Habitat vs Swoon:Which is more popular?
In September 2026, Habitat had more branded searches than Swoon among furniture retailers in the United Kingdom. Habitat had about 11,700 branded searches, while Swoon had 5,300. Habitat made up 0.15% of all furniture retailer searches we track, and Swoon accounted for 0.07%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Habitat appeared in two of the four answers and Swoon in none.
Who do people search for more?
Habitat, about 2 searches for every 1 for Swoon
Who does AI mention more?
Habitat, mentioned in 2 of 4 answers, Swoon in 0
Who does AI recommend more?
Habitat, the only one of the two named
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Top furniture retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Habitat was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Swoon did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Swoon0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about furniture retailers
4 answers
Asked ChatGPT
“Where should I buy a sofa in the UK?”
Asked ChatGPT
“What are the best furniture stores in the UK?”
Asked ChatGPT
“What's the best place in the UK to buy good quality furniture?”
Searched Google, AI Overview
“sofa”
Searched Google, AI Overview
“furniture stores”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Habitat or Swoon more popular in search?
This chart shows how often people search Google for Habitat and Swoon by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Habitat, Swoon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dunelm | IKEA | DFS | Oak Furnitureland | Furniture Village | Sofology | Heal's | Loaf | Habitat | John Lewis | Swoon |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.49% | 0.33% | 0.13% | 0.11% | 0.06% |
| Nov 2025 | 45.3% | 37.1% | 7.2% | 4.1% | 3.3% | 1.8% | 0.59% | 0.32% | 0.13% | 0.09% | 0.07% |
| Dec 2025 | 45.7% | 37.4% | 7.3% | 3.4% | 3.4% | 1.8% | 0.48% | 0.27% | 0.11% | 0.07% | 0.05% |
| Jan 2026 | 41.3% | 41.3% | 6.6% | 4.5% | 3% | 2% | 0.54% | 0.36% | 0.12% | 0.1% | 0.07% |
| Feb 2026 | 42% | 42% | 6.3% | 3.8% | 3.1% | 1.7% | 0.45% | 0.3% | 0.1% | 0.1% | 0.07% |
| Mar 2026 | 46% | 37.6% | 6.6% | 4.1% | 2.8% | 1.9% | 0.5% | 0.33% | 0.13% | 0.09% | 0.08% |
| Apr 2026 | 45.9% | 37.5% | 6.9% | 3.4% | 3.4% | 1.8% | 0.5% | 0.33% | 0.13% | 0.07% | 0.07% |
| May 2026 | 46.8% | 38.3% | 6.1% | 3.4% | 2.8% | 1.5% | 0.5% | 0.28% | 0.12% | 0.08% | 0.06% |
| Jun 2026 | 51.6% | 34.5% | 5.9% | 3.1% | 2.1% | 1.7% | 0.57% | 0.3% | 0.1% | 0.08% | 0.07% |
| Jul 2026 | 42.7% | 42.7% | 5.9% | 3.1% | 2.6% | 1.7% | 0.57% | 0.38% | 0.13% | 0.1% | 0.07% |
| Aug 2026 | 41.8% | 41.8% | 6.7% | 3.8% | 3.1% | 1.7% | 0.46% | 0.36% | 0.15% | 0.1% | 0.07% |
| Sep 2026 | 42.3% | 42.3% | 6.7% | 3.1% | 2.5% | 1.7% | 0.55% | 0.37% | 0.15% | 0.1% | 0.07% |
How has the Habitat and Swoon comparison changed over the last 12 months?
3 findings
- Habitat was ahead of Swoon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Habitat’s share of searches among furniture retailers in the United Kingdom moved from 0.13% to 0.15%, and its estimated monthly branded searches held steady at 11.7K.
- Across the 12 months ending September 2026, Swoon’s share of searches among furniture retailers in the United Kingdom moved from 0.06% to 0.07%, and its estimated monthly branded searches held steady at 5.3K.
How did search popularity change for United Kingdom furniture retailers in September 2026?
0 changes
Neither Habitat nor Swoon moved beyond provider rounding among furniture retailers in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Habitat’s and Swoon’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 furniture retailers
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