Brandwave

John Lewis vs The White Company:Which is more popular?

In September 2026, John Lewis had more branded searches than The White Company among bedding brands in the United Kingdom. John Lewis had about 14,800 branded searches, while The White Company had 1,600. John Lewis made up 6.7% of all bedding brand searches we track, and The White Company accounted for 0.73%. When we asked ChatGPT and Google AI Overviews about bedding brands, John Lewis appeared in four of the five answers and The White Company in two. John Lewis was mentioned before The White Company in three out of four answers that named either.

Among bedding brands in the United Kingdom in September 2026

Who do people search for more?

John Lewis, about 9 searches for every 1 for The White Company

John Lewis 14.8K searchesThe White Company 1.6K searches

Who does AI mention more?

John Lewis, mentioned in 4 of 5 answers, The White Company in 2

John Lewis in 4 of 5The White Company in 2 of 5

Who does AI recommend more?

John Lewis, named ahead of The White Company in 3 of 4 answers

John Lewis first in 3The White Company first in 1

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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. The White Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. John Lewis was listed before The White Company 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.

  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 John Lewis or The White Company more popular in search?

This chart shows how often people search Google for John Lewis and The White Company 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.

John Lewis and The White Company among bedding brands in the United Kingdom, by month

Share of searches by month for John Lewis, The White Company. 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%

John Lewis and The White Company sell other things too, so only their searches that name this product count here, like “john lewis bedding”.

How has the John Lewis and The White Company 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. 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?

2 search terms

Brandwave collects information about searches that people make online using John Lewis’ and The White Company’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.

John Lewis

1 branded search term

  • john lewis bedding

The White Company

1 branded search term

  • the white company bedding

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

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