--- title: "Homeware retailers in the United Kingdom: Which are searched most?" description: "Compare the shops people in the UK buy bedding, kitchenware and home decor from. Share of Search among Dunelm, IKEA, The Range, Oliver Bonas, The White Company, Next, Habitat, H&M Home and John Lewis, the homeware 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-homeware-retailers" publisher: "Brandwave" --- # Homeware retailers in the United Kingdom: Which are searched most? Compare the shops people in the UK buy bedding, kitchenware and home decor from. Share of Search among Dunelm, IKEA, The Range, Oliver Bonas, The White Company, Next, Habitat, H&M Home and John Lewis, the homeware 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**: Homeware retailers - **Market**: United Kingdom - **Brands compared**: 9 - **Month measured**: Sep 2026 - **Highest Share of Search**: Dunelm, 33.2% ## Which brand is most popular in search among homeware retailers in the United Kingdom? - Dunelm and IKEA share the highest share of searches among homeware retailers in the United Kingdom, at 33.2% in September 2026. - 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. ## 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. 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 | 2 of 3 | 1 of 2 | 3 of 5 | | Dunelm | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | H&M Home | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | IKEA | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Oliver Bonas | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Next | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | The Range | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | The White Company | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Habitat | 9th | 2 of 3 | 0 of 2 | 2 of 5 | ## Every AI answer about homeware retailers - Asked ChatGPT "Where should I buy homeware in the UK?": 1. John Lewis, 2. H&M Home, 3. Dunelm, 4. IKEA, 5. Oliver Bonas, 6. Next, 7. The White Company, 8. Habitat - Asked ChatGPT "What are the best homeware shops in the UK?": 1. John Lewis, 2. Dunelm, 3. H&M Home, 4. Next, 5. Oliver Bonas, 6. IKEA, 7. The White Company, 8. Habitat - Asked ChatGPT "Which shop in the UK has the best affordable bedding and home decor?": 1. Dunelm, 2. The Range, 3. H&M Home, 4. IKEA - Searched Google, AI Overview "homeware": 1. John Lewis, 2. IKEA, 3. Oliver Bonas - Searched Google, AI Overview "homeware shops": named none of the brands we track 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): 33.2% Share of Search each. - [Dunelm vs The Range: compare search popularity](/demand/uk/compare/dunelm-vs-the-range): 33.2% against 22.2% Share of Search. - [Dunelm vs Oliver Bonas: compare search popularity](/demand/uk/compare/dunelm-vs-oliver-bonas): 33.2% against 4.5% Share of Search. - [Dunelm vs The White Company: compare search popularity](/demand/uk/compare/dunelm-vs-the-white-company): 33.2% against 2.4% Share of Search. - [IKEA vs The Range: compare search popularity](/demand/uk/compare/ikea-vs-the-range): 33.2% against 22.2% Share of Search. - [IKEA vs Oliver Bonas: compare search popularity](/demand/uk/compare/ikea-vs-oliver-bonas): 33.2% against 4.5% Share of Search. - [IKEA vs The White Company: compare search popularity](/demand/uk/compare/ikea-vs-the-white-company): 33.2% against 2.4% Share of Search. - [The Range vs Oliver Bonas: compare search popularity](/demand/uk/compare/oliver-bonas-vs-the-range): 22.2% against 