John Lewis vs Swoon:Which is more popular?
In September 2026, John Lewis had more branded searches than Swoon among furniture retailers in the United Kingdom. John Lewis had about 8,100 branded searches, while Swoon had 5,300. John Lewis made up 0.1% of all furniture retailer searches we track, and Swoon accounted for 0.07%. When we asked ChatGPT and Google AI Overviews about furniture retailers, John Lewis appeared in three of the four answers and Swoon in none.
Who do people search for more?
John Lewis, about 53% more searches than Swoon
Who does AI mention more?
John Lewis, mentioned in 3 of 4 answers, Swoon in 0
Who does AI recommend more?
John Lewis, 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, John Lewis was mentioned in three out of four: in all 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 John Lewis or Swoon more popular in search?
This chart shows how often people search Google for John Lewis 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 John Lewis, 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 John Lewis and Swoon comparison changed over the last 12 months?
3 findings
- John Lewis was ahead of Swoon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, John Lewis’ share of searches among furniture retailers in the United Kingdom moved from 0.11% to 0.1%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
- 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?
1 change
Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using John Lewis’ 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.
John Lewis
1 branded search term
- john lewis furniture
Swoon
2 branded search terms
- swoon editions
- swoon furniture
Other head-to-heads among furniture retailers
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