---
title: "Kitchen retailers in the United Kingdom: Which are searched most?"
description: "Compare the stores people in the UK buy fitted kitchens from. Share of Search among Howdens, Wren Kitchens, DIY Kitchens, Magnet, IKEA, Wickes and B&Q, the kitchen 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-kitchen-retailers"
publisher: "Brandwave"
---

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

Compare the stores people in the UK buy fitted kitchens from. Share of Search among Howdens, Wren Kitchens, DIY Kitchens, Magnet, IKEA, Wickes and B&Q, the kitchen 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**: Kitchen retailers
- **Market**: United Kingdom
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Howdens, 39.3%

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

- In September 2026, Howdens was the most searched among kitchen retailers in the United Kingdom, with an estimated 301K branded searches, 39.3% of all searches for the seven we track.
- Wren Kitchens is in 2nd place, 17.7 percentage points behind at 21.5%.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom increased from 36.1% to 39.3%.
- Across the 12 months ending September 2026, Wren Kitchens’ share of searches among kitchen retailers in the United Kingdom decreased from 24.1% to 21.5%.
- Across the 12 months ending September 2026, DIY Kitchens’ share of searches among kitchen retailers in the United Kingdom increased from 16.2% to 17.6%.
- Across the 12 months ending September 2026, Magnet’s share of searches among kitchen retailers in the United Kingdom decreased from 8.9% to 7.9%.
- Across the 12 months ending September 2026, IKEA’s share of searches among kitchen retailers in the United Kingdom decreased from 7.3% to 6.5%.
- Across the 12 months ending September 2026, Wickes’ share of searches among kitchen retailers in the United Kingdom decreased from 4.9% to 4.3%.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom peaked at 40.6% in November 2025 and was lowest at 30.8% in January 2026.
- Across the 12 months ending September 2026, Wren Kitchens’ share of searches among kitchen retailers in the United Kingdom peaked at 31% in April 2026 and was lowest at 21.5% in September 2026.
- Across the 12 months ending September 2026, DIY Kitchens’ share of searches among kitchen retailers in the United Kingdom peaked at 19.3% in June 2026 and was lowest at 13.8% in December 2025.
- Across the 12 months ending September 2026, Magnet’s share of searches among kitchen retailers in the United Kingdom peaked at 11.2% in January 2026 and was lowest at 7.6% in April 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among kitchen retailers in the United Kingdom peaked at 7.6% in January 2026 and was lowest at 5.8% in June 2026.
- Across the 12 months ending September 2026, Wickes’ share of searches among kitchen retailers in the United Kingdom peaked at 5.1% in December 2025 and was lowest at 4.1% in March 2026.
- Across the 12 months ending September 2026, B&Q held steady: its share of searches among kitchen retailers in the United Kingdom moved less than 0.5 percentage points.

## Top kitchen retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Howdens, Wren Kitchens, DIY Kitchens and IKEA appeared every time. DIY Kitchens was recommended most often, coming first in two out of four answers. IKEA was second, and Wren Kitchens 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 |
| --- | --- | --- | --- | --- |
| DIY Kitchens | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| IKEA | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Wren Kitchens | 3rd | 3 of 3 | 1 of 1 | 4 of 4 |
| Magnet | 4th | 2 of 3 | 1 of 1 | 3 of 4 |
| Howdens | 5th | 3 of 3 | 1 of 1 | 4 of 4 |
| Wickes | 6th | 3 of 3 | 0 of 1 | 3 of 4 |
| B&Q | 7th | 1 of 3 | 1 of 1 | 2 of 4 |

## Every AI answer about kitchen retailers

- Asked ChatGPT "Where should I buy a new kitchen in the UK?": 1. DIY Kitchens, 2. IKEA, 3. Magnet, 4. Wren Kitchens, 5. Wickes, 6. Howdens
- Asked ChatGPT "What are the best kitchen retailers in the UK?": 1. Magnet, 2. DIY Kitchens, 3. IKEA, 4. Wren Kitchens, 5. Howdens, 6. Wickes, 7. B&Q
- Asked ChatGPT "What's the best value fitted kitchen company in the UK?": 1. DIY Kitchens, 2. Wickes, 3. IKEA, 4. Howdens, 5. Wren Kitchens
- Searched Google, AI Overview "kitchens": 1. Wren Kitchens, 2. DIY Kitchens, 3. Howdens, 4. Magnet, 5. B&Q, 6. IKEA

