---
title: "Bedding brands in the United Kingdom: Which are searched most?"
description: "Compare the duvet cover, sheet and bedding brands people in the UK buy. Share of Search among DUSK, Dunelm, Next, Piglet in Bed, Soak&Sleep, John Lewis, Bedfolk, Silentnight, The White Company and Simba, the bedding brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-bedding-brands"
publisher: "Brandwave"
---

# Bedding brands in the United Kingdom: Which are searched most?

Compare the duvet cover, sheet and bedding brands people in the UK buy. Share of Search among DUSK, Dunelm, Next, Piglet in Bed, Soak&Sleep, John Lewis, Bedfolk, Silentnight, The White Company and Simba, the bedding brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Bedding brands
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: DUSK, 27.5%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Dunelm | 1st | 1 of 3 | 2 of 2 | 3 of 5 |
| John Lewis | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Piglet in Bed | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Next | 4th | 1 of 3 | 2 of 2 | 3 of 5 |
| The White Company | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Soak&Sleep | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| DUSK | 7th | 2 of 3 | 1 of 2 | 3 of 5 |
| Bedfolk | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Silentnight | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Simba | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about bedding brands

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

Not named in any answer: Silentnight and Simba.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [DUSK vs Dunelm: compare search popularity](/demand/uk/compare/dunelm-vs-dusk-uk): 27.5% against 18.4% Share of Search.
- [DUSK vs Next: compare search popularity](/demand/uk/compare/dusk-uk-vs-next): 27.5% against 18.4% Share of Search.
- [DUSK vs Piglet in Bed: compare search popularity](/demand/uk/compare/dusk-uk-vs-piglet-in-bed): 27.5% against 15% Share of Search.
- [DUSK vs Soak&Sleep: compare search popularity](/demand/uk/compare/dusk-uk-vs-soak-and-sleep): 27.5% against 10.1% Share of Search.
- [Dunelm vs Next: compare search popularity](/demand/uk/compare/dunelm-vs-next): 18.4% Share of Search each.
- [Dunelm vs Piglet in Bed: compare search popularity](/demand/uk/compare/dunelm-vs-piglet-in-bed): 18.4% against 15% Share of Search.
- [Dunelm vs Soak&Sleep: compare search popularity](/demand/uk/compare/dunelm-vs-soak-and-sleep): 18.4% against 10.1% Share of Search.
- [Next vs Piglet in Bed: compare search popularity](/demand/uk/compare/next-vs-piglet-in-bed): 18.4% against 15% Share of Search.
- [Next vs Soak&Sleep: compare search popularity](/demand/uk/compare/next-vs-soak-and-sleep): 18.4% against 10.1% Share of Search.
- [Piglet in Bed vs Soak&Sleep: compare search popularity](/demand/uk/compare/piglet-in-bed-vs-soak-and-sleep): 15% against 10.1% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | DUSK | 27.5% | 60.5K | 0.0% | DUSK |
| 2 | Dunelm | 18.4% | 40.5K | 0.0% | Dunelm |
| 3 | Next | 18.4% | 40.5K | +49.4% | Next |
| 4 | Piglet in Bed | 15% | 33.1K | 0.0% | Piglet in Bed |
| 5 | Soak&Sleep | 10.1% | 22.2K | +22.7% | Soak&Sleep |
| 6 | John Lewis | 6.7% | 14.8K | +22.3% | John Lewis |
| 7 | Bedfolk | 1.6% | 3.6K | 0.0% | Bedfolk |
| 8 | Silentnight | 1.1% | 2.4K | 0.0% | Silentnight |
| 9 | The White Company | 0.73% | 1.6K | 0.0% | The White Company |
| 10 | Simba | 0.45% | 1K | +13.6% | Simba |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dunelm | 49.5K | 25.2% | 1 |
| Oct 2025 | DUSK | 49.5K | 25.2% | 2 |
| Oct 2025 | Next | 27.1K | 13.8% | 3 |
| Oct 2025 | Piglet in Bed | 27.1K | 13.8% | 4 |
| Oct 2025 | Soak&Sleep | 18.1K | 9.2% | 5 |
| Oct 2025 | John Lewis | 14.8K | 7.5% | 6 |
| Oct 2025 | Silentnight | 3.6K | 1.8% | 7 |
| Oct 2025 | Bedfolk | 2.9K | 1.5% | 8 |
| Oct 2025 | Simba | 2.4K | 1.2% | 9 |
| Oct 2025 | The White Company | 1.3K | 0.66% | 10 |
| Nov 2025 | Dunelm | 49.5K | 21.2% | 1 |
| Nov 2025 | DUSK | 49.5K | 21.2% | 2 |
| Nov 2025 | Piglet in Bed | 49.5K | 21.2% | 3 |
| Nov 2025 | Next | 33.1K | 14.2% | 4 |
| Nov 2025 | Soak&Sleep | 22.2K | 9.5% | 5 |
| Nov 2025 | John Lewis | 18.1K | 7.7% | 6 |
| Nov 2025 | Bedfolk | 4.4K | 1.9% | 7 |
| Nov 2025 | Silentnight | 3.6K | 1.5% | 8 |
| Nov 2025 | Simba | 2.4K | 1% | 9 |
| Nov 2025 | The White Company | 1.6K | 0.68% | 10 |
