Dunelm vs Land of Rugs:Which is more popular?
In September 2026, Dunelm had more branded searches than Land of Rugs among rug retailers in the United Kingdom. Dunelm had about 74,000 branded searches, while Land of Rugs had 590. Dunelm made up 45.8% of all rug retailer searches we track, and Land of Rugs accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about rug retailers, Dunelm appeared in all five answers and Land of Rugs in one. Dunelm was mentioned before Land of Rugs in every answer.
Who do people search for more?
Dunelm, about 125 searches for every 1 for Land of Rugs
Who does AI mention more?
Dunelm, mentioned in every answer we collected
Who does AI recommend more?
Dunelm, named ahead of Land of Rugs in every answer
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Top rug retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm appeared in all five answers. Land of Rugs was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Dunelm was listed before Land of Rugs in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Dunelm1st
Next2nd
Ruggable3rd
Rugs Direct4th
The Rug Seller5th
Land of Rugs6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Rug Seller1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about rug retailers
5 answers
Asked ChatGPT
“Where's the best place to buy a rug online in the UK?”
Asked ChatGPT
“Which UK shops sell good quality affordable rugs?”
Asked ChatGPT
“Where can I buy a washable rug in the UK?”
Searched Google, AI Overview
“rugs”
Searched Google, AI Overview
“rugs uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Dunelm or Land of Rugs more popular in search?
This chart shows how often people search Google for Dunelm and Land of Rugs by name. Each line represents a brand's share of searches for all six rug retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dunelm, Land of Rugs. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | Ruggable | Next | Rugs Direct | Land of Rugs | The Rug Seller |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.5% | 32% | 11.7% | 7.8% | 0.56% | 0.38% |
| Nov 2025 | 46.3% | 31.1% | 13.9% | 7.6% | 0.67% | 0.37% |
| Dec 2025 | 50.7% | 27.7% | 12.4% | 8.3% | 0.56% | 0.33% |
| Jan 2026 | 49.2% | 26.9% | 14.7% | 8% | 0.71% | 0.39% |
| Feb 2026 | 49.2% | 26.9% | 14.8% | 8% | 0.66% | 0.39% |
| Mar 2026 | 50.6% | 27.7% | 12.4% | 8.3% | 0.68% | 0.33% |
| Apr 2026 | 45.7% | 30.6% | 13.7% | 9.1% | 0.54% | 0.36% |
| May 2026 | 50.6% | 27.7% | 12.4% | 8.3% | 0.6% | 0.4% |
| Jun 2026 | 51.9% | 28.4% | 10.4% | 8.5% | 0.51% | 0.33% |
| Jul 2026 | 45.7% | 30.6% | 13.7% | 9.1% | 0.54% | 0.36% |
| Aug 2026 | 49.3% | 27% | 14.8% | 8.1% | 0.39% | 0.39% |
| Sep 2026 | 45.8% | 30.6% | 13.7% | 9.2% | 0.37% | 0.3% |
Dunelm sells other things too, so only its searches that name this product count here, like “dunelm rugs”.
How has the Dunelm and Land of Rugs comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of Land of Rugs in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dunelm’s share of searches among rug retailers in the United Kingdom moved from 47.5% to 45.8%, and its estimated monthly branded searches moved from 110K to 74K.
- Across the 12 months ending September 2026, Land of Rugs’ share of searches among rug retailers in the United Kingdom moved from 0.56% to 0.37%, and its estimated monthly branded searches moved from 1.3K to 590.
How did search popularity change for United Kingdom rug retailers in September 2026?
2 changes
In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 49.3% to 45.8%.
Estimated monthly branded searches for Land of Rugs in the United Kingdom fell 54.6% over 12 measured months, from 1.3K to 590 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dunelm’s and Land of Rugs’ 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
1 branded search term
- dunelm rugs
Land of Rugs
1 branded search term
- land of rugs
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