--- title: "H&M Home: search popularity in the United Kingdom" description: "H&M Home is a homewares retailer selling bedding, tableware 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/h-m-home" publisher: "Brandwave" --- # H&M Home: search popularity in the United Kingdom H&M Home is a homewares retailer selling bedding, tableware 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**: H&M Home - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among homeware retailers**: 1.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Homeware retailers | 8 | 1.1% | 110K | - [Homeware retailers in the UK](/demand/uk/categories/uk-homeware-retailers) ## Top homeware retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, H&M Home was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. H&M Home is the third 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 H&M Home changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for H&M Home in the United Kingdom held steady at 110K. - Across the 12 months ending September 2026, H&M Home’s share of searches among homeware retailers in the United Kingdom held steady, from 0.96% to 1.1%. ## 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Homeware retailers | 110K | 0.96% | 8 | | Nov 2025 | Homeware retailers | 135K | 1.1% | 8 | | Dec 2025 | Homeware retailers | 110K | 0.9% | 8 | | Jan 2026 | Homeware retailers | 90.5K | 0.77% | 8 | | Feb 2026 | Homeware retailers | 90.5K | 0.95% | 8 | | Mar 2026 | Homeware retailers | 90.5K | 0.95% | 8 | | Apr 2026 | Homeware retailers | 74K | 0.79% | 8 | | May 2026 | Homeware retailers | 74K | 0.79% | 8 | | Jun 2026 | Homeware retailers | 74K | 0.84% | 8 | | Jul 2026 | Homeware retailers | 74K | 0.84% | 8 | | Aug 2026 | Homeware retailers | 110K | 1.1% | 8 | | Sep 2026 | Homeware retailers | 110K | 1.1% | 8 | ## How are H&M Home’s branded searches counted? Brandwave collects information about searches that people make online using H&M Home’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. - “h&m home” ## Which homeware retailers compete with H&M Home? - [Dunelm](/demand/uk/brands/dunelm) - [IKEA](/demand/uk/brands/ikea) - [The Range](/demand/uk/brands/the-range) - [Oliver Bonas](/demand/uk/brands/oliver-bonas): Head-to-head: /demand/uk/compare/h-m-home-vs-oliver-bonas - [The White Company](/demand/uk/brands/the-white-company): Head-to-head: /demand/uk/compare/h-m-home-vs-the-white-company - [Next](/demand/uk/brands/next): Head-to-head: /demand/uk/compare/h-m-home-vs-next - [Habitat](/demand/uk/brands/habitat): Head-to-head: /demand/uk/compare/h-m-home-vs-habitat - [John Lewis](/demand/uk/brands/john-lewis): Head-to-head: /demand/uk/compare/h-m-home-vs-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. "H&M Home: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/h-m-home This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/h-m-home. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.