---
title: "Rug retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy rugs from online. Share of Search among Dunelm, Ruggable, Next, Rugs Direct, Land of Rugs and The Rug Seller, the rug 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-rug-retailers"
publisher: "Brandwave"
---

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

Compare the shops people in the UK buy rugs from online. Share of Search among Dunelm, Ruggable, Next, Rugs Direct, Land of Rugs and The Rug Seller, the rug 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**: Rug retailers
- **Market**: United Kingdom
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dunelm, 45.8%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Dunelm | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Next | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| Ruggable | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Rugs Direct | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| The Rug Seller | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Land of Rugs | 6th | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about rug retailers

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

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

- [Dunelm vs Ruggable: compare search popularity](/demand/uk/compare/dunelm-vs-ruggable): 45.8% against 30.6% Share of Search.
- [Dunelm vs Next: compare search popularity](/demand/uk/compare/dunelm-vs-next): 45.8% against 13.7% Share of Search.
- [Dunelm vs Rugs Direct: compare search popularity](/demand/uk/compare/dunelm-vs-rugs-direct): 45.8% against 9.2% Share of Search.
- [Ruggable vs Next: compare search popularity](/demand/uk/compare/next-vs-ruggable): 30.6% against 13.7% Share of Search.
- [Ruggable vs Rugs Direct: compare search popularity](/demand/uk/compare/ruggable-vs-rugs-direct): 30.6% against 9.2% Share of Search.
- [Next vs Rugs Direct: compare search popularity](/demand/uk/compare/next-vs-rugs-direct): 13.7% against 9.2% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dunelm | 45.8% | 74K | 0.0% | Dunelm |
| 2 | Ruggable | 30.6% | 49.5K | +22.2% | Ruggable |
| 3 | Next | 13.7% | 22.2K | 0.0% | Next |
| 4 | Rugs Direct | 9.2% | 14.8K | +22.3% | Rugs Direct |
| 5 | Land of Rugs | 0.37% | 590 | 0.0% | Land of Rugs |
| 6 | The Rug Seller | 0.3% | 480 | -18.6% | The Rug Seller |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dunelm | 110K | 47.5% | 1 |
| Oct 2025 | Ruggable | 74K | 32% | 2 |
| Oct 2025 | Next | 27.1K | 11.7% | 3 |
| Oct 2025 | Rugs Direct | 18.1K | 7.8% | 4 |
| Oct 2025 | Land of Rugs | 1.3K | 0.56% | 5 |
| Oct 2025 | The Rug Seller | 880 | 0.38% | 6 |
| Nov 2025 | Dunelm | 110K | 46.3% | 1 |
| Nov 2025 | Ruggable | 74K | 31.1% | 2 |
| Nov 2025 | Next | 33.1K | 13.9% | 3 |
| Nov 2025 | Rugs Direct | 18.1K | 7.6% | 4 |
| Nov 2025 | Land of Rugs | 1.6K | 0.67% | 5 |
| Nov 2025 | The Rug Seller | 880 | 0.37% | 6 |
| Dec 2025 | Dunelm | 90.5K | 50.7% | 1 |
| Dec 2025 | Ruggable | 49.5K | 27.7% | 2 |
| Dec 2025 | Next | 22.2K | 12.4% | 3 |
| Dec 2025 | Rugs Direct | 14.8K | 8.3% | 4 |
| Dec 2025 | Land of Rugs | 1K | 0.56% | 5 |
| Dec 2025 | The Rug Seller | 590 | 0.33% | 6 |
| Jan 2026 | Dunelm | 90.5K | 49.2% | 1 |
