Bedding brands in the United Kingdom:Which are most popular?

Name: Bedding brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, DUSK was the most searched bedding brand in the United Kingdom, accounting for 27.5% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Piglet in Bed and John Lewis were mentioned most often, in four of the five answers. Dunelm was recommended most often, coming first in two out of five responses.

Follow bedding brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top bedding brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Piglet in Bed and John Lewis were mentioned most often, in four of the five answers. Dunelm was recommended most often, coming first in two out of five answers. John Lewis was second, and Piglet in Bed was third. Silentnight, which ranked eighth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Piglet in Bed	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
John Lewis	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
DUSK	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Dunelm	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Next	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Soak&Sleep	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
The White Company	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Bedfolk	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Silentnight	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Simba	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Soak&Sleep2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

5 answers

Asked ChatGPT
“Where's the best place to buy bedding in the UK?”
1. 1John Lewis
2. 2The White Company
3. 3Dunelm
4. 4Next
5. 5DUSK
Asked ChatGPT
“Which bedding brands are best quality?”
1. 1The White Company
2. 2Soak&Sleep
3. 3Piglet in Bed
4. 4Bedfolk
5. 5DUSK
6. 6John Lewis
Asked ChatGPT
“What's the best linen bedding in the UK?”
1. 1Piglet in Bed
2. 2John Lewis
Searched Google, AI Overview
“bedding”
1. 1Dunelm
2. 2Next
3. 3John Lewis
4. 4Piglet in Bed
Searched Google, AI Overview
“duvet covers”
1. 1Dunelm
2. 2Next
3. 3Soak&Sleep
4. 4DUSK
5. 5Piglet in Bed

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 bedding brands do people search for most?

This chart shows how often people search Google for each bedding brand by name. Each line represents a brand's share of searches for all ten bedding brands we track, month by month, from searches in United Kingdom.

Share of searches among bedding brands in the United Kingdom, by month

Month	DUSK	Dunelm	Next	Piglet in Bed	Soak&Sleep	John Lewis	Bedfolk	Silentnight	The White Company	Simba
Oct 2025	25.2%	25.2%	13.8%	13.8%	9.2%	7.5%	1.5%	1.8%	0.66%	1.2%
Nov 2025	21.2%	21.2%	14.2%	21.2%	9.5%	7.7%	1.9%	1.5%	0.68%	1%
Dec 2025	21.1%	21.1%	14.2%	21.1%	9.5%	7.7%	2.3%	1.3%	0.84%	0.84%
Jan 2026	26.6%	21.8%	14.6%	14.6%	9.8%	8%	1.9%	1.3%	0.7%	0.84%
Feb 2026	28.4%	23.2%	15.5%	12.7%	8.5%	6.9%	1.7%	1.7%	0.74%	0.74%
Mar 2026	27.5%	22.5%	15%	15%	8.2%	6.7%	2%	1.6%	0.72%	0.72%
Apr 2026	30.7%	20.5%	13.7%	13.7%	9.2%	7.5%	1.8%	1.5%	0.62%	0.8%
May 2026	29.6%	24.2%	13.3%	13.3%	8.8%	5.9%	1.7%	1.4%	0.78%	0.96%
Jun 2026	30.3%	20.2%	13.6%	16.6%	9%	6.1%	1.8%	1.2%	0.79%	0.54%
Jul 2026	29.1%	19.5%	13.1%	19.5%	8.7%	5.8%	1.7%	1.1%	0.94%	0.52%
Aug 2026	30.3%	20.3%	13.6%	16.6%	9.1%	6.1%	1.8%	1.2%	0.8%	0.44%
Sep 2026	27.5%	18.4%	18.4%	15%	10.1%	6.7%	1.6%	1.1%	0.73%	0.45%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	DUSK	27.5%	60.5K	0%	-2.8 points
2, held 2nd	Dunelm	18.4%	40.5K	0%	-1.9 points
3, moved from 4th to 3rd	Next	18.4%	40.5K	+49.4%	+4.8 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Piglet in Bed	15%	33.1K	0%	-1.5 pointsmoved from 3rd to 4th
5, held 5th	Soak&Sleep	10.1%	22.2K	+22.7%	+1 points
6, held 6th	John Lewis	6.7%	14.8K	+22.3%	+0.7 points
7, held 7th	Bedfolk	1.6%	3.6K	0%	-0.2 points
8, held 8th	Silentnight	1.1%	2.4K	0%	-0.1 points
9, held 9th	The White Company	0.73%	1.6K	0%	-0.1 points
10, held 10th	Simba	0.45%	1K	+13.6%	0 points

1.DUSK
27.5%
Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -2.8 points.
2.Dunelm
18.4%
Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share -1.9 points.
3.Next
18.4%
Moved from 4th to 3rd. 40.5K estimated branded searches, +49.4% vs prior month. Share +4.8 points.
4.Piglet in Bed
15%
Moved from 3rd to 4th. 33.1K estimated branded searches, 0% vs prior month. Share -1.5 points.
5.Soak&Sleep
10.1%
Held 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +1 points.
6.John Lewis
6.7%
Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.
7.Bedfolk
1.6%
Held 7th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.
8.Silentnight
1.1%
Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.
9.The White Company
0.73%
Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.
10.Simba
0.45%
Held 10th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Dunelm, John Lewis and 2 other brands sell other things too, so only their searches that name this product count here, like “dunelm bedding”.

