Brandwave

How popular isNext?

In September 2026, people searched for Next by name about 2.6 million times in the United Kingdom, a 40.6% increase from the previous year. These searches made up 13.7% of all United Kingdom rug retailer searches, placing Next third out of six retailers. When we asked both ChatGPT and Google AI Overviews about rug retailers, Next appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Next is the third most searched of 6 competitors and the second most recommended in AI answers.

  1. DunelmShare of searches 45.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RuggableShare of searches 30.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. NextShare of searches 13.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Rugs DirectShare of searches 9.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. 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, Next was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Next is the second most recommended of the six.

Most recommended by AI

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

  1. Dunelm1st
  2. Next2nd
  3. Ruggable3rd
  4. Rugs Direct4th
  5. The Rug Seller5th
  6. 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

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 Next?

Next against rug retailers in the United Kingdom, by month

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
MonthDunelmRuggableNextRugs DirectLand of RugsThe Rug Seller
Oct 202547.5%32%11.7%7.8%0.56%0.38%
Nov 202546.3%31.1%13.9%7.6%0.67%0.37%
Dec 202550.7%27.7%12.4%8.3%0.56%0.33%
Jan 202649.2%26.9%14.7%8%0.71%0.39%
Feb 202649.2%26.9%14.8%8%0.66%0.39%
Mar 202650.6%27.7%12.4%8.3%0.68%0.33%
Apr 202645.7%30.6%13.7%9.1%0.54%0.36%
May 202650.6%27.7%12.4%8.3%0.6%0.4%
Jun 202651.9%28.4%10.4%8.5%0.51%0.33%
Jul 202645.7%30.6%13.7%9.1%0.54%0.36%
Aug 202649.3%27%14.8%8.1%0.39%0.39%
Sep 202645.8%30.6%13.7%9.2%0.37%0.3%

  1. 1.Dunelm

    45.8%

    Held 1st. 74K estimated branded searches, 0% vs prior month. Share -3.5 points.

  2. 2.Ruggable

    30.6%

    Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +3.6 points.

  3. 3.Next

    13.7%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1.1 points.

  4. 4.Rugs Direct

    9.2%

    Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.1 points.

  5. 5.Land of Rugs

    0.37%

    Held 5th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.The Rug Seller

    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 Next and its closest rivals

Every comparison with Next

45 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Next in the United Kingdom rose from 1.8M to 2.6M.
  • Across the 12 months ending September 2026, Next’s share of searches among rug retailers in the United Kingdom increased from 11.7% to 13.7%.
  • Across the 12 months ending September 2026, Next’s share of searches among rug retailers in the United Kingdom peaked at 14.8% in August 2026 and was lowest at 10.4% in June 2026.

How did search popularity change for United Kingdom rug retailers in September 2026?

6 changes

  1. In September 2026, Ruggable gained share of searches among rug retailers in the United Kingdom, from 27% to 30.6%.

  2. In September 2026, Rugs Direct gained share of searches among rug retailers in the United Kingdom, from 8.1% to 9.2%.

  3. In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 49.3% to 45.8%.

  4. In September 2026, Next lost share of searches among rug retailers in the United Kingdom, from 14.8% to 13.7%.

  5. 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.

  6. 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 Next’s branded searches counted?

7 search terms

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

  • next bedding
  • next clothing
  • next garden furniture
  • next home
  • next online
  • next rugs
  • next uk

Do you work for Next? 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 Next compete?

Next is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Clothing shops3rd of 1510.2%Show ranking
Online fashion retailers2nd of 1016.5%Show ranking
Homeware retailers6th of 92%Show ranking
Bedding brands3rd of 1018.4%Show ranking
Rug retailers3rd of 613.7%Shown above
Garden furniture retailers10th of 131%Show ranking
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Is Next 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.

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