Brandwave

IKEA vs The Rug Seller:Which is more popular in the United Kingdom?

In September 2026, IKEA had more branded searches than The Rug Seller among rug retailers in the United Kingdom. IKEA had about 49,500 branded searches, while The Rug Seller had 480. IKEA made up 19.8% of all rug retailer searches we track, and The Rug Seller accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about rug retailers, IKEA appeared in four of the five answers and The Rug Seller in one. IKEA was mentioned before The Rug Seller in every answer that named either.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

IKEA, about 103 searches for every 1 for The Rug Seller

IKEA 49.5K searchesThe Rug Seller 480 searches

Who does AI mention more?

IKEA, mentioned in 4 of 5 answers, The Rug Seller in 1

IKEA in 4 of 5The Rug Seller in 1 of 5

Who does AI recommend more?

IKEA, named ahead of The Rug Seller in 4 of 4 answers

IKEA first in 4The Rug Seller never first

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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. The Rug Seller was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. IKEA was listed before The Rug Seller in every answer that named either.

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
  • The Rug Seller1 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 The Rug Seller more popular in search?

This chart shows how often people search Google for IKEA and The Rug Seller 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 The Rug Seller among rug retailers in the United Kingdom, by month

Share of searches by month for IKEA, The Rug Seller. 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 The Rug Seller changed in the United Kingdom over the last 12 months?

3 findings

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 The Rug Seller in the United Kingdom fell 45.5% over 12 measured months, from 880 to 480 in September 2026.

How are IKEA’s and The Rug Seller’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using IKEA’s and The Rug Seller’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

The Rug Seller

1 branded search term

  • the rug seller

How the Brand Demand Index is measured

Other head-to-heads among rug retailers

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