Brandwave

How popular isDunelm?

In September 2026, people searched for Dunelm by name about 3.5 million times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 18.4% of all United Kingdom bedding brand searches, placing Dunelm second out of ten brands. When we asked both ChatGPT and Google AI Overviews about bedding brands, Dunelm appeared in three of the five answers and was the most recommended of the ten.

Search and AI answers in September 2026

Dunelm is the second most searched of 10 competitors and the most recommended in AI answers.

  1. DUSKShare of searches 27.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  2. DunelmShare of searches 18.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. NextShare of searches 18.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Piglet in BedShare of searches 15%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. Soak&SleepShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Dunelm is the most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

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

  • Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soak&Sleep2 of 5Named in 1 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
  • Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which bedding brands compete with Dunelm?

Dunelm against bedding brands in the United Kingdom, by month

Share of searches by month for DUSK, Dunelm, Next, Piglet in Bed, Soak&Sleep, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

  1. 1.DUSK

    27.5%

    Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -2.8 points.

  2. 2.Dunelm

    18.4%

    Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share -1.9 points.

  3. 3.Next

    18.4%

    Moved from 4th to 3rd. 40.5K estimated branded searches, +49.4% vs prior month. Share +4.8 points.

  4. 4.Piglet in Bed

    15%

    Moved from 3rd to 4th. 33.1K estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.Soak&Sleep

    10.1%

    Held 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +1 points.

  6. 6.John Lewis

    6.7%

    Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  7. 7.Bedfolk

    1.6%

    Held 7th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Silentnight

    1.1%

    Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.The White Company

    0.73%

    Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Simba

    0.45%

    Held 10th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Dunelm, John Lewis and 2 other brands sell other things too, so only their searches that name this product count here, like “dunelm bedding”.

Compare popularity between Dunelm and its closest rivals

Every comparison with Dunelm

34 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 4.3M to 3.5M.
  • Across the 12 months ending September 2026, Dunelm’s share of searches among bedding brands in the United Kingdom decreased from 25.2% to 18.4%.
  • Across the 12 months ending September 2026, Dunelm fell from 1st to 2nd among bedding brands in the United Kingdom.

How did search popularity change for United Kingdom bedding brands in September 2026?

6 changes

  1. In September 2026, Next overtook Piglet in Bed to rank 3rd among bedding brands in the United Kingdom, with 18.4% of the searches.

  2. In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.

  3. In September 2026, John Lewis gained share of searches among bedding brands in the United Kingdom, from 6.1% to 6.7%.

  4. In September 2026, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%.

  5. In September 2026, Dunelm lost share of searches among bedding brands in the United Kingdom, from 20.3% to 18.4%.

  6. In September 2026, Piglet in Bed lost share of searches among bedding brands in the United Kingdom, from 16.6% to 15%.

How are Dunelm’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Dunelm’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dunelm
  • dunelm bedding
  • dunelm garden furniture
  • dunelm rugs

Do you work for Dunelm? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Dunelm compete?

Dunelm is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Homeware retailers1st of 933.2%Show ranking
Furniture retailers1st of 1142.3%Show ranking
Bedding brands2nd of 1018.4%Shown above
Rug retailers1st of 645.8%Show ranking
Garden furniture retailers8th of 131.2%Show ranking
Creator with pink hair and a pink jacket

Is Dunelm your brand?

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