| Dec 2025 | Dunelm | 40.5K | 21.1% | 1 |
| Dec 2025 | DUSK | 40.5K | 21.1% | 2 |
| Dec 2025 | Piglet in Bed | 40.5K | 21.1% | 3 |
| Dec 2025 | Next | 27.1K | 14.2% | 4 |
| Dec 2025 | Soak&Sleep | 18.1K | 9.5% | 5 |
| Dec 2025 | John Lewis | 14.8K | 7.7% | 6 |
| Dec 2025 | Bedfolk | 4.4K | 2.3% | 7 |
| Dec 2025 | Silentnight | 2.4K | 1.3% | 8 |
| Dec 2025 | Simba | 1.6K | 0.84% | 9 |
| Dec 2025 | The White Company | 1.6K | 0.84% | 10 |
| Jan 2026 | DUSK | 60.5K | 26.6% | 1 |
| Jan 2026 | Dunelm | 49.5K | 21.8% | 2 |
| Jan 2026 | Next | 33.1K | 14.6% | 3 |
| Jan 2026 | Piglet in Bed | 33.1K | 14.6% | 4 |
| Jan 2026 | Soak&Sleep | 22.2K | 9.8% | 5 |
| Jan 2026 | John Lewis | 18.1K | 8% | 6 |
| Jan 2026 | Bedfolk | 4.4K | 1.9% | 7 |
| Jan 2026 | Silentnight | 2.9K | 1.3% | 8 |
| Jan 2026 | Simba | 1.9K | 0.84% | 9 |
| Jan 2026 | The White Company | 1.6K | 0.7% | 10 |
| Feb 2026 | DUSK | 49.5K | 28.4% | 1 |
| Feb 2026 | Dunelm | 40.5K | 23.2% | 2 |
| Feb 2026 | Next | 27.1K | 15.5% | 3 |
| Feb 2026 | Piglet in Bed | 22.2K | 12.7% | 4 |
| Feb 2026 | Soak&Sleep | 14.8K | 8.5% | 5 |
| Feb 2026 | John Lewis | 12.1K | 6.9% | 6 |
| Feb 2026 | Bedfolk | 2.9K | 1.7% | 7 |
| Feb 2026 | Silentnight | 2.9K | 1.7% | 8 |
| Feb 2026 | Simba | 1.3K | 0.74% | 9 |
| Feb 2026 | The White Company | 1.3K | 0.74% | 10 |
| Mar 2026 | DUSK | 49.5K | 27.5% | 1 |
| Mar 2026 | Dunelm | 40.5K | 22.5% | 2 |
| Mar 2026 | Next | 27.1K | 15% | 3 |
| Mar 2026 | Piglet in Bed | 27.1K | 15% | 4 |
| Mar 2026 | Soak&Sleep | 14.8K | 8.2% | 5 |
| Mar 2026 | John Lewis | 12.1K | 6.7% | 6 |
| Mar 2026 | Bedfolk | 3.6K | 2% | 7 |
| Mar 2026 | Silentnight | 2.9K | 1.6% | 8 |
| Mar 2026 | Simba | 1.3K | 0.72% | 9 |
| Mar 2026 | The White Company | 1.3K | 0.72% | 10 |
| Apr 2026 | DUSK | 49.5K | 30.7% | 1 |
| Apr 2026 | Dunelm | 33.1K | 20.5% | 2 |
| Apr 2026 | Next | 22.2K | 13.7% | 3 |
| Apr 2026 | Piglet in Bed | 22.2K | 13.7% | 4 |
| Apr 2026 | Soak&Sleep | 14.8K | 9.2% | 5 |
| Apr 2026 | John Lewis | 12.1K | 7.5% | 6 |
| Apr 2026 | Bedfolk | 2.9K | 1.8% | 7 |
| Apr 2026 | Silentnight | 2.4K | 1.5% | 8 |
| Apr 2026 | Simba | 1.3K | 0.8% | 9 |
| Apr 2026 | The White Company | 1K | 0.62% | 10 |
| May 2026 | DUSK | 49.5K | 29.6% | 1 |
| May 2026 | Dunelm | 40.5K | 24.2% | 2 |
| May 2026 | Next | 22.2K | 13.3% | 3 |
| May 2026 | Piglet in Bed | 22.2K | 13.3% | 4 |
| May 2026 | Soak&Sleep | 14.8K | 8.8% | 5 |
| May 2026 | John Lewis | 9.9K | 5.9% | 6 |
| May 2026 | Bedfolk | 2.9K | 1.7% | 7 |
| May 2026 | Silentnight | 2.4K | 1.4% | 8 |
| May 2026 | Simba | 1.6K | 0.96% | 9 |
| May 2026 | The White Company | 1.3K | 0.78% | 10 |
| Jun 2026 | DUSK | 49.5K | 30.3% | 1 |
| Jun 2026 | Dunelm | 33.1K | 20.2% | 2 |
| Jun 2026 | Piglet in Bed | 27.1K | 16.6% | 3 |
| Jun 2026 | Next | 22.2K | 13.6% | 4 |
| Jun 2026 | Soak&Sleep | 14.8K | 9% | 5 |
| Jun 2026 | John Lewis | 9.9K | 6.1% | 6 |
| Jun 2026 | Bedfolk | 2.9K | 1.8% | 7 |
| Jun 2026 | Silentnight | 1.9K | 1.2% | 8 |
| Jun 2026 | The White Company | 1.3K | 0.79% | 9 |
| Jun 2026 | Simba | 880 | 0.54% | 10 |
| Jul 2026 | DUSK | 49.5K | 29.1% | 1 |
| Jul 2026 | Dunelm | 33.1K | 19.5% | 2 |
| Jul 2026 | Piglet in Bed | 33.1K | 19.5% | 3 |
| Jul 2026 | Next | 22.2K | 13.1% | 4 |
| Jul 2026 | Soak&Sleep | 14.8K | 8.7% | 5 |
| Jul 2026 | John Lewis | 9.9K | 5.8% | 6 |
| Jul 2026 | Bedfolk | 2.9K | 1.7% | 7 |
| Jul 2026 | Silentnight | 1.9K | 1.1% | 8 |
| Jul 2026 | The White Company | 1.6K | 0.94% | 9 |
| Jul 2026 | Simba | 880 | 0.52% | 10 |
| Aug 2026 | DUSK | 60.5K | 30.3% | 1 |
| Aug 2026 | Dunelm | 40.5K | 20.3% | 2 |
| Aug 2026 | Piglet in Bed | 33.1K | 16.6% | 3 |
| Aug 2026 | Next | 27.1K | 13.6% | 4 |
| Aug 2026 | Soak&Sleep | 18.1K | 9.1% | 5 |
| Aug 2026 | John Lewis | 12.1K | 6.1% | 6 |
| Aug 2026 | Bedfolk | 3.6K | 1.8% | 7 |
| Aug 2026 | Silentnight | 2.4K | 1.2% | 8 |
| Aug 2026 | The White Company | 1.6K | 0.8% | 9 |
| Aug 2026 | Simba | 880 | 0.44% | 10 |
| Sep 2026 | DUSK | 60.5K | 27.5% | 1 |
| Sep 2026 | Dunelm | 40.5K | 18.4% | 2 |
| Sep 2026 | Next | 40.5K | 18.4% | 3 |
| Sep 2026 | Piglet in Bed | 33.1K | 15% | 4 |
| Sep 2026 | Soak&Sleep | 22.2K | 10.1% | 5 |
| Sep 2026 | John Lewis | 14.8K | 6.7% | 6 |
| Sep 2026 | Bedfolk | 3.6K | 1.6% | 7 |
| Sep 2026 | Silentnight | 2.4K | 1.1% | 8 |
| Sep 2026 | The White Company | 1.6K | 0.73% | 9 |
| Sep 2026 | Simba | 1K | 0.45% | 10 |

