Blacks vs Ellis Brigham:Which is more popular?
In September 2026, Ellis Brigham had more branded searches than Blacks among outdoor retailers in the United Kingdom. Ellis Brigham had about 33,100 branded searches, while Blacks had 8,100. Ellis Brigham made up 1.5% of all outdoor retailer searches we track, and Blacks accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, Ellis Brigham appeared in two of the three answers and Blacks in none.
Who do people search for more?
Ellis Brigham, about 4 searches for every 1 for Blacks
Who does AI mention more?
Ellis Brigham, mentioned in 2 of 3 answers, Blacks in 0
Who does AI recommend more?
Ellis Brigham, the only one of the two named
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Ellis Brigham was mentioned in two out of three: in two of the three ChatGPT answers. Blacks did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers- Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Blacks or Ellis Brigham more popular in search?
This chart shows how often people search Google for Blacks and Ellis Brigham by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Ellis Brigham, Blacks. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
How has the Blacks and Ellis Brigham comparison changed over the last 12 months?
3 findings
- Ellis Brigham was ahead of Blacks in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Blacks’ share of searches among outdoor retailers in the United Kingdom moved from 0.31% to 0.37%, and its estimated monthly branded searches held steady at 8.1K.
- Across the 12 months ending September 2026, Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom moved from 1.3% to 1.5%, and its estimated monthly branded searches held steady at 33.1K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
1 change
Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom has gained ground for 3 months in a row, from 0.86% to 1.5% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Blacks’ and Ellis Brigham’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.
Blacks
1 branded search term
- blacks outdoor
Ellis Brigham
1 branded search term
- ellis brigham
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