Bedfolk vs Next:Which is more popular?
In September 2026, Next had more branded searches than Bedfolk among bedding brands in the United Kingdom. Next had about 40,500 branded searches, while Bedfolk had 3,600. Next made up 18.4% of all bedding brand searches we track, and Bedfolk accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about bedding brands, Next appeared in three of the five answers and Bedfolk in one. Next was mentioned before Bedfolk in three out of four answers that named either.
Who do people search for more?
Next, about 11 searches for every 1 for Bedfolk
Who does AI mention more?
Next, mentioned in 3 of 5 answers, Bedfolk in 1
Who does AI recommend more?
Next, named ahead of Bedfolk in 3 of 4 answers
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Top bedding brands 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. Bedfolk was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Next was listed before Bedfolk in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dunelm1st
John Lewis2nd
Piglet in Bed3rd- Next4th
The White Company5th
Soak&Sleep6th
DUSK7th
Bedfolk8th
Silentnight–
Simba–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Soak&Sleep2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bedding brands
5 answers
Asked ChatGPT
“Where's the best place to buy bedding in the UK?”
Asked ChatGPT
“Which bedding brands are best quality?”
Asked ChatGPT
“What's the best linen bedding in the UK?”
Searched Google, AI Overview
“bedding”
Searched Google, AI Overview
“duvet covers”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Bedfolk or Next more popular in search?
This chart shows how often people search Google for Bedfolk and Next by name. Each line represents a brand's share of searches for all ten bedding brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Next, Bedfolk. The figures are in the table below the chart.
View monthly share of searches table
| Month | DUSK | Dunelm | Next | Piglet in Bed | Soak&Sleep | John Lewis | Bedfolk | Silentnight | The White Company | Simba |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.2% | 25.2% | 13.8% | 13.8% | 9.2% | 7.5% | 1.5% | 1.8% | 0.66% | 1.2% |
| Nov 2025 | 21.2% | 21.2% | 14.2% | 21.2% | 9.5% | 7.7% | 1.9% | 1.5% | 0.68% | 1% |
| Dec 2025 | 21.1% | 21.1% | 14.2% | 21.1% | 9.5% | 7.7% | 2.3% | 1.3% | 0.84% | 0.84% |
| Jan 2026 | 26.6% | 21.8% | 14.6% | 14.6% | 9.8% | 8% | 1.9% | 1.3% | 0.7% | 0.84% |
| Feb 2026 | 28.4% | 23.2% | 15.5% | 12.7% | 8.5% | 6.9% | 1.7% | 1.7% | 0.74% | 0.74% |
| Mar 2026 | 27.5% | 22.5% | 15% | 15% | 8.2% | 6.7% | 2% | 1.6% | 0.72% | 0.72% |
| Apr 2026 | 30.7% | 20.5% | 13.7% | 13.7% | 9.2% | 7.5% | 1.8% | 1.5% | 0.62% | 0.8% |
| May 2026 | 29.6% | 24.2% | 13.3% | 13.3% | 8.8% | 5.9% | 1.7% | 1.4% | 0.78% | 0.96% |
| Jun 2026 | 30.3% | 20.2% | 13.6% | 16.6% | 9% | 6.1% | 1.8% | 1.2% | 0.79% | 0.54% |
| Jul 2026 | 29.1% | 19.5% | 13.1% | 19.5% | 8.7% | 5.8% | 1.7% | 1.1% | 0.94% | 0.52% |
| Aug 2026 | 30.3% | 20.3% | 13.6% | 16.6% | 9.1% | 6.1% | 1.8% | 1.2% | 0.8% | 0.44% |
| Sep 2026 | 27.5% | 18.4% | 18.4% | 15% | 10.1% | 6.7% | 1.6% | 1.1% | 0.73% | 0.45% |
How has the Bedfolk and Next comparison changed over the last 12 months?
3 findings
- Next was ahead of Bedfolk in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bedfolk’s share of searches among bedding brands in the United Kingdom moved from 1.5% to 1.6%, and its estimated monthly branded searches moved from 2.9K to 3.6K.
- Across the 12 months ending September 2026, Next’s share of searches among bedding brands in the United Kingdom moved from 13.8% to 18.4%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
How did search popularity change for United Kingdom bedding brands in September 2026?
2 changes
In September 2026, Next overtook Piglet in Bed to rank 3rd among bedding brands in the United Kingdom, with 18.4% of the searches.
Estimated monthly branded searches for Bedfolk in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bedfolk’s and Next’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.
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