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 45.8% of all United Kingdom rug retailer searches, placing Dunelm first out of six retailers. When we asked both ChatGPT and Google AI Overviews about rug retailers, Dunelm appeared in all answers and was the most recommended of the six.
Dunelm is the most searched of 6 competitors and the most recommended in AI answers.
DunelmShare of searches 45.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
RuggableShare of searches 30.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
NextShare of searches 13.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Rugs DirectShare of searches 9.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Land of RugsShare of searches 0.37%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top rug retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm appeared in all five answers. Dunelm is the most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Dunelm1st
- Next2nd
- Ruggable3rd
- Rugs Direct4th
The Rug Seller5th- Land of Rugs6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Rug Seller1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about rug retailers
5 answers
Asked ChatGPT
“Where's the best place to buy a rug online in the UK?”
Asked ChatGPT
“Which UK shops sell good quality affordable rugs?”
Asked ChatGPT
“Where can I buy a washable rug in the UK?”
Searched Google, AI Overview
“rugs”
Searched Google, AI Overview
“rugs uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which rug retailers compete with Dunelm?
Share of searches by month for Dunelm, Ruggable, Next, Rugs Direct. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | Ruggable | Next | Rugs Direct | Land of Rugs | The Rug Seller |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.5% | 32% | 11.7% | 7.8% | 0.56% | 0.38% |
| Nov 2025 | 46.3% | 31.1% | 13.9% | 7.6% | 0.67% | 0.37% |
| Dec 2025 | 50.7% | 27.7% | 12.4% | 8.3% | 0.56% | 0.33% |
| Jan 2026 | 49.2% | 26.9% | 14.7% | 8% | 0.71% | 0.39% |
| Feb 2026 | 49.2% | 26.9% | 14.8% | 8% | 0.66% | 0.39% |
| Mar 2026 | 50.6% | 27.7% | 12.4% | 8.3% | 0.68% | 0.33% |
| Apr 2026 | 45.7% | 30.6% | 13.7% | 9.1% | 0.54% | 0.36% |
| May 2026 | 50.6% | 27.7% | 12.4% | 8.3% | 0.6% | 0.4% |
| Jun 2026 | 51.9% | 28.4% | 10.4% | 8.5% | 0.51% | 0.33% |
| Jul 2026 | 45.7% | 30.6% | 13.7% | 9.1% | 0.54% | 0.36% |
| Aug 2026 | 49.3% | 27% | 14.8% | 8.1% | 0.39% | 0.39% |
| Sep 2026 | 45.8% | 30.6% | 13.7% | 9.2% | 0.37% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.8% | 74K | 0% | -3.5 points | |
| 2, held 2nd | 30.6% | 49.5K | +22.2% | +3.6 points | |
| 3, held 3rd | 13.7% | 22.2K | 0% | -1.1 points | |
| 4, held 4th | 9.2% | 14.8K | +22.3% | +1.1 points | |
| 5, held 5th | 0.37% | 590 | 0% | 0 points | |
| 6, held 6th | 0.3% | 480 | -18.6% | -0.1 points |
1.
Dunelm45.8%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share -3.5 points.
2.
Ruggable30.6%
Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +3.6 points.
3.
Next13.7%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1.1 points.
9.2%
Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.1 points.
0.37%
Held 5th. 590 estimated branded searches, 0% vs prior month. Share 0 points.
0.3%
Held 6th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.
Dunelm sells other things too, so only its searches that name this product count here, like “dunelm rugs”.
Compare popularity between Dunelm and its closest rivals
Every comparison with Dunelm
34 comparisons
- Dunelm vs IKEA
- Dunelm vs The Range
- DFS vs Dunelm
- Dunelm vs Oliver Bonas
- Dunelm vs Oak Furnitureland
- Dunelm vs The White Company
- Dunelm vs Furniture Village
- Dunelm vs Next
- Dunelm vs Habitat
- Dunelm vs Sofology
- Dunelm vs H&M Home
- Dunelm vs Ruggable
- Dunelm vs Heal's
- Dunelm vs DUSK
- Dunelm vs Piglet in Bed
- Dunelm vs Loaf
- Dunelm vs Soak&Sleep
- Dunelm vs Rugs Direct
- Dunelm vs Swoon
- Dunelm vs John Lewis
- Bedfolk vs Dunelm
- Dunelm vs Silentnight
- B&Q vs Dunelm
- Cox & Cox vs Dunelm
- Dunelm vs Garden Trading
- Dunelm vs Kettler
- Dunelm vs Maze
- Dunelm vs Wayfair
- Dunelm vs Simba
- Dunelm vs Gardenesque
- Dunelm vs Rattan Direct
- Bridgman vs Dunelm
- Dunelm vs Land of Rugs
- Dunelm vs The Rug Seller
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 rug retailers in the United Kingdom decreased from 47.5% to 45.8%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among rug retailers in the United Kingdom peaked at 51.9% in June 2026 and was lowest at 45.7% in April 2026.
How did search popularity change for United Kingdom rug retailers in September 2026?
6 changes
In September 2026, Ruggable gained share of searches among rug retailers in the United Kingdom, from 27% to 30.6%.
In September 2026, Rugs Direct gained share of searches among rug retailers in the United Kingdom, from 8.1% to 9.2%.
In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 49.3% to 45.8%.
In September 2026, Next lost share of searches among rug retailers in the United Kingdom, from 14.8% to 13.7%.
Estimated monthly branded searches for Land of Rugs in the United Kingdom fell 54.6% over 12 measured months, from 1.3K to 590 in September 2026.
Estimated monthly branded searches for The Rug Seller in the United Kingdom fell 45.5% over 12 measured months, from 880 to 480 in September 2026.
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.
Where does Dunelm compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Homeware retailers | 1st of 9 | 33.2% | Show ranking |
| Furniture retailers | 1st of 11 | 42.3% | Show ranking |
| Bedding brands | 2nd of 10 | 18.4% | Show ranking |
| Rug retailers | 1st of 6 | 45.8% | Shown above |
| Garden furniture retailers | 8th of 13 | 1.2% | 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.