DUSK vs Next:Which is more popular?
In September 2026, DUSK had more branded searches than Next among bedding brands in the United Kingdom. DUSK had about 60,500 branded searches, while Next had 40,500. DUSK made up 27.5% of all bedding brand searches we track, and Next accounted for 18.4%. When we asked ChatGPT and Google AI Overviews about bedding brands, DUSK and Next each appeared in three of the five answers. Next was mentioned before DUSK in three out of four answers that named either.
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Top bedding brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DUSK was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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 was listed before DUSK in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dunelm1st
John Lewis2nd
Piglet in Bed3rd
Next4th
The White Company5th
Soak&Sleep6th
DUSK7th
Bedfolk8th
Silentnight–
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
Asked ChatGPT
“Where's the best place to buy bedding in the UK?”
Asked ChatGPT
“Which bedding brands are best quality?”
Asked ChatGPT
“What's the best linen bedding in the UK?”
Searched Google, AI Overview
“bedding”
Searched Google, AI Overview
“duvet covers”
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 DUSK or Next more popular in search?
This chart shows how often people search Google for DUSK and Next 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 by month for DUSK, Next. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the DUSK and Next comparison changed over the last 12 months?
3 findings
- DUSK was ahead of Next in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DUSK’s share of searches among bedding brands in the United Kingdom moved from 25.2% to 27.5%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
- Across the 12 months ending September 2026, Next’s share of searches among bedding brands in the United Kingdom moved from 13.8% to 18.4%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
How did search popularity change for United Kingdom bedding brands in September 2026?
2 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, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using DUSK’s and Next’s 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.
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