Brandwave

DUSK vs Soak&Sleep:Which is more popular?

In September 2026, DUSK had more branded searches than Soak&Sleep among bedding brands in the United Kingdom. DUSK had about 60,500 branded searches, while Soak&Sleep had 22,200. DUSK made up 27.5% of all bedding brand searches we track, and Soak&Sleep accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about bedding brands, DUSK appeared in three of the five answers and Soak&Sleep in two. Soak&Sleep was mentioned before DUSK in two out of three answers that named either.

Among bedding brands in the United Kingdom in September 2026

Who do people search for more?

DUSK, about 3 searches for every 1 for Soak&Sleep

DUSK 60.5K searchesSoak&Sleep 22.2K searches

Who does AI mention more?

DUSK, mentioned in 3 of 5 answers, Soak&Sleep in 2

DUSK in 3 of 5Soak&Sleep in 2 of 5

Who does AI recommend more?

Soak&Sleep, named ahead of DUSK in 2 of 3 answers

Soak&Sleep first in 2DUSK first in 1

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two 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. Soak&Sleep was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Soak&Sleep was listed before DUSK in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soak&Sleep2 of 5Named in 1 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
  • Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

5 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 27, 2026.

Is DUSK or Soak&Sleep more popular in search?

This chart shows how often people search Google for DUSK and Soak&Sleep by name. Each line represents a brand's share of searches for all ten bedding brands we track, month by month, from searches in United Kingdom.

DUSK and Soak&Sleep among bedding brands in the United Kingdom, by month

Share of searches by month for DUSK, Soak&Sleep. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

How has the DUSK and Soak&Sleep comparison changed over the last 12 months?

3 findings
  • DUSK was ahead of Soak&Sleep in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom moved from 9.2% to 10.1%, and its estimated monthly branded searches moved from 18.1K to 22.2K.

How did search popularity change for United Kingdom bedding brands in September 2026?

2 changes

  1. In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.

  2. In September 2026, DUSK lost share of searches among bedding brands in the United Kingdom, from 30.3% to 27.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DUSK’s and Soak&Sleep’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.

DUSK

1 branded search term

  • dusk bedding

Soak&Sleep

1 branded search term

  • soak and sleep

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

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