Furniture retailers in the United Kingdom:Which are most popular?
Dunelm and IKEA share the highest share of searches among furniture retailers in the United Kingdom, at 42.3% in September 2026. When we checked with ChatGPT and Google AI Overviews, IKEA, Loaf and John Lewis were mentioned most often, in three of the four answers. John Lewis was recommended most often, coming first in all three responses that gave a list.
DunelmShare of searches 42.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
IKEAShare of searches 42.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
DFSShare of searches 6.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
Oak FurniturelandShare of searches 3.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
Furniture VillageShare of searches 2.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top furniture retailers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, IKEA, Loaf and John Lewis were mentioned most often, in three of the four answers. John Lewis was recommended most often, coming first in all three answers that gave a list. IKEA was second, and Heal's was third. Dunelm, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
John Lewis1st- IKEA2nd
Heal's3rd- DFS4th
- Oak Furnitureland5th
Loaf6th
Sofology7th
Habitat8th- Dunelm–
- Furniture Village–
Swoon–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Furniture Village0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Swoon0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about furniture retailers
4 answers
Asked ChatGPT
“Where should I buy a sofa in the UK?”
Asked ChatGPT
“What are the best furniture stores in the UK?”
Asked ChatGPT
“What's the best place in the UK to buy good quality furniture?”
Searched Google, AI Overview
“sofa”
Searched Google, AI Overview
“furniture stores”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which furniture retailers do people search for most?
This chart shows how often people search Google for each furniture retailer by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | DFS | Oak Furnitureland | Furniture Village | Sofology | Heal's | Loaf | Habitat | John Lewis | Swoon |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.49% | 0.33% | 0.13% | 0.11% | 0.06% |
| Nov 2025 | 45.3% | 37.1% | 7.2% | 4.1% | 3.3% | 1.8% | 0.59% | 0.32% | 0.13% | 0.09% | 0.07% |
| Dec 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.48% | 0.27% | 0.11% | 0.07% | 0.05% |
| Jan 2026 | 41.3% | 41.3% | 6.6% | 4.5% | 3% | 2% | 0.54% | 0.36% | 0.12% | 0.1% | 0.07% |
| Feb 2026 | 42% | 42% | 6.3% | 3.8% | 3.1% | 1.7% | 0.45% | 0.3% | 0.1% | 0.1% | 0.07% |
| Mar 2026 | 46% | 37.6% | 6.6% | 4.1% | 2.8% | 1.9% | 0.5% | 0.33% | 0.13% | 0.09% | 0.08% |
| Apr 2026 | 45.9% | 37.5% | 6.9% | 3.4% | 3.4% | 1.8% | 0.5% | 0.33% | 0.13% | 0.07% | 0.07% |
| May 2026 | 46.8% | 38.3% | 6.1% | 3.4% | 2.8% | 1.5% | 0.5% | 0.28% | 0.12% | 0.08% | 0.06% |
| Jun 2026 | 51.6% | 34.5% | 5.9% | 3.1% | 2.1% | 1.7% | 0.57% | 0.3% | 0.1% | 0.08% | 0.07% |
| Jul 2026 | 42.7% | 42.7% | 5.9% | 3.1% | 2.6% | 1.7% | 0.57% | 0.38% | 0.13% | 0.1% | 0.07% |
| Aug 2026 | 41.8% | 41.8% | 6.7% | 3.8% | 3.1% | 1.7% | 0.46% | 0.36% | 0.15% | 0.1% | 0.07% |
| Sep 2026 | 42.3% | 42.3% | 6.7% | 3.1% | 2.5% | 1.7% | 0.55% | 0.37% | 0.15% | 0.1% | 0.07% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.3% | 3.4M | 0% | +0.5 points | |
| 2, held 2nd | 42.3% | 3.4M | 0% | +0.5 points | |
| 3, held 3rd | 6.7% | 533K | 0% | +0.1 points | |
| 4, held 4th | 3.1% | 246K | -18.3% | -0.7 points | |
| 5, held 5th | 2.5% | 201K | -18.3% | -0.5 points | |
| 6, held 6th | 1.7% | 135K | 0% | 0 points | |
| 7, held 7th | 0.55% | 43.4K | +18.3% | +0.1 points | |
| 8, held 8th | 0.37% | 29K | 0% | 0 points | |
| 9, held 9th | 0.15% | 11.7K | 0% | 0 points | |
| 10, held 10th | 0.1% | 8.1K | 0% | 0 points | |
| 11, held 11th | 0.07% | 5.3K | 0% | 0 points |
1.
Dunelm42.3%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.
2.
IKEA42.3%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.
3.
DFS6.7%
Held 3rd. 533K estimated branded searches, 0% vs prior month. Share +0.1 points.
