Brandwave

Boux Avenue vs M&S:Which is more popular?

In September 2026, Boux Avenue had more branded searches than M&S among lingerie brands in the United Kingdom. Boux Avenue had about 246,000 branded searches, while M&S had 57,600. Boux Avenue made up 24.5% of all lingerie brand searches we track, and M&S accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and Boux Avenue in three. M&S was mentioned before Boux Avenue in every answer that named either.

Among lingerie brands in the United Kingdom in September 2026

Who do people search for more?

Boux Avenue, about 4 searches for every 1 for M&S

Boux Avenue 246K searchesM&S 57.6K searches

Who does AI mention more?

M&S, mentioned in 4 of 5 answers, Boux Avenue in 3

M&S in 4 of 5Boux Avenue in 3 of 5

Who does AI recommend more?

M&S, named ahead of Boux Avenue in 4 of 4 answers

M&S first in 4Boux Avenue never first

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, M&S was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Boux Avenue was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. M&S was listed before Boux Avenue in every answer that named either.

Most recommended by AI

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

  1. Bravissimo1st
  2. M&S2nd
  3. Boux Avenue3rd
  4. John Lewis3rd
  5. Panache5th
  6. Curvy Kate6th
  7. Ann Summers–
  8. Figleaves–

Mentioned by AI

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

  • Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

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 Boux Avenue or M&S more popular in search?

This chart shows how often people search Google for Boux Avenue and M&S by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from searches in United Kingdom.

Boux Avenue and M&S among lingerie brands in the United Kingdom, by month

Share of searches by month for Boux Avenue, M&S. The figures are in the table below the chart.

View monthly share of searches table
MonthAnn SummersBoux AvenueBravissimoM&SCurvy KateJohn LewisFigleavesPanache
Oct 202562.1%22.7%10.2%3.7%0.75%0.22%0.22%0.12%
Nov 202551.9%34.7%8.5%3.8%0.63%0.19%0.19%0.1%
Dec 202556.9%31.1%7.6%3.4%0.56%0.17%0.17%0.09%
Jan 202657.4%25.7%11.5%4%0.84%0.25%0.2%0.14%
Feb 202655.4%24.8%13.6%4.7%0.82%0.24%0.24%0.13%
Mar 202648.3%26.4%17.7%6%0.87%0.31%0.26%0.11%
Apr 202650.7%22.6%18.6%6.2%1.1%0.33%0.33%0.11%
May 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jun 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jul 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Aug 202650.8%22.7%18.6%6.3%0.91%0.33%0.27%0.09%
Sep 202654.9%24.5%13.5%5.7%0.81%0.29%0.19%0.1%

M&S sells other things too, so only its searches that name this product count here, like “m&s bras”.

How has the Boux Avenue and M&S comparison changed over the last 12 months?

3 findings
  • Boux Avenue was ahead of M&S in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Boux Avenue’s share of searches among lingerie brands in the United Kingdom moved from 22.7% to 24.5%, and its estimated monthly branded searches held steady at 246K.
  • Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom moved from 3.7% to 5.7%, and its estimated monthly branded searches moved from 39.7K to 57.6K.

How did search popularity change for United Kingdom lingerie brands in September 2026?

2 changes

  1. In September 2026, Boux Avenue gained share of searches among lingerie brands in the United Kingdom, from 22.7% to 24.5%.

  2. In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Boux Avenue’s and M&S’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.

Boux Avenue

1 branded search term

  • boux avenue

M&S

2 branded search terms

  • m&s bras
  • m&s lingerie

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

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