DFS vs Dunelm:Which is searched more in the United Kingdom?
In September 2026, Dunelm had more branded searches than DFS among furniture retailers in the United Kingdom. Dunelm had about 3.4 million branded searches, while DFS had 533,000. Dunelm made up 42.3% of all furniture retailer searches we track, and DFS accounted for 6.7%.
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Is DFS or Dunelm more popular in search?
Compare the stores people in the UK buy sofas and furniture from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Dunelm, DFS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | DFS | Oak Furnitureland | Furniture Village | Sofology | Heal's | Loaf | Habitat | John Lewis | Swoon |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.49% | 0.33% | 0.13% | 0.11% | 0.06% |
| Nov 2025 | 45.3% | 37.1% | 7.2% | 4.1% | 3.3% | 1.8% | 0.59% | 0.32% | 0.13% | 0.09% | 0.07% |
| Dec 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.48% | 0.27% | 0.11% | 0.07% | 0.05% |
| Jan 2026 | 41.3% | 41.3% | 6.6% | 4.5% | 3% | 2% | 0.54% | 0.36% | 0.12% | 0.1% | 0.07% |
| Feb 2026 | 42% | 42% | 6.3% | 3.8% | 3.1% | 1.7% | 0.45% | 0.3% | 0.1% | 0.1% | 0.07% |
| Mar 2026 | 46% | 37.6% | 6.6% | 4.1% | 2.8% | 1.9% | 0.5% | 0.33% | 0.13% | 0.09% | 0.08% |
| Apr 2026 | 45.9% | 37.5% | 6.9% | 3.4% | 3.4% | 1.8% | 0.5% | 0.33% | 0.13% | 0.07% | 0.07% |
| May 2026 | 46.8% | 38.3% | 6.1% | 3.4% | 2.8% | 1.5% | 0.5% | 0.28% | 0.12% | 0.08% | 0.06% |
| Jun 2026 | 51.6% | 34.5% | 5.9% | 3.1% | 2.1% | 1.7% | 0.57% | 0.3% | 0.1% | 0.08% | 0.07% |
| Jul 2026 | 42.7% | 42.7% | 5.9% | 3.1% | 2.6% | 1.7% | 0.57% | 0.38% | 0.13% | 0.1% | 0.07% |
| Aug 2026 | 41.8% | 41.8% | 6.7% | 3.8% | 3.1% | 1.7% | 0.46% | 0.36% | 0.15% | 0.1% | 0.07% |
| Sep 2026 | 42.3% | 42.3% | 6.7% | 3.1% | 2.5% | 1.7% | 0.55% | 0.37% | 0.15% | 0.1% | 0.07% |
How has the DFS and Dunelm comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of DFS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DFS’s share of searches among furniture retailers in the United Kingdom moved from 7.3% to 6.7%, and its estimated monthly branded searches moved from 651K to 533K.
- Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom moved from 45.7% to 42.3%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
How did search popularity change for United Kingdom furniture retailers in September 2026?
2 changes
DFS’s share of searches among furniture retailers in the United Kingdom has gained ground for 3 months in a row, from 5.9% to 6.7% in September 2026.
Estimated monthly branded searches for Dunelm in the United Kingdom fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using DFS’s and Dunelm’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.
Other head-to-heads among furniture retailers
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