Rug retailers in the United Kingdom:Which are most popular?

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

In September 2026, Dunelm was the most searched rug retailer in the United Kingdom, accounting for 45.8% of all searches among the six retailers we track. When we checked with ChatGPT and Google AI Overviews, Dunelm showed up in every answer. Dunelm was recommended most often, coming first in four out of five responses.

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Top rug retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Dunelm appeared every time. Dunelm was recommended most often, coming first in four out of five answers. Next was second, and Ruggable was third.

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
Dunelm	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Ruggable	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Next	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Rugs Direct	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Land of Rugs	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
The Rug Seller	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5

Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
The Rug Seller1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about rug retailers

5 answers

Asked ChatGPT
“Where's the best place to buy a rug online in the UK?”
1. 1Dunelm
2. 2Ruggable
Asked ChatGPT
“Which UK shops sell good quality affordable rugs?”
1. 1Dunelm
2. 2Next
3. 3Rugs Direct
4. 4Ruggable
Asked ChatGPT
“Where can I buy a washable rug in the UK?”
1. 1Ruggable
2. 2Dunelm
Searched Google, AI Overview
“rugs”
1. 1Dunelm
2. 2Next
Searched Google, AI Overview
“rugs uk”
1. 1Dunelm
2. 2Next
3. 3Rugs Direct
4. 4The Rug Seller
5. 5Land of Rugs
6. 6Ruggable

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

Which rug retailers do people search for most?

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

Share of searches among rug retailers in the United Kingdom, by month

Month	Dunelm	Ruggable	Next	Rugs Direct	Land of Rugs	The Rug Seller
Oct 2025	47.5%	32%	11.7%	7.8%	0.56%	0.38%
Nov 2025	46.3%	31.1%	13.9%	7.6%	0.67%	0.37%
Dec 2025	50.7%	27.7%	12.4%	8.3%	0.56%	0.33%
Jan 2026	49.2%	26.9%	14.7%	8%	0.71%	0.39%
Feb 2026	49.2%	26.9%	14.8%	8%	0.66%	0.39%
Mar 2026	50.6%	27.7%	12.4%	8.3%	0.68%	0.33%
Apr 2026	45.7%	30.6%	13.7%	9.1%	0.54%	0.36%
May 2026	50.6%	27.7%	12.4%	8.3%	0.6%	0.4%
Jun 2026	51.9%	28.4%	10.4%	8.5%	0.51%	0.33%
Jul 2026	45.7%	30.6%	13.7%	9.1%	0.54%	0.36%
Aug 2026	49.3%	27%	14.8%	8.1%	0.39%	0.39%
Sep 2026	45.8%	30.6%	13.7%	9.2%	0.37%	0.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dunelm	45.8%	74K	0%	-3.5 points
2, held 2nd	Ruggable	30.6%	49.5K	+22.2%	+3.6 points
3, held 3rd	Next	13.7%	22.2K	0%	-1.1 points
4, held 4th	Rugs Direct	9.2%	14.8K	+22.3%	+1.1 points
5, held 5th	Land of Rugs	0.37%	590	0%	0 points
6, held 6th	The Rug Seller	0.3%	480	-18.6%	-0.1 points

1.Dunelm
45.8%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share -3.5 points.
2.Ruggable
30.6%
Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +3.6 points.
3.Next
13.7%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1.1 points.
4.Rugs Direct
9.2%
Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.1 points.
5.Land of Rugs
0.37%
Held 5th. 590 estimated branded searches, 0% vs prior month. Share 0 points.
6.The Rug Seller
0.3%
Held 6th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.

Dunelm sells other things too, so only its searches that name this product count here, like “dunelm rugs”.

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

6 brands

In September 2026, Dunelm was the most searched among rug retailers in the United Kingdom, with an estimated 74K branded searches, 45.8% of all searches for the six we track. Ruggable is in 2nd place, 15.2 percentage points behind at 30.6%.

United Kingdom rug retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Dunelm	47.5% → 45.8%	51.9%Jun 2026	45.7%Apr 2026	1st
Ruggable	32% → 30.6%	32%Oct 2025	26.9%Jan 2026	2nd
Next	11.7% → 13.7%	14.8%Aug 2026	10.4%Jun 2026	3rd
Rugs Direct	7.8% → 9.2%	9.2%Sep 2026	7.6%Nov 2025	4th
Land of Rugs	0.56% → 0.37%	0.71%Jan 2026	0.37%Sep 2026	5th
The Rug Seller	0.38% → 0.3%	0.4%May 2026	0.3%Sep 2026	6th

Each finding as a sentence

Across the 12 months ending September 2026, Dunelm’s share of searches among rug retailers in the United Kingdom decreased from 47.5% to 45.8%.
Across the 12 months ending September 2026, Ruggable’s share of searches among rug retailers in the United Kingdom decreased from 32% to 30.6%.
Across the 12 months ending September 2026, Next’s share of searches among rug retailers in the United Kingdom increased from 11.7% to 13.7%.
Across the 12 months ending September 2026, Rugs Direct’s share of searches among rug retailers in the United Kingdom increased from 7.8% to 9.2%.
Across the 12 months ending September 2026, Dunelm’s share of searches among rug retailers in the United Kingdom peaked at 51.9% in June 2026 and was lowest at 45.7% in April 2026.
Across the 12 months ending September 2026, Ruggable’s share of searches among rug retailers in the United Kingdom peaked at 32% in October 2025 and was lowest at 26.9% in January 2026.
Across the 12 months ending September 2026, Next’s share of searches among rug retailers in the United Kingdom peaked at 14.8% in August 2026 and was lowest at 10.4% in June 2026.
Across the 12 months ending September 2026, Rugs Direct’s share of searches among rug retailers in the United Kingdom peaked at 9.2% in September 2026 and was lowest at 7.6% in November 2025.
Across the 12 months ending September 2026, Land of Rugs and The Rug Seller held steady: their share of searches among rug retailers in the United Kingdom each moved less than 0.5 percentage points.

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

6 changes

In September 2026, Ruggable gained share of searches among rug retailers in the United Kingdom, from 27% to 30.6%.
In September 2026, Rugs Direct gained share of searches among rug retailers in the United Kingdom, from 8.1% to 9.2%.
In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 49.3% to 45.8%.
In September 2026, Next lost share of searches among rug retailers in the United Kingdom, from 14.8% to 13.7%.
Estimated monthly branded searches for Land of Rugs in the United Kingdom fell 54.6% over 12 measured months, from 1.3K to 590 in September 2026.
Estimated monthly branded searches for The Rug Seller in the United Kingdom fell 45.5% over 12 measured months, from 880 to 480 in September 2026.

How are branded searches counted for rug retailers?

6 search terms

Each brand's share of searches among rug retailers 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.