Brandwave

DFS vs Oak Furnitureland:Which is more popular?

In September 2026, DFS had more branded searches than Oak Furnitureland among furniture retailers in the United Kingdom. DFS had about 533,000 branded searches, while Oak Furnitureland had 246,000. DFS made up 6.7% of all furniture retailer searches we track, and Oak Furnitureland accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about furniture retailers, DFS and Oak Furnitureland each appeared in two of the four answers. DFS was mentioned before Oak Furnitureland in two out of three answers.

Among furniture retailers in the United Kingdom in September 2026

Who do people search for more?

DFS, about 2 searches for every 1 for Oak Furnitureland

DFS 533K searchesOak Furnitureland 246K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

DFS in 2 of 4Oak Furnitureland in 2 of 4

Who does AI recommend more?

DFS, named ahead of Oak Furnitureland in 2 of 3 answers

DFS first in 2Oak Furnitureland first in 1

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, DFS and Oak Furnitureland 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 Oak Furnitureland in two out of three 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 Oak Furnitureland more popular in search?

This chart shows how often people search Google for DFS and Oak Furnitureland 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 Oak Furnitureland among furniture retailers in the United Kingdom, by month

Share of searches by month for DFS, Oak Furnitureland. 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 Oak Furnitureland 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, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.

  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?

5 search terms

Brandwave collects information about searches that people make online using DFS’s and Oak Furnitureland’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

Oak Furnitureland

2 branded search terms

  • oak furniture land
  • oak furnitureland

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

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