Brandwave

Dunelm vs John Lewis:Which is more popular?

In September 2026, Dunelm had more branded searches than John Lewis among rug retailers in the United Kingdom. Dunelm had about 74,000 branded searches, while John Lewis had 18,100. Dunelm made up 29.6% of all rug retailer searches we track, and John Lewis accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about rug retailers, Dunelm appeared in all five answers and John Lewis in two. Dunelm was mentioned before John Lewis in every answer.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

Dunelm, about 4 searches for every 1 for John Lewis

Dunelm 74K searchesJohn Lewis 18.1K searches

Who does AI mention more?

Dunelm, mentioned in every answer we collected

Dunelm in 5 of 5John Lewis in 2 of 5

Who does AI recommend more?

Dunelm, named ahead of John Lewis in every answer

Dunelm first in 5John Lewis never first

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Top rug retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dunelm appeared in all five answers. John Lewis was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dunelm was listed before John Lewis in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dunelm1st
  2. IKEA2nd
  3. Ruggable3rd
  4. Next3rd
  5. Habitat5th
  6. Rugs Direct6th
  7. La Redoute7th
  8. Wayfair8th
  9. John Lewis9th
  10. The Rug Seller10th
  11. +1 more

Mentioned by AI

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

  • Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA4 of 5Named in 2 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
  • John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wayfair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about rug retailers

5 answers

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

Is Dunelm or John Lewis more popular in search?

This chart shows how often people search Google for Dunelm and John Lewis by name. Each line represents a brand's share of searches for all 11 rug retailers we track, month by month, from searches in United Kingdom.

Dunelm and John Lewis among rug retailers in the United Kingdom, by month

Share of searches by month for Dunelm, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEARuggableNextJohn LewisRugs DirectWayfairHabitatLa RedouteLand of RugsThe Rug Seller
Oct 202532.4%17.8%21.8%8%6.5%5.3%4.4%2.4%0.85%0.38%0.26%
Nov 202531%17.1%20.9%9.3%6.3%5.1%6.3%2.3%1%0.45%0.25%
Dec 202535.5%15.9%19.4%8.7%5.8%5.8%4.7%2.6%0.94%0.39%0.23%
Jan 202632.6%17.8%17.8%9.8%6.5%5.3%5.3%2.9%1%0.47%0.26%
Feb 202632.9%18%18%9.9%6.6%5.4%4.4%2.9%1.1%0.45%0.26%
Mar 202633.5%18.3%18.3%8.2%6.7%5.5%5.5%2.4%0.86%0.45%0.22%
Apr 202631.1%17%20.8%9.3%6.2%6.2%5.1%2.8%0.98%0.37%0.25%
May 202633.8%18.5%18.5%8.3%6.8%5.5%4.5%2.5%1.1%0.4%0.27%
Jun 202636.3%16.2%19.8%7.3%5.9%5.9%4.9%2.2%0.96%0.35%0.23%
Jul 202630.1%20.1%20.1%9%6%6%4.9%2.2%0.97%0.36%0.24%
Aug 202633.2%18.2%18.2%10%6.6%5.4%4.4%2.4%1.1%0.26%0.26%
Sep 202629.6%19.8%19.8%8.9%7.2%5.9%4.8%2.6%0.96%0.24%0.19%

Dunelm and John Lewis sell other things too, so only their searches that name this product count here, like “dunelm rugs”.

How has the Dunelm and John Lewis comparison changed over the last 12 months?

3 findings
  • Dunelm was ahead of John Lewis in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dunelm’s share of searches among rug retailers in the United Kingdom moved from 32.4% to 29.6%, and its estimated monthly branded searches moved from 110K to 74K.
  • Across the 12 months ending September 2026, John Lewis’ share of searches among rug retailers in the United Kingdom moved from 6.5% to 7.2%, and its estimated monthly branded searches moved from 22.2K to 18.1K.

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

2 changes

  1. In September 2026, John Lewis gained share of searches among rug retailers in the United Kingdom, from 6.6% to 7.2%.

  2. In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 33.2% to 29.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dunelm’s and John Lewis’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dunelm

1 branded search term

  • dunelm rugs

John Lewis

1 branded search term

  • john lewis rugs

How the Brand Demand Index is measured

Other head-to-heads among rug retailers

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