---
title: "Furniture retailers in the United Kingdom: Which are searched most?"
description: "Compare the stores people in the UK buy sofas and furniture from. Share of Search among Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village, Sofology, Heal's, Loaf, Habitat, John Lewis and Swoon, the furniture retailers 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-furniture-retailers"
publisher: "Brandwave"
---

# Furniture retailers in the United Kingdom: Which are searched most?

Compare the stores people in the UK buy sofas and furniture from. Share of Search among Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village, Sofology, Heal's, Loaf, Habitat, John Lewis and Swoon, the furniture retailers 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**: Furniture retailers
- **Market**: United Kingdom
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dunelm, 42.3%

## Which brand is most popular in search among furniture retailers in the United Kingdom?

- Dunelm and IKEA share the highest share of searches among furniture retailers in the United Kingdom, at 42.3% in September 2026.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| John Lewis | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| IKEA | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Heal's | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| DFS | 4th | 2 of 3 | 0 of 1 | 2 of 4 |
| Oak Furnitureland | 5th | 2 of 3 | 0 of 1 | 2 of 4 |
| Loaf | 6th | 3 of 3 | 0 of 1 | 3 of 4 |
| Sofology | 7th | 1 of 3 | 0 of 1 | 1 of 4 |
| Habitat | 8th | 2 of 3 | 0 of 1 | 2 of 4 |
| Dunelm | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Furniture Village | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Swoon | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about furniture retailers

- Asked ChatGPT "Where should I buy a sofa in the UK?": 1. John Lewis, 2. DFS, 3. IKEA, 4. Sofology, 5. Loaf, 6. Habitat
- Asked ChatGPT "What are the best furniture stores in the UK?": 1. John Lewis, 2. IKEA, 3. Heal's, 4. DFS, 5. Oak Furnitureland, 6. Loaf, 7. Habitat
- Asked ChatGPT "What's the best place in the UK to buy good quality furniture?": 1. John Lewis, 2. Heal's, 3. Oak Furnitureland, 4. IKEA, 5. Loaf
- Searched Google, AI Overview "sofa": named none of the brands we track

Not named in any answer: Dunelm, Furniture Village and Swoon.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## Compare search popularity between leading brands

- [Dunelm vs IKEA: compare search popularity](/demand/uk/compare/dunelm-vs-ikea): 42.3% Share of Search each.
- [Dunelm vs DFS: compare search popularity](/demand/uk/compare/dfs-vs-dunelm): 42.3% against 6.7% Share of Search.
- [Dunelm vs Oak Furnitureland: compare search popularity](/demand/uk/compare/dunelm-vs-oak-furnitureland): 42.3% against 3.1% Share of Search.
- [Dunelm vs Furniture Village: compare search popularity](/demand/uk/compare/dunelm-vs-furniture-village): 42.3% against 2.5% Share of Search.
- [IKEA vs DFS: compare search popularity](/demand/uk/compare/dfs-vs-ikea): 42.3% against 6.7% Share of Search.
- [IKEA vs Oak Furnitureland: compare search popularity](/demand/uk/compare/ikea-vs-oak-furnitureland): 42.3% against 3.1% Share of Search.
- [IKEA vs Furniture Village: compare search popularity](/demand/uk/compare/furniture-village-vs-ikea): 42.3% against 2.5% Share of Search.
- [DFS vs Oak Furnitureland: compare search popularity](/demand/uk/compare/dfs-vs-oak-furnitureland): 6.7% against 3.1% Share of Search.
- [DFS vs Furniture Village: compare search popularity](/demand/uk/compare/dfs-vs-furniture-village): 6.7% against 2.5% Share of Search.
- [Oak Furnitureland vs Furniture Village: compare search popularity](/demand/uk/compare/furniture-village-vs-oak-furnitureland): 3.1% against 2.5% Share of Search.

