Homeware retailers in the United Kingdom:Which are most popular?
Dunelm and IKEA share the highest share of searches among homeware retailers in the United Kingdom, at 33.2% in September 2026. When we checked with ChatGPT and Google AI Overviews, IKEA was mentioned most often, in four of the five answers. John Lewis was recommended most often, coming first in three out of four responses that gave a list.
DunelmShare of searches 33.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
IKEAShare of searches 33.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
The RangeShare of searches 22.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
Oliver BonasShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
The White CompanyShare of searches 2.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
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Top homeware retailers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, IKEA was mentioned most often, in four of the five answers. John Lewis was recommended most often, coming first in three out of four answers that gave a list. Dunelm was second, and H&M Home was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
John Lewis1st- Dunelm2nd
H&M Home3rd- IKEA4th
- Oliver Bonas5th
Next6th- The Range7th
- The White Company8th
Habitat9th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- IKEA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dunelm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oliver Bonas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- H&M Home3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis3 of 5Named in 2 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
- Next2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Range1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about homeware retailers
5 answers
Asked ChatGPT
“Where should I buy homeware in the UK?”
Asked ChatGPT
“What are the best homeware shops in the UK?”
Asked ChatGPT
“Which shop in the UK has the best affordable bedding and home decor?”
Searched Google, AI Overview
“homeware”
Searched Google, AI Overview
“homeware shops”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which homeware retailers do people search for most?
This chart shows how often people search Google for each homeware retailer by name. Each line represents a brand's share of searches for all nine homeware retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dunelm, IKEA, The Range, Oliver Bonas, The White Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | The Range | Oliver Bonas | The White Company | Next | Habitat | H&M Home | John Lewis |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 29.1% | 23.8% | 4.8% | 2.6% | 1.7% | 1.4% | 0.96% | 0.04% |
| Nov 2025 | 32.2% | 26.4% | 26.4% | 6.5% | 4.3% | 1.6% | 1.6% | 1.1% | 0.03% |
| Dec 2025 | 33.4% | 27.4% | 22.4% | 8.2% | 4.5% | 1.6% | 1.6% | 0.9% | 0.04% |
| Jan 2026 | 34.8% | 34.8% | 19% | 4.7% | 2.6% | 1.7% | 1.7% | 0.77% | 0.03% |
| Feb 2026 | 35% | 35% | 19.1% | 4.7% | 2.1% | 1.7% | 1.4% | 0.95% | 0.04% |
| Mar 2026 | 35.2% | 28.8% | 23.5% | 5.8% | 2.6% | 1.7% | 1.4% | 0.95% | 0.04% |
| Apr 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| May 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| Jun 2026 | 38.1% | 25.4% | 25.4% | 5.1% | 2.3% | 1.5% | 1.2% | 0.84% | 0.03% |
| Jul 2026 | 31.2% | 31.2% | 25.5% | 6.3% | 2.3% | 1.5% | 1.3% | 0.84% | 0.03% |
| Aug 2026 | 32.9% | 32.9% | 22% | 5.4% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
| Sep 2026 | 33.2% | 33.2% | 22.2% | 4.5% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.2% | 3.4M | 0% | +0.3 points | |
| 2, held 2nd | 33.2% | 3.4M | 0% | +0.3 points | |
| 3, held 3rd | 22.2% | 2.2M | 0% | +0.2 points | |
| 4, held 4th | 4.5% | 450K | -18.2% | -0.9 points | |
| 5, held 5th | 2.4% | 246K | 0% | 0 points | |
| 6, held 6th | 2% | 201K | 0% | 0 points | |
| 7, held 7th | 1.3% | 135K | 0% | 0 points | |
| 8, held 8th | 1.1% | 110K | 0% | 0 points | |
| 9, held 9th | 0.04% | 4.4K | 0% | 0 points |
1.
Dunelm33.2%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.
2.
IKEA33.2%
Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.
22.2%
Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share +0.2 points.
4.5%
Held 4th. 450K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
2.4%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Next2%
Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Habitat1.3%
Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
8.
H&M Home1.1%
Held 8th. 110K estimated branded searches, 0% vs prior month. Share 0 points.
0.04%
Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among homeware retailers in the United Kingdom?
9 brands
Dunelm and IKEA share the highest share of searches among homeware retailers in the United Kingdom, at 33.2% in September 2026.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Dunelm | 35.5% → 33.2% | 38.1%Jun 2026 | 31.2%Jul 2026 | 1st |
| IKEA | 29.1% → 33.2% | 35%Feb 2026 | 25.4%Jun 2026 | 2nd |
| The Range | 23.8% → 22.2% | 26.4%Nov 2025 | 19%Jan 2026 | 3rd |
| Oliver Bonas | 4.8% → 4.5% | 8.2%Dec 2025 | 4.5%Sep 2026 | 4th |
| The White Company | 2.6% → 2.4% | 4.5%Dec 2025 | 2.1%Feb 2026 | 5th |
| Next | 1.7% → 2% | 2%Sep 2026 | 1.4%Apr 2026 | 6th |
| Habitat | 1.4% → 1.3% | 1.7%Jan 2026 | 1.2%Jun 2026 | 7th |
| H&M Home | 0.96% → 1.1% | 1.1%Sep 2026 | 0.77%Jan 2026 | 8th |
| John Lewis | 0.04% | 0.04%Sep 2026 | 0.03%Jan 2026 | 9th |
Each finding as a sentence
- Across the 12 months ending September 2026, Dunelm’s share of searches among homeware retailers in the United Kingdom decreased from 35.5% to 33.2%.
- Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom increased from 29.1% to 33.2%.
- Across the 12 months ending September 2026, The Range’s share of searches among homeware retailers in the United Kingdom decreased from 23.8% to 22.2%.
- Across the 12 months ending September 2026, Dunelm’s share of searches among homeware retailers in the United Kingdom peaked at 38.1% in June 2026 and was lowest at 31.2% in July 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom peaked at 35% in February 2026 and was lowest at 25.4% in June 2026.
- Across the 12 months ending September 2026, The Range’s share of searches among homeware retailers in the United Kingdom peaked at 26.4% in November 2025 and was lowest at 19% in January 2026.
- Across the 12 months ending September 2026, Oliver Bonas’ share of searches among homeware retailers in the United Kingdom peaked at 8.2% in December 2025 and was lowest at 4.5% in September 2026.
- Across the 12 months ending September 2026, The White Company’s share of searches among homeware retailers in the United Kingdom peaked at 4.5% in December 2025 and was lowest at 2.1% in February 2026.
- Across the 12 months ending September 2026, Oliver Bonas, The White Company, Next, Habitat, H&M Home and John Lewis held steady: their share of searches among homeware retailers in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom homeware retailers in September 2026?
6 changes
In September 2026, Oliver Bonas lost share of searches among homeware retailers in the United Kingdom, from 5.4% to 4.5%.
IKEA’s share of searches among homeware retailers in the United Kingdom has gained ground for 3 months in a row, from 25.4% to 33.2% in September 2026.
Estimated monthly branded searches for The White Company in the United Kingdom fell 18.3% over 12 measured months, from 301K to 246K in September 2026.
Estimated monthly branded searches for The Range in the United Kingdom fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.
Estimated monthly branded searches for Habitat 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
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- IKEA vs The White Company: compare popularity
- The Range vs Oliver Bonas: compare popularity
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