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

- [Howdens vs Wren Kitchens: compare search popularity](/demand/uk/compare/howdens-vs-wren-kitchens): 39.3% against 21.5% Share of Search.
- [Howdens vs DIY Kitchens: compare search popularity](/demand/uk/compare/diy-kitchens-vs-howdens): 39.3% against 17.6% Share of Search.
- [Howdens vs Magnet: compare search popularity](/demand/uk/compare/howdens-vs-magnet-kitchens): 39.3% against 7.9% Share of Search.
- [Howdens vs IKEA: compare search popularity](/demand/uk/compare/howdens-vs-ikea): 39.3% against 6.5% Share of Search.
- [Wren Kitchens vs DIY Kitchens: compare search popularity](/demand/uk/compare/diy-kitchens-vs-wren-kitchens): 21.5% against 17.6% Share of Search.
- [Wren Kitchens vs Magnet: compare search popularity](/demand/uk/compare/magnet-kitchens-vs-wren-kitchens): 21.5% against 7.9% Share of Search.
- [Wren Kitchens vs IKEA: compare search popularity](/demand/uk/compare/ikea-vs-wren-kitchens): 21.5% against 6.5% Share of Search.
- [DIY Kitchens vs Magnet: compare search popularity](/demand/uk/compare/diy-kitchens-vs-magnet-kitchens): 17.6% against 7.9% Share of Search.
- [DIY Kitchens vs IKEA: compare search popularity](/demand/uk/compare/diy-kitchens-vs-ikea): 17.6% against 6.5% Share of Search.
- [Magnet vs IKEA: compare search popularity](/demand/uk/compare/ikea-vs-magnet-kitchens): 7.9% against 6.5% Share of Search.