## How did search popularity change for United Kingdom furniture retailers in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dunelm | 42.3% | 3.4M | 0.0% | Dunelm |
| 2 | IKEA | 42.3% | 3.4M | 0.0% | IKEA New Zealand Limited |
| 3 | DFS | 6.7% | 533K | 0.0% | DFS |
| 4 | Oak Furnitureland | 3.1% | 246K | -18.3% | Oak Furnitureland |
| 5 | Furniture Village | 2.5% | 201K | -18.3% | Furniture Village |
| 6 | Sofology | 1.7% | 135K | 0.0% | Sofology |
| 7 | Heal's | 0.55% | 43.4K | +18.3% | Heal's |
| 8 | Loaf | 0.37% | 29K | 0.0% | Loaf |
| 9 | Habitat | 0.15% | 11.7K | 0.0% | Habitat |
| 10 | John Lewis | 0.1% | 8.1K | 0.0% | John Lewis |
| 11 | Swoon | 0.07% | 5.3K | 0.0% | Swoon |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dunelm | 4.1M | 45.7% | 1 |
| Oct 2025 | IKEA | 3.4M | 37.4% | 2 |
| Oct 2025 | DFS | 651K | 7.3% | 3 |
| Oct 2025 | Furniture Village | 301K | 3.4% | 4 |
| Oct 2025 | Oak Furnitureland | 301K | 3.4% | 5 |
| Oct 2025 | Sofology | 165K | 1.8% | 6 |
| Oct 2025 | Heal's | 44.1K | 0.49% | 7 |
| Oct 2025 | Loaf | 29.5K | 0.33% | 8 |
| Oct 2025 | Habitat | 11.7K | 0.13% | 9 |
| Oct 2025 | John Lewis | 9.9K | 0.11% | 10 |
| Oct 2025 | Swoon | 5.3K | 0.06% | 11 |
| Nov 2025 | Dunelm | 4.1M | 45.3% | 1 |
| Nov 2025 | IKEA | 3.4M | 37.1% | 2 |
| Nov 2025 | DFS | 651K | 7.2% | 3 |
| Nov 2025 | Oak Furnitureland | 368K | 4.1% | 4 |
| Nov 2025 | Furniture Village | 301K | 3.3% | 5 |
| Nov 2025 | Sofology | 165K | 1.8% | 6 |
| Nov 2025 | Heal's | 53.1K | 0.59% | 7 |
| Nov 2025 | Loaf | 29K | 0.32% | 8 |
| Nov 2025 | Habitat | 11.7K | 0.13% | 9 |
| Nov 2025 | John Lewis | 8.1K | 0.09% | 10 |
| Nov 2025 | Swoon | 6.5K | 0.07% | 11 |
| Dec 2025 | Dunelm | 4.1M | 45.7% | 1 |
| Dec 2025 | IKEA | 3.4M | 37.4% | 2 |
| Dec 2025 | DFS | 651K | 7.3% | 3 |
| Dec 2025 | Furniture Village | 301K | 3.4% | 4 |
| Dec 2025 | Oak Furnitureland | 301K | 3.4% | 5 |
| Dec 2025 | Sofology | 165K | 1.8% | 6 |
| Dec 2025 | Heal's | 42.9K | 0.48% | 7 |
| Dec 2025 | Loaf | 24.1K | 0.27% | 8 |
| Dec 2025 | Habitat | 9.5K | 0.11% | 9 |
| Dec 2025 | John Lewis | 6.6K | 0.07% | 10 |
| Dec 2025 | Swoon | 4.8K | 0.05% | 11 |
| Jan 2026 | Dunelm | 4.1M | 41.3% | 1 |
| Jan 2026 | IKEA | 4.1M | 41.3% | 2 |
| Jan 2026 | DFS | 651K | 6.6% | 3 |
| Jan 2026 | Oak Furnitureland | 450K | 4.5% | 4 |
| Jan 2026 | Furniture Village | 301K | 3% | 5 |
| Jan 2026 | Sofology | 201K | 2% | 6 |
| Jan 2026 | Heal's | 53.9K | 0.54% | 7 |
| Jan 2026 | Loaf | 36K | 0.36% | 8 |
| Jan 2026 | Habitat | 11.7K | 0.12% | 9 |
| Jan 2026 | John Lewis | 9.9K | 0.1% | 10 |
| Jan 2026 | Swoon | 6.5K | 0.07% | 11 |
| Feb 2026 | Dunelm | 3.4M | 42% | 1 |
| Feb 2026 | IKEA | 3.4M | 42% | 2 |
| Feb 2026 | DFS | 503K | 6.3% | 3 |
| Feb 2026 | Oak Furnitureland | 301K | 3.8% | 4 |
| Feb 2026 | Furniture Village | 246K | 3.1% | 5 |
| Feb 2026 | Sofology | 135K | 1.7% | 6 |
| Feb 2026 | Heal's | 36K | 0.45% | 7 |
| Feb 2026 | Loaf | 24.1K | 0.3% | 8 |
| Feb 2026 | Habitat | 8.3K | 0.1% | 9 |
| Feb 2026 | John Lewis | 8.1K | 0.1% | 10 |
| Feb 2026 | Swoon | 5.3K | 0.07% | 11 |
| Mar 2026 | Dunelm | 3.4M | 46% | 1 |
| Mar 2026 | IKEA | 2.7M | 37.6% | 2 |
| Mar 2026 | DFS | 478K | 6.6% | 3 |
