Simba vs Soak&Sleep:Which is more popular?
In September 2026, Soak&Sleep had more branded searches than Simba among bedding brands in the United Kingdom. Soak&Sleep had about 22,200 branded searches, while Simba had 1,000. Soak&Sleep made up 10.1% of all bedding brand searches we track, and Simba accounted for 0.45%. When we asked ChatGPT and Google AI Overviews about bedding brands, Soak&Sleep appeared in two of the five answers and Simba in none.
Who do people search for more?
Soak&Sleep, about 22 searches for every 1 for Simba
Who does AI mention more?
Soak&Sleep, mentioned in 2 of 5 answers, Simba in 0
Who does AI recommend more?
Soak&Sleep, the only one of the two named
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Top bedding brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Simba did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Dunelm1st
John Lewis2nd
Piglet in Bed3rd
Next4th
The White Company5th- Soak&Sleep6th
DUSK7th
Bedfolk8th
Silentnight–
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
Asked ChatGPT
“Where's the best place to buy bedding in the UK?”
Asked ChatGPT
“Which bedding brands are best quality?”
Asked ChatGPT
“What's the best linen bedding in the UK?”
Searched Google, AI Overview
“bedding”
Searched Google, AI Overview
“duvet covers”
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 Simba or Soak&Sleep more popular in search?
This chart shows how often people search Google for Simba 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.
Share of searches by month for Soak&Sleep, Simba. The figures are in the table below the chart.
View monthly share of searches table
| Month | DUSK | Dunelm | Next | Piglet in Bed | Soak&Sleep | John Lewis | Bedfolk | Silentnight | The White Company | Simba |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.2% | 25.2% | 13.8% | 13.8% | 9.2% | 7.5% | 1.5% | 1.8% | 0.66% | 1.2% |
| Nov 2025 | 21.2% | 21.2% | 14.2% | 21.2% | 9.5% | 7.7% | 1.9% | 1.5% | 0.68% | 1% |
| Dec 2025 | 21.1% | 21.1% | 14.2% | 21.1% | 9.5% | 7.7% | 2.3% | 1.3% | 0.84% | 0.84% |
| Jan 2026 | 26.6% | 21.8% | 14.6% | 14.6% | 9.8% | 8% | 1.9% | 1.3% | 0.7% | 0.84% |
| Feb 2026 | 28.4% | 23.2% | 15.5% | 12.7% | 8.5% | 6.9% | 1.7% | 1.7% | 0.74% | 0.74% |
| Mar 2026 | 27.5% | 22.5% | 15% | 15% | 8.2% | 6.7% | 2% | 1.6% | 0.72% | 0.72% |
| Apr 2026 | 30.7% | 20.5% | 13.7% | 13.7% | 9.2% | 7.5% | 1.8% | 1.5% | 0.62% | 0.8% |
| May 2026 | 29.6% | 24.2% | 13.3% | 13.3% | 8.8% | 5.9% | 1.7% | 1.4% | 0.78% | 0.96% |
| Jun 2026 | 30.3% | 20.2% | 13.6% | 16.6% | 9% | 6.1% | 1.8% | 1.2% | 0.79% | 0.54% |
| Jul 2026 | 29.1% | 19.5% | 13.1% | 19.5% | 8.7% | 5.8% | 1.7% | 1.1% | 0.94% | 0.52% |
| Aug 2026 | 30.3% | 20.3% | 13.6% | 16.6% | 9.1% | 6.1% | 1.8% | 1.2% | 0.8% | 0.44% |
| Sep 2026 | 27.5% | 18.4% | 18.4% | 15% | 10.1% | 6.7% | 1.6% | 1.1% | 0.73% | 0.45% |
How has the Simba and Soak&Sleep comparison changed over the last 12 months?
3 findings
- Soak&Sleep was ahead of Simba in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Simba’s share of searches among bedding brands in the United Kingdom moved from 1.2% to 0.45%, and its estimated monthly branded searches moved from 2.4K to 1K.
- Across the 12 months ending September 2026, Soak&Sleep’s share of searches among bedding brands in the United Kingdom moved from 9.2% to 10.1%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for United Kingdom bedding brands in September 2026?
2 changes
In September 2026, Soak&Sleep gained share of searches among bedding brands in the United Kingdom, from 9.1% to 10.1%.
Estimated monthly branded searches for Simba in the United Kingdom fell 58.3% over 12 measured months, from 2.4K to 1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Simba’s 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.
Simba
1 branded search term
- simba duvet
Soak&Sleep
1 branded search term
- soak and sleep
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