4.5% Share of Search. - [The Range vs The White Company: compare search popularity](/demand/uk/compare/the-range-vs-the-white-company): 22.2% against 2.4% Share of Search. - [Oliver Bonas vs The White Company: compare search popularity](/demand/uk/compare/oliver-bonas-vs-the-white-company): 4.5% against 2.4% Share of Search. ## How did search popularity change for United Kingdom homeware retailers in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Dunelm | 33.2% | 3.4M | 0.0% | Dunelm | | 2 | IKEA | 33.2% | 3.4M | 0.0% | IKEA New Zealand Limited | | 3 | The Range | 22.2% | 2.2M | 0.0% | The Range | | 4 | Oliver Bonas | 4.5% | 450K | -18.2% | Oliver Bonas | | 5 | The White Company | 2.4% | 246K | 0.0% | The White Company | | 6 | Next | 2% | 201K | 0.0% | Next | | 7 | Habitat | 1.3% | 135K | 0.0% | Habitat | | 8 | H&M Home | 1.1% | 110K | 0.0% | H&M Home | | 9 | John Lewis | 0.04% | 4.4K | 0.0% | John Lewis | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Dunelm | 4.1M | 35.5% | 1 | | Oct 2025 | IKEA | 3.4M | 29.1% | 2 | | Oct 2025 | The Range | 2.7M | 23.8% | 3 | | Oct 2025 | Oliver Bonas | 550K | 4.8% | 4 | | Oct 2025 | The White Company | 301K | 2.6% | 5 | | Oct 2025 | Next | 201K | 1.7% | 6 | | Oct 2025 | Habitat | 165K | 1.4% | 7 | | Oct 2025 | H&M Home | 110K | 0.96% | 8 | | Oct 2025 | John Lewis | 4.4K | 0.04% | 9 | | Nov 2025 | Dunelm | 4.1M | 32.2% | 1 | | Nov 2025 | IKEA | 3.4M | 26.4% | 2 | | Nov 2025 | The Range | 3.4M | 26.4% | 3 | | Nov 2025 | Oliver Bonas | 823K | 6.5% | 4 | | Nov 2025 | The White Company | 550K | 4.3% | 5 | | Nov 2025 | Habitat | 201K | 1.6% | 6 | | Nov 2025 | Next | 201K | 1.6% | 7 | | Nov 2025 | H&M Home | 135K | 1.1% | 8 | | Nov 2025 | John Lewis | 4.4K | 0.03% | 9 | | Dec 2025 | Dunelm | 4.1M | 33.4% | 1 | | Dec 2025 | IKEA | 3.4M | 27.4% | 2 | | Dec 2025 | The Range | 2.7M | 22.4% | 3 | | Dec 2025 | Oliver Bonas | 1M | 8.2% | 4 | | Dec 2025 | The White Company | 550K | 4.5% | 5 | | Dec 2025 | Habitat | 201K | 1.6% | 6 | | Dec 2025 | Next | 201K | 1.6% | 7 | | Dec 2025 | H&M Home | 110K | 0.9% | 8 | | Dec 2025 | John Lewis | 4.4K | 0.04% | 9 | | Jan 2026 | Dunelm | 4.1M | 34.8% | 1 | | Jan 2026 | IKEA | 4.1M | 34.8% | 2 | | Jan 2026 | The Range | 2.2M | 19% | 3 | | Jan 2026 | Oliver Bonas | 550K | 4.7% | 4 | | Jan 2026 | The White Company | 301K | 2.6% | 5 | | Jan 2026 | Habitat | 201K | 1.7% | 6 | | Jan 2026 | Next | 201K | 1.7% | 7 | | Jan 2026 | H&M Home | 90.5K | 0.77% | 8 | | Jan 2026 | John Lewis | 3.6K | 0.03% | 9 | | Feb 2026 | Dunelm | 3.4M | 35% | 1 | | Feb 2026 | IKEA | 3.4M | 35% | 2 | | Feb 2026 | The Range | 1.8M | 19.1% | 3 | | Feb 2026 | Oliver Bonas | 450K | 4.7% | 4 | | Feb 2026 | The White Company | 201K | 2.1% | 5 | | Feb 2026 | Next | 165K | 1.7% | 6 | | Feb 2026 | Habitat | 135K | 1.4% | 7 | | Feb 2026 | H&M Home | 90.5K | 0.95% | 8 | | Feb 2026 | John Lewis | 3.6K | 0.04% | 9 | | Mar 2026 | Dunelm | 3.4M | 35.2% | 1 | | Mar 2026 | IKEA | 2.7M | 28.8% | 2 | | Mar 2026 | The Range | 2.2M | 23.5% | 3 | | Mar 2026 | Oliver Bonas | 550K | 5.8% | 4 | | Mar 2026 | The White Company | 246K | 2.6% | 5 | | Mar 2026 | Next | 165K | 1.7% | 6 | | Mar 2026 | Habitat | 135K | 1.4% | 7 | | Mar 2026 | H&M Home | 90.5K | 0.95% | 8 | | Mar 2026 | John Lewis | 3.6K | 0.04% | 9 | | Apr 2026 | Dunelm | 3.4M | 35.9% | 1 | | Apr 2026 | IKEA | 2.7M | 29.4% | 2 | | Apr 2026 | The Range | 2.2M | 24% | 3 | | Apr 2026 | Oliver Bonas | 450K | 4.8% | 4 | | Apr 2026 | The White Company | 201K | 2.2% | 5 | | Apr 2026 | Habitat | 135K | 1.4% | 6 | | Apr 2026 | Next | 135K | 1.4% | 7 | | Apr 2026 | H&M Home | 74K | 0.79% | 8 | | Apr 2026 | John Lewis | 2.9K | 0.03% | 9 | | May 2026 | Dunelm | 3.4M | 35.9% | 1 | | May 2026 | IKEA | 2.7M | 29.4% | 2 | | May 2026 | The Range | 2.2M | 24% | 3 | | May 2026 | Oliver Bonas | 450K | 4.8% | 4 | | May 2026 | The White Company | 201K | 2.2% | 5 | | May 2026 | Habitat | 135K | 1.4% | 6 | | May 2026 | Next | 135K | 1.4% | 7 | | May 2026 | H&M Home | 74K | 0.79% | 8 | | May 2026 | John Lewis | 2.9K | 0.03% | 9 | | Jun 2026 | Dunelm | 3.4M | 38.1% | 1 | | Jun 2026 | IKEA | 2.2M | 25.4% | 2 | | Jun 2026 | The Range | 2.2M | 25.4% | 3 | | Jun 2026 | Oliver Bonas | 450K | 5.1% | 4 | | Jun 2026 | The White Company | 201K | 2.3% | 5 | | Jun 2026 | Next | 135K | 1.5% | 6 | | Jun 2026 | Habitat | 110K | 1.2% | 7 | | Jun 2026 | H&M Home | 74K | 0.84% | 8 | | Jun 2026 | John Lewis | 2.9K | 0.03% | 9 | | Jul 2026 | Dunelm | 2.7M | 31.2% | 1 | | Jul 2026 | IKEA | 2.7M | 31.2% | 2 | | Jul 2026 | The Range | 2.2M | 25.5% | 3 | | Jul 2026 | Oliver Bonas | 550K | 6.3% | 4 | | Jul 2026 | The White Company | 201K | 2.3% | 5 | | Jul 2026 | Next | 135K | 1.5% | 6 | | Jul 2026 | Habitat | 110K | 1.3% | 7 | | Jul 2026 | H&M Home | 74K | 0.84% | 8 | | Jul 2026 | John Lewis | 2.9K | 0.03% | 9 | | Aug 2026 | Dunelm | 3.4M | 32.9% | 1 | | Aug 2026 | IKEA | 3.4M | 32.9% | 2 | | Aug 2026 | The Range | 2.2M | 22% | 3 | | Aug 2026 | Oliver Bonas | 550K | 5.4% | 4 | | Aug 2026 | The White Company | 246K | 2.4% | 5 | | Aug 2026 | Next | 201K | 2% | 6 | | Aug 2026 | Habitat | 135K | 1.3% | 7 | | Aug 2026 | H&M Home | 110K | 1.1% | 8 | | Aug 2026 | John Lewis | 4.4K | 0.04% | 9 | | Sep 2026 | Dunelm | 3.4M | 33.2% | 1 | | Sep 2026 | IKEA | 3.4M | 33.2% | 2 | | Sep 2026 | The Range | 2.2M | 22.2% | 3 | | Sep 2026 | Oliver Bonas | 450K | 4.5% | 4 | | Sep 2026 | The White Company | 246K | 2.4% | 5 | | Sep 2026 | Next | 201K | 2% | 6 | | Sep 2026 | Habitat | 135K | 1.3% | 7 | | Sep 2026 | H&M Home | 110K | 1.1% | 8 | | Sep 2026 | John Lewis | 4.4K | 0.04% | 9 | ## What is being compared - **Dunelm**: Measured on the search term “dunelm”. - **H&M Home**: Measured on the search term “h&m home”. - **Habitat**: Measured on the search term “habitat”. - **IKEA**: Measured on the search term “ikea”. - **John Lewis**: Measured on the search term “john lewis home”. - **Next**: Measured on the search term “next home”. - **Oliver Bonas**: Measured on the search term “oliver bonas”. - **The Range**: Measured on the search term “the range”. - **The White Company**: Measured on the search term “the white company”. - [Dunelm](/demand/uk/brands/dunelm) - [H&M Home](/demand/uk/brands/h-m-home) - [Habitat](/demand/uk/brands/habitat) - [IKEA](/demand/uk/brands/ikea) - [John Lewis](/demand/uk/brands/john-lewis) - [Next](/demand/uk/brands/next) - [Oliver Bonas](/demand/uk/brands/oliver-bonas) - [The Range](/demand/uk/brands/the-range) - [The White Company](/demand/uk/brands/the-white-company) ## 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 homeware retailers in the United Kingdom? Dunelm and IKEA share the highest share of searches among homeware retailers in the United Kingdom, at 33.2% in September 2026. ## Cite this page Brandwave. "Homeware retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-homeware-retailers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-homeware-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.