| Mar 2026 | Oak Furnitureland | 301K | 4.1% | 4 |
| Mar 2026 | Furniture Village | 201K | 2.8% | 5 |
| Mar 2026 | Sofology | 135K | 1.9% | 6 |
| Mar 2026 | Heal's | 36.7K | 0.5% | 7 |
| Mar 2026 | Loaf | 24.1K | 0.33% | 8 |
| Mar 2026 | Habitat | 9.5K | 0.13% | 9 |
| Mar 2026 | John Lewis | 6.6K | 0.09% | 10 |
| Mar 2026 | Swoon | 6K | 0.08% | 11 |
| Apr 2026 | Dunelm | 3.4M | 45.9% | 1 |
| Apr 2026 | IKEA | 2.7M | 37.5% | 2 |
| Apr 2026 | DFS | 503K | 6.9% | 3 |
| Apr 2026 | Furniture Village | 246K | 3.4% | 4 |
| Apr 2026 | Oak Furnitureland | 246K | 3.4% | 5 |
| Apr 2026 | Sofology | 135K | 1.8% | 6 |
| Apr 2026 | Heal's | 36.7K | 0.5% | 7 |
| Apr 2026 | Loaf | 23.8K | 0.33% | 8 |
| Apr 2026 | Habitat | 9.5K | 0.13% | 9 |
| Apr 2026 | John Lewis | 5.4K | 0.07% | 10 |
| Apr 2026 | Swoon | 5.3K | 0.07% | 11 |
| May 2026 | Dunelm | 3.4M | 46.8% | 1 |
| May 2026 | IKEA | 2.7M | 38.3% | 2 |
| May 2026 | DFS | 436K | 6.1% | 3 |
| May 2026 | Oak Furnitureland | 246K | 3.4% | 4 |
| May 2026 | Furniture Village | 201K | 2.8% | 5 |
| May 2026 | Sofology | 110K | 1.5% | 6 |
| May 2026 | Heal's | 36K | 0.5% | 7 |
| May 2026 | Loaf | 20K | 0.28% | 8 |
| May 2026 | Habitat | 8.3K | 0.12% | 9 |
| May 2026 | John Lewis | 5.4K | 0.08% | 10 |
| May 2026 | Swoon | 4.3K | 0.06% | 11 |
| Jun 2026 | Dunelm | 3.4M | 51.6% | 1 |
| Jun 2026 | IKEA | 2.2M | 34.5% | 2 |
| Jun 2026 | DFS | 381K | 5.9% | 3 |
| Jun 2026 | Oak Furnitureland | 201K | 3.1% | 4 |
| Jun 2026 | Furniture Village | 135K | 2.1% | 5 |
| Jun 2026 | Sofology | 110K | 1.7% | 6 |
| Jun 2026 | Heal's | 36.7K | 0.57% | 7 |
| Jun 2026 | Loaf | 19.4K | 0.3% | 8 |
| Jun 2026 | Habitat | 6.8K | 0.1% | 9 |
| Jun 2026 | John Lewis | 5.4K | 0.08% | 10 |
| Jun 2026 | Swoon | 4.8K | 0.07% | 11 |
| Jul 2026 | Dunelm | 2.7M | 42.7% | 1 |
| Jul 2026 | IKEA | 2.7M | 42.7% | 2 |
| Jul 2026 | DFS | 381K | 5.9% | 3 |
| Jul 2026 | Oak Furnitureland | 201K | 3.1% | 4 |
| Jul 2026 | Furniture Village | 165K | 2.6% | 5 |
| Jul 2026 | Sofology | 110K | 1.7% | 6 |
| Jul 2026 | Heal's | 36.7K | 0.57% | 7 |
| Jul 2026 | Loaf | 24.6K | 0.38% | 8 |
| Jul 2026 | Habitat | 8.3K | 0.13% | 9 |
| Jul 2026 | John Lewis | 6.6K | 0.1% | 10 |
| Jul 2026 | Swoon | 4.8K | 0.07% | 11 |
| Aug 2026 | Dunelm | 3.4M | 41.8% | 1 |
| Aug 2026 | IKEA | 3.4M | 41.8% | 2 |
| Aug 2026 | DFS | 533K | 6.7% | 3 |
| Aug 2026 | Oak Furnitureland | 301K | 3.8% | 4 |
| Aug 2026 | Furniture Village | 246K | 3.1% | 5 |
| Aug 2026 | Sofology | 135K | 1.7% | 6 |
| Aug 2026 | Heal's | 36.7K | 0.46% | 7 |
| Aug 2026 | Loaf | 29K | 0.36% | 8 |
| Aug 2026 | Habitat | 11.7K | 0.15% | 9 |
| Aug 2026 | John Lewis | 8.1K | 0.1% | 10 |
| Aug 2026 | Swoon | 5.3K | 0.07% | 11 |
| Sep 2026 | Dunelm | 3.4M | 42.3% | 1 |
| Sep 2026 | IKEA | 3.4M | 42.3% | 2 |
| Sep 2026 | DFS | 533K | 6.7% | 3 |
| Sep 2026 | Oak Furnitureland | 246K | 3.1% | 4 |
| Sep 2026 | Furniture Village | 201K | 2.5% | 5 |
| Sep 2026 | Sofology | 135K | 1.7% | 6 |
| Sep 2026 | Heal's | 43.4K | 0.55% | 7 |
| Sep 2026 | Loaf | 29K | 0.37% | 8 |
| Sep 2026 | Habitat | 11.7K | 0.15% | 9 |
| Sep 2026 | John Lewis | 8.1K | 0.1% | 10 |
| Sep 2026 | Swoon | 5.3K | 0.07% | 11 |

