Brandwave

IKEA vs La Redoute:Which is more popular in the United Kingdom?

In September 2026, IKEA had more branded searches than La Redoute among rug retailers in the United Kingdom. IKEA had about 49,500 branded searches, while La Redoute had 2,400. IKEA made up 19.8% of all rug retailer searches we track, and La Redoute accounted for 0.96%. When we asked ChatGPT and Google AI Overviews about rug retailers, IKEA appeared in four of the five answers and La Redoute in two. IKEA was mentioned before La Redoute in four out of five answers.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

IKEA, about 21 searches for every 1 for La Redoute

IKEA 49.5K searchesLa Redoute 2.4K searches

Who does AI mention more?

IKEA, mentioned in 4 of 5 answers, La Redoute in 2

IKEA in 4 of 5La Redoute in 2 of 5

Who does AI recommend more?

IKEA, named ahead of La Redoute in 4 of 5 answers

IKEA first in 4La Redoute first in 1

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Top rug 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 two of the three ChatGPT answers and in both Google AI Overviews. La Redoute was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA was listed before La Redoute in four out of five answers.

Most recommended by AI

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

  1. Dunelm1st
  2. IKEA2nd
  3. Ruggable3rd
  4. Next3rd
  5. Habitat5th
  6. Rugs Direct6th
  7. La Redoute7th
  8. Wayfair8th
  9. John Lewis9th
  10. The Rug Seller10th
  11. +1 more

Mentioned by AI

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

  • Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wayfair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about rug retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Is IKEA or La Redoute more popular in search?

This chart shows how often people search Google for IKEA and La Redoute by name. Each line represents a brand's share of searches for all 11 rug retailers we track, month by month, from searches in United Kingdom.

IKEA and La Redoute among rug retailers in the United Kingdom, by month

Share of searches by month for IKEA, La Redoute. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEARuggableNextJohn LewisRugs DirectWayfairHabitatLa RedouteLand of RugsThe Rug Seller
Oct 202532.4%17.8%21.8%8%6.5%5.3%4.4%2.4%0.85%0.38%0.26%
Nov 202531%17.1%20.9%9.3%6.3%5.1%6.3%2.3%1%0.45%0.25%
Dec 202535.5%15.9%19.4%8.7%5.8%5.8%4.7%2.6%0.94%0.39%0.23%
Jan 202632.6%17.8%17.8%9.8%6.5%5.3%5.3%2.9%1%0.47%0.26%
Feb 202632.9%18%18%9.9%6.6%5.4%4.4%2.9%1.1%0.45%0.26%
Mar 202633.5%18.3%18.3%8.2%6.7%5.5%5.5%2.4%0.86%0.45%0.22%
Apr 202631.1%17%20.8%9.3%6.2%6.2%5.1%2.8%0.98%0.37%0.25%
May 202633.8%18.5%18.5%8.3%6.8%5.5%4.5%2.5%1.1%0.4%0.27%
Jun 202636.3%16.2%19.8%7.3%5.9%5.9%4.9%2.2%0.96%0.35%0.23%
Jul 202630.1%20.1%20.1%9%6%6%4.9%2.2%0.97%0.36%0.24%
Aug 202633.2%18.2%18.2%10%6.6%5.4%4.4%2.4%1.1%0.26%0.26%
Sep 202629.6%19.8%19.8%8.9%7.2%5.9%4.8%2.6%0.96%0.24%0.19%

IKEA sells other things too, so only its searches that name this product count here, like “ikea rugs”.

How has branded search for IKEA and La Redoute changed in the United Kingdom over the last 12 months?

3 findings
  • IKEA was ahead of La Redoute in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in the United Kingdom moved from 17.8% to 19.8%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
  • Across the 12 months ending September 2026, La Redoute’s share of searches among rug retailers in the United Kingdom moved from 0.85% to 0.96%, and its estimated monthly branded searches moved from 2.9K to 2.4K.

How did search popularity change for United Kingdom rug retailers in September 2026?

2 changes

  1. In September 2026, IKEA gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.

  2. Estimated monthly branded searches for La Redoute in the United Kingdom fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

How are IKEA’s and La Redoute’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using IKEA’s and La Redoute’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.

IKEA

1 branded search term

  • ikea rugs

La Redoute

1 branded search term

  • la redoute rugs

How the Brand Demand Index is measured

Other head-to-heads among rug retailers

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