Dunelm vs Next:Which is more popular?
In September 2026, Dunelm had more branded searches than Next among homeware retailers in the United Kingdom. Dunelm had about 3.4 million branded searches, while Next had 201,000. Dunelm made up 33.2% of all homeware retailer searches we track, and Next accounted for 2%. When we asked ChatGPT and Google AI Overviews about homeware retailers, Dunelm appeared in three of the five answers and Next in two. Dunelm was mentioned before Next in every answer that named either.
Who do people search for more?
Dunelm, about 17 searches for every 1 for Next
Who does AI mention more?
Dunelm, mentioned in 3 of 5 answers, Next in 2
Who does AI recommend more?
Dunelm, named ahead of Next in 3 of 3 answers
Follow Dunelm vs Next 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 homeware retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dunelm was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Next was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dunelm was listed before Next in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
John Lewis1st- Dunelm2nd
H&M Home3rd
IKEA4th
Oliver Bonas5th
Next6th
The Range7th
The White Company8th
Habitat9th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- IKEA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dunelm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oliver Bonas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- H&M Home3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Next2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Habitat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Range1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about homeware retailers
5 answers
Asked ChatGPT
“Where should I buy homeware in the UK?”
Asked ChatGPT
“What are the best homeware shops in the UK?”
Asked ChatGPT
“Which shop in the UK has the best affordable bedding and home decor?”
Searched Google, AI Overview
“homeware”
Searched Google, AI Overview
“homeware shops”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Dunelm or Next more popular in search?
This chart shows how often people search Google for Dunelm and Next by name. Each line represents a brand's share of searches for all nine homeware retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dunelm, Next. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | The Range | Oliver Bonas | The White Company | Next | Habitat | H&M Home | John Lewis |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 29.1% | 23.8% | 4.8% | 2.6% | 1.7% | 1.4% | 0.96% | 0.04% |
| Nov 2025 | 32.2% | 26.4% | 26.4% | 6.5% | 4.3% | 1.6% | 1.6% | 1.1% | 0.03% |
| Dec 2025 | 33.4% | 27.4% | 22.4% | 8.2% | 4.5% | 1.6% | 1.6% | 0.9% | 0.04% |
| Jan 2026 | 34.8% | 34.8% | 19% | 4.7% | 2.6% | 1.7% | 1.7% | 0.77% | 0.03% |
| Feb 2026 | 35% | 35% | 19.1% | 4.7% | 2.1% | 1.7% | 1.4% | 0.95% | 0.04% |
| Mar 2026 | 35.2% | 28.8% | 23.5% | 5.8% | 2.6% | 1.7% | 1.4% | 0.95% | 0.04% |
| Apr 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| May 2026 | 35.9% | 29.4% | 24% | 4.8% | 2.2% | 1.4% | 1.4% | 0.79% | 0.03% |
| Jun 2026 | 38.1% | 25.4% | 25.4% | 5.1% | 2.3% | 1.5% | 1.2% | 0.84% | 0.03% |
| Jul 2026 | 31.2% | 31.2% | 25.5% | 6.3% | 2.3% | 1.5% | 1.3% | 0.84% | 0.03% |
| Aug 2026 | 32.9% | 32.9% | 22% | 5.4% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
| Sep 2026 | 33.2% | 33.2% | 22.2% | 4.5% | 2.4% | 2% | 1.3% | 1.1% | 0.04% |
How has the Dunelm and Next comparison changed over the last 12 months?
3 findings
- Dunelm was ahead of Next in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dunelm’s share of searches among homeware retailers in the United Kingdom moved from 35.5% to 33.2%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
- Across the 12 months ending September 2026, Next’s share of searches among homeware retailers in the United Kingdom moved from 1.7% to 2%, and its estimated monthly branded searches held steady at 201K.
How did search popularity change for United Kingdom homeware retailers in September 2026?
1 change
Estimated monthly branded searches for Dunelm in the United Kingdom fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dunelm’s and Next’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 homeware 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.