--- title: "DFS vs Habitat: Which is searched more in the United Kingdom?" description: "Is DFS or Habitat more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Furniture retailers set in the United Kingdom. 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." canonical: "https://gobrandwave.com/demand/uk/compare/dfs-vs-habitat" publisher: "Brandwave" --- # DFS vs Habitat: Which is searched more in the United Kingdom? Is DFS or Habitat more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Furniture retailers set in the United Kingdom. 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. ## Key facts - **Compared**: DFS and Habitat - **Competitive set**: Furniture retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **DFS Share of Search**: 6.7% - **Habitat Share of Search**: 0.15% ## Is DFS or Habitat more popular in search? - In September 2026, DFS had more branded searches than Habitat among furniture retailers in the United Kingdom. DFS had about 533,000 branded searches, while Habitat had 11,700. DFS made up 6.7% of all furniture retailer searches we track, and Habitat accounted for 0.15%. - DFS was ahead of Habitat 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, Habitat’s share of searches among furniture retailers in the United Kingdom moved from 0.13% to 0.15%, and its estimated monthly branded searches held steady at 11.7K. ## Top furniture retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, DFS and Habitat were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. DFS was listed before Habitat in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | John Lewis | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | IKEA | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Heal's | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | DFS | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Oak Furnitureland | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Loaf | 6th | 3 of 3 | 0 of 1 | 3 of 4 | | Sofology | 7th | 1 of 3 | 0 of 1 | 1 of 4 | | Habitat | 8th | 2 of 3 | 0 of 1 | 2 of 4 | | Dunelm | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Furniture Village | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Swoon | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about furniture retailers - Asked ChatGPT "Where should I buy a sofa in the UK?": 1. John Lewis, 2. DFS, 3. IKEA, 4. Sofology, 5. Loaf, 6. Habitat - Asked ChatGPT "What are the best furniture stores in the UK?": 1. John Lewis, 2. IKEA, 3. Heal's, 4. DFS, 5. Oak Furnitureland, 6. Loaf, 7. Habitat - Asked ChatGPT "What's the best place in the UK to buy good quality furniture?": 1. John Lewis, 2. Heal's, 3. Oak Furnitureland, 4. IKEA, 5. Loaf - Searched Google, AI Overview "sofa": named none of the brands we track Not named in any answer: Dunelm, Furniture Village and Swoon. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom furniture retailers in September 2026? - 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. ## Month by month | Month | DFS estimated searches | DFS Share of Search | DFS rank | Habitat estimated searches | Habitat Share of Search | Habitat rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 651K | 7.3% | 3 | 11.7K | 0.13% | 9 | | Nov 2025 | 651K | 7.2% | 3 | 11.7K | 0.13% | 9 | | Dec 2025 | 651K | 7.3% | 3 | 9.5K | 0.11% | 9 | | Jan 2026 | 651K | 6.6% | 3 | 11.7K | 0.12% | 9 | | Feb 2026 | 503K | 6.3% | 3 | 8.3K | 0.1% | 9 | | Mar 2026 | 478K | 6.6% | 3 | 9.5K | 0.13% | 9 | | Apr 2026 | 503K | 6.9% | 3 | 9.5K | 0.13% | 9 | | May 2026 | 436K | 6.1% | 3 | 8.3K | 0.12% | 9 | | Jun 2026 | 381K | 5.9% | 3 | 6.8K | 0.1% | 9 | | Jul 2026 | 381K | 5.9% | 3 | 8.3K | 0.13% | 9 | | Aug 2026 | 533K | 6.7% | 3 | 11.7K | 0.15% | 9 | | Sep 2026 | 533K | 6.7% | 3 | 11.7K | 0.15% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using DFS’s and Habitat’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**: Measured on the search terms “dfs”, “dfs sofa” and “dfs sofas”, summed into one figure. - **Habitat**: Measured on the search terms “habitat furniture” and “habitat sofa”, summed into one figure. - [DFS profile](/demand/uk/brands/dfs) - [Habitat profile](/demand/uk/brands/habitat) - [All furniture retailers in the United Kingdom](/demand/uk/categories/uk-furniture-retailers): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is DFS or Habitat more popular in search? In September 2026, DFS had more branded searches than Habitat among furniture retailers in the United Kingdom. DFS had about 533,000 branded searches, while Habitat had 11,700. DFS made up 6.7% of all furniture retailer searches we track, and Habitat accounted for 0.15%. ## Cite this page Brandwave. "DFS vs Habitat: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/dfs-vs-habitat This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/dfs-vs-habitat. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.