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

- In September 2026, Howdens gained share of searches among kitchen retailers in the United Kingdom, from 32.9% to 39.3%.
- In September 2026, Wren Kitchens lost share of searches among kitchen retailers in the United Kingdom, from 26.9% to 21.5%.
- Estimated monthly branded searches for Wickes in the United Kingdom fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.
- Estimated monthly branded searches for Magnet in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
- Estimated monthly branded searches for IKEA in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Howdens | 39.3% | 301K | +22.4% | Howdens |
| 2 | Wren Kitchens | 21.5% | 165K | -17.9% | Wren Kitchens |
| 3 | DIY Kitchens | 17.6% | 135K | 0.0% | DIY Kitchens |
| 4 | Magnet | 7.9% | 60.5K | 0.0% | Magnet |
| 5 | IKEA | 6.5% | 49.5K | 0.0% | IKEA New Zealand Limited |
| 6 | Wickes | 4.3% | 33.1K | 0.0% | Wickes |
| 7 | B&Q | 2.9% | 22.2K | 0.0% | B&Q |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Howdens | 301K | 36.1% | 1 |
| Oct 2025 | Wren Kitchens | 201K | 24.1% | 2 |
| Oct 2025 | DIY Kitchens | 135K | 16.2% | 3 |
| Oct 2025 | Magnet | 74K | 8.9% | 4 |
| Oct 2025 | IKEA | 60.5K | 7.3% | 5 |
| Oct 2025 | Wickes | 40.5K | 4.9% | 6 |
| Oct 2025 | B&Q | 22.2K | 2.7% | 7 |
| Nov 2025 | Howdens | 301K | 40.6% | 1 |
| Nov 2025 | Wren Kitchens | 165K | 22.3% | 2 |
| Nov 2025 | DIY Kitchens | 110K | 14.8% | 3 |
| Nov 2025 | Magnet | 60.5K | 8.2% | 4 |
| Nov 2025 | IKEA | 49.5K | 6.7% | 5 |
| Nov 2025 | Wickes | 33.1K | 4.5% | 6 |
| Nov 2025 | B&Q | 22.2K | 3% | 7 |
| Dec 2025 | Howdens | 246K | 37.6% | 1 |
| Dec 2025 | Wren Kitchens | 165K | 25.2% | 2 |
| Dec 2025 | DIY Kitchens | 90.5K | 13.8% | 3 |
| Dec 2025 | Magnet | 60.5K | 9.3% | 4 |
| Dec 2025 | IKEA | 40.5K | 6.2% | 5 |
| Dec 2025 | Wickes | 33.1K | 5.1% | 6 |
| Dec 2025 | B&Q | 18.1K | 2.8% | 7 |
| Jan 2026 | Howdens | 301K | 30.8% | 1 |
| Jan 2026 | Wren Kitchens | 246K | 25.1% | 2 |
| Jan 2026 | DIY Kitchens | 165K | 16.9% | 3 |
| Jan 2026 | Magnet | 110K | 11.2% | 4 |
| Jan 2026 | IKEA | 74K | 7.6% | 5 |
| Jan 2026 | Wickes | 49.5K | 5.1% | 6 |
| Jan 2026 | B&Q | 33.1K | 3.4% | 7 |
| Feb 2026 | Howdens | 301K | 36.1% | 1 |
| Feb 2026 | Wren Kitchens | 201K | 24.1% | 2 |
| Feb 2026 | DIY Kitchens | 135K | 16.2% | 3 |
| Feb 2026 | Magnet | 74K | 8.9% | 4 |
| Feb 2026 | IKEA | 60.5K | 7.3% | 5 |
| Feb 2026 | Wickes | 40.5K | 4.9% | 6 |
| Feb 2026 | B&Q | 22.2K | 2.7% | 7 |
| Mar 2026 | Howdens | 301K | 36.9% | 1 |
| Mar 2026 | Wren Kitchens | 201K | 24.6% | 2 |
| Mar 2026 | DIY Kitchens | 135K | 16.5% | 3 |
| Mar 2026 | Magnet | 74K | 9.1% | 4 |
| Mar 2026 | IKEA | 49.5K | 6.1% | 5 |
| Mar 2026 | Wickes | 33.1K | 4.1% | 6 |
| Mar 2026 | B&Q | 22.2K | 2.7% | 7 |
| Apr 2026 | Howdens | 246K | 31% | 1 |
| Apr 2026 | Wren Kitchens | 246K | 31% | 2 |
| Apr 2026 | DIY Kitchens | 135K | 17% | 3 |
| Apr 2026 | Magnet | 60.5K | 7.6% | 4 |
| Apr 2026 | IKEA | 49.5K | 6.2% | 5 |
| Apr 2026 | Wickes | 33.1K | 4.2% | 6 |
| Apr 2026 | B&Q | 22.2K | 2.8% | 7 |
| May 2026 | Howdens | 246K | 34.1% | 1 |
| May 2026 | Wren Kitchens | 201K | 27.8% | 2 |
| May 2026 | DIY Kitchens | 110K | 15.2% | 3 |
| May 2026 | Magnet | 60.5K | 8.4% | 4 |
| May 2026 | IKEA | 49.5K | 6.9% | 5 |
| May 2026 | Wickes | 33.1K | 4.6% | 6 |
| May 2026 | B&Q | 22.2K | 3.1% | 7 |
| Jun 2026 | Howdens | 246K | 35.2% | 1 |
| Jun 2026 | Wren Kitchens | 165K | 23.6% | 2 |
| Jun 2026 | DIY Kitchens | 135K | 19.3% | 3 |
| Jun 2026 | Magnet | 60.5K | 8.7% | 4 |
| Jun 2026 | IKEA | 40.5K | 5.8% | 5 |
| Jun 2026 | Wickes | 33.1K | 4.7% | 6 |
| Jun 2026 | B&Q | 18.1K | 2.6% | 7 |
| Jul 2026 | Howdens | 246K | 36.5% | 1 |
| Jul 2026 | Wren Kitchens | 165K | 24.5% | 2 |
| Jul 2026 | DIY Kitchens | 110K | 16.3% | 3 |
| Jul 2026 | Magnet | 60.5K | 9% | 4 |
| Jul 2026 | IKEA | 40.5K | 6% | 5 |
| Jul 2026 | Wickes | 33.1K | 4.9% | 6 |
| Jul 2026 | B&Q | 18.1K | 2.7% | 7 |
| Aug 2026 | Howdens | 246K | 32.9% | 1 |
| Aug 2026 | Wren Kitchens | 201K | 26.9% | 2 |
| Aug 2026 | DIY Kitchens | 135K | 18.1% | 3 |
| Aug 2026 | Magnet | 60.5K | 8.1% | 4 |
| Aug 2026 | IKEA | 49.5K | 6.6% | 5 |
| Aug 2026 | Wickes | 33.1K | 4.4% | 6 |
| Aug 2026 | B&Q | 22.2K | 3% | 7 |
| Sep 2026 | Howdens | 301K | 39.3% | 1 |
| Sep 2026 | Wren Kitchens | 165K | 21.5% | 2 |
| Sep 2026 | DIY Kitchens | 135K | 17.6% | 3 |
| Sep 2026 | Magnet | 60.5K | 7.9% | 4 |
| Sep 2026 | IKEA | 49.5K | 6.5% | 5 |
| Sep 2026 | Wickes | 33.1K | 4.3% | 6 |
| Sep 2026 | B&Q | 22.2K | 2.9% | 7 |

## What is being compared

- **B&Q**: Measured on the search term “b&q kitchens”.
- **DIY Kitchens**: Measured on the search term “diy kitchens”.
- **Howdens**: Measured on the search term “howdens”.
- **IKEA**: Measured on the search term “ikea kitchens”.
- **Magnet**: Measured on the search term “magnet kitchens”.
- **Wickes**: Measured on the search term “wickes kitchens”.
- **Wren Kitchens**: Measured on the search term “wren kitchens”.

- [B&Q](/demand/uk/brands/b-and-q)
- [DIY Kitchens](/demand/uk/brands/diy-kitchens)
- [Howdens](/demand/uk/brands/howdens)
- [IKEA](/demand/uk/brands/ikea)
- [Magnet](/demand/uk/brands/magnet-kitchens)
- [Wickes](/demand/uk/brands/wickes)
- [Wren Kitchens](/demand/uk/brands/wren-kitchens)

## 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 kitchen retailers in the United Kingdom?

In September 2026, Howdens was the most searched among kitchen retailers in the United Kingdom, with an estimated 301K branded searches, 39.3% of all searches for the seven we track.

## Cite this page

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

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