Brandwave

How popular isJohn Lewis?

In September 2026, people searched for John Lewis by name about 2.8 million times in the United Kingdom, an 18% decrease from the previous year. These searches made up 0.29% of all United Kingdom lingerie brand searches, placing John Lewis sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about lingerie brands, John Lewis appeared in three of the five answers and was the joint third most recommended of the eight.

Search and AI answers in September 2026

John Lewis is the sixth most searched of 8 competitors and the joint third most recommended in AI answers.

  1. Ann SummersShare of searches 54.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Boux AvenueShare of searches 24.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. BravissimoShare of searches 13.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. M&SShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. John LewisShare of searches 0.29%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, John Lewis was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. John Lewis is the joint third most recommended of the eight.

Most recommended by AI

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

  1. Bravissimo1st
  2. M&S2nd
  3. Boux Avenue3rd
  4. John Lewis3rd
  5. Panache5th
  6. Curvy Kate6th
  7. Ann Summers–
  8. Figleaves–

Mentioned by AI

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

  • Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie 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 lingerie brands compete with John Lewis?

John Lewis against lingerie brands in the United Kingdom, by month

Share of searches by month for Ann Summers, Boux Avenue, Bravissimo, M&S, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthAnn SummersBoux AvenueBravissimoM&SCurvy KateJohn LewisFigleavesPanache
Oct 202562.1%22.7%10.2%3.7%0.75%0.22%0.22%0.12%
Nov 202551.9%34.7%8.5%3.8%0.63%0.19%0.19%0.1%
Dec 202556.9%31.1%7.6%3.4%0.56%0.17%0.17%0.09%
Jan 202657.4%25.7%11.5%4%0.84%0.25%0.2%0.14%
Feb 202655.4%24.8%13.6%4.7%0.82%0.24%0.24%0.13%
Mar 202648.3%26.4%17.7%6%0.87%0.31%0.26%0.11%
Apr 202650.7%22.6%18.6%6.2%1.1%0.33%0.33%0.11%
May 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jun 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jul 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Aug 202650.8%22.7%18.6%6.3%0.91%0.33%0.27%0.09%
Sep 202654.9%24.5%13.5%5.7%0.81%0.29%0.19%0.1%

  1. 1.Ann Summers

    54.9%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share +4.1 points.

  2. 2.Boux Avenue

    24.5%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Bravissimo

    13.5%

    Held 3rd. 135K estimated branded searches, -32.8% vs prior month. Share -5.1 points.

  4. 4.M&S

    5.7%

    Held 4th. 57.6K estimated branded searches, -16% vs prior month. Share -0.6 points.

  5. 5.Curvy Kate

    0.81%

    Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  6. 6.John Lewis

    0.29%

    Held 6th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

  7. 7.Figleaves

    0.19%

    Held 7th. 1.9K estimated branded searches, -34.5% vs prior month. Share -0.1 points.

  8. 8.Panache

    0.1%

    Held 8th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

John Lewis and M&S sell other things too, so only their searches that name this product count here, like “john lewis bras”.

Compare popularity between John Lewis and its closest rivals

Every comparison with John Lewis

55 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for John Lewis in the United Kingdom fell from 3.4M to 2.8M.
  • Across the 12 months ending September 2026, John Lewis rose from 7th to 6th among lingerie brands in the United Kingdom.

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

6 changes

  1. In September 2026, Ann Summers gained share of searches among lingerie brands in the United Kingdom, from 50.8% to 54.9%.

  2. In September 2026, Boux Avenue gained share of searches among lingerie brands in the United Kingdom, from 22.7% to 24.5%.

  3. In September 2026, Bravissimo lost share of searches among lingerie brands in the United Kingdom, from 18.6% to 13.5%.

  4. In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.

  5. Estimated monthly branded searches for John Lewis in the United Kingdom rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

  6. Estimated monthly branded searches for Panache in the United Kingdom fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

How are John Lewis’ branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using John Lewis’ 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.

  • john lewis
  • john lewis bedding
  • john lewis beds
  • john lewis bras
  • john lewis furniture
  • john lewis garden furniture
  • john lewis hampers
  • john lewis home

Do you work for John Lewis? 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 John Lewis compete?

John Lewis is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Electronics retailers4th of 66.8%Show ranking
Department stores2nd of 823.6%Show ranking
Homeware retailers9th of 90.04%Show ranking
Furniture retailers10th of 110.1%Show ranking
Lingerie brands6th of 80.29%Shown above
Bed retailers5th of 74.2%Show ranking
Bedding brands6th of 106.7%Show ranking
Garden furniture retailers6th of 133.4%Show ranking
Hamper companies4th of 73.1%Show ranking
Creator with pink hair and a pink jacket

Is John Lewis your brand?

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