Lingerie brands in the United Kingdom:Which are most popular?

Name: Lingerie brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Ann Summers was the most searched lingerie brand in the United Kingdom, accounting for 54.9% of all searches among the eight brands we track. When we checked with ChatGPT and Google AI Overviews, Bravissimo and M&S were mentioned most often, in four of the five answers. Bravissimo was recommended most often, coming first in three out of five responses.

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Top lingerie brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Bravissimo and M&S were mentioned most often, in four of the five answers. Bravissimo was recommended most often, coming first in three out of five answers. M&S was second, and Boux Avenue and John Lewis tied for third. Ann Summers, 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.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Bravissimo	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
M&S	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Boux Avenue	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
John Lewis	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Panache	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Curvy Kate	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Ann Summers	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Figleaves	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

Asked ChatGPT
“Where's the best place to buy bras in the UK?”
1. 1M&S
2. 2Bravissimo
3. 3Boux Avenue
4. 4John Lewis
Asked ChatGPT
“Which UK shops are best for bra fittings?”
1. 1Bravissimo
2. 2John Lewis
3. 3M&S
4. 4Boux Avenue
Asked ChatGPT
“What are the best lingerie brands for bigger busts?”
1. 1Bravissimo
2. 2Curvy Kate
3. 3Panache
Searched Google, AI Overview
“lingerie”
1. 1M&S
2. 2Boux Avenue
Searched Google, AI Overview
“best bras uk”
1. 1Bravissimo
2. 2M&S
3. 3Panache
4. 4John Lewis

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which lingerie brands do people search for most?

This chart shows how often people search Google for each lingerie brand by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from searches in United Kingdom.

Share of searches among lingerie brands in the United Kingdom, by month

Month	Ann Summers	Boux Avenue	Bravissimo	M&S	Curvy Kate	John Lewis	Figleaves	Panache
Oct 2025	62.1%	22.7%	10.2%	3.7%	0.75%	0.22%	0.22%	0.12%
Nov 2025	51.9%	34.7%	8.5%	3.8%	0.63%	0.19%	0.19%	0.1%
Dec 2025	56.9%	31.1%	7.6%	3.4%	0.56%	0.17%	0.17%	0.09%
Jan 2026	57.4%	25.7%	11.5%	4%	0.84%	0.25%	0.2%	0.14%
Feb 2026	55.4%	24.8%	13.6%	4.7%	0.82%	0.24%	0.24%	0.13%
Mar 2026	48.3%	26.4%	17.7%	6%	0.87%	0.31%	0.26%	0.11%
Apr 2026	50.7%	22.6%	18.6%	6.2%	1.1%	0.33%	0.33%	0.11%
May 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Jun 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Jul 2026	50.8%	22.7%	18.6%	6.2%	0.91%	0.33%	0.33%	0.09%
Aug 2026	50.8%	22.7%	18.6%	6.3%	0.91%	0.33%	0.27%	0.09%
Sep 2026	54.9%	24.5%	13.5%	5.7%	0.81%	0.29%	0.19%	0.1%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Ann Summers	54.9%	550K	0%	+4.1 points
2, held 2nd	Boux Avenue	24.5%	246K	0%	+1.8 points
3, held 3rd	Bravissimo	13.5%	135K	-32.8%	-5.1 points
4, held 4th	M&S	5.7%	57.6K	-16%	-0.6 points
5, held 5th	Curvy Kate	0.81%	8.1K	-18.2%	-0.1 points
6, held 6th	John Lewis	0.29%	2.9K	-19.4%	0 points
7, held 7th	Figleaves	0.19%	1.9K	-34.5%	-0.1 points
8, held 8th	Panache	0.1%	1K	0%	0 points

1.Ann Summers
54.9%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share +4.1 points.
2.Boux Avenue
24.5%
Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +1.8 points.
3.Bravissimo
13.5%
Held 3rd. 135K estimated branded searches, -32.8% vs prior month. Share -5.1 points.
4.M&S
5.7%
Held 4th. 57.6K estimated branded searches, -16% vs prior month. Share -0.6 points.
5.Curvy Kate
0.81%
Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
6.John Lewis
0.29%
Held 6th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.
7.Figleaves
0.19%
Held 7th. 1.9K estimated branded searches, -34.5% vs prior month. Share -0.1 points.
8.Panache
0.1%
Held 8th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

M&S and John Lewis sell other things too, so only their searches that name this product count here, like “m&s bras”.

