Brandwave

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 42.3% of all United Kingdom furniture retailer searches, placing Dunelm first out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, Dunelm did not appear in any of the answers.

Search and AI answers in September 2026

Dunelm is the most searched of 11 competitors and not listed in any AI answer.

  1. DunelmShare of searches 42.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. IKEAShare of searches 42.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. DFSShare of searches 6.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. Oak FurniturelandShare of searches 3.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. Furniture VillageShare of searches 2.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+6 more

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dunelm 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. John Lewis1st
  2. IKEA2nd
  3. Heal's3rd
  4. DFS4th
  5. Oak Furnitureland5th
  6. Loaf6th
  7. Sofology7th
  8. Habitat8th
  9. Dunelm–
  10. Furniture Village–
  11. +1 more

Mentioned by AI

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

  • IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furniture Village0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about furniture retailers

4 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 22, 2026.

Which furniture retailers compete with Dunelm?

Dunelm against furniture retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEADFSOak FurniturelandFurniture VillageSofologyHeal'sLoafHabitatJohn LewisSwoon
Oct 202545.7%37.4%7.3%3.4%3.4%1.8%0.49%0.33%0.13%0.11%0.06%
Nov 202545.3%37.1%7.2%4.1%3.3%1.8%0.59%0.32%0.13%0.09%0.07%
Dec 202545.7%37.4%7.3%3.4%3.4%1.8%0.48%0.27%0.11%0.07%0.05%
Jan 202641.3%41.3%6.6%4.5%3%2%0.54%0.36%0.12%0.1%0.07%
Feb 202642%42%6.3%3.8%3.1%1.7%0.45%0.3%0.1%0.1%0.07%
Mar 202646%37.6%6.6%4.1%2.8%1.9%0.5%0.33%0.13%0.09%0.08%
Apr 202645.9%37.5%6.9%3.4%3.4%1.8%0.5%0.33%0.13%0.07%0.07%
May 202646.8%38.3%6.1%3.4%2.8%1.5%0.5%0.28%0.12%0.08%0.06%
Jun 202651.6%34.5%5.9%3.1%2.1%1.7%0.57%0.3%0.1%0.08%0.07%
Jul 202642.7%42.7%5.9%3.1%2.6%1.7%0.57%0.38%0.13%0.1%0.07%
Aug 202641.8%41.8%6.7%3.8%3.1%1.7%0.46%0.36%0.15%0.1%0.07%
Sep 202642.3%42.3%6.7%3.1%2.5%1.7%0.55%0.37%0.15%0.1%0.07%

  1. 1.Dunelm

    42.3%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.IKEA

    42.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.DFS

    6.7%

    Held 3rd. 533K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Oak Furnitureland

    3.1%

    Held 4th. 246K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  5. 5.Furniture Village

    2.5%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  6. 6.Sofology

    1.7%

    Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Heal's

    0.55%

    Held 7th. 43.4K estimated branded searches, +18.3% vs prior month. Share +0.1 points.

  8. 8.Loaf

    0.37%

    Held 8th. 29K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Habitat

    0.15%

    Held 9th. 11.7K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.John Lewis

    0.1%

    Held 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Swoon

    0.07%

    Held 11th. 5.3K 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 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 furniture retailers in September 2026?

6 changes

  1. In September 2026, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.

  2. In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.

  3. 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.

  4. 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.

  5. Estimated monthly branded searches for Sofology in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

  6. 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.

How the Brand Demand Index is measured

Where does Dunelm compete?

Dunelm is ranked in two 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%Shown above
Creator with pink hair and a pink jacket

Is Dunelm your brand?

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