3.1%
Held 4th. 246K estimated branded searches, -18.3% vs prior month. Share -0.7 points.
2.5%
Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
6.
Sofology1.7%
Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Heal's0.55%
Held 7th. 43.4K estimated branded searches, +18.3% vs prior month. Share +0.1 points.
8.
Loaf0.37%
Held 8th. 29K estimated branded searches, 0% vs prior month. Share 0 points.
9.
Habitat0.15%
Held 9th. 11.7K estimated branded searches, 0% vs prior month. Share 0 points.
10.
John Lewis0.1%
Held 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
11.
Swoon0.07%
Held 11th. 5.3K estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among furniture retailers in the United Kingdom?
11 brands
Dunelm and IKEA share the highest share of searches among furniture retailers in the United Kingdom, at 42.3% in September 2026.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Dunelm | 45.7% → 42.3% | 51.6%Jun 2026 | 41.3%Jan 2026 | 1st |
| IKEA | 37.4% → 42.3% | 42.7%Jul 2026 | 34.5%Jun 2026 | 2nd |
| DFS | 7.3% → 6.7% | 7.3%Dec 2025 | 5.9%Jun 2026 | 3rd |
| Oak Furnitureland | 3.4% → 3.1% | 4.5%Jan 2026 | 3.1%Jun 2026 | 5th → 4th |
| Furniture Village | 3.4% → 2.5% | 3.4%Apr 2026 | 2.1%Jun 2026 | 4th → 5th |
| Sofology | 1.8% → 1.7% | 2%Jan 2026 | 1.5%May 2026 | 6th |
| Heal's | 0.49% → 0.55% | 0.59%Nov 2025 | 0.45%Feb 2026 | 7th |
| Loaf | 0.33% → 0.37% | 0.38%Jul 2026 | 0.27%Dec 2025 | 8th |
| Habitat | 0.13% → 0.15% | 0.15%Sep 2026 | 0.1%Feb 2026 | 9th |
| John Lewis | 0.11% → 0.1% | 0.11%Oct 2025 | 0.07%Dec 2025 | 10th |
| Swoon | 0.06% → 0.07% | 0.08%Mar 2026 | 0.05%Dec 2025 | 11th |
Each finding as a sentence
- Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom decreased from 45.7% to 42.3%.
- Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in the United Kingdom increased from 37.4% to 42.3%.
- Across the 12 months ending September 2026, DFS’s share of searches among furniture retailers in the United Kingdom decreased from 7.3% to 6.7%.
- Across the 12 months ending September 2026, Furniture Village’s share of searches among furniture retailers in the United Kingdom decreased from 3.4% to 2.5%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom peaked at 51.6% in June 2026 and was lowest at 41.3% in January 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in the United Kingdom peaked at 42.7% in July 2026 and was lowest at 34.5% in June 2026.
- Across the 12 months ending September 2026, DFS’s share of searches among furniture retailers in the United Kingdom peaked at 7.3% in December 2025 and was lowest at 5.9% in June 2026.
- Across the 12 months ending September 2026, Oak Furnitureland’s share of searches among furniture retailers in the United Kingdom peaked at 4.5% in January 2026 and was lowest at 3.1% in June 2026.
- Across the 12 months ending September 2026, Furniture Village’s share of searches among furniture retailers in the United Kingdom peaked at 3.4% in April 2026 and was lowest at 2.1% in June 2026.
- Across the 12 months ending September 2026, Oak Furnitureland rose from 5th to 4th among furniture retailers in the United Kingdom.
- Across the 12 months ending September 2026, Furniture Village fell from 4th to 5th among furniture retailers in the United Kingdom.
- Across the 12 months ending September 2026, Sofology, Heal's, Loaf, Habitat, John Lewis and Swoon held steady: their share of searches among furniture retailers in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom furniture retailers in September 2026?
6 changes
In September 2026, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.
In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.
DFS’s share of searches among furniture retailers in the United Kingdom has gained ground for 3 months in a row, from 5.9% to 6.7% in September 2026.
Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
Estimated monthly branded searches for Sofology in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
Estimated monthly branded searches for Dunelm in the United Kingdom fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.
Compare popularity between leading brands
- Dunelm vs IKEA: compare popularity
- Dunelm vs DFS: compare popularity
- Dunelm vs Oak Furnitureland: compare popularity
- Dunelm vs Furniture Village: compare popularity
- IKEA vs DFS: compare popularity
- IKEA vs Oak Furnitureland: compare popularity
- IKEA vs Furniture Village: compare popularity
- DFS vs Oak Furnitureland: compare popularity
- DFS vs Furniture Village: compare popularity
- Oak Furnitureland vs Furniture Village: compare popularity
- Compare any of these brands
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