Which brand is most popular in search among bedding brands in the United Kingdom?

10 brands

In September 2026, DUSK was the most searched among bedding brands in the United Kingdom, with an estimated 60.5K branded searches, 27.5% of all searches for the ten we track. Dunelm is in 2nd place, 9.1 percentage points behind at 18.4%.

United Kingdom bedding brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
DUSK	25.2% → 27.5%	30.7%Apr 2026	21.1%Dec 2025	2nd → 1st
Dunelm	25.2% → 18.4%	25.2%Oct 2025	18.4%Sep 2026	1st → 2nd
Next	13.8% → 18.4%	18.4%Sep 2026	13.1%Jul 2026	3rd
Piglet in Bed	13.8% → 15%	21.2%Nov 2025	12.7%Feb 2026	4th
Soak&Sleep	9.2% → 10.1%	10.1%Sep 2026	8.2%Mar 2026	5th
John Lewis	7.5% → 6.7%	8%Jan 2026	5.8%Jul 2026	6th
Bedfolk	1.5% → 1.6%	2.3%Dec 2025	1.5%Oct 2025	8th → 7th
Silentnight	1.8% → 1.1%	1.8%Oct 2025	1.1%Sep 2026	7th → 8th
The White Company	0.66% → 0.73%	0.94%Jul 2026	0.62%Apr 2026	10th → 9th
Simba	1.2% → 0.45%	1.2%Oct 2025	0.44%Aug 2026	9th → 10th

Each finding as a sentence

Across the 12 months ending September 2026, DUSK’s share of searches among bedding brands in the United Kingdom increased from 25.2% to 27.5%.
Across the 12 months ending September 2026, Dunelm’s share of searches among bedding brands in the United Kingdom decreased from 25.2% to 18.4%.
Across the 12 months ending September 2026, Next’s share of searches among bedding brands in the United Kingdom increased from 13.8% to 18.4%.
Across the 12 months ending September 2026, Piglet in Bed’s share of searches among bedding brands in the United Kingdom increased from 13.8% to 15%.
Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom increased from 9.2% to 10.1%.
Across the 12 months ending September 2026, John Lewis’ share of searches among bedding brands in the United Kingdom decreased from 7.5% to 6.7%.
Across the 12 months ending September 2026, Silentnight’s share of searches among bedding brands in the United Kingdom decreased from 1.8% to 1.1%.
Across the 12 months ending September 2026, Simba’s share of searches among bedding brands in the United Kingdom decreased from 1.2% to 0.45%.
Across the 12 months ending September 2026, DUSK’s share of searches among bedding brands in the United Kingdom peaked at 30.7% in April 2026 and was lowest at 21.1% in December 2025.
Across the 12 months ending September 2026, Next’s share of searches among bedding brands in the United Kingdom peaked at 18.4% in September 2026 and was lowest at 13.1% in July 2026.
Across the 12 months ending September 2026, Piglet in Bed’s share of searches among bedding brands in the United Kingdom peaked at 21.2% in November 2025 and was lowest at 12.7% in February 2026.
Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom peaked at 10.1% in September 2026 and was lowest at 8.2% in March 2026.
Across the 12 months ending September 2026, John Lewis’ share of searches among bedding brands in the United Kingdom peaked at 8% in January 2026 and was lowest at 5.8% in July 2026.
Across the 12 months ending September 2026, DUSK rose from 2nd to 1st among bedding brands in the United Kingdom.
Across the 12 months ending September 2026, Dunelm fell from 1st to 2nd among bedding brands in the United Kingdom.
Across the 12 months ending September 2026, Bedfolk rose from 8th to 7th among bedding brands in the United Kingdom.
Across the 12 months ending September 2026, Silentnight fell from 7th to 8th among bedding brands in the United Kingdom.
Across the 12 months ending September 2026, The White Company rose from 10th to 9th among bedding brands in the United Kingdom.
Across the 12 months ending September 2026, Simba fell from 9th to 10th among bedding brands in the United Kingdom.

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

8 changes

In September 2026, Next overtook Piglet in Bed to rank 3rd among bedding brands in the United Kingdom, with 18.4% of the searches.
In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.
In September 2026, John Lewis gained share of searches among bedding brands in the United Kingdom, from 6.1% to 6.7%.
In September 2026, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%.
In September 2026, Dunelm lost share of searches among bedding brands in the United Kingdom, from 20.3% to 18.4%.
In September 2026, Piglet in Bed lost share of searches among bedding brands in the United Kingdom, from 16.6% to 15%.
Estimated monthly branded searches for Bedfolk in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
Estimated monthly branded searches for The White Company in the United Kingdom rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

How are branded searches counted for bedding brands?

10 search terms

Each brand's share of searches among bedding brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.