## What is being compared

- **Bedfolk**: Measured on the search term “bedfolk”.
- **Dunelm**: Measured on the search term “dunelm bedding”.
- **DUSK**: Measured on the search term “dusk bedding”.
- **John Lewis**: Measured on the search term “john lewis bedding”.
- **Next**: Measured on the search term “next bedding”.
- **Piglet in Bed**: Measured on the search term “piglet in bed”.
- **Silentnight**: Measured on the search term “silentnight bedding”.
- **Simba**: Measured on the search term “simba duvet”.
- **Soak&Sleep**: Measured on the search term “soak and sleep”.
- **The White Company**: Measured on the search term “the white company bedding”.

- [Bedfolk](/demand/uk/brands/bedfolk)
- [Dunelm](/demand/uk/brands/dunelm)
- [DUSK](/demand/uk/brands/dusk-uk)
- [John Lewis](/demand/uk/brands/john-lewis)
- [Next](/demand/uk/brands/next)
- [Piglet in Bed](/demand/uk/brands/piglet-in-bed)
- [Silentnight](/demand/uk/brands/silentnight)
- [Simba](/demand/uk/brands/simba-sleep)
- [Soak&Sleep](/demand/uk/brands/soak-and-sleep)
- [The White Company](/demand/uk/brands/the-white-company)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Bedding brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-bedding-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-bedding-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.