H&M Home vs IKEA:Which is more popular?
In September 2026, IKEA had more branded searches than H&M Home among homeware retailers in the United Kingdom. IKEA had about 3.4 million branded searches, while H&M Home had 110,000. IKEA made up 33.2% of all homeware retailer searches we track, and H&M Home accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about homeware retailers, IKEA appeared in four of the five answers and H&M Home in three. H&M Home was mentioned before IKEA in three out of four answers.
Who do people search for more?
IKEA, about 30 searches for every 1 for H&M Home
Who does AI mention more?
IKEA, mentioned in 4 of 5 answers, H&M Home in 3
Who does AI recommend more?
H&M Home, named ahead of IKEA in 3 of 4 answers
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Top homeware retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. H&M Home was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. H&M Home was listed before IKEA in three out of four answers.
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 H&M Home or IKEA more popular in search?
This chart shows how often people search Google for H&M Home and IKEA 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 IKEA, H&M Home. 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 H&M Home and IKEA comparison changed over the last 12 months?
3 findings
- IKEA was ahead of H&M Home in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, H&M Home’s share of searches among homeware retailers in the United Kingdom moved from 0.96% to 1.1%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom moved from 29.1% to 33.2%, and its estimated monthly branded searches held steady at 3.4M.
How did search popularity change for United Kingdom homeware retailers in September 2026?
1 change
IKEA’s share of searches among homeware retailers in the United Kingdom has gained ground for 3 months in a row, from 25.4% to 33.2% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using H&M Home’s and IKEA’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
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