Which brand is most popular in search among lingerie brands in the United Kingdom?

8 brands

In September 2026, Ann Summers was the most searched among lingerie brands in the United Kingdom, with an estimated 550K branded searches, 54.9% of all searches for the eight we track. Boux Avenue is in 2nd place, 30.3 percentage points behind at 24.5%.

United Kingdom lingerie brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Ann Summers	62.1% → 54.9%	62.1%Oct 2025	48.3%Mar 2026	1st
Boux Avenue	22.7% → 24.5%	34.7%Nov 2025	22.6%Apr 2026	2nd
Bravissimo	10.2% → 13.5%	18.6%Apr 2026	7.6%Dec 2025	3rd
M&S	3.7% → 5.7%	6.3%Aug 2026	3.4%Dec 2025	4th
Curvy Kate	0.75% → 0.81%	1.1%Apr 2026	0.56%Dec 2025	5th
John Lewis	0.22% → 0.29%	0.33%May 2026	0.17%Dec 2025	7th → 6th
Figleaves	0.22% → 0.19%	0.33%May 2026	0.17%Dec 2025	6th → 7th
Panache	0.12% → 0.1%	0.14%Jan 2026	0.09%Dec 2025	8th

Each finding as a sentence

Across the 12 months ending September 2026, Ann Summers’ share of searches among lingerie brands in the United Kingdom decreased from 62.1% to 54.9%.
Across the 12 months ending September 2026, Boux Avenue’s share of searches among lingerie brands in the United Kingdom increased from 22.7% to 24.5%.
Across the 12 months ending September 2026, Bravissimo’s share of searches among lingerie brands in the United Kingdom increased from 10.2% to 13.5%.
Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom increased from 3.7% to 5.7%.
Across the 12 months ending September 2026, Ann Summers’ share of searches among lingerie brands in the United Kingdom peaked at 62.1% in October 2025 and was lowest at 48.3% in March 2026.
Across the 12 months ending September 2026, Boux Avenue’s share of searches among lingerie brands in the United Kingdom peaked at 34.7% in November 2025 and was lowest at 22.6% in April 2026.
Across the 12 months ending September 2026, Bravissimo’s share of searches among lingerie brands in the United Kingdom peaked at 18.6% in April 2026 and was lowest at 7.6% in December 2025.
Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom peaked at 6.3% in August 2026 and was lowest at 3.4% in December 2025.
Across the 12 months ending September 2026, John Lewis rose from 7th to 6th among lingerie brands in the United Kingdom.
Across the 12 months ending September 2026, Figleaves fell from 6th to 7th among lingerie brands in the United Kingdom.
Across the 12 months ending September 2026, Curvy Kate and Panache held steady: their share of searches among lingerie brands in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom lingerie brands in September 2026?

7 changes

In September 2026, Ann Summers gained share of searches among lingerie brands in the United Kingdom, from 50.8% to 54.9%.
In September 2026, Boux Avenue gained share of searches among lingerie brands in the United Kingdom, from 22.7% to 24.5%.
In September 2026, Bravissimo lost share of searches among lingerie brands in the United Kingdom, from 18.6% to 13.5%.
In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.
Estimated monthly branded searches for John Lewis in the United Kingdom rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.
Estimated monthly branded searches for Panache in the United Kingdom fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.
Estimated monthly branded searches for Figleaves in the United Kingdom fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are branded searches counted for lingerie brands?

9 search terms

Each brand's share of searches among lingerie brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.