChatGPT "What are the best homeware shops in the UK?": 1. John Lewis, 2. Dunelm, 3. H&M Home, 4. Next, 5. Oliver Bonas, 6. IKEA, 7. The White Company, 8. Habitat
- Asked ChatGPT "Which shop in the UK has the best affordable bedding and home decor?": 1. Dunelm, 2. The Range, 3. H&M Home, 4. IKEA
- Searched Google, AI Overview "homeware": 1. John Lewis, 2. IKEA, 3. Oliver Bonas
- Searched Google, AI Overview "homeware shops": named none of the brands we track

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## How has branded search demand for Dunelm changed in the United Kingdom over the last 12 months?

- 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.
- Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom decreased from 45.7% to 42.3%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom peaked at 51.6% in June 2026 and was lowest at 41.3% in January 2026.

## How did search popularity change for United Kingdom homeware retailers in September 2026?

- 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 did search popularity change for United Kingdom furniture retailers in September 2026?

- In September 2026, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.
- In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.
- DFS’s share of searches among furniture retailers in the United Kingdom has gained ground for 3 months in a row, from 5.9% to 6.7% in September 2026.
- Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
- Estimated monthly branded searches for Sofology 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Homeware retailers | 4.1M | 35.5% | 1 |
| Nov 2025 | Homeware retailers | 4.1M | 32.2% | 1 |
| Dec 2025 | Homeware retailers | 4.1M | 33.4% | 1 |
| Jan 2026 | Homeware retailers | 4.1M | 34.8% | 1 |
| Feb 2026 | Homeware retailers | 3.4M | 35% | 1 |
| Mar 2026 | Homeware retailers | 3.4M | 35.2% | 1 |
| Apr 2026 | Homeware retailers | 3.4M | 35.9% | 1 |
| May 2026 | Homeware retailers | 3.4M | 35.9% | 1 |
| Jun 2026 | Homeware retailers | 3.4M | 38.1% | 1 |
| Jul 2026 | Homeware retailers | 2.7M | 31.2% | 1 |
| Aug 2026 | Homeware retailers | 3.4M | 32.9% | 1 |
| Sep 2026 | Homeware retailers | 3.4M | 33.2% | 1 |
| Oct 2025 | Furniture retailers | 4.1M | 45.7% | 1 |
| Nov 2025 | Furniture retailers | 4.1M | 45.3% | 1 |
| Dec 2025 | Furniture retailers | 4.1M | 45.7% | 1 |
| Jan 2026 | Furniture retailers | 4.1M | 41.3% | 1 |
| Feb 2026 | Furniture retailers | 3.4M | 42% | 1 |
| Mar 2026 | Furniture retailers | 3.4M | 46% | 1 |
| Apr 2026 | Furniture retailers | 3.4M | 45.9% | 1 |
| May 2026 | Furniture retailers | 3.4M | 46.8% | 1 |
| Jun 2026 | Furniture retailers | 3.4M | 51.6% | 1 |
| Jul 2026 | Furniture retailers | 2.7M | 42.7% | 1 |
| Aug 2026 | Furniture retailers | 3.4M | 41.8% | 1 |
| Sep 2026 | Furniture retailers | 3.4M | 42.3% | 1 |

## How are Dunelm’s branded searches counted?

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”

## Which homeware retailers compete with Dunelm?

- [IKEA](/demand/uk/brands/ikea): Head-to-head: /demand/uk/compare/dunelm-vs-ikea
- [The Range](/demand/uk/brands/the-range): Head-to-head: /demand/uk/compare/dunelm-vs-the-range
- [Oliver Bonas](/demand/uk/brands/oliver-bonas): Head-to-head: /demand/uk/compare/dunelm-vs-oliver-bonas
- [The White Company](/demand/uk/brands/the-white-company): Head-to-head: /demand/uk/compare/dunelm-vs-the-white-company
- [Next](/demand/uk/brands/next): Head-to-head: /demand/uk/compare/dunelm-vs-next
- [Habitat](/demand/uk/brands/habitat)
- [H&M Home](/demand/uk/brands/h-m-home)
- [John Lewis](/demand/uk/brands/john-lewis)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Dunelm: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/dunelm

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/dunelm. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.