## What is being compared

- **DFS**: Measured on the search terms “dfs”, “dfs sofa” and “dfs sofas”, summed into one figure.
- **Dunelm**: Measured on the search term “dunelm”.
- **Furniture Village**: Measured on the search term “furniture village”.
- **Habitat**: Measured on the search terms “habitat furniture” and “habitat sofa”, summed into one figure.
- **Heal's**: Measured on the search terms “heals” and “heals furniture”, summed into one figure.
- **IKEA**: Measured on the search term “ikea”.
- **John Lewis**: Measured on the search term “john lewis furniture”.
- **Loaf**: Measured on the search terms “loaf furniture” and “loaf sofa”, summed into one figure.
- **Oak Furnitureland**: Measured on the search terms “oak furniture land” and “oak furnitureland”, summed into one figure.
- **Sofology**: Measured on the search term “sofology”.
- **Swoon**: Measured on the search terms “swoon editions” and “swoon furniture”, summed into one figure.

- [DFS](/demand/uk/brands/dfs)
- [Dunelm](/demand/uk/brands/dunelm)
- [Furniture Village](/demand/uk/brands/furniture-village)
- [Habitat](/demand/uk/brands/habitat)
- [Heal's](/demand/uk/brands/heals)
- [IKEA](/demand/uk/brands/ikea)
- [John Lewis](/demand/uk/brands/john-lewis)
- [Loaf](/demand/uk/brands/loaf)
- [Oak Furnitureland](/demand/uk/brands/oak-furnitureland)
- [Sofology](/demand/uk/brands/sofology)
- [Swoon](/demand/uk/brands/swoon)

## 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 furniture retailers in the United Kingdom?

Dunelm and IKEA share the highest share of searches among furniture retailers in the United Kingdom, at 42.3% in September 2026.

## Cite this page

Brandwave. "Furniture retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-furniture-retailers

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