Brandwave

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

In September 2026, John Lewis had more branded searches than The Rug Seller among rug retailers in the United Kingdom. John Lewis had about 18,100 branded searches, while The Rug Seller had 480. John Lewis made up 7.2% 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, John Lewis appeared in two of the five answers and The Rug Seller in one. John Lewis was mentioned before The Rug Seller in two out of three answers that named either.

Among rug retailers in the United Kingdom in September 2026

Who do people search for more?

John Lewis, about 38 searches for every 1 for The Rug Seller

John Lewis 18.1K searchesThe Rug Seller 480 searches

Who does AI mention more?

John Lewis, mentioned in 2 of 5 answers, The Rug Seller in 1

John Lewis in 2 of 5The Rug Seller in 1 of 5

Who does AI recommend more?

John Lewis, named ahead of The Rug Seller in 2 of 3 answers

John Lewis first in 2The Rug Seller 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, John Lewis was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two 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. John Lewis was listed before The Rug Seller in two out of three answers 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 John Lewis or The Rug Seller more popular in search?

This chart shows how often people search Google for John Lewis 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.

John Lewis and The Rug Seller among rug retailers in the United Kingdom, by month

Share of searches by month for John Lewis, 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%

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

How has branded search for John Lewis 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, John Lewis gained share of searches among rug retailers in the United Kingdom, from 6.6% to 7.2%.

  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 John Lewis’ and The Rug Seller’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using John Lewis’ 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.

John Lewis

1 branded search term

  • john lewis 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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