Brandwave

Next vs Rugs Direct:Which is more popular?

In September 2026, Next had more branded searches than Rugs Direct among rug retailers in the United Kingdom. Next had about 22,200 branded searches, while Rugs Direct had 14,800. Next made up 13.7% 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, Next appeared in three of the five answers and Rugs Direct in two. Next was mentioned before Rugs Direct in every answer that named either.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

Next, about 50% more searches than Rugs Direct

Next 22.2K searchesRugs Direct 14.8K searches

Who does AI mention more?

Next, mentioned in 3 of 5 answers, Rugs Direct in 2

Next in 3 of 5Rugs Direct in 2 of 5

Who does AI recommend more?

Next, named ahead of Rugs Direct in 3 of 3 answers

Next first in 3Rugs 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, Next was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. 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. Next was listed before Rugs Direct in every answer that named either.

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 Next or Rugs Direct more popular in search?

This chart shows how often people search Google for Next 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.

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

Share of searches by month for Next, 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%

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

3 findings
  • Next was ahead of Rugs Direct in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Next’s share of searches among rug retailers in the United Kingdom moved from 11.7% to 13.7%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
  • Across the 12 months ending September 2026, Rugs Direct’s share of searches among rug retailers in the United Kingdom moved from 7.8% to 9.2%, and its estimated monthly branded searches moved from 18.1K to 14.8K.

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, Next lost share of searches among rug retailers in the United Kingdom, from 14.8% to 13.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Next’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.

Next

1 branded search term

  • next 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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