DFS vs Loaf:Which is more popular?
In September 2026, DFS had more branded searches than Loaf among furniture retailers in the United Kingdom. DFS had about 533,000 branded searches, while Loaf had 29,000. DFS made up 6.7% of all furniture retailer searches we track, and Loaf accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Loaf appeared in three of the four answers and DFS in two. DFS was mentioned before Loaf in two out of three answers.
Who do people search for more?
DFS, about 18 searches for every 1 for Loaf
Follow DFS vs Loaf 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
Top furniture retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Loaf was mentioned in three out of four: in all three ChatGPT answers, but not in the 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. DFS was listed before Loaf in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
John Lewis1st
IKEA2nd
Heal's3rd- DFS4th
Oak Furnitureland5th
Loaf6th
Sofology7th
Habitat8th
Dunelm–
Furniture Village–- +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
See every answer about furniture retailers
4 answers
Asked ChatGPT
“Where should I buy a sofa in the UK?”
Asked ChatGPT
“What are the best furniture stores in the UK?”
Asked ChatGPT
“What's the best place in the UK to buy good quality furniture?”
Searched Google, AI Overview
“sofa”
Searched Google, AI Overview
“furniture stores”
Google showed no AI Overview for this search.
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 Loaf more popular in search?
This chart shows how often people search Google for DFS and Loaf 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.
Share of searches by month for DFS, Loaf. 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 Loaf comparison changed over the last 12 months?
3 findings
- DFS was ahead of Loaf 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, Loaf’s share of searches among furniture retailers in the United Kingdom moved from 0.33% to 0.37%, and its estimated monthly branded searches moved from 29.5K to 29K.
How did search popularity change for United Kingdom furniture retailers in September 2026?
1 change
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?
5 search terms
Brandwave collects information about searches that people make online using DFS’s and Loaf’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
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.