| Jan 2026 | Ruggable | 49.5K | 26.9% | 2 |
| Jan 2026 | Next | 27.1K | 14.7% | 3 |
| Jan 2026 | Rugs Direct | 14.8K | 8% | 4 |
| Jan 2026 | Land of Rugs | 1.3K | 0.71% | 5 |
| Jan 2026 | The Rug Seller | 720 | 0.39% | 6 |
| Feb 2026 | Dunelm | 74K | 49.2% | 1 |
| Feb 2026 | Ruggable | 40.5K | 26.9% | 2 |
| Feb 2026 | Next | 22.2K | 14.8% | 3 |
| Feb 2026 | Rugs Direct | 12.1K | 8% | 4 |
| Feb 2026 | Land of Rugs | 1K | 0.66% | 5 |
| Feb 2026 | The Rug Seller | 590 | 0.39% | 6 |
| Mar 2026 | Dunelm | 74K | 50.6% | 1 |
| Mar 2026 | Ruggable | 40.5K | 27.7% | 2 |
| Mar 2026 | Next | 18.1K | 12.4% | 3 |
| Mar 2026 | Rugs Direct | 12.1K | 8.3% | 4 |
| Mar 2026 | Land of Rugs | 1K | 0.68% | 5 |
| Mar 2026 | The Rug Seller | 480 | 0.33% | 6 |
| Apr 2026 | Dunelm | 60.5K | 45.7% | 1 |
| Apr 2026 | Ruggable | 40.5K | 30.6% | 2 |
| Apr 2026 | Next | 18.1K | 13.7% | 3 |
| Apr 2026 | Rugs Direct | 12.1K | 9.1% | 4 |
| Apr 2026 | Land of Rugs | 720 | 0.54% | 5 |
| Apr 2026 | The Rug Seller | 480 | 0.36% | 6 |
| May 2026 | Dunelm | 60.5K | 50.6% | 1 |
| May 2026 | Ruggable | 33.1K | 27.7% | 2 |
| May 2026 | Next | 14.8K | 12.4% | 3 |
| May 2026 | Rugs Direct | 9.9K | 8.3% | 4 |
| May 2026 | Land of Rugs | 720 | 0.6% | 5 |
| May 2026 | The Rug Seller | 480 | 0.4% | 6 |
| Jun 2026 | Dunelm | 60.5K | 51.9% | 1 |
| Jun 2026 | Ruggable | 33.1K | 28.4% | 2 |
| Jun 2026 | Next | 12.1K | 10.4% | 3 |
| Jun 2026 | Rugs Direct | 9.9K | 8.5% | 4 |
| Jun 2026 | Land of Rugs | 590 | 0.51% | 5 |
| Jun 2026 | The Rug Seller | 390 | 0.33% | 6 |
| Jul 2026 | Dunelm | 49.5K | 45.7% | 1 |
| Jul 2026 | Ruggable | 33.1K | 30.6% | 2 |
| Jul 2026 | Next | 14.8K | 13.7% | 3 |
| Jul 2026 | Rugs Direct | 9.9K | 9.1% | 4 |
| Jul 2026 | Land of Rugs | 590 | 0.54% | 5 |
| Jul 2026 | The Rug Seller | 390 | 0.36% | 6 |
| Aug 2026 | Dunelm | 74K | 49.3% | 1 |
| Aug 2026 | Ruggable | 40.5K | 27% | 2 |
| Aug 2026 | Next | 22.2K | 14.8% | 3 |
| Aug 2026 | Rugs Direct | 12.1K | 8.1% | 4 |
| Aug 2026 | Land of Rugs | 590 | 0.39% | 5 |
| Aug 2026 | The Rug Seller | 590 | 0.39% | 6 |
| Sep 2026 | Dunelm | 74K | 45.8% | 1 |
| Sep 2026 | Ruggable | 49.5K | 30.6% | 2 |
| Sep 2026 | Next | 22.2K | 13.7% | 3 |
| Sep 2026 | Rugs Direct | 14.8K | 9.2% | 4 |
| Sep 2026 | Land of Rugs | 590 | 0.37% | 5 |
| Sep 2026 | The Rug Seller | 480 | 0.3% | 6 |

## What is being compared

- **Dunelm**: Measured on the search term “dunelm rugs”.
- **Land of Rugs**: Measured on the search term “land of rugs”.
- **Next**: Measured on the search term “next rugs”.
- **Ruggable**: Measured on the search term “ruggable”.
- **Rugs Direct**: Measured on the search term “rugs direct”.
- **The Rug Seller**: Measured on the search term “the rug seller”.

- [Dunelm](/demand/uk/brands/dunelm)
- [Land of Rugs](/demand/uk/brands/land-of-rugs)
- [Next](/demand/uk/brands/next)
- [Ruggable](/demand/uk/brands/ruggable)
- [Rugs Direct](/demand/uk/brands/rugs-direct)
- [The Rug Seller](/demand/uk/brands/the-rug-seller)

## 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 rug retailers in the United Kingdom?

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.

## Cite this page

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

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