Brandwave

DUSK vs The White Company:Which is more popular?

In September 2026, DUSK had more branded searches than The White Company among bedding brands in the United Kingdom. DUSK had about 60,500 branded searches, while The White Company had 1,600. DUSK made up 27.5% of all bedding brand searches we track, and The White Company accounted for 0.73%. When we asked ChatGPT and Google AI Overviews about bedding brands, DUSK appeared in three of the five answers and The White Company in two. The White Company 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 38 searches for every 1 for The White Company

DUSK 60.5K searchesThe White Company 1.6K searches

Who does AI mention more?

DUSK, mentioned in 3 of 5 answers, The White Company in 2

DUSK in 3 of 5The White Company in 2 of 5

Who does AI recommend more?

The White Company, named ahead of DUSK in 2 of 3 answers

The White Company first in 2DUSK first in 1

Follow DUSK vs The White Company 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

Track your brand against a rival →

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. The White Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The White Company 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 The White Company more popular in search?

This chart shows how often people search Google for DUSK and The White Company 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 The White Company among bedding brands in the United Kingdom, by month

Share of searches by month for DUSK, The White Company. 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%

The White Company sells other things too, so only its searches that name this product count here, like “the white company bedding”.

How has the DUSK and The White Company comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for The White Company in the United Kingdom rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DUSK’s and The White Company’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

The White Company

1 branded search term

  • the white company bedding

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

Creator with pink hair and a pink jacket

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.

Start free