--- title: "Dunelm vs DUSK: Which is searched more in the United Kingdom?" description: "Is Dunelm or DUSK more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bedding brands 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/dunelm-vs-dusk-uk" publisher: "Brandwave" --- # Dunelm vs DUSK: Which is searched more in the United Kingdom? Is Dunelm or DUSK more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bedding brands 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**: Dunelm and DUSK - **Competitive set**: Bedding brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Dunelm Share of Search**: 18.4% - **DUSK Share of Search**: 27.5% ## Is Dunelm or DUSK more popular in search? - In September 2026, DUSK had more branded searches than Dunelm among bedding brands in the United Kingdom. DUSK had about 60,500 branded searches, while Dunelm had 40,500. DUSK made up 27.5% of all bedding brand searches we track, and Dunelm accounted for 18.4%. - DUSK was ahead of Dunelm in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Dunelm’s share of searches among bedding brands in the United Kingdom moved from 25.2% to 18.4%, and its estimated monthly branded searches moved from 49.5K to 40.5K. - Across the 12 months ending September 2026, DUSK’s share of searches among bedding brands in the United Kingdom moved from 25.2% to 27.5%, and its estimated monthly branded searches moved from 49.5K to 60.5K. ## Top bedding brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. DUSK was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dunelm was listed before DUSK in three out of four answers 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 | | --- | --- | --- | --- | --- | | Dunelm | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | John Lewis | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Piglet in Bed | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Next | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | The White Company | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Soak&Sleep | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | DUSK | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Bedfolk | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Silentnight | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Simba | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about bedding brands - Asked ChatGPT "Where's the best place to buy bedding in the UK?": 1. John Lewis, 2. The White Company, 3. Dunelm, 4. Next, 5. DUSK - Asked ChatGPT "Which bedding brands are best quality?": 1. The White Company, 2. Soak&Sleep, 3. Piglet in Bed, 4. Bedfolk, 5. DUSK, 6. John Lewis - Asked ChatGPT "What's the best linen bedding in the UK?": 1. Piglet in Bed, 2. John Lewis - Searched Google, AI Overview "bedding": 1. Dunelm, 2. Next, 3. John Lewis, 4. Piglet in Bed - Searched Google, AI Overview "duvet covers": 1. Dunelm, 2. Next, 3. Soak&Sleep, 4. DUSK, 5. Piglet in Bed Not named in any answer: Silentnight and Simba. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom bedding brands in September 2026? - In September 2026, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%. - In September 2026, Dunelm lost share of searches among bedding brands in the United Kingdom, from 20.3% to 18.4%. ## Month by month | Month | Dunelm estimated searches | Dunelm Share of Search | Dunelm rank | DUSK estimated searches | DUSK Share of Search | DUSK rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 49.5K | 25.2% | 1 | 49.5K | 25.2% | 2 | | Nov 2025 | 49.5K | 21.2% | 1 | 49.5K | 21.2% | 2 | | Dec 2025 | 40.5K | 21.1% | 1 | 40.5K | 21.1% | 2 | | Jan 2026 | 49.5K | 21.8% | 2 | 60.5K | 26.6% | 1 | | Feb 2026 | 40.5K | 23.2% | 2 | 49.5K | 28.4% | 1 | | Mar 2026 | 40.5K | 22.5% | 2 | 49.5K | 27.5% | 1 | | Apr 2026 | 33.1K | 20.5% | 2 | 49.5K | 30.7% | 1 | | May 2026 | 40.5K | 24.2% | 2 | 49.5K | 29.6% | 1 | | Jun 2026 | 33.1K | 20.2% | 2 | 49.5K | 30.3% | 1 | | Jul 2026 | 33.1K | 19.5% | 2 | 49.5K | 29.1% | 1 | | Aug 2026 | 40.5K | 20.3% | 2 | 60.5K | 30.3% | 1 | | Sep 2026 | 40.5K | 18.4% | 2 | 60.5K | 27.5% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Dunelm’s and DUSK’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. - **Dunelm**: Measured on the search term “dunelm bedding”. - **DUSK**: Measured on the search term “dusk bedding”. - [Dunelm profile](/demand/uk/brands/dunelm) - [DUSK profile](/demand/uk/brands/dusk-uk) - [All bedding brands in the United Kingdom](/demand/uk/categories/uk-bedding-brands): The set both shares are measured inside, 10 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 Dunelm or DUSK more popular in search? In September 2026, DUSK had more branded searches than Dunelm among bedding brands in the United Kingdom. DUSK had about 60,500 branded searches, while Dunelm had 40,500. DUSK made up 27.5% of all bedding brand searches we track, and Dunelm accounted for 18.4%. ## Cite this page Brandwave. "Dunelm vs DUSK: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/dunelm-vs-dusk-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/dunelm-vs-dusk-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.