Brandwave

DFS vs Furniture Village:Which is more popular?

In September 2026, DFS had more branded searches than Furniture Village among furniture retailers in the United Kingdom. DFS had about 533,000 branded searches, while Furniture Village had 201,000. DFS made up 6.7% of all furniture retailer searches we track, and Furniture Village accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about furniture retailers, DFS appeared in two of the four answers and Furniture Village in none.

Among furniture retailers in the United Kingdom in September 2026

Who do people search for more?

DFS, about 3 searches for every 1 for Furniture Village

DFS 533K searchesFurniture Village 201K searches

Who does AI mention more?

DFS, mentioned in 2 of 4 answers, Furniture Village in 0

DFS in 2 of 4Furniture Village in 0 of 4

Who does AI recommend more?

DFS, the only one of the two named

DFS first in 2Furniture Village never named

Follow DFS vs Furniture Village and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, DFS was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Furniture Village did not appear in any of the four answers.

Most recommended by AI

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

  1. John Lewis1st
  2. IKEA2nd
  3. Heal's3rd
  4. DFS4th
  5. Oak Furnitureland5th
  6. Loaf6th
  7. Sofology7th
  8. Habitat8th
  9. Dunelm–
  10. Furniture Village–
  11. +1 more

Mentioned by AI

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

  • IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furniture Village0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about furniture retailers

4 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 22, 2026.

Is DFS or Furniture Village more popular in search?

This chart shows how often people search Google for DFS and Furniture Village by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in United Kingdom.

DFS and Furniture Village among furniture retailers in the United Kingdom, by month

Share of searches by month for DFS, Furniture Village. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEADFSOak FurniturelandFurniture VillageSofologyHeal'sLoafHabitatJohn LewisSwoon
Oct 202545.7%37.4%7.3%3.4%3.4%1.8%0.49%0.33%0.13%0.11%0.06%
Nov 202545.3%37.1%7.2%4.1%3.3%1.8%0.59%0.32%0.13%0.09%0.07%
Dec 202545.7%37.4%7.3%3.4%3.4%1.8%0.48%0.27%0.11%0.07%0.05%
Jan 202641.3%41.3%6.6%4.5%3%2%0.54%0.36%0.12%0.1%0.07%
Feb 202642%42%6.3%3.8%3.1%1.7%0.45%0.3%0.1%0.1%0.07%
Mar 202646%37.6%6.6%4.1%2.8%1.9%0.5%0.33%0.13%0.09%0.08%
Apr 202645.9%37.5%6.9%3.4%3.4%1.8%0.5%0.33%0.13%0.07%0.07%
May 202646.8%38.3%6.1%3.4%2.8%1.5%0.5%0.28%0.12%0.08%0.06%
Jun 202651.6%34.5%5.9%3.1%2.1%1.7%0.57%0.3%0.1%0.08%0.07%
Jul 202642.7%42.7%5.9%3.1%2.6%1.7%0.57%0.38%0.13%0.1%0.07%
Aug 202641.8%41.8%6.7%3.8%3.1%1.7%0.46%0.36%0.15%0.1%0.07%
Sep 202642.3%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 Furniture Village comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom furniture retailers in September 2026?

2 changes

  1. In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.

  2. 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.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using DFS’s and Furniture Village’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.

DFS

3 branded search terms

  • dfs
  • dfs sofa
  • dfs sofas

Furniture Village

1 branded search term

  • furniture village

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free