Brandwave

Dunelm vs Rugs Direct:Which is more popular?

In September 2026, Dunelm had more branded searches than Rugs Direct among rug retailers in the United Kingdom. Dunelm had about 74,000 branded searches, while Rugs Direct had 14,800. Dunelm made up 45.8% of all rug retailer searches we track, and Rugs Direct accounted for 9.2%. When we asked ChatGPT and Google AI Overviews about rug retailers, Dunelm appeared in all five answers and Rugs Direct in two. Dunelm was mentioned before Rugs Direct in every answer.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

Dunelm, about 5 searches for every 1 for Rugs Direct

Dunelm 74K searchesRugs Direct 14.8K searches

Who does AI mention more?

Dunelm, mentioned in every answer we collected

Dunelm in 5 of 5Rugs Direct in 2 of 5

Who does AI recommend more?

Dunelm, named ahead of Rugs Direct in every answer

Dunelm first in 5Rugs Direct 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. Rugs Direct was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dunelm was listed before Rugs Direct in every answer.

Most recommended by AI

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

  1. Dunelm1st
  2. Next2nd
  3. Ruggable3rd
  4. Rugs Direct4th
  5. The Rug Seller5th
  6. Land of Rugs6th

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
  • 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

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

Is Dunelm or Rugs Direct more popular in search?

This chart shows how often people search Google for Dunelm and Rugs Direct 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.

Dunelm and Rugs Direct among rug retailers in the United Kingdom, by month

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

View monthly share of searches table
MonthDunelmRuggableNextRugs DirectLand of RugsThe Rug Seller
Oct 202547.5%32%11.7%7.8%0.56%0.38%
Nov 202546.3%31.1%13.9%7.6%0.67%0.37%
Dec 202550.7%27.7%12.4%8.3%0.56%0.33%
Jan 202649.2%26.9%14.7%8%0.71%0.39%
Feb 202649.2%26.9%14.8%8%0.66%0.39%
Mar 202650.6%27.7%12.4%8.3%0.68%0.33%
Apr 202645.7%30.6%13.7%9.1%0.54%0.36%
May 202650.6%27.7%12.4%8.3%0.6%0.4%
Jun 202651.9%28.4%10.4%8.5%0.51%0.33%
Jul 202645.7%30.6%13.7%9.1%0.54%0.36%
Aug 202649.3%27%14.8%8.1%0.39%0.39%
Sep 202645.8%30.6%13.7%9.2%0.37%0.3%

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

How has the Dunelm and Rugs Direct comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Rugs Direct gained share of searches among rug retailers in the United Kingdom, from 8.1% to 9.2%.

  2. In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 49.3% to 45.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dunelm’s and Rugs Direct’s 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

Rugs Direct

1 branded search term

  • rugs direct

How the Brand Demand Index is measured

Other head-to-heads among rug retailers

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