---
title: "Lingerie brands in the United Kingdom: Which are searched most?"
description: "Compare the bra and lingerie brands and shops people in the UK buy from. Share of Search among Ann Summers, Boux Avenue, Bravissimo, M&S, Curvy Kate, John Lewis, Figleaves and Panache, the lingerie brands 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-lingerie-brands"
publisher: "Brandwave"
---

# Lingerie brands in the United Kingdom: Which are searched most?

Compare the bra and lingerie brands and shops people in the UK buy from. Share of Search among Ann Summers, Boux Avenue, Bravissimo, M&S, Curvy Kate, John Lewis, Figleaves and Panache, the lingerie brands 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**: Lingerie brands
- **Market**: United Kingdom
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ann Summers, 54.9%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Bravissimo | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| M&S | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Boux Avenue | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| John Lewis | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Panache | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| Curvy Kate | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Ann Summers | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Figleaves | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about lingerie brands

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

Not named in any answer: Ann Summers and Figleaves.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [Ann Summers vs Boux Avenue: compare search popularity](/demand/uk/compare/ann-summers-vs-boux-avenue): 54.9% against 24.5% Share of Search.
- [Ann Summers vs Bravissimo: compare search popularity](/demand/uk/compare/ann-summers-vs-bravissimo): 54.9% against 13.5% Share of Search.
- [Ann Summers vs M&S: compare search popularity](/demand/uk/compare/ann-summers-vs-marks-and-spencer): 54.9% against 5.7% Share of Search.
- [Boux Avenue vs Bravissimo: compare search popularity](/demand/uk/compare/boux-avenue-vs-bravissimo): 24.5% against 13.5% Share of Search.
- [Boux Avenue vs M&S: compare search popularity](/demand/uk/compare/boux-avenue-vs-marks-and-spencer): 24.5% against 5.7% Share of Search.
- [Bravissimo vs M&S: compare search popularity](/demand/uk/compare/bravissimo-vs-marks-and-spencer): 13.5% against 5.7% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ann Summers | 54.9% | 550K | 0.0% | Ann Summers |
| 2 | Boux Avenue | 24.5% | 246K | 0.0% | Boux Avenue |
| 3 | Bravissimo | 13.5% | 135K | -32.8% | Bravissimo |
| 4 | M&S | 5.7% | 57.6K | -16.0% | M&S |
| 5 | Curvy Kate | 0.81% | 8.1K | -18.2% | Curvy Kate |
| 6 | John Lewis | 0.29% | 2.9K | -19.4% | John Lewis |
| 7 | Figleaves | 0.19% | 1.9K | -34.5% | Figleaves |
| 8 | Panache | 0.1% | 1K | 0.0% | Panache |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ann Summers | 673K | 62.1% | 1 |
| Oct 2025 | Boux Avenue | 246K | 22.7% | 2 |
| Oct 2025 | Bravissimo | 110K | 10.2% | 3 |
| Oct 2025 | M&S | 39.7K | 3.7% | 4 |
| Oct 2025 | Curvy Kate | 8.1K | 0.75% | 5 |
| Oct 2025 | Figleaves | 2.4K | 0.22% | 6 |
| Oct 2025 | John Lewis | 2.4K | 0.22% | 7 |
| Oct 2025 | Panache | 1.3K | 0.12% | 8 |
| Nov 2025 | Ann Summers | 673K | 51.9% | 1 |
| Nov 2025 | Boux Avenue | 450K | 34.7% | 2 |
| Nov 2025 | Bravissimo | 110K | 8.5% | 3 |
| Nov 2025 | M&S | 48.6K | 3.8% | 4 |
| Nov 2025 | Curvy Kate | 8.1K | 0.63% | 5 |
| Nov 2025 | Figleaves | 2.4K | 0.19% | 6 |
| Nov 2025 | John Lewis | 2.4K | 0.19% | 7 |
| Nov 2025 | Panache | 1.3K | 0.1% | 8 |
| Dec 2025 | Ann Summers | 823K | 56.9% | 1 |
| Dec 2025 | Boux Avenue | 450K | 31.1% | 2 |
| Dec 2025 | Bravissimo | 110K | 7.6% | 3 |
| Dec 2025 | M&S | 48.6K | 3.4% | 4 |
| Dec 2025 | Curvy Kate | 8.1K | 0.56% | 5 |
| Dec 2025 | Figleaves | 2.4K | 0.17% | 6 |
| Dec 2025 | John Lewis | 2.4K | 0.17% | 7 |
| Dec 2025 | Panache | 1.3K | 0.09% | 8 |
| Jan 2026 | Ann Summers | 673K | 57.4% | 1 |
| Jan 2026 | Boux Avenue | 301K | 25.7% | 2 |
| Jan 2026 | Bravissimo | 135K | 11.5% | 3 |
| Jan 2026 | M&S | 47.1K | 4% | 4 |
| Jan 2026 | Curvy Kate | 9.9K | 0.84% | 5 |
