H&M Home vs Next:Which is searched more in the United Kingdom?
In September 2026, Next had more branded searches than H&M Home among homeware retailers in the United Kingdom. Next had about 201,000 branded searches, while H&M Home had 110,000. Next made up 2% of all homeware retailer searches we track, and H&M Home accounted for 1.1%.
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Is H&M Home or Next more popular in search?
Compare the shops people in the UK buy bedding, kitchenware and home decor from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Next, 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 Next comparison changed over the last 12 months?
3 findings
- Next 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, 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?
0 changes
Neither H&M Home nor Next moved beyond provider rounding among homeware retailers 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 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
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