Brandwave

John Lewis vs Soak&Sleep:Which is more popular?

In September 2026, Soak&Sleep had more branded searches than John Lewis among bedding brands in the United Kingdom. Soak&Sleep had about 22,200 branded searches, while John Lewis had 14,800. Soak&Sleep made up 10.1% of all bedding brand searches we track, and John Lewis accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about bedding brands, John Lewis appeared in four of the five answers and Soak&Sleep in two. John Lewis was mentioned before Soak&Sleep in three out of five answers.

Among bedding brands in the United Kingdom in September 2026

Who do people search for more?

Soak&Sleep, about 50% more searches than John Lewis

Soak&Sleep 22.2K searchesJohn Lewis 14.8K searches

Who does AI mention more?

John Lewis, mentioned in 4 of 5 answers, Soak&Sleep in 2

John Lewis in 4 of 5Soak&Sleep in 2 of 5

Who does AI recommend more?

John Lewis, named ahead of Soak&Sleep in 3 of 5 answers

John Lewis first in 3Soak&Sleep first in 2

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Top bedding brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, John Lewis was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Soak&Sleep was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. John Lewis was listed before Soak&Sleep in three out of five answers.

Most recommended by AI

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

  1. Dunelm1st
  2. John Lewis2nd
  3. Piglet in Bed3rd
  4. Next4th
  5. The White Company5th
  6. Soak&Sleep6th
  7. DUSK7th
  8. Bedfolk8th
  9. Silentnight–
  10. Simba–

Mentioned by AI

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

  • Piglet in Bed4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUSK3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soak&Sleep2 of 5Named in 1 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
  • Bedfolk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silentnight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bedding brands

5 answers

Not named in any answer:

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

Is John Lewis or Soak&Sleep more popular in search?

This chart shows how often people search Google for John Lewis and Soak&Sleep by name. Each line represents a brand's share of searches for all ten bedding brands we track, month by month, from searches in United Kingdom.

John Lewis and Soak&Sleep among bedding brands in the United Kingdom, by month

Share of searches by month for Soak&Sleep, John Lewis. The figures are in the table below the chart.

View monthly share of searches table
MonthDUSKDunelmNextPiglet in BedSoak&SleepJohn LewisBedfolkSilentnightThe White CompanySimba
Oct 202525.2%25.2%13.8%13.8%9.2%7.5%1.5%1.8%0.66%1.2%
Nov 202521.2%21.2%14.2%21.2%9.5%7.7%1.9%1.5%0.68%1%
Dec 202521.1%21.1%14.2%21.1%9.5%7.7%2.3%1.3%0.84%0.84%
Jan 202626.6%21.8%14.6%14.6%9.8%8%1.9%1.3%0.7%0.84%
Feb 202628.4%23.2%15.5%12.7%8.5%6.9%1.7%1.7%0.74%0.74%
Mar 202627.5%22.5%15%15%8.2%6.7%2%1.6%0.72%0.72%
Apr 202630.7%20.5%13.7%13.7%9.2%7.5%1.8%1.5%0.62%0.8%
May 202629.6%24.2%13.3%13.3%8.8%5.9%1.7%1.4%0.78%0.96%
Jun 202630.3%20.2%13.6%16.6%9%6.1%1.8%1.2%0.79%0.54%
Jul 202629.1%19.5%13.1%19.5%8.7%5.8%1.7%1.1%0.94%0.52%
Aug 202630.3%20.3%13.6%16.6%9.1%6.1%1.8%1.2%0.8%0.44%
Sep 202627.5%18.4%18.4%15%10.1%6.7%1.6%1.1%0.73%0.45%

John Lewis sells other things too, so only its searches that name this product count here, like “john lewis bedding”.

How has the John Lewis and Soak&Sleep comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom bedding brands in September 2026?

2 changes

  1. In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.

  2. In September 2026, John Lewis gained share of searches among bedding brands in the United Kingdom, from 6.1% to 6.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using John Lewis’ and Soak&Sleep’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.

John Lewis

1 branded search term

  • john lewis bedding

Soak&Sleep

1 branded search term

  • soak and sleep

How the Brand Demand Index is measured

Other head-to-heads among bedding brands

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