Brandwave

Dunelm vs John Lewis:Which is more popular?

In September 2026, Dunelm had more branded searches than John Lewis among bedding brands in the United Kingdom. Dunelm had about 40,500 branded searches, while John Lewis had 14,800. Dunelm made up 18.4% of all bedding brand searches we track, and John Lewis accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about bedding brands, John Lewis appeared in four of the five answers and Dunelm in three. John Lewis was mentioned before Dunelm in three out of five answers.

Among bedding brands in the United Kingdom in September 2026

Who do people search for more?

Dunelm, about 3 searches for every 1 for John Lewis

Dunelm 40.5K searchesJohn Lewis 14.8K searches

Who does AI mention more?

John Lewis, mentioned in 4 of 5 answers, Dunelm in 3

John Lewis in 4 of 5Dunelm in 3 of 5

Who does AI recommend more?

John Lewis, named ahead of Dunelm in 3 of 5 answers

John Lewis first in 3Dunelm first in 2

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, John Lewis was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Dunelm was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. John Lewis was listed before Dunelm in three out of five answers.

Most recommended by AI

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

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

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

  • 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

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.

Is Dunelm or John Lewis more popular in search?

This chart shows how often people search Google for Dunelm and John Lewis 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.

Dunelm and John Lewis among bedding brands in the United Kingdom, by month

Share of searches by month for Dunelm, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

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

How has the Dunelm and John Lewis comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, John Lewis gained share of searches among bedding brands in the United Kingdom, from 6.1% to 6.7%.

  2. In September 2026, Dunelm lost share of searches among bedding brands in the United Kingdom, from 20.3% to 18.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dunelm’s and John Lewis’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dunelm

1 branded search term

  • dunelm bedding

John Lewis

1 branded search term

  • john lewis bedding

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

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