Loaf vs Swoon:Which is more popular?
In September 2026, Loaf had more branded searches than Swoon among furniture retailers in the United Kingdom. Loaf had about 29,000 branded searches, while Swoon had 5,300. Loaf made up 0.37% of all furniture retailer searches we track, and Swoon accounted for 0.07%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Loaf appeared in three of the four answers and Swoon in none.
Who do people search for more?
Loaf, about 5 searches for every 1 for Swoon
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Top furniture retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Loaf 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 Loaf or Swoon more popular in search?
This chart shows how often people search Google for Loaf 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 Loaf, 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 Loaf and Swoon comparison changed over the last 12 months?
3 findings
- Loaf was ahead of Swoon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Loaf’s share of searches among furniture retailers in the United Kingdom moved from 0.33% to 0.37%, and its estimated monthly branded searches moved from 29.5K to 29K.
- 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?
0 changes
Neither Loaf nor Swoon moved beyond provider rounding among furniture retailers in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Loaf’s 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.
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