| Jan 2026 | John Lewis | 2.9K | 0.25% | 6 |
| Jan 2026 | Figleaves | 2.4K | 0.2% | 7 |
| Jan 2026 | Panache | 1.6K | 0.14% | 8 |
| Feb 2026 | Ann Summers | 550K | 55.4% | 1 |
| Feb 2026 | Boux Avenue | 246K | 24.8% | 2 |
| Feb 2026 | Bravissimo | 135K | 13.6% | 3 |
| Feb 2026 | M&S | 47.1K | 4.7% | 4 |
| Feb 2026 | Curvy Kate | 8.1K | 0.82% | 5 |
| Feb 2026 | Figleaves | 2.4K | 0.24% | 6 |
| Feb 2026 | John Lewis | 2.4K | 0.24% | 7 |
| Feb 2026 | Panache | 1.3K | 0.13% | 8 |
| Mar 2026 | Ann Summers | 450K | 48.3% | 1 |
| Mar 2026 | Boux Avenue | 246K | 26.4% | 2 |
| Mar 2026 | Bravissimo | 165K | 17.7% | 3 |
| Mar 2026 | M&S | 56.1K | 6% | 4 |
| Mar 2026 | Curvy Kate | 8.1K | 0.87% | 5 |
| Mar 2026 | John Lewis | 2.9K | 0.31% | 6 |
| Mar 2026 | Figleaves | 2.4K | 0.26% | 7 |
| Mar 2026 | Panache | 1K | 0.11% | 8 |
| Apr 2026 | Ann Summers | 450K | 50.7% | 1 |
| Apr 2026 | Boux Avenue | 201K | 22.6% | 2 |
| Apr 2026 | Bravissimo | 165K | 18.6% | 3 |
| Apr 2026 | M&S | 54.9K | 6.2% | 4 |
| Apr 2026 | Curvy Kate | 9.9K | 1.1% | 5 |
| Apr 2026 | Figleaves | 2.9K | 0.33% | 6 |
| Apr 2026 | John Lewis | 2.9K | 0.33% | 7 |
| Apr 2026 | Panache | 1K | 0.11% | 8 |
| May 2026 | Ann Summers | 550K | 50.8% | 1 |
| May 2026 | Boux Avenue | 246K | 22.7% | 2 |
| May 2026 | Bravissimo | 201K | 18.6% | 3 |
| May 2026 | M&S | 67.1K | 6.2% | 4 |
| May 2026 | Curvy Kate | 9.9K | 0.91% | 5 |
| May 2026 | Figleaves | 3.6K | 0.33% | 6 |
| May 2026 | John Lewis | 3.6K | 0.33% | 7 |
| May 2026 | Panache | 1K | 0.09% | 8 |
| Jun 2026 | Ann Summers | 550K | 50.8% | 1 |
| Jun 2026 | Boux Avenue | 246K | 22.7% | 2 |
| Jun 2026 | Bravissimo | 201K | 18.6% | 3 |
| Jun 2026 | M&S | 67.1K | 6.2% | 4 |
| Jun 2026 | Curvy Kate | 9.9K | 0.91% | 5 |
| Jun 2026 | Figleaves | 3.6K | 0.33% | 6 |
| Jun 2026 | John Lewis | 3.6K | 0.33% | 7 |
| Jun 2026 | Panache | 1K | 0.09% | 8 |
| Jul 2026 | Ann Summers | 550K | 50.8% | 1 |
| Jul 2026 | Boux Avenue | 246K | 22.7% | 2 |
| Jul 2026 | Bravissimo | 201K | 18.6% | 3 |
| Jul 2026 | M&S | 67.1K | 6.2% | 4 |
| Jul 2026 | Curvy Kate | 9.9K | 0.91% | 5 |
| Jul 2026 | Figleaves | 3.6K | 0.33% | 6 |
| Jul 2026 | John Lewis | 3.6K | 0.33% | 7 |
| Jul 2026 | Panache | 1K | 0.09% | 8 |
| Aug 2026 | Ann Summers | 550K | 50.8% | 1 |
| Aug 2026 | Boux Avenue | 246K | 22.7% | 2 |
| Aug 2026 | Bravissimo | 201K | 18.6% | 3 |
| Aug 2026 | M&S | 68.6K | 6.3% | 4 |
| Aug 2026 | Curvy Kate | 9.9K | 0.91% | 5 |
| Aug 2026 | John Lewis | 3.6K | 0.33% | 6 |
| Aug 2026 | Figleaves | 2.9K | 0.27% | 7 |
| Aug 2026 | Panache | 1K | 0.09% | 8 |
| Sep 2026 | Ann Summers | 550K | 54.9% | 1 |
| Sep 2026 | Boux Avenue | 246K | 24.5% | 2 |
| Sep 2026 | Bravissimo | 135K | 13.5% | 3 |
| Sep 2026 | M&S | 57.6K | 5.7% | 4 |
| Sep 2026 | Curvy Kate | 8.1K | 0.81% | 5 |
| Sep 2026 | John Lewis | 2.9K | 0.29% | 6 |
| Sep 2026 | Figleaves | 1.9K | 0.19% | 7 |
| Sep 2026 | Panache | 1K | 0.1% | 8 |

## What is being compared

- **Ann Summers**: Measured on the search term “ann summers”.
- **Boux Avenue**: Measured on the search term “boux avenue”.
- **Bravissimo**: Measured on the search term “bravissimo”.
- **Curvy Kate**: Measured on the search term “curvy kate”.
- **Figleaves**: Measured on the search term “figleaves”.
- **John Lewis**: Measured on the search term “john lewis bras”.
- **M&S**: Measured on the search terms “m&s bras” and “m&s lingerie”, summed into one figure.
- **Panache**: Measured on the search term “panache lingerie”.

- [Ann Summers](/demand/uk/brands/ann-summers)
- [Boux Avenue](/demand/uk/brands/boux-avenue)
- [Bravissimo](/demand/uk/brands/bravissimo)
- [Curvy Kate](/demand/uk/brands/curvy-kate)
- [Figleaves](/demand/uk/brands/figleaves)
- [John Lewis](/demand/uk/brands/john-lewis)
- [M&S](/demand/uk/brands/marks-and-spencer)
- [Panache](/demand/uk/brands/panache-lingerie)

## 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 lingerie brands in the United Kingdom?

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.

## Cite this page

Brandwave. "Lingerie